eCommerce SEO Case Study
1457% Return on Investment in
RCS is a wholesale eCommerce store that sells reclaimed wood table tops, table bases, and reclaimed wood restaurant furniture. After experiencing a steady decline in SEO-attributed eCommerce sales, RCS engaged PixelCutLabs® for a fully-managed SEO campaign using the Organic Visibility Framework™ strategy.
After digging deep into the data, running a six-layer manual SEO audit that combines data from ScreamingFrog, Ahrefs, Google Search Console, Google Analytics, SEMRush, OnCrawl, and several other advanced SEO tools, we identified the following three problems that were contributing to the steady loss in organic visibility:
”"I wish I could find more people like you to partner up with."Doug S.CEO, RCSuppliesOnline.com
Our Implementation Plan
As with any full-service eCommerce SEO campaign, PixelCutLabs® hit on the three core pillars of SEO: Indexability, Content, and Authority.
Indexability (Technical SEO)
We started by performing the SEO Project Planner Audit, which consists of the following deliverables (all with the target goal of removing any barriers that keep Google from indexing the site easily and often): Website Quality Audit, Manual Technical SEO Audit (Page-by-page), Content Performance Audit, Keyword Analysis & Research, Target Page Planning for Link Outreach, and a baseline audit. Here are a select few of the 250+ onsite changes we made to RCS at the beginning of the campaign:
- URL Structure Improvements – Objective: Increasing Crawlability & UX
- Excluding Low-Value Pages from Index – Objective: Maximizing Crawl Budget
- Structured Data & Schema Markup – Objective: Increasing Clickthroughs
The PixelCutLabs® team identified a content quality crisis very early on in the campaign. When we initially got started, we were working with countless 300-word (low-quality) blog articles, 30-word product descriptions, and a number of top-level pages that had less than 250 words on them. Based on Google’s mission statement (organizing the world’s information), we knew that we had to create enough information for Google to index and display in search results. These are a few of the core actions we took in the first three months of the campaign:
- Product Descriptions – Our content writer added nearly 7500-words worth of product descriptions
- 4 Strategically Written Posts Per Month – Objective: Authority Building & Content Strategy
- Category Page Development – Objective: Target high-volume low-competition keywords
The entire team would agree this has been the most fun part of the RCS campaign. The restaurant industry is always changing, and acquiring links from high-value publishers can be difficult, especially if you don’t have a well-planned strategy. With hundreds of hours of link prospecting completed, Emily (our Outreach Manager) leverages PitchBox (an email outreach tool for SEOs) to earn links from some of the most authoritative websites in the restaurant industry.
In just 12 months, our guest post, infographic, and link placement outreach campaigns have resulted in massive authority increases for the RCS domain. Here are a few bullet points on our strategy:
- Natural Links – We performed outreach naturally and organically to avoid a manual penalty from Google
- Relevant Targets – We selected a combination of product, category, branded, and blog posts and funneled authority to our money-making pages with a strong internal linking strategy
- Ongoing Efforts – We perform outreach on a monthly basis to further build the RCS authority profile, while maintaining a small, white-hat footprint
Email Outreach & Authority Building
Here are two screenshots taken from inside our PitchBox account for RCS, where we automate email outreach for authority building.