A high-end online store more than doubles its search clicks
A high-end online store was easy to find by name and hard to find any other way. New and better-organized pages, plus pages for Spanish-speaking markets, more than doubled its clicks from search.
The results
Where things stood
The client is a high-end online store. It sells in a category led by bigger competitors, brands with more recognition and more ground covered across the market.
People who searched the brand's name found it easily. Its branded search was strong. The trouble was every other kind of search.
When people searched for the products in the category, the brand barely showed up. Those searches are where new customers come from, because they're made by people who don't know the brand yet. The bigger competitors took most of them.
A big part of the reason was the site itself. Its pages had little content to rank with, and the way they were organized didn't match the searches people use to shop the category. Google had very little to go on, so it ranked the competitors with deeper sites instead.
Their category pages had more content, more pages for related searches and clearer links between them.
What we did
We rebuilt and expanded how the site's pages are organized. In SEO terms, that's on-page architecture. It means deciding which pages a site needs, what each one is about, and how they link to each other, so that every important search has a page built to win it.
We started by mapping the searches in the category to pages on the site. Some searches had a page that needed more content. Others had no page at all, so we planned new ones. Then we tied the pages together with clear links, so Google could see how the site was structured and which pages mattered most.
We also added pages for Spanish-speaking markets. We wrote them around the words people in those markets search with, and set up the site so Google shows each visitor the version made for them.
What changed
Impressions show how often the brand appeared in Google's results, and clicks show how often people chose it. Both more than doubled, and every target keyword now ranks on page one.
What other brands can take from this
If most of your search traffic comes from people typing your name, you're mostly reaching people who know you. The growth is in the searches made by people who don't know you yet.
Winning those searches usually starts with the site. Search engines need a page built for each thing people look for, with enough on it to rank. And if you sell in more than one language, the same structure needs to work in each market.
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