How search engine optimization specialists multiplied month-to-month visitors by 100

Company

Phanum is a younger company with headquarters in Rotterdam, the Netherlands. Greater than an company, Phanum is a freelancer collective that gathers freelancers from everywhere in the world and makes a speciality of search engine marketing.

Initially, the Phanum staff centered on working with ecommerce firms. Nonetheless, over the past six months, they’ve come to appreciate that many different kinds of companies need assistance with search engine optimization. Because of this, they selected to not restrict themselves to at least one sector. They now supply help with on- and off-page optimization, native search engine optimization, key phrase analysis, content material creation, technical optimization, audit, and, in fact, analytics and reporting. They use SE Rating for many of those duties.

Jairo David Guerrero Vásquez

Founder

As a result of search engine optimization is time-consuming, SE Rating’s instruments are an amazing assist right here. We use it for detailed audits, key phrase analysis, efficiency monitoring, and reporting. However other than the precise search engine optimization workflow we do for shoppers, we additionally use SE Rating for our gross sales course of. It helps us construct belief with present and potential clients as we can provide them a complete overview of the present state of affairs and advise on the following steps.

Shopper

Phanum acquired a request from a Netherland-based ecommerce web site proprietor to assist with search engine optimization. The webshop supplied retail medical merchandise for well being professionals, comparable to latex gloves, facemasks, medical aprons, glasses, or injection materials. The corporate was managed by two folks and relied on a achievement companion to deal with product supply all through the Netherlands.

Initially, the consumer’s web site was performing fairly nicely, with roughly 400 day by day customers, enabling them to satisfy their gross sales targets. However over time, they noticed a pointy decline of their web site’s rating, as different massive webshops and different rising gamers out there outperformed them. To repair this challenge and keep their aggressive edge, they requested Phanum to enhance their search engine optimization.

Targets

As with different related search engine optimization initiatives, Phanum’s main purpose was to get their consumer to achieve the #1 place on the SERP for as many goal key phrases as potential. Their consumer’s webshop already held the highest 5 positions for its most related merchandise for the next key phrases: “latex gloves,” “facemasks,” and “disposable gloves.” However shortly after the pandemic hit, its rankings rapidly plummeted as a whole bunch of competing webshops started providing the identical merchandise. Probably the most excessive instance was for the search time period “facemasks,” the place the webshop went from place #1 to place +99 in a matter of days. The problem at hand was to get better all the highest positions for the webshop. Phanum divided the ultimate purpose into smaller milestones and created a challenge plan to assist their consumer in attaining their targets. 

Steps taken to achieve these targets 

1. Fixing the web site construction and efficiency

Web site construction is essentially the most vital a part of any ecommerce web site. Earlier than transferring ahead with any process, the Phanum staff needed to evaluate the web site’s construction, discover any stability points, and develop methods to enhance their consumer’s inside linking construction. Phanum studied the content material on the web site and interlinked pages with essentially the most related content material. 

Phanum encountered a number of points stopping serps from discovering their consumer’s most essential class and product pages:

• One-level breadcrumbs: Customers or search crawlers couldn’t navigate the location accurately.
• Static navigation: Pages didn’t embody reference to associated content material, simply static navigation hyperlinks.
• Extreme quantity of hyperlinks: Some pages had over 1500 hyperlinks, which prevented a few of them from being found by crawlers resulting from crawling exhaustion.
• Damaged pagination: Product itemizing pagination led to damaged or useless pages with no additional navigation or pagination.
• Low-quality pages: Model or pillar pages have been seen however lacked high quality content material. This brought on cannibalization points with essential class or product pages.
• Low web page expertise rating: The positioning was too gradual, leading to a low web page expertise rating.

SE Rating’s Web site Audit enabled the Phanum staff to pinpoint essentially the most vital technical points affecting their consumer’s web site. They tackled every challenge step-by-step and so as of enterprise precedence. The staff additionally labored carefully with front-end software program growth to efficiently resolve these points. Because of SE Rating’s prioritization capabilities, the Phanum staff was capable of deal with executing essentially the most impactful modifications, leading to substantial enhancements for the web site.

2. Content material optimization

SE Rating’s Web site Audit software helped Phanum spot technical points and pinpoint pages that required fast consideration. After importing the challenge knowledge into SE Rating, it grew to become apparent to Phanum that rankings for essentially the most related key phrases had plummeted in only one week.

Phanum’s subsequent process was to fill within the content material hole and optimize the location’s content material. To realize this, Phanum used SE Rating’s Key phrase Analysis software to establish related key phrases that may very well be focused on current or new pages, thereby enhancing the content material’s optimization and search engine rankings. After figuring out essentially the most applicable key phrases, Phanum organized them into clusters or, in different phrases, teams. 

