The results:
- 119% increase in Organic Search impressions. Comparing 2 months prior to launch vs 3 months after launch.
- 69% increase in Organic Search clicks. (same period above)
- 60% improvement in high-priority keyword average rank.
- 40% increase in top-10 keywords.
- 56% increase in revenue year-on-year.
Background
OZtrail as a brand is a much-loved, household name in the camping and outdoor equipment industry, and has been a leader in the Australian market for decades. However, their eCommerce journey only began in the last few years, and they soon realised they’d need more than a strong brand to compete at the top.
OZtrail knew their current website platform left much to be desired, so they sought our services to develop a new Shopify+ website and manage an SEO migration from the old platform.
The experienced team at Perceptiv Digital audited the current site and began improving and preparing several facets of SEO for a few months prior to the site launch. In the end, the project exceeded OZtrail’s expectations so PD was contracted to continue enhancing site SEO well beyond project completion.
Our Goals
- Retain/recover organic search keyword ranking and traffic over the first couple of weeks post launch.
- Facilitate steady traffic growth over the following months – surpass pre-launch performance within a month or so.
- Increase Organic Search revenue and contribution to total revenue (%).
- Maintain a fast website with a high conversion rate and low bounce rate.
- Increase AOV.
How we did it
Pre-Migration
- Refined product category structure.
- Optimised category pages.
- Reviewed old content and devised an optimised content plan.
- Reviewed and applied Schema markup for all page types.
- Benchmarking and minor SEO audit.
Post-Migration
- Comprehensive SEO audits and addressed any issues.
- Created new informational pages to support categories.
- Backlink acquisition.
- Optimised UX for improved conversion rate.