The Newyorkdress.com and their product
Online store with more than thousands of dresses for women who are looking to get some fancy outfits for the special occasion. This Newyorkdress.com website was built to help customers find a perfect dress within a few clicks, which became easier with the help of our advanced search optimization solutions.
The problem we resolved
Over the last 4 years (1 Feb 2013 – 31 Jan 2017) NewYorkDress.com has lost a significant amount of money because of the constant decline of organic traffic from search engines.
Here’s the breakdown:
- 1 feb 2014 – 31 jan 2015 vs. 1 feb 2013 – 31 jan 2014: 12.91% decrease in traffic, 3.75% decrease in revenue
- 1 feb 2015 – 31 jan 2016 vs. 1 feb 2014 – 31 jan 2015: 32.96% decrease in traffic, 27.75% decrease in revenue
- 1 feb 2016 – 31 jan 2017 vs. 1 feb 2015 – 31 jan 2016: 33.15% decrease in traffic, 37.44% decrease in revenue
The reason behind it is search engines constantly changing their ranking algorithms, and with no optimization action taken even great websites suffer from a decline in the organic search traffic. That’s why we at InsightWhale developed and executed a number of techniques for organic search engine optimization, that resulted in exceeding the expectations originally presented by our clients.
The results we brought for the client & How we evaluate it
1) Increased general website visibility in search engines.
We use Serpstat to evaluate this organic search ranking metric. Visibility shows how visible a site is in the search. The higher visibility of the domain is, the more traffic it’s likely to receive.
As we see on the chart (resource: Serpstat), the site visibility in the search engines is growing, starting in August. This means that the site is shown more in search results for relevant keyword phrases, resulting in an overall organic site traffic increase.
2) Increased the number of unique search queries indexed by search engines for newyorkdress.com domain.
As the chart shows – the number of unique key phrases for which the site is displayed in the search engines is steadily growing, which means a wider coverage of the target audience by relevant key phrases. We see the beginning of SEO organic traffic growth in July-August, and the results staying on the same level before that.
3) Increased number of sessions for up to 10% in 2017 compared to 2016
This shows that in 2017 website is being shown more often in the SERP, with an increased amount of new people visiting it, improving the conjoint organic website search traffic. In December 2017, NewYorkDress team has shifted the store engine to Shopify, which changed the website’s structure and the number of new sessions became less than those of 2016. Changing a website’s structure usually has a negative effect on all SEO parameters.
4) Proved the absence of direct competitors in the search by the queried domain’s keywords
The “Competitors Graph” gives an insight into the competitive landscape and allows to identify the direct competitors: domains are considered as relevant competition if the number of common keywords they contain makes up a large portion of their keyword pool (horizontal axis) and, at the same time, accounts for a substantial portion of the queried domain’s keywords (vertical axis). As we can see showcased in the graph above, NYD does not have direct competitors in the search.
5) Decreased the seasonal downtrend of All organic traffic up to 19% in 2017 compared to 2016
On the chart above we can see the seasonal downtrend showcased from September to December 2016. From September to November 2017 we can see a flat trend in sessions number instead of a downtrend in the same period of 2016.
From September 2016 to November 2016 the seasonal downtrend amounts to 25%, and in the same period of 2017, the seasonal downtrend amounts to only 6%. This estimate is 4 times more efficient than that of the previous year.
6) Decreased the seasonal number of transactions downtrend up to 20% in 2017 compared to 2016
On this chart, we can see the seasonal downtrend in 2016 and in the 2017 year.
From July 2016 to December 2016 seasonal downtrend amounts to 40%, and in the same period of 2017, the seasonal downtrend amounts to 20%. This organic traffic downfall number is decreased here by half, which is 50% more efficient than that of the previous year.
In November 2017 we’ve almost reached previous year results in e-commerce transactions from the organic traffic. But changes in the domain name and website structure of NYD in December 2017 have had a negative effect on the all-organic parameters, including the number of transactions.
