Australian eCommerce store, Bespoke Baby, offers premium baby gifts, nappy cakes, baby toys, essential Mum and newborn baby items. Looking to grow SEO traffic sustainably and generate more sales from search, they needed a comprehensive strategy that would grow their online presence and ultimately win them more loyal customers.
SEO puts you in the right place, at the right time. OMG partnered with Bespoke Baby to create an evidence-based SEO campaign to get in front of shoppers with improved Google rankings and visibility.
Want your Shopify store to rank higher in search results? The Gurus set to work on creating a highly optimized Shopify website for Bespoke Baby that would win floods of new customers and purchases. Balancing short-term wins and long-term gains, we built an SEO and content marketing strategy with our client’s business goals to skyrocket success.
It was critical to optimize site and page structure, target the right keywords, boost on-page factors, and create unique content to add value shoppers, encourage sharing and build their Shopify SEO.
The result? A huge growth spurt. Within 9 months, we were able to increase organic monthly search revenue by over 5000% – and the future looks promising.
SEO success begins with a deep understanding of a client’s website, competitors, and industry. That’s why when Bespoke Baby partnered with OMG, we got to work right away with conducting a Digital Audit, leaving no stone unturned. The Gurus uncovered the low hanging fruit (quick wins), along with all the technical and on-page SEO elements to catalyse sustainable growth. We then created an SEO strategy to take their online presence a leap ahead of their rivals.
Technical SEO to optimize a high-potential, high-value categories and products
On-page SEO and content to accelerate rankings, targeted traffic, user experience, and more organic conversions
Data-driven market and keyword research to unearth the most useful and profitable short to longtail keyword opportunities and gaps
Strategy & Execution
Through our initial website technical crawl and digital audit, our SEO Gurus discovered several actionable ways to make the Bespoke Baby online store perform better so our marketing efforts could soar. This included optimizing their GMB, addressing 200 and 404 errors and updating missing meta descriptions, improving site speed, and optimizing pages with “thin content”.
Google uses hundreds of signals and factors to determine a website’s rankings and authority. So rectifying these important onsite actions early allowed us to hit the ground running and position the eCommerce website for fast growth.
As a team, we evaluated Bespoke Baby’s products on an individual page level – but also on a macro level. The Gurus developed a category expansion strategy to synthesize user experiences which would lead to more conversions and revenue. We also uncovered new opportunities which would capitalise on seasonal search trends.
Our Gurus then provided strategic advice around which category pages to launch and a roll-out plan, how to feature more premium products, and optimizing conversion paths. Within 12 months, we’re already seeing a 5000% increase in monthly organic revenue.
High-quality content is a crucial ranking factor for a page. Early on, we noticed a key growth opportunity in Bespoke Baby’s category and product pages – several of which featured thin content which lacked important keywords. Furthermore, based on the initial site architecture, the set up important “baby clothes” pages were resulting in keyword cannibalisation.
That’s why concentrating our strategy on the SEO content front was one of our next big goals. We restructured the site to have category pages and relaunched new subcategory pages. We also implemented internal linking optimisation from category service pages to their products, optimized metadata, and crafted a new sitemap.
The endgame? More qualified traffic reaching the site and converting into customers.
To drive Bespoke Baby’s sustainable organic growth, we mapped out non-branded keyword opportunities and gaps. One of those goals was to increase product-related searches, which would open the floodgates for new ready-to-buy customers.
We focused on individual product page optimisation from creating unique product descriptions, answering FAQs, and implementing schema. We then built out relevant blog content on a monthly schedule which would increase our client’s expertise, authority and trustworthiness. Next up, tactical product link building to very niche-specific products helped us to climb up the search engine results pages for competitive terms.
From our consistent efforts, they’re already starting to rank for 283% more keywords. Currently, Bespoke Baby is sitting on page 1 for 200+ competitive profitable terms — such as ‘nappy cake’, ‘baby gifts online’, ‘unique baby gift’ and ‘nursery wall art’.
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