Health and Wellness Shopify store - eCommerce Case Study - Joe Fisher

Background

Company: Health and Wellness Store (name confidential)

Platform: Shopify

Headline Result: 158% increase in revenue from Search in 12 months

Products and target audience:  This company specialises in providing high-quality sea moss products (gels, capsules, gummies etc), emphasising strict quality control measures and a commitment to ethical, sustainable harvesting and processing. The target market is health-conscious individuals looking for natural and holistic solutions to improve their well-being. More specifically, those interested in enhancing their energy levels, supporting their immune system, and promoting healthy skin and hair. 

eCommerce SEO Campaign

Work Completed:

• Technical SEO Audit - due to the low amount of SKUs, technical elements were a priority
• Technical Fixes 
• Tag Pages Review
• Internal Linking Strategy

Issues found:

Default Product URLs:Haven't been changed to their canonical versions.Faceted Navigation and Filtering:Issues identified, including suboptimal /collections/all page and missing key collection pages in the main navigation.Broken Links and Sitemap Error:2 broken links identified Sitemap error (400 HTTP) reported on Google Search Console, with plans to investigate and resolve.Homepage and Mobile Page Layout:Inconsistent CTAs on product pages and site-wide identifiedOrphaned Pages and Duplicate Content:Orphaned pages identifiedLiquid error on Irish Sea Moss duplicate pagesIssues with duplicate product URLs, spam pages, and soft 404 errors Technical SEO Enhancements:Shorter page titles, missing H1 tags, and duplicate/multiple H1s identifiedSpam URL review conductedInternal redirecting links

User Experience and Navigation:

Internal redirecting links caused by blog name changes and FAQ URL adjustments SEO Elements and Page Speed Optimisation:Core Web Vitals review conducted, showing bad page experienceMissing alt text on images identified and low quality images

Actions taken:

Default Product URLs:Priority action taken to update internal links for quick resolution, changes made to liquid fileFaceted Navigation and Filtering:Recommendations made for restructuring tag pages, 'filter by' dropdown, and implementing keyword mapping.Organised categories and ensured indexability for target queries.Broken Links and Sitemap Error:Identified and addressed 2 broken links, updated inlinks, and added necessary redirects.Initiated plans to fix and resolve the sitemap error (400 HTTP) reported on Google Search Console after liaising with dev team.Homepage and Mobile Page Layout:Initiated wireframing for new homepage and mobile product page layouts, including CTA placement.Noted inconsistent CTAs on product pages and site-wide, with recommendations for making them more uniform.Orphaned Pages and Duplicate Content:Reviewed and either updated internal links or removed unnecessary orphaned pages.Resolved liquid error on Irish Sea Moss duplicate pages and merged them.Investigated and resolved issues with duplicate product URLs, spam pages, and soft 404 errors.Technical SEO Enhancements:Implemented shorter page titles, added missing H1 tags, and fixed duplicate and multiple H1s.Reviewed and addressed spam URL issues, blocked proposed parameters in robots.txt.Updated internal redirecting links, added breadcrumbs with structured data, and optimised images for site speed gains.User Experience and Navigation:Planned improvements for filtering updates to enhance user experience, page discovery, and SEO.Addressed internal redirecting links caused by blog name changes and FAQ URL adjustments.SEO Elements and Page Speed Optimisation:Ensured default canonical tags were in place.Conducted a Core Web Vitals review, optimising for site speed and page experience.Addressed missing alt text on images and optimised images for better site speed

Results 

Traffic:

Revenue: