Ecommerce Website SEO

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Ecommerce SEO Case Study - Mist E Liquid

ecommerce website SEO expertExpert Ecommerce SEO Consultant

Mist E Liquid is small but quickly growing supplier of e-cigarettes and e-liquid products to customers around the world from their base in Brighton in East Sussex.

The Problem:

ecommerse seo rankingsWith a newly themed responsive wordpress based ecommerce website and a catalog of both e-cigs and a large range of e-liquid flavours available to by online, the young company owner Fred, was unsure why he could not get the site to rank well in Google for their target head keyword terms of "e liquid" and "uk eliquid" amongst a range of other related terms.

The Solution:

Having mapped existing organic search engine traffic to the main landing pages and after establishing the target keywords for product pages and the top level pages, such as the homepage, I was able to generate rankings reports using Moz to get a fuller picture of how we sat in the search results and errors to be fixed.

ecommerce seo optimiser

With our homepage sitting way back on page 4 of Google UK in position 38 for our main target keyword phrase "e liquid" and only a handful of "flavour" keywords enjoying traffic from first page results, I went about listing a wide range of simple improvements that would allow Google to better crawl, index and rank the ecommerce site's pages.

By covering a much large number of long tail keyword phrases that e-cigarette users most often search for, such as ejuice, ecigs, vape juice and a whole range of other synonyms and using internal linking to sculpt the domain into a set of strong SEO silos (sections of related pages) we were able to use products, categories and blog posts to not only improve rankings for their own phrases but also for the homepage, about page, blog page and other top level pages on the site.

From adding generic search terms to product page template files, to configuring robots files and setting up redirects from old urls with incoming links, the improvements were wide-ranging:
  • Meta data optimisation with omitted qualifier keywords
  • Mirroring site information architecture with SEO silos
  • Fixing erroneous canonical tags and menu links to clean urls
  • Fixing duplicates from products in multiple categories
  • Adding category links to 404 pages to pass link juice on

The Results

ecommerce expert seo

With only a handful of days to review, make suggestions, implement them, eliminate all technical errors, optimise pages, redirect others and provide instructions and advice for in-house search engine optimisation, we achieved position 12 for our head term in this first effort and achieved dozens of other first page results for the majority of our e liquid flavours.

  • 60 crawl errors fixed and clean bill of health in Google Webmaster Tools
  • Improved Google UK rankings for 76 different target keyword phrases
  • Achieved first page results in Google UK for 45 of our target phrases
  • 26 of which are now in the top 3 positions in the Google UK search results
  • Overtook a competitor's domain authority during the 6 week SEO campaign

The Conclusion

By monitoring historic backlinks from other websites and redirecting them to the new urls generated by an upgraded WordPress theme, we were sure to be capturing as much "link juice" as possible, and with better structured navigation and internal linking the job of increasing rankings up the first page of Google could be done in-house by the Mist team.

The Client Tesimonial

""Martin has gone above and beyond with the SEO work provided for our e-cigarette website. I have been burnt a few times in the past with SEO “pro’s” and as someone with very little knowledge of SEO it is sometimes difficult to understand what you are getting for your money.

Martin has updated me throughout the entire 6 day campaign and broken down every element of the work carried out so even I can understand what has been happening!! We have only just finished the campaign and we are already seeing results, so as well as being very informative, his work is also top notch.

I would happily recommend Martin to anyone looking for SEO, and hopefully we will carry on working together in the future."

Fred Cassman - Director Mist Electronic Cigarettes LTD.

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