In ecommerce, it’s good follow to align key phrase clusters naturally with product classes. For Phanum, optimizing their consumer’s key phrases into clusters required an entire overhaul of their class tree. The staff made it a precedence to optimize the content material inside every cluster, making certain that their consumer’s webshop featured high-quality content material that was related to their audience.

They then carried out in-depth competitor analysis to detect potential content material gaps, which enabled them to get insights that have been essential for the challenge’s later success. 

Through the use of SE Rating’s Competitor Analysis software, Phanum may establish areas the place their content material wanted enchancment and in addition supply a better high quality of data than their rivals. They recognized web sites that ranked for related key phrases and offered related providers (direct rivals), and added them to monitoring to remain up-to-date with their actions. 

Upon evaluation, Phanum found that almost all of their rivals lacked detailed class descriptions and had not optimized metadata (web page titles and descriptions). To enhance their web site rankings, Phanum reworked essentially the most related classes and stuffed the web site with high-quality content material. Nonetheless, this course of was neither quick nor simple, on condition that the webshop had over 100 classes. The rankings started to get better after a interval of roughly 6 to eight months, with seen enhancements on the primary web page of search outcomes.

3. On-page optimization

After addressing the key efficiency and structural problems with their consumer’s web site, Phanum noticed a restoration in rankings, with short-tail key phrases rating greater and class pages as soon as once more driving consumer acquisition. Nonetheless, the staff’s goal was to assist the webshop obtain the absolute best search engine optimization outcomes, they usually wouldn’t cease till they did. They centered on enhancing the web site for long-tail key phrases and considerably rising the variety of key phrases triggered by the location. 

After organizing their consumer’s content material into clusters, Phanum proceeded to optimize the product pages with the next modifications:

• Wealthy metadata was added, together with manufacturers, pricing, and pictures.
• URLs have been mounted and made extra user-friendly.
• Breadcrumbs and navigation have been up to date to make sure right category-product hyperlinks.
• Product descriptions have been expanded with tables and a number of sections.
• Associated merchandise and contextual hyperlinks have been added to related classes.
• Product evaluate sections have been added to every product.
• A evaluate e mail workflow was initiated to collect extra suggestions.

After these modifications have been launched, the SERP began displaying enriched outcomes, which additional improved the web site’s search engine optimization outcomes and conversions.

Utilizing SE Rating’s Web site Audit and On-Web page search engine optimization Checker, the Phanum staff recognized the pages with the best potential to yield fast outcomes among the many webshop’s 5,000+ merchandise and prioritized optimizing them. Inside just a few weeks, the on-page product optimization was displaying noticeable enhancements.

4. Monitoring and analytics

All through the course of the challenge, Phanum used SE Rating’s Rank Tracker to watch its progress and monitor the present positions of focused key phrases. This allowed them to extend the variety of related key phrases within the challenge and optimize the method to realize prime natural rankings. The rating place was their main metric as a result of on this specific market, even small modifications in positions may result in important modifications in visitors and gross sales. 

When the rating dynamics for specific key phrases weren’t regular, the Phanum staff reconsidered their search engine optimization technique and tailored new content material concepts and technical upgrades.

Outcomes

Phanum helped their consumer get better and keep excessive positions for his or her best key phrases in a particularly aggressive market. Regardless of the fixed struggle with rivals, Phanum managed to multiply their consumer’s visitors by 150 in comparison with the preliminary stage of the challenge. 

After Phanum’s search engine optimization improve, the web site didn’t expertise any drastic rating drops and reached hard-to-steal natural positions. Finally, the consumer firm carried out so nicely that it was offered to a bigger firm.

Takeaways

To assist their shoppers reach a unstable aggressive panorama, Phanum relied closely on SE Rating’s software set.

Beneath are some further search engine optimization insights that we requested Phanum to share that may very well be useful to different businesses. Try this text to study extra:

• Grow to be your shoppers’ information. Many companies usually notice they should enhance their search engine optimization technique however aren’t certain what search engine optimization is or implement it. Some companies do not know the place to begin, which is why businesses ought to present an in depth rationalization of the scope of labor, how lengthy it takes, and in addition clarify that search engine optimization is extra than simply key phrase analysis. 
• Keep away from making incorrect price range estimations. This generally is a massive challenge, particularly since most shoppers don’t perceive how expensive search engine optimization may be and are sometimes shocked by the estimated prices. Your company ought to be capable to present estimates for various eventualities and supply a number of pricing plans to accommodate shoppers with various budgets. 
• Talk clearly with shoppers. On the finish of the day, each events work in the direction of the identical purpose: success and progress. Phanum usually hosts reside workshops the place they roast random web sites utilizing SE Rating. This units up a stable base for them to construct significant conversations with potential shoppers and as you realize, shoppers need to see that knowledge!

Hopefully, the following tips will make it easier to convey essentially the most worth to your shoppers. And ensure to take a look at our weblog to seek out out much more!