7) Decreased the seasonal downtrend of the revenue from organic traffic up to 31% in 2017 compared to 2016
On the chart, we can see the seasonal downtrend in 2016 and in 2017.
From July 2016 to November 2016 the seasonal downtrend is 54%, and in the same period of 2017, the seasonal downtrend is 23%. This revenue metric is 43% more efficient than the previous year.
In November 2017 we’ve exceeded the previous year’s results from organic traffic revenue by 1,86%. Although changes in the domain name and website structure in December of 2017 have had a negative effect on the all-organic parameters including transactions amount.
8) Significantly improved the website’s rankings in Google:
The rankings displayed in the table are a small part of the keywords that boosted in the SERP. Considerable growth was achieved at the end of 2017 showcased in the table above.
The total improvement resulted in up to 52% of all the keywords placed in Google TOP-10.
9) Increased keyword spread and the number of clicks to the website.
This diagram shows the increase in the website’s visits from the search engines. Starting from the end of 2017 there’s been a steady clicks growth. When all the SEO works have been done and indexed at the end of 2017, a dramatic clicks growth from the search engines has begun, that brought much-targeted traffic to the website.
Actions we took to receive these results:
Step 1: Setup of SEO Reporting Tool
- Bing Webmaster tools – https://www.bing.com/toolbox/webmaster
- Google Webmaster tools – https://search.google.com/search-console
These tools allow evaluating the ranking of the site and the number of clicks on it from Google, eliminating errors and achieving high positions in the search engine results.
Step 2: SEO Audits and Researches
SEO Audit is made to reveal possible tech errors, get a better insight into the client’s site, evaluate search engine friendliness and make up a list of issues that should be fixed for better ranking.
We’ve discovered:
- which product types & categories are sold best and in which countries;
- which countries have the best CR;
- for which countries there are few impressions, but a good CR;
- for which countries there are many impressions, but low CR;
- Also created Top-100 non-brands queries
Step 3: Robots.txt file optimization
Robots.txt file optimization a
Step 4: Sitemap optimization
Provide search engines with a blueprint of how your website is laid out and also include valuable metadata such as how often each page is
An optimized XML Sitemap is built to provide Google with the right signals so that it can lead to faster indexing and higher rankings.
Step 5: Mind Map
Creation and actualization of a mind map with the semantic core, segmented to the category pages. This is done to make each group of keywords relevant to each category (page) as much as possible.
Step 6: Meta Tags
Meta tags optimization for the main page, all category pages and some frequently visited pages. Done for full content description of each page for both – search engines and users (meta tags contains relevant keywords).
Step 7: Guest posting
Guest posting – is one of the ways of external link building, which helps us receive the authority for the domain and show search engines that other thematic websites are linked to the website, and in addition, bringing us the referral traffic of potential clients.
Step 8: Redirects to the new site control
Allows checking whether all new content was properly transferred to the new site. If not, the site will start losing traffic.
Step 9: Meta tags for re-optimization
Meta tags for new site re-optimization in connection with the disappearance of the certain category pages. In the case of the page changes the site was revised once again and provided with actual meta tags.
Step 10: Blog update
Necessary for refreshing old posts, adding new posts with an updated semantic core to help speed up indexation, grow organic traffic and get better rankings in the SERP.
Step 11: New website SEO audit
Conducted an audit to check whether all recommendations were considered and the site meets all SEO requirements.
Summary:
After completing in-depth research of the current state of the NewYorkDress website performance, we’ve developed a custom-designed plan on increasing their organic search traffic growth. After executing this plan, targeted towards various crucial areas of the website, we’ve noticed a significant growth in the organic traffic, drastically improving organic search ranking.
A complex of SEO solutions let to an increased number of unique search queries, number of sessions, and general website visibility while decreasing the seasonal downtrends by up to 50%. Overall progress, described in the case above, fulfilled and exceeded all client’s expectations and became a guide on how to increase organic web traffic for other websites.
