Retail & eCommerce
Google Analytics, Ahrefs
The client is a successful US family-run toy manufacturer involving 200 employees and an assortment that includes 60 types of various wooden items ranging from basic figures and children’s educational playthings to tinker toys.
The client has already established a decent distribution network with its branded brick-and-mortar shop, big box stores, and online marketplaces. The owner decided to expand its presence by launching an eCommerce website. The client’s web development team had already been working on the site, but they lacked digital marketing expertise and engaged NIX to implement a comprehensive set of search engine optimization (SEO) steps from scratch and ensure further organic promotion without paid activities to begin with.
Initially, the site’s release date was set for July 2021 in order to rank highly in search results well before peak sales in the Christmas season. In March, the website’s release became a matter of urgent necessity for the client’s business not to go into the red because of the COVID-19 pandemic and all stores shutting down for an undefined period. The action plan had been revised, and the timeline had been significantly reduced.
The NIX team had the following goals to achieve:
Execute the whole complex of SEO activities by the site launch in 1.5 months
Reach the following organic traffic volume of 2.5k users by the peak Christmas demand in December, and 9k users by June
Achieve 15% site visibility progress within two months after launch
Our experts joined the internal client’s team in the early stages of web architecture development. The work started from the analysis and assessment of the existing inputs, elaboration of requirements tailored to specifics of the eCommerce toy niche to build a far-sighted SEO strategy. The early stage synchronization of web development and SEO prevented the budget overrun and time delay avoiding further remodeling of the site configuration and increased its chances for stable and consistent traffic growth. To accomplish these goals, we used an integrated approach for SEO activities. The scope was the following:
Our experts have built a logical website structure relying on the client’s requirements and deep research on web strengths and weaknesses of main competitors, and identified industry-specific queries. The multi-page website had the following structure:
We worked out keyword searches and their clustering and distribution for different semantic entities to get high visibility in search engines. The team prepared the list of necessary content and requirements for its creation.
The website was optimized in three main directions—technical, on-page, and off-page optimization. The steps were the following:
Technical optimization included finding weak points and implementing guidelines for the enhancement of source code and website ranking optimization. We processed page speed, internal linking, logical structure and crawl depth, page canonicalization, and URL structure. We used canonical tags, sitemap.xml, and robot.txt files to influence the crawl budget—a critical metric for site indexing.
On-page optimization was provided on the web development staging. We set up the site content that met the Google demands—our experts used meta-data, matchable keywords and semantically related phrases.
We created a long-term, link-building strategy and robust backlink profile to deal with credible, high-quality, and relevant websites that would increase rankings on Google search engine results pages (SERPs) and get more organic traffic.
The steps were the following:
To monitor, troubleshoot, and maintain the site’s performance, the client’s website was connected to Google Search Console. The provided data helped to check page indexing, identify the top organic pages, manage efficiency of snippets, detect and fix page experience issues, look at the Core Web Vitals scores, etc.
Due to Google Analytics, our SEO experts assessed website metrics by tracking user behavior and traffic sources for making further modifications and improving the website rank, which is its position in the search results.
The NIX team accurately fulfilled the requirements from Google and used the ping tool to be crawled, indexed, and ranked highly in a short time. Due to a polished web structure, quality content and correct clustering, page optimization measures taken to influence the crawling budget 10 days after launching the website demonstrated good results—Google had scanned all the site’s pages and had not reported any errors.
With our help, the client received a smooth transition from offline to online without any drop in sales even during the COVID-19 outbreak. Our complex implementation of SEO activities at the strategy stage of website development was a cost-effective and high-performance solution for the client’s business.
Established goals were met within the agreed time frames with results above expectations:
We continue our collaboration in the organic SEO field and plan to start paid digital advertising of the toy brand.
2 SEO experts
Google Analytics, Google Tag Manager, Google Search Console, Google Optimize, Screamingfrog, SEMrush, Similarweb, Ahrefs, Mindmeister, Bing Webmaster Tools, Moz.com, PageSpeed Insights, Google Mobile-Friendly Test, Google PageSpeed Insights, GTmetrix, blackhatlinks.com, WebSiteAuditor, Google Trends, Google Keyword Planner
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