In this case study, we will take you through the SEO promotion efforts undertaken for a Shopify-based lash supply store located in California. Despite having a limited marketing budget, we were able to significantly improve the store’s organic traffic and visibility on Google, thanks to a comprehensive, hands-on approach to SEO optimization of Lash Flash.
Key SEO Changes and Improvements
The core objective of this SEO campaign was to boost the store’s visibility in Google search results, enhance user experience, and increase organic traffic. By implementing a range of strategic SEO tactics, we were able to create measurable success, even with a modest budget. Below, we break down the key steps taken to optimize the website and the results they brought.
Restructuring Navigation and Categories for Improved User Experience
One of the first tasks we undertook was optimizing the website’s navigation and restructuring product categories. This was essential to help users easily find the products they were looking for, resulting in improved site usability and better user engagement. By making the categories more intuitive and accessible, customers could quickly find their desired products, which lowered the bounce rate and increased time spent on the site.
Content Optimization and Adding Key Elements
We made several improvements to the site’s content structure, including adding better headers, descriptions, and breadcrumbs. This not only helped with user navigation but also improved the site’s SEO by making it easier for search engines to crawl and index the pages. Adding these key elements also improved the visibility of category pages and product listings.
Additionally, we launched a blog to support the informational side of the business. Creating high-quality, relevant blog posts allowed us to target long-tail keywords and further optimize the site. Blog posts also acted as a tool for better interlinking between product categories, driving more internal traffic to key pages.
Technical SEO and Site Optimization
Adding Promo Videos and Image Optimization
One of the significant improvements we made was implementing a promotional video as requested by the store owner. This helped to engage users more effectively by providing them with a visual explanation of the products and services. Video content is known to improve user interaction and dwell time, which ultimately supports SEO efforts.
In addition to video content, we optimized the images across the site. Large, unoptimized images can significantly slow down a website, impacting both user experience and SEO rankings. By compressing images and ensuring they were properly sized, we improved the site’s Google Page Speed score, bringing it up to a solid 73 on the mobile perfomance and 71+ score on the desctops. Faster loading times of mobile version contribute to higher rankings and a better user experience.
Optimizing Headers and Internal Structure
We also focused on improving the header structure. Prior to our intervention, the site lacked an H1 tag, and other headers (such as H2 and H3) were not organized effectively. Proper header structure is essential for SEO because it helps search engines understand the hierarchy of content on a page. We ensured that H1 tags were added to the most important pages, and H2 and H3 headers were organized to match the content and keywords being targeted.
Enhancing the FAQ Section and Building Internal Links
Another strategic change was adding an FAQ section to the site. This not only provided valuable information for users but also helped with internal linking and keyword targeting. The FAQ section answered commonly asked questions about lash extension products, services, and usage tips, which both educated customers and improved SEO by targeting relevant search queries.
We also worked on improving the site’s internal linking structure, particularly between the newly created informational sections and product categories. This allowed users to easily navigate between related content and products, and it helped search engines crawl the site more efficiently.
Expanding the Semantic Core and Link Building
Building a Stronger Semantic Core
We expanded the site’s semantic core by adding relevant keywords and optimizing content for these terms. This involved researching keywords related to lash extensions, products, and beauty services. By including these keywords in strategic places on the site (like headings, product descriptions, and blog posts), we increased the site’s relevance for a wider range of search queries.
Starting to Build Backlink Profile
Building a strong backlink profile was another key step. We strategically placed 10+ unique articles and refferal links on relevant platforms with Domain Rating (DR) ranging from 15 to 25. This was done through outreach and link-building exchanges, using both paid and organic methods. The links helped to improve the store’s authority and search engine rankings, resulting in a higher likelihood of appearing in top search results for key terms.
The Results: Organic Growth and Increased Traffic
After several months of dedicated SEO work, we saw remarkable results. Despite working with a limited budget, our efforts produced a substantial impact on the store’s organic traffic.
- Daily Google Impressions: Approximately 400 impressions per day in Google Search.
- Unique Organic Visits: Over 20 unique visitors per day coming from organic search results.
This demonstrated that with the right strategy and consistent effort, even small businesses can achieve significant SEO success without a huge budget.
In conclusion, the SEO promotion for this lash supply store has been a resounding success, thanks to the careful implementation of technical SEO, content optimization, and strategic link-building. By focusing on both on-page and off-page SEO factors, we were able to generate measurable results. These efforts not only improved the store’s search engine rankings but also enhanced the overall user experience, which is crucial for long-term business growth in a competitive online marketplace.
By maintaining a focus on continuous improvement and adjusting strategies as needed, businesses can achieve similar results, even with limited resources. The store’s journey to increased organic traffic is a testament to the power of strategic SEO, and it underscores the importance of being proactive and consistent in SEO efforts.
