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