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. 


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.
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  • 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 identified
    •
  • Orphaned Pages and Duplicate Content:
    •
  • Orphaned pages identified
    •
  • Liquid error on Irish Sea Moss duplicate pages
    •
  • Issues with duplicate product URLs, spam pages, and soft 404 errors 
    •
  • Technical SEO Enhancements:
    •
  • Shorter page titles, missing H1 tags, and duplicate/multiple H1s identified
    •
  • Spam URL review conducted
    •
  • Internal 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 experience
    •
  • Missing 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 file
    •
  • Faceted 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:

    SEO explained simply

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