Magento SEO - NDA project

Our client, a US-based retail company specializing in stylish men’s clothing, operates several stores in Pennsylvania along with an extensive online store. The online store features over 500 product categories from 64 global brands, generating approximately 3,000 daily visits from Google and Bing search engines. Notably, 97% of the online store’s audience is from the US.

The client contacted us for a detailed Magento SEO audit to identify possible reasons for the lack of organic traffic growth over the past year. After conducting a thorough Magento SEO audit, WebMeridian’s dedicated team identified the following challenges:

The structure of the online store contained several critical errors:

• Limited Category Levels: The site only included top-level categories (e.g., men’s t-shirts) and first-level subcategories (e.g., men’s polo t-shirts). This lack of depth led to low rankings for more specific queries (e.g., men’s white t-shirts, men’s v-neck t-shirts, men’s white v-neck t-shirts).
• Indexing Problems: Some subcategories were not indexed by Google because they contained the canonical URL of the parent category, preventing them from being recognized as unique pages.
• Dynamic URLs for Filters: The site’s filters generated results through dynamic URLs, making it impossible for search engines to index these pages properly.

The content within the categories and subcategories had significant problems:

• Metadata Problems: There was blank or duplicate metadata (title and description), affecting the site’s SEO performance.
• Lack of Content: These pages only contained an H1 heading and a list of products, lacking comprehensive and engaging content.

Our Primary Goal

The main goal of our collaboration is to increase organic traffic by enhancing the relevance of pages and resolving technical errors.

We agreed with the client on four key product categories to begin optimizing the online store’s structure. Here’s the approach we took:

• Semantic Core Compilation: Our specialists collected the semantic core for these categories and identified groups of search queries for which the site lacked relevant pages.
• Content Preparation: We prepared new content for new subcategories, ensuring it was optimized for search engines.
• SEO Filtering and Linking: Using an SEO filter, we set up interlinking between pages within each category to enhance navigation and relevance.
• Content Enhancement: For each category and subcategory, we added new sections with descriptions, FAQs, and additional content to improve the user experience and SEO performance.

• Conducted an SEO audit
• Collected and grouped search queries (semantic core)
• Corrected technical errors related to site structure
• Implemented SEO filters
• Prepared new content for subcategories
• Corrected content-related errors

Over six months of cooperation, the daily organic traffic of the online store doubled, increasing from 3,200 to 6,100 users per day. We achieved these results by optimizing the store’s structure and the content of its categories and subcategories. 

Our efforts enhanced the relevance of new subcategories to specific search queries identified during the compilation of the semantic core. This approach improved search rankings without additional budgets or changes to the link-building strategy. Additionally, structural changes to the online store positively impacted user behavior. 

The bounce rate decreased from 39% to 30%, and the conversion rate increased from 2.7% to 3.1%.

• Before creating an online store structure, understand how your target audience searches for your products.
• Ensure your online store has well-defined categories and subcategories; otherwise, your site may not rank well for detailed queries.
• Verify that your subcategories are indexed in search engines as separate pages.