Retail Reinvented: 25x Digital Growth for a Local Shopping Mall in 5 Months

From Brick-and-Mortar to Digital Powerhouse: How a Shopping Mall Achieved a 25x Increase in Monthly Visits

Clients:

Agency:

The retail landscape is ever-evolving, and malls are no exception. In a bid to stay relevant, a longstanding shopping mall in Vernon Hills, Illinois (let’s call it Mall X), embarked on a digital transformation journey. This case study explores how Mall X, partnered with Cracked Agency, leveraged SEO strategies to achieve a remarkable 25-fold increase in monthly visits within just five months.

The Challenge: Bridging the Gap Between Physical and Online

Established in 1973, Mall X had primarily focused on in-person shopping experiences. However, with the rise of eCommerce, the need for a robust online presence became increasingly evident. In 2020, a crucial step was taken when a new owner implemented an eCommerce platform named “Shop Now!” on Mall X’s website. While this allowed users to browse products offered by their favorite Mall X retailers online, the overall website traffic remained stagnant, averaging around 21,200 monthly visits.

The Strategy: A Multi-Faceted Approach to SEO

To bridge the gap and attract a wider audience, a comprehensive SEO strategy was devised. Here’s a breakdown of the key tactics employed:

Seamless Website Migration: A critical step involved migrating the website from its original domain to a new one. This process was meticulously executed, utilizing a robust 301 redirect strategy to ensure search engine optimization (SEO) value from the previous domain was preserved. This ensured a smooth transition for users and prevented a potential drop in rankings.
Expanding the eCommerce Platform: The “Shop Now!” platform was significantly expanded, adding a staggering 51,000 new product description pages (PDPs) within a single month. These PDPs provided detailed information about products available at Mall X retailers, often with links to purchase directly from the retailer’s website. This strategic move not only catered to online shoppers but also tripled the website’s keyword rankings, propelling a surge in organic traffic.
Leveraging the Power of Google Images: Beyond traditional search results, the SEO strategy capitalized on Google Image search. By optimizing image alt text and other relevant factors, Mall X began appearing in image search results for over 312,700 keywords. While image SEO wasn’t the primary focus, it provided an unexpected and valuable source of website traffic.

The Results: A Traffic Explosion

The combined effect of these SEO tactics was nothing short of remarkable. Here’s a glimpse of the impressive results achieved:

25x Increase in Monthly Visits: Within five months of implementing the SEO strategy, Mall X’s monthly organic traffic skyrocketed from an average of 21,200 visits to a staggering quarter-million visits.
Exponential Growth in Keyword Rankings: The expansion of the eCommerce platform, with its comprehensive PDPs, led to a phenomenal increase in keyword rankings. From a previous peak of 326,000 keywords, Mall X’s website surged to rank for an impressive 746,100 keywords.
Reaching a Broader Audience: Previously, branded keywords (searches containing “Mall X”) dominated website traffic. However, the SEO strategy successfully broadened the website’s reach by attracting users searching for non-branded keywords related to the products offered by Mall X retailers. This not only boosted brand awareness but also drove traffic from a wider audience.

Key Takeaways and Recommendations

Mall X’s SEO success story offers valuable insights for businesses seeking to thrive in the digital age:

Prioritize Website Migrations: When migrating websites, meticulous planning and a robust 301 redirect strategy are paramount to safeguarding SEO value and user experience.
Content is King (and Queen): Creating high-quality, informative content, such as comprehensive product descriptions, is essential for attracting organic traffic and improving keyword rankings.
Don’t Neglect Image SEO: While not always the primary focus, optimizing image alt text and other image-related factors can provide an unexpected boost in website traffic through Google Image search results.

By implementing these SEO best practices, businesses can emulate Mall X’s success and establish a strong online presence, attracting a wider audience and achieving significant growth in organic traffic.