In July 2022, the client faced four key obstacles:
- Limited visibility in non-branded searches.
- Poor performance of existing content in generating conversions.
- Shortage of qualified leads (MQLs) and business opportunities.
- High competition in a saturated market of similar solutions.
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We designed a phased SEO plan with immediate and long-term actions:
-Phase 1: Immediate optimization (Month 1)
- Content analysis: page mapping, keyword assignment, and prioritization using Ahrefs metrics.
- On-page SEO: optimization of titles, headings, content, structure, and images.
- Technical audit: error correction, improvement of Health Score from 51 to 71, and implementation of FAQ schema.
Phase 2: Strategic expansion (Months 2-3)
- New content: keyword-based briefs, competitor comparisons, e-commerce integrations, and practical guides.
- Content pruning: audit of 170 pieces → Delete (42), Hide (33), Improve (48), Keep (43). No-index and strategic redirects.
- Link building: 5 quality links per month in relevant digital marketing and e-commerce domains.
Phase 3: Continuous optimization (Months 4+)
- Performance analysis: monitoring, page re-optimization, and detection of new opportunities.
- Content evolution: focus on key verticals (fashion, food, pets), creation of e-books and templates for lead capture.
- Internal linking: distribution of authority to priority pages and cleaning up links to irrelevant content.
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Organic traffic growth
- 132.6% increase in organic traffic (Q1 2023 vs. Q1 2022).
- 75.6% increase in search engine impressions (YoY).
- 12% quarterly growth (Q1 2023 vs. Q4 2022).
- Improvement in conversions: 104 free trials generated through SEO in a single month.
- 33 MQLs and 4 sales opportunities from organic traffic.
- 23.7% increase in clicks for non-branded keywords.
Specific optimization results
- “Product updates” page: +94% increase in clicks
- “Feedback emails” page: +121% increase in clicks - “Reengagement emails” page: +18% increase in clicks
Positioning in strategic keywords
- “Examples of SMS for abandoned carts”: Position #24, 177 clicks per month
- Integrations with e-commerce platform: Position #33
- Alternatives to main competitor: Position #50 (highly competitive keyword)
Conclusion
The SEO strategy implemented demonstrates how a methodological and data-driven approach can generate significant results even in highly competitive markets. The key elements of success were:
- Smart prioritization: Focus on content with the highest conversion potential.
- Continuous optimization: Constant review and improvement of existing pages.
- Strategic content creation: Development of articles aligned with search intent.
- Disciplined link building: Consistent monthly link building program.
- Content cleanup: Removal or improvement of underperforming content.
This case study demonstrates that a well-executed SEO strategy not only increases traffic but also generates tangible business results in the form of qualified leads and sales opportunities.
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