An online board game shop was looking to grow their online sales, without impacting their local in-person SEO. They wanted more people to visit their website, increase online sales, and build strong relationships with new shoppers.
Here’s how we used content marketing and digital marketing services to help them achieve their goals.
The Challenge: Building an SEO-Friendly Shopify Store
The online retailer faced several common challenges:
- Unoptimized product pages: Many products lacked descriptions or keywords that would help them rank in search engines.
- No Collection pages: We implemented collection pages, pages with specific keywords and search intent in mind.
- Lack of local SEO: Despite being a local favourite, the site didn’t rank well for location-specific searches.
- Limited internal linking: The site structure didn’t guide visitors or search engines to explore other pages, reducing overall visibility.
Our task was to turn these gaps into opportunities using a targeted SEO strategy.
Our Approach: Optimizing for Online and Local Search
We focused on improving the retailer’s Shopify store by optimizing its content, structure, and keywords.
- Product Page Optimization
Added detailed, keyword-rich descriptions for top-selling products to help them rank higher in search engines.
Included alt tags and descriptive filenames for product images to boost visibility in image searches.
- Collection Page Creation and Internal Linking
Built SEO-friendly collection pages to group similar products together, making it easier for customers to find what they need.
Added internal links between product pages and collection pages to improve site navigation and help search engines crawl the site effectively.
- Focusing on Opportunity-Based Keywords
Conducted in-depth keyword research to find high-intent, low-competition terms, such as “family board games online” and “strategy games store near [location].”
Updated meta titles and descriptions with these keywords to increase visibility in search engine results.
- Improving Local SEO with a Location Page
Created a dedicated location page with local keywords to improve search rankings for people looking for board games in their area.
Highlighted the store’s physical presence with an embedded Google Map and clear contact information.
The Results: A Stronger Online and Local Presence
In just six months, the retailer saw significant growth:
- Increased organic traffic: Visits from search engines grew by 48%, bringing more potential customers to their site.
- Improved engagement: The average time spent on the site increased by 28%, showing that visitors were finding content they cared about.
- Higher local visibility: The location page boosted rankings for local searches, leading to more in-person visits.
By focusing on opportunity-based keywords and improving the site structure, the retailer was able to build both their online sales and their connection with the local community.
How You Can Use This Strategy for Your Business
Whether you run a local shop, an online store, or both, these SEO strategies can help you grow your business:
Optimize Your Product Pages
One of the simplest yet most effective ways to improve your SEO is by optimizing your product pages. Start by writing clear, detailed descriptions that include relevant keywords.
These descriptions should not only appeal to search engines but also help potential customers understand why your products are the right choice. Use high-quality images and include descriptive alt tags to boost your visibility in image searches. This small step can make a big difference in driving traffic to your site.
Create SEO-Friendly Collection Pages
Collection pages are an excellent way to organize your products and improve your site’s navigation. Group similar products into collections with keyword-rich titles and descriptions to make it easier for both users and search engines to understand your offerings.
Link between your collection and product pages to guide visitors through your site. This approach not only enhances the user experience but also helps search engines crawl and index your pages more effectively.
Focus on High-Intent Keywords
High-intent keywords are the foundation of a successful SEO strategy. These are the terms your potential customers are searching for when they’re ready to make a purchase or take action.
Research opportunity-based keywords that are both relevant to your business and have low competition. Incorporate these keywords into your meta titles, descriptions, and headings to improve your rankings. By targeting the right keywords, you’ll attract more qualified traffic to your site.
Boost Local SEO with a Location Page
If you have a physical store, a well-optimized location (or contact) page is essential for attracting local SEO.
Include your address, contact information, and an embedded Google Map on the page to make it easy for visitors to find you.
Use local keywords throughout the page to improve your rankings in location-based searches. This strategy helps you connect with nearby customers who are actively searching for your products or services.
By using these strategies, you can improve your visibility in search engines, attract high-quality traffic, and grow your sales both online and in person. If you’re ready to see similar results, book a free discovery call with SMB Marketing.
