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Case Study: Increasing Organic Traffic Through Niche Content Optimization
“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. In just 3 months, YogaDirect’s unique organic website traffic increased 28%.”
About YogaDirect
YogaDirect, founded in 1999, is the largest manufacturer of quality Yoga equipment in the United States. The company prides itself on providing outstanding customer service, low prices, and the highest quality Yoga accessories available. While most online specialty retailers who sell Yoga equipment use drop ship or fulfillment services, they personally ship each and every product from their facilities.
Situation
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 was failing to attract 1st time visitors and losing out on valuable market share.
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. In just 3 months, YogaDirect’s unique organic website traffic increased 28%, while two top competitors with older domain names saw only 22% and 19% increases respectively.
Likewise, in comparison to the year prior, YogaDirect saw a 40% increase in overall traffic, while its primary competitor saw a 41% annual decrease.
