Project Overview
SoccerPro.com is an online retailer competing with Dick’s Sporting Goods, Adidas, Nike and other big brands in the highly competitive online sports apparel industry. When they came to Razor Rank site performance was plummeting, sessions were down 31% YOY. Our team did a deep dive technical audit and provided SEO consulting and guidance on a wide variety of problems, ranging from subdomain issues, conversion rate optimization problems, poorly optimized content, low quality inbound links to name a few. They had platform issues as well. Our team evaluated the issues, reviewed competitor strategies and created an SEO Roadmap to help Soccer Pro regain its competitive edge in organic search and increase the visibility of their products in SERPs.
The Results
The company was able to achieve a 74% increase in monthly revenue, year over year comparison. This is a significant achievement, however there was no silver bullet that we can say did the trick. There were a number of important factors that lead to this success. Review of all product categories required research and reorganization of keyword targets. Subdomain issues were identified, and our team collaborated with the client in finding the best and most cost-effective solutions designed to consolidate SEO equity for the entire site. Internal link mapping was provided to direct SEO value to important pages. Overall the Razor Rank team worked closely with the client to ensure many SEO initiatives were implemented.
Content Strategy
Initial content auditing revealed that the site had a great deal of content but no formal strategy in place. Our team did extensive keyword research and competitor research, and created a content strategy that required all category pages to be reorganized. We identified competing content and created a plan to resolve this. Razor Rank knew that the client was stretched with other initiatives so we wrote the content ourselves and helped speed the project along. This required a sustained effort and close collaboration with the client.
Increased Conversion Rate
Our team reviewed the checkout process and found many issues that were not following best practices and were not optimized. After optimizing the checkout process, Soccer Pro was able to show a 74.9% increase in ecommerce conversions, and a significant increase in revenue.
Google Keyword Rank Improvements
By focusing on priority keywords for important products, our team was able to lift performance of Soccer Pro's entire range of keywords. After careful keyword research and reorganization of their strategy, our team wrote the category pages, optimized product pages and kept the strategy moving. Within 12 months, over 272 keywords were on page one of Google search results. The client enjoys top rankings above big brand competitors for many products, which was very gratifying to see.
Our Strategy
Featured Snippets
Our team set out to acquire featured snippets in search results for a wide variety of search phrases. We were successful in gaining quite a significant number of these (see example image to the right) which drove traffic to the site and resulted in increased sales in many categories.
