Driving E-Commerce Sales Growth for a Commercial Kitchen Equipment Website
In the competitive world of e-commerce, selling commercial kitchen equipment online presents unique challenges, including low organic visibility, high competition, and long sales cycles. Our client, an established e-commerce business selling commercial kitchen equipment, faced declining sales and stagnant organic traffic. They approached us to devise an SEO strategy to increase sales and visibility within six months.
Key Challenges
Low Organic Visibility: The website struggled with low search engine rankings for high-intent, relevant keywords. As a result, organic traffic was minimal, limiting their ability to reach new customers.
Highly Competitive Niche: The commercial kitchen equipment sector is highly competitive, with larger companies dominating the market. Ranking for essential industry terms was challenging due to strong competition from well-established e-commerce giants.
Outdated Website Structure and Poor User Experience: The site had technical SEO issues, including slow loading times, unoptimized images, and an outdated website structure, which negatively impacted search engine performance and user experience.
Limited Content Depth: The website had a limited amount of quality content, particularly on product and category pages, which were lacking keyword optimization and detailed information. This limited the site’s ability to rank for long-tail, high-intent search queries.
Our Growth SEO Strategy
To overcome these challenges, we implemented a comprehensive 6-month SEO strategy, focused on improving technical SEO, keyword targeting, and content marketing, while enhancing user experience.
1. Technical SEO Enhancements
- Website Speed Optimization: We reduced page load times by compressing images, enabling browser caching, and improving server response times.
- Mobile Optimization: Ensured the site was mobile-friendly to enhance user experience and meet Google’s mobile-first indexing standards.
- URL Structure and Internal Linking: We revamped the URL structure to improve navigation and SEO. We also built a more cohesive internal linking strategy to distribute link equity and improve crawlability.
2. Targeted Keyword Strategy
- Comprehensive Keyword Research: We identified a mix of high-intent, low-competition long-tail keywords related to commercial kitchen equipment. By focusing on these terms, we could target specific search queries with buying intent.
- On-Page SEO: We optimized all product and category pages with relevant keywords in title tags, meta descriptions, and headers. Additionally, we enriched content with detailed product information, FAQs, and optimized alt text for images.
3. Content Marketing and Product Guides
- Creating In-Depth Product Guides: We developed detailed, high-quality product guides for key commercial kitchen equipment categories, such as refrigerators, ovens, and industrial dishwashers. These guides targeted both industry professionals and small business owners looking to purchase equipment.
- Blog Content Strategy: We introduced a blog section covering topics like “How to Choose the Best Commercial Refrigerator” or “Maintenance Tips for Commercial Ovens,” driving organic traffic from informational searches that converted into product sales.
- User-Generated Content: We encouraged customer reviews and testimonials to add fresh, relevant content and improve rankings while building trust with new visitors.
4. Link Building Campaign
- We initiated a targeted link-building campaign to acquire high-quality backlinks from industry-related blogs, review websites, and trade publications. This helped build domain authority and improve organic rankings over time.
5. Conversion Rate Optimization (CRO)
- We implemented A/B testing on product pages to optimize call-to-actions (CTAs), simplified the checkout process, and improved product page layouts to increase conversions.
Results
Our Growth Strategy Process FAQ
The primary challenges included low organic visibility due to high competition, technical SEO issues like slow site speed, and an outdated website structure. Additionally, the site lacked high-quality content on product and category pages, making it difficult to rank for relevant keywords.
We optimized page speed by compressing images, enabling caching, and improving server response times. The site was made mobile-friendly to meet Google’s mobile-first indexing standards, and we improved the URL structure and internal linking to enhance navigation and search engine crawlability.
We created in-depth product guides and blogs targeting high-intent, long-tail keywords. The content was designed to educate potential buyers and improve SEO rankings. Additionally, customer reviews and testimonials were used to generate fresh, relevant content.
We executed a targeted link-building campaign, securing high-quality backlinks from industry-related blogs, review sites, and trade publications. These backlinks helped increase the site’s domain authority, further boosting its rankings for competitive keywords.