While their staff was extremely knowledgeable about the products they carried, the website did not convey that expertise. The biggest issue was the lack of long-tail content on the pages. The pages were in need of rich copy that not only informed potential buyers but was optimized with high volume keywords specific to the pages.
Second, the metadata needed to be optimized. Specifically, the meta titles and meta descriptions were lacking relevant keywords, proper character count, and a lot of the metadata was duplicate.
While there was organic traffic coming to the site, with adjustments to the metadata and on-page copy Prairie Edge Trading Co. had the opportunity to see a dramatic increase not only in organic traffic and revenue, but also to establish its brand as an industry leader in Native American products, books, and music.
The website architecture (layout) was good but lacked the keywords in the on-page copy and metadata to drive people to the website. First, we focused on conducting keyword research to compile a list of keywords with high search volume relevant to Prairie Edge’s products. This list of keywords would be used to guide our team to craft better-optimized content for both on-page copy and metadata.
Second, we started with the top product pages and added short descriptions above the fold while improving the long descriptions below the fold. This added more content to the page and allowed the customer more information on products that could be purchased. It showcased the knowledge about each product for sale and included relevant keywords with high search volume pulled from the list we had compiled beforehand.
Third, we performed Single Page Content Audits on top category and product pages pulled from Google Analytics, focusing specifically on metadata. Based on keyword research, we made recommendations for new meta titles and meta descriptions that included keywords specific to the product/page, correct character count, and removed any duplicate content in the metadata to ensure the website was not getting penalized.
What We Did
By updating the current metadata and improving the on-page copy, Prairie Edge saw a HUGE increase in traffic, conversation, and revenue, outperforming the previous year.
Below are the numbers over a 5 month period from January to May 2020 vs January to May 2019 for organic traffic.
Increase in Organic Traffic
Increase in Conversion Rate
Increase in Online Revenue
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