Case Study – Yoga Direct

Christian Vuong | April 5th, 2010

The largest direct importer and manufacturer of quality Yoga equipment in the US, YogaDirect’s brand was well established online, but the majority of its organic search traffic was a result of branded keyword searches. In short, YogaDirect.com was failing to attract 1st time visitors and losing out on valuable market share. Yoga Direct Logo

Challenges

Attracting 1st-time visitors meant YogaDirect needed to rank for non-branded and product-related keywords, but the highly saturated nature of the yoga niche coupled with

YogaDirect’s young age in relation to its competitors meant they would have to work twice as hard.

Strategy

After performing a comprehensive audit of the client’s site, we devised a comprehensive SEO strategy focused on optimizing the site for popular yoga-related keywords and branding YogaDirect as a niche authority.

We optimized the site for non-branded keywords with content

To improve YogaDirect’s organic ranking for yoga, Pilates, and fitness-related keywords, we prescribed the addition of a healthy dose of unique content to the site. We also added content targeting category and product-specific keywords to respective pages, and optimized all content with H1 and H2 tags.

We added unique Meta title tags and descriptions to each page

To draw in more users, we optimized YogaDirect’s Meta title tags to target long tail and product-specific keywords and help identify unique pages. We also developed more compelling page descriptions and added calls-to-action to generate more clicks.

We improved the URL naming strategy with more descriptive URLs

To give YogaDirect even more ranking juice, we organized their URL structure to identify individual product categories and pages and added product-related keywords to the URLs to help users find specific products.

Results

Traffic highlights

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In just 3 months, YogaDirect’s unique organic website traffic increased 28%, while two top competitors with older domain names saw only 22.10% and 19.68% increases respectively.

Likewise, in comparison to the year prior, YogaDirect saw an 40.31% increase in overall traffic, while its primary competitor saw a 40.86% annual decrease.

Ranking highlights

In addition to increasing traffic to its site, within 3 months YogaDirect improved their ranking for a number of non-branded and product-specific keywords, and finally gained the edge it needed to compete.

The Bottom Line

With an expanded online presence and high organic rankings for popular-related keywords, YogaDirect’s brand awareness grew exponentially, and product sales soared.

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