Addicted to Audio.

THE NEED

The main strategy at the start was to ensure a smooth transition from the old website design to the new website design while not losing any significant traffic and revenue. Rock on!

The Plan

The main strategy at the start was to ensure a smooth transition from the old website design to the newer one without losing any significant traffic and revenue. After the redesign, the plan was to increase our keyword directory, our organic traffic, and overall revenue – an eCommerce SEO case study number one hit!

This was to be done by:

• Optimising the collection pages
• ‘Tuning’ up the product pages
• Blog page ‘equalisation’
• Pointing backlinks toward the collection pages
• Client SEO education
• Making sure Addicted To Audio was seen as an audio industry authority by Google

The Execution

When redesigning the website, we made sure that the product pages had high-quality images, very comprehensive content, and a review widget section. Below is an example from a product page.

The first course of action was to identify which of the main collection and categories pages needed more of a push. Once those were identified, we created a list and inspected it thoroughly to see if the following elements were optimised: Title tags, URL structure, H1 headings, and internal linking processes.

Alongside some dedicated backlink acquisition towards the collection pages, the main takeaway from the collection page optimisation process was the need to start adding Internal linking above-the-fold, (which had never existed beforehand).

Then we liaised with Addicted To Audio’s Shopify developers to write below the fold content. (Guitar riff!) We wrote content on over 70 collection pages – providing clarity for search engines and for users that wished to know more about the collection. Below is an example from the headphones page.

We moved on to optimising the blog section. When Addicted to Audio signed joined us, they only had 3-4 blogs that weren’t really doing a whole heap for them. Given that we were going to be writing a large amount of blogs covering a wide array of topics, we sectioned the blog section into different categories. The topics were nestled under a category based on their theme.

A lot of SEO ‘theories’ state having above-the-fold content is enough to get a page ranking. However, given that Addicted To Audio is in a very (tough) niche against some of Australia’s biggest retailers, we wanted to experiment with their collection pages by having both ‘above’ and ‘below’ the fold content

Once we got the buy-in from the client, we gave them a template to use as a guide for their in-house copywriter to utilise. While many specialists within the SEO community argue that below the fold isn’t really necessary and that it doesn’t really do much, we noticed that the opposite, in fact, happened in this case.

We added below-the-fold content in April of 2021 and we saw results within the first 1-2 months.

Conclusions

Each case study brings its own unique challenges and solutions. Addicted To Audio was one that had multiple facets and bent some traditional viewpoints on SEO we were open to capitalise upon. Boom-shaka-laka!