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Search Engine Optimization (SEO) Case Study
Global E-commerce Retailer Leverages Organic Search (SEO) and is Indexed by Google for the First Time
Situation
The client, a global online retailer of music and entertainment CDs and DVDs was looking at organic search to increase sales. The client had an effective paid search engine marketing program in place, however, sales through organic rankings were negligible. In addition, search engines were only able to find 8,000 of the 220,000 pages (SKUs) on the website.
Solution
The client approached dthree to develop an SEO campaign to increase their organic rankings and complement their SEM program. dthree provided the following solution:
- The site was re-structured so that all web pages could be read and indexed by search engines.
- Technical barriers to the indexing of entire product listing of 220,000 SKUs were removed
Results
- The site was indexed by Google for the first time within 4 weeks of SEO implementation.
- Organic search sales grew to 7% of total sales from less than 1%.
- 70% of the organic traffic came to pages where the CDs and DVDs were special order items indicating a high degree of relevance in search result returns to customers.
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