Protective Mask Direct Ltd. is a UK-based company that specializes in supplying high-quality protective masks, hearing protection, protection kit, and many more products. Their easy-to-use website and excellent customer service ensure that you get the masks you need quickly and efficiently.
Protective Masks Direct approached us after observing a decline in their organic website traffic and revenue. They aimed to improve their online revenue streams by targeting their core business keywords, specifically ‘FFP3 Mask’ and ‘Dust Mask’, which are highly competitive in nature. The ultimate objectives of the client were to enhance their organic traffic, enhance keyword rankings, and ultimately drive sales.
Step #1: Keyword Analysis, Competitor Analysis & Trend Analysis
We performed comprehensive analysis of their competitors’ websites to ascertain the most effective keywords and web pages that generated high business revenue. And based on that we developed an integrated site-wide keyword strategy.
Our team of SEO experts conducted trend analysis to determine the latest trends in their specific niche. We then curated highly informative content and published it on their website to drive targeted traffic.
Step #1: Keyword Analysis, Competitor Analysis & Trend Analysis
We performed comprehensive analysis of their competitors’ websites to ascertain the most effective keywords and web pages that generated high business revenue. And based on that we developed an integrated site-wide keyword strategy.
Our team of SEO experts conducted trend analysis to determine the latest trends in their specific niche. We then curated highly informative content and published it on their website to drive targeted traffic.
Step #2: Technical Analysis
We conducted a technical investigation to identify any issues related to crawling, indexing, and duplication. To perform the technical SEO audit, we utilized tools such as SEMrush and Screaming Frog, which helped us identify problems such as heading structure, broken links, URL structure, canonical tags, on-page meta descriptions, etc. A technical audit helped us to optimize the website’s structure and make it more user friendly.
Step #3: Implementing an internal linking
When we initially began working on the website, most of the product pages and blog posts had limited internal links. Upon completion of the initial content audit, we thoroughly examined the entire website and added new internal links while improving the anchor text of existing ones. Our approach was simple. We added about 2 to 3 internal links with anchor text to each blog post that contained either the target keyword of other posts or a secondary long-tail keyword.
Step #4: Creating new content
Our Magento SEO experts collaborated with the content writing team to create well-formatted and informative content, as well as FAQs, for their primary category pages. We updated their website content with fresh, relevant information tailored to the intent of the targeted users and SEO. Our extensive research and efforts significantly improved the overall keyword positions and traffic for those webpages.
Step #5: Shop by Brand Pages
Our client sells products from some of the most renowned brands in the UK. Upon conducting a comprehensive analysis, we discovered that customers often search for products by combining the brand name and product name on search engines. Hence, we devised a strategy to build a “Shop By Brand” section and organize the pages with relevant content in a user-friendly manner. This not only helped improve the website’s SEO but also catered to the users’ needs. This step significantly enhanced customer engagement, sales, and brand loyalty. We continuously monitored the performance of the “Shop By Brand” pages and identified areas for improvement, which we promptly addressed.
Step #6: Remove Thousands of Spam Backlinks
In a month, we experienced a spam backlink attack from spammers who generated thousands of spam backlinks and it was increasing day by day. This could be a challenging part for any professional Magento SEO agency. We initially attempted manual removal of these backlinks, but we encountered difficulties with webmasters who had no contact information available on their sites. Consequently, we implemented the second step of Google’s guidelines. We compiled a list of spam backlink domains and the specific dates we approached them for removal. We then submitted this list via Google’s disavow tool to prevent Google from considering these backlinks for SEO measurement.
With consistent effort, we succeeded in removing thousands of low-quality backlinks from our website’s backlink profile. We then built high-quality backlinks that are industry-relevant and tailored to their website audience, which had a positive impact on Google ranking. In the end, we observed a significant improvement in our SEO performance.
Step #7: Page Speed Optimization
While our SEO team worked on improving our website’s SEO performance, our development team focused on optimizing the website’s technical aspects. The first step in our page speed optimization process was to evaluate the current loading times of website’s pages. We utilized tools such as Google PageSpeed Insights, GTmetrix, and Pingdom to assess website’s performance and identify any issues that were hindering web page speed. These tools provided us with comprehensive reports, including insights on areas that required enhancement, such as server response times, image optimization, CSS and JavaScript minification, and browser caching.
Our page speed optimization efforts produced significant outcomes. We observed a substantial improvement in website’s loading times, resulting in faster page load times for end users. This led to a reduction in bounce rates, an increase in engagement, and ultimately higher conversions.
Step #8: Server Side Changes
Our team of professionals swiftly and effectively moved this website to lightning fast web server to achieve minimal website downtime and maximum performance.
Step #9: Security Part
We implemented security patches and disabled the right-click option on the website to prevent potential security breaches and content theft issues.
After the Google update, we experienced a significant decline in both organic traffic and sales. Icecube Digital team collaborated closely with us, meticulously analyzing the issues. They provided effective solutions to rectify critical technical and content-related issues on our website. Our website made a swift recovery, and we saw a remarkable increase in sales, surpassing the 100% mark within just three months. We highly recommend Icecube Digital!
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