The way you know we love challenges and this cake shop SEO client was not at all an easy one.
Let us not play suspense over here and straightaway start with the case study for you to know how they were challenging and how we managed to grow their sales.
The Objective to Achieve for Cake Website’s SEO:
- Drive organic growth
Target Regions UK (based on priority):
- London
- Berkshire
- Surrey
Challenges We Faced for Cake Shop SEO
During the first discovery call, we got to know
- Before the project was given to us, the website was penalized and had just started recovering.
- They were working on the new theme, and we had to wait for it to complete before we could start tech audits.
- Due to website redesigning was happening, we were not given Shopify access from the start.
- Initially, they did not have a CRO tool to track user behavior.
- The website had a strong case of keyword cannibalization.
- The website had hidden text and links, which is against Google Webmaster rules.
- Their page titles and meta descriptions were too long, beyond the recommended pixels.
- Logo was assigned an H1 tag.
- And many more challenges.
The Best Part of Doing SEO for this Cake Website
- The client trusted us and immediately wrote and published the category pages for birthday cakes.
- As their writers finished the writing part, we picked up its optimization and published the pages.
- Later, we were given access to the CMS and implemented the SEO tags and other content optimization.
The Solution for Cake SEO Company
1. Perform detailed keyword research and clustering
The collection pages were live without considering correct keywords for the respective pages.
We performed thorough and detailed keyword research for all the collection pages.
Here are our very early keyword research sheets, and it looked like – too much data, and too much confusion, hush:
2. Create collection pages under the Birthday Cake category.
We started creating and optimizing the collection pages across the relevant keywords based on the extensive keyword research we did for the landing pages.
Here is the result we achieved after we optimized those collection pages.
3. Remove keyword cannibalization
We encountered a keyword cannibalization issue when we started auditing the collection pages and blog pages.
Through our thorough analysis in Google Search Console and Screaming Frog, we were able to identify there were categories, blogs, and other types of pages that had been created in the past targeting the same keywords.
The detailed keyword research helped us make clusters to bifurcate blog and money keywords.
We decided to kill the pages that were not relevant and optimized the blogs and category pages with the relevant information and queries.
This activity helped us deal with the keyword cannibalization issue, which was affecting the visibility and performance of the webpage.
4. Resolve technical issues such as UX, indexing, and more
A thorough and detailed technical audit helped us identify the glitches that needed fixing. Here are a few.
A. When we looked into GSC we found a lot of indexing issues. We listed down all the pages with indexing issues and provided solutions for each one of them.
B. Fixed the pagination issue. Initially, they had multiple pages for the products, which caused pagination issues. We suggested they add a Load More button to avoid such issues.
C. Internal Linking to 3XX – While auditing the website via. ScreamingFrog, we found internal links to 3XX pages and replaced them with the right pages with status 200.
D. Many of the pages had broken links and images. We analyzed and gave solutions for broken links.
E. There were many duplicate pages causing duplicate content issues. We identified all the duplicate pages and provided a solution for the same.
5. Suggested blog topics to create relevant content based on the upcoming occasions
We started suggesting blog topics for Christmas, Valentine’s Day, and more.
We optimize the content first, considering all the SEO factors, and then our client gets it published.
6. Wrote a few blogs for them
We wrote a few blogs for our client. Everything here, from topic identification to optimizing, was done by us, and here are the impressions, clicks and CTR of the blog.
Here is the performance of another blog that we conceptualize and wrote on cakes:
7. Optimize the collections and product pages
We optimized collections and product pages that had low impressions & low clicks and good impressions but low clicks.
Our collection and product page optimization included everything from UI/UX, on-page SEO tags, internal links to schema markups.
This is the result we achieved after optimization.
For new blogs, we optimize the blog first, and then they go live. We work on optimizing the older ones as well. We work on all the parameters mentioned below when doing optimization.
- The overall content of the pages
- Use of main keywords across the content
- Content flow
- Title and SEO Tags
- Graphics and Alt Text
- Heading tags
- FAQs Suggestions
- Internal links
- CTA suggestion
- Schema markup for FAQ, videos, article/blog
Few of the examples that we created backlinks after doing a thorough competitor analysis.
8. Conducted a thorough competitor backlink analysis
We thoroughly analyzed our competitors’ backlinks to understand where we stand and the factors that need improvement.
Few of the examples that we created backlinks after doing a thorough competitor analysis.
The Results for Cake SEO
1. Channel-wise Traffic & Conversions
Before 6 months:
After 6 months:
Note: We do consider that the season matters in the B2C eCommerce but reaching this number was unbelievable considering their blogs even started driving revenues, which was not the case earlier.
2. Sales Report
Looking to expand your cake/bakery business online? Our SEO services can aid you in growing your business on the internet. Don’t hesitate to contact us now and discuss your targets for the upcoming few months.
You may also like to read the case studies of our Beauty eCommerce, Architect SEO Case Study, and Thailand’s Travel Business clients.
