Case Study: 794% Increase in Revenue for New to U.S. Powersports Parts Brand

Project Overview

Client Type: E-commerce business in powersports parts market.
CMS: WordPress
Challenge: A new, relatively unknown brand to the U.S.
SEO Goal: Get parts categories to rank and begin driving organic traffic.

SEO Approach

Website Structure & Technical SEO:
Focused on optimizing category pages with improved URL structures. Their team needed to reinvent the wheel which required technical work on categories and a strong redirect game.
Content Optimization & Expansion:
Expanded category pages with targeted keywords and additional relevant content. Focused on categories most important to the client to drive results where they needed them faster.

Results

Revenue from Organic Traffic:
Increased by 794% in 6 months from organic sources.
Conversion Rates:
Saw a 603% increase from organic traffic despite 52% decrease in sessions.
Keyword Rankings:
Only a 1.7% increase in keywords ranking in the top 10 positions, showing that strategic technical SEO and on-brand content drove better results for this brand’s bottom line.

Key Factors for Success

Content Optimization:
Expanding and optimizing category page content to target more relevant search queries.
Improved Website Structure:
Improving structures within WordPress helped Google crawl data more efficiently and understand the relevance and content of each page.

Challenges & Solutions

Structural Changes by Client:
Original category structures meant all subcategories utilized the same Title, H1 and content as their main category, essentially showing to Google they were all the same.

The solution was to involve their development team in restructuring categories and sub-categories to have dedicated breadcrumbs, H1s, and content for each page. Following, we needed to implement redirects so as not to lose any prior traffic to the site.

Future Recommendations

Content Expansion:
Continue expanding on the content for categories and sub-categories.
Backlinking & Outreach:
Initiate backlinking efforts to further enhance domain authority and brand awareness.
Consider Make/Model Pages:
Leverage searches around makes and models by providing dedicated pages with Shop By Make and Model, instead of relying on filtered pages that don’t rank well.