- Client: The Deck Store
- Service: Ecommerce SEO
- Software: Shopify
Long gone are the days of endless catalogs with homeowners and contractors searching for the perfect deck and building materials. In today’s modern world, convenience reigns supreme. The Deck Store, a haven for decking materials and enthusiasts, understood this well. They approached us with a mission: to build a thriving online presence that mirrored their exceptional in-store experience.
Eight months ago, we embarked on a journey with The Deck Store to transform their presence and transition their site into a fully automated and modern online experience. As detailed in our part 1 ecommerce SEO case study for The Deck Store, the initial focus was creating a user-friendly ecommerce platform that would attract contractors, homeowners, and DIY enthusiasts. We tackled the challenges of navigation, product organization, and backend operations, paving the way for a seamless online shopping experience. Now, it’s time to delve further into the exciting results and ongoing ecommerce SEO services that continue to fuel The Deck Store’s online success.
Ecommerce is vital for any business selling products, providing a convenient way for customers to shop anytime, anywhere. At The Deck Store, our strategic ecommerce initiatives led to a remarkable 299% increase in total sales, demonstrating the power of online retailing to drive business growth.
The Challenge
The main challenge was to further expand The Deck Store’s online presence, compete with other ecommerce giants, and grow online sales. We knew a multi-pronged ecommerce SEO approach was necessary to drive organic traffic and elevate The Deck Store’s online presence. Here’s what we did:
- We identified high-volume, relevant keywords and target pages to optimize content for searcher intent.
- Conducted competitive analysis that also revealed opportunities for keyword targeting, unique content creation, and surpassing competitor website elements.
- We created a content workbook outlining a year-long plan for SEO-optimized blog posts on relevant topics.
- A complete backlink audit to assess the quality and relevance of existing backlinks, informing disavowal and future link-building strategies.
- A comprehensive website technical audit that identified and addressed crawling/indexing issues for optimal visibility.
The Approach
After the foundational groundwork was in place, we launched a comprehensive ongoing ecommerce SEO strategy:
1. Content Strategy:
We implemented a consistent blog posting strategy, publishing informative and engaging content around decking materials, installation guides, design trends, and DIY projects. These blog posts were meticulously optimized with relevant keywords like “composite decking benefits,” “deck lighting ideas,” and “pressure-treated wood vs. composite decking” to improve search engine ranking.
2. Category and Product Page Optimization:
We revamped The Deck Store’s individual product and category pages, ensuring clear and concise product descriptions rich in relevant keywords. This improved the user experience and signaled topical relevance to search engines.
3. Building Authority:
A strong backlink profile is essential for SEO success. We implemented a strategic link-building campaign, acquiring high-quality backlinks from relevant websites in the home improvement and construction niche to improve the website’s authority and bring targeted traffic to the site.
4. On-Page & Off-Page Optimization:
We conducted a thorough technical SEO audit and addressed any website crawling or indexing issues. This included optimizing page titles, meta descriptions, header tags, and image alt text with relevant keywords to further support our SEO efforts.
5. Website Monitoring & Fixes:
We implemented ongoing website monitoring to identify and address any technical SEO issues that could hinder search engine visibility. This proactive approach ensured The Deck Store’s website remained optimized for search success.
Our SEO efforts were complemented by strategic paid media campaigns focused on decking materials and supplies. Together, these efforts boosted online visibility and drove qualified traffic to their website.
The Result
The results speak for themselves. In the past four months, The Deck Store’s ecommerce website has witnessed a surge in the following key metrics compared to the previous three months (September 1, 2023 – December 31, 2023):
- 144K total sessions – 85% increase
- 37K+ organic sessions – 163% increase
- 980 total conversions – 222% increase
- 57.79% engagement rate – 25% increase
This translates to a phenomenal 299% increase in total sales compared to the previous three months. This also results in an impressive 46% increase in average order value (AOV), meaning that customers are not only buying more frequently but also spending more per purchase.
Certain product categories emerged as top sellers, demonstrating strong customer demand for their specific decking needs. This highlights the effectiveness of our combined SEO and paid media strategy in catering to various customer needs and incorporating transactional and product-specific keywords with a high search volume.
Conclusion
Curious to witness the remarkable transformation we’ve brought to The Deck Store’s ecommerce journey? Explore their website to discover the seamless shopping experience we’ve crafted. See how our expertise can elevate your sales and propel your business to new heights. Don’t wait – book your FREE SEO consultation today!
