Case Study: Transforming Online Presence and Revenue Growth for a B2B Supplier

Background

The client, a B2B supplier of digital and physical products, serves a niche industry by providing specialized equipment and supplies. Their products are available both through an e-commerce site and a network of dedicated sales teams, catering to businesses needing reliable, high-quality solutions.

Challenges:

• Low Organic Traffic: Despite their established product range, the client struggled with limited online visibility, resulting in low organic traffic and reduced reach to potential new customers.
  

• Outdated E-commerce Platform: Operating on an outdated e-commerce platform, the client faced functionality and usability issues, hindering the online purchase experience and contributing to minimal online sales.
  

• Keyword Underperformance: Many critical product-related keywords were either underperforming or not ranking well, causing the client to miss out on high-intent searches by prospective customers.

Project Goals

The primary goal was to increase revenue by driving higher engagement and sales through improved online visibility and functionality. To achieve this, several key objectives were set:

Increase Website Traffic:

By enhancing the client’s search engine rankings, we aimed to attract more potential customers to their site while also expanding their current customers purchases; ultimately expanding their reach and leading to more sales opportunities.

Optimize Product Pages for SEO:

We planned to fully optimize each product page and category page with targeted keywords, enhanced descriptions, and relevant metadata to make the website more discoverable and accessible to a wider audience.

Migrate to Shopify:

Given the limitations of their outdated e-commerce platform, a migration to Shopify was necessary. This would provide a more robust, SEO-friendly environment, support seamless product optimization, and improve user experience, ultimately creating a smoother path to purchase.

Approach and Strategy

Step 1: Site Audit and URL Migration

We began by conducting a thorough audit of their existing pages to assess visibility and identify areas for improvement. For the migration to Shopify, we created a detailed URL redirect list, ensuring all product and category pages were seamlessly redirected to their new URLs, preserving any existing SEO value and preventing traffic loss.

Step 2: Competitor Analysis and Keyword Research

By analyzing key competitors, we uncovered target keywords they ranked for and identified untapped opportunities for the client. This allowed us to tailor our keyword strategy and target new, high-potential keywords.

Step 3: Product and Category Page Optimization

Based on research, we fully optimized each product and category page on the new Shopify site, refining product descriptions, updating meta titles and descriptions, and adding relevant keywords to maximize visibility in search results.

Step 4: Tools and Tracking

We used Google Search Console, Google Keyword Planner, and Ubersuggest for keyword discovery, ranking analysis, and performance tracking. This suite of tools enabled us to monitor the impact of our changes and continuously refine our approach based on real-time insights.

Step 5: Backlink Strategy

To further enhance domain authority and drive traffic, we implemented a targeted backlink outreach campaign. We contacted industry news sites and partnered with major suppliers of the client’s products to secure backlinks to our optimized content and product pages, boosting search engine credibility and driving referral traffic.

To meet the client’s revenue and traffic goals, we implemented a comprehensive SEO strategy involving both on-site optimization and off-site outreach. Our approach included the following steps:

Key Metrics Before and After

The impact of our SEO efforts was significant, with marked improvements across keyword rankings, organic traffic, and revenue generation over time. Here’s a breakdown of the key metrics:

Keyword Rankings:

• Before: The client had roughly 500 keywords ranking in the top 100 SERPs, with only 2 keywords in the top 10.

• After (6-12 months): We achieved a total of 5,000 keywords ranking within the top 100, with 200 of those reaching the top 10 positions on Google—greatly enhancing visibility for high-value terms.

Organic Traffic:

• Impressions: Within the first 6 months, impressions increased by an impressive 560%, significantly expanding the client’s brand reach.

• Clicks: Click-throughs followed suit, with a 200% increase in organic clicks, indicating growing engagement with the client’s site from search results.

Revenue Growth:

• Year 1: Revenue from organic search, SEO, increased by a remarkable 900%.

• Year 2: This momentum continued, with an additional 200% growth in the second year due to ongoing optimizations and SEO refinement.

"My sessions with Nathaniel are always informative, and he is always thorough. Very impressed with the content and advice given. The best thing about the session is seeing the resulting product of Nathaniel's efforts and ideas. Our web presence has dramatically improved with Nathaniel's assistance, and he continues to help our storefront evolve and grow."

- Brock

This feedback highlights the client’s satisfaction with the strategic insights and actionable advice provided, as well as the substantial improvements in their web presence since partnering with The SEO Marketing Dad.