Shopify SEO Case Study - Ranking Above Retailers & Going DTC
Please note that we’ve made sure the client is not mentioned on the website to keep their identity anonymous per the client’s request.
Shopify SEO Case Study - Ranking Above Retailers & Going DTC
The Issue
The client uses retailers for distribution and wants to increase brand awareness to drive demand while being able to drive in store velocity by letting a customer database know where they can shop in person. The other goal is direct custom acquisition so there is a new stream of revenue if a buyer decides to stop purchasing.
Shopify SEO Case Study - Ranking Above Retailers & Going DTC
At the time we began there was no non-branded search traffic coming in. One of the biggest concerns was if they would be able to beat the big retailers and media publications dominating the search results. After about a year and a half we accomplished each goal above.
Shopify SEO Case Study - Ranking Above Retailers & Going DTC
The Situation
The store had no non-branded traffic when we began, and a semi-customized shopify storefront. So we defined two goals with the client:
Shopify SEO Case Study - Ranking Above Retailers & Going DTC
- Bring new customers from high-intent, non-branded phrases to the website.
- Drive conversions including:
- Direct sales
- Email and SMS sign ups
- Tagging consumers with remarketing pixels to reduce the cost of non-branded, high-volume, and high-intent PPC phrases
The first goal has two steps. Step one is to get the site ranking for non-branded traffic in the top 100 positions. From there we need to bring those keyword phrases to the top 3 positions so they get traffic. This means outranking the big stores like amazon, Walmart, Target, Best Buy, Chewy.com, etc… Which is not as hard as it sounds.
Shopify SEO Case Study - Ranking Above Retailers & Going DTC
Below you’ll find the screenshots of the results from Google search console, the steps we took over the last year and a half, the signals we looked for, and a ton of tips we normally only share with clients.
Shopify SEO Case Study - Ranking Above Retailers & Going DTC
Please note that in screenshots 3 and 4 the average position doesn’t look that great. It is the average position in…
Shopify SEO Case Study - Ranking Above Retailers & Going DTC
..