Case Study: A Holistic SEO Strategy That Tripled Traffic in a Year

From a marketing perspective, getting visitors onto your website is just half the battle when it comes to SEO. The other half, from a business perspective, is making sure that those organic visitors turn into paying customers or qualified leads.

Your SEO strategy should tackle both of these halves: it should contain the right content (so that Google puts you in front of relevant users) and be presented in the right way (so that users can easily find what they need and have a great experience).

By doing just this, my team at The Search Initiative tripled our client’s organic traffic from 15,919 to 47,256 sessions per month since the start of the campaign.

In this case study, you’ll learn how to:

First though, here’s some background about the site we worked on and the main challenges that we overcame during the campaign.

The Challenge

The client sells industrial and commercial DIY equipment across the United States.

The site was ranking well for some product-specific keywords, but was struggling to get traction on conversions. Therefore, the main goal was to improve the content on key money making pages to turn these organic visitors into paying customers.

The site’s backlink profile wasn’t quite where it should be in comparison to top ranking competitors who had lots more links from relevant websites. In order to build the client’s authority and already growing brand, we reached out to websites with “Where to Buy” pages and leveraged unlinked brand and product mentions to build backlinks.

We also needed to improve the client’s blog which was already bringing in some traffic for informational search queries. To drive more conversions from the blog posts, we focused on maximizing the internal linking so that users could be guided towards relevant product and category pages and improving the overall experience of the blog by adding product widgets and a related posts section.

The product descriptions on the website were taken directly from the manufacturer’s page which meant they weren’t unique or entirely helpful for the customer. We created product descriptions that clearly outlined features and described the product’s use.

Find out how you can overcome the same challenges for your website by following the detailed steps below.

Link Building Techniques

Unless you’re a household brand that attracts backlinks naturally because everyone’s talking about you and your products online, link building is still an integral part of any SEO strategy.

With eCommerce SEO, there are several unique strategies and tactics that you can use to build your site’s authority and brand reputation online.

In this case study, I’ll show you two specific methods: getting listed on where to buy pages and getting listed on where to buy pages.

Getting Listed on Where to Buy Pages

Getting listed on “Where to Buy” pages can significantly boost your products’ visibility and sales. These pages are often hosted by manufacturers, popular review sites, or retailers, guiding consumers on where to purchase specific products.

If you run an eCommerce store that sells third-party products from other brands, make a list of all of the brands that you sell products of, and use this Google search to find which of those brands have pages that list where customers can purchase their products.

Note: if you only sell your own products, read on to find out how you can also use a similar tactic to get listed on relevant websites.

[brand name] intitle:("where to buy")

If you’re targeting the UK, you can also extend this further to include the keyword “stockist” (which just means that the shop stocks a brand’s product).

[brand name] intitle:("where to buy" OR "stockists" OR “stockist”)

Here’s an example of a search for a fashion brand called Maharishi.

If you look at the site, you can see that it lists and links to all of the places that sell this brand’s clothes.

You can also find stockist and where to buy pages with the Site Explorer tool on Ahrefs by:

1. Entering one of your competitors’ store’s domain
2. Navigating to the Backlinks report
3. Filtering the referring pages with the same keywords within their page titles i.e. “where to buy”, “stockists” and “stockist”.
   
4. Click “Apply” and “Show Results”.
5. You’ll see a list of stockist websites that are linking to your competitor’s site.

If you don’t sell third-party products, you can still benefit from this tactic by using a similar targeted Google search related to your products. For example:

You can also add variations of these searches, for example:

Look for well-known review and comparison sites that dominate the search results. Pay special attention to those with “Where to Buy” sections or affiliate links to retailers.

Here’s an example:

You can see that this page has a dedicated “Where to buy” section.

Once you’ve made a list of all of the websites that you want a link from, you can reach out to them with a simple email like this:

Hi [Name],

I’m [Your Name], [Your Position] at [Your Brand].

I wanted to know if you have a process for getting listed on your [where to buy | review | comparison] page? We sell [Describe your product or product range] and would **** to be included.

Thanks,
[Your Name]

By using these strategies, you can compile a list of relevant review and comparison websites that feature “Where to Buy” sections, giving you a targeted approach to getting your products listed.

Leveraging Brand & Product Mentions

Acquiring backlinks from unlinked mentions is considered an old technique that doesn’t work like it used to, but it’s still highly effective, if you do it our way.

These mentions occur when your brand, products, or services are mentioned online, but without a corresponding hyperlink back to your site. For example, this small UK based vegan chocolatier below has over 250+ unlinked mentions that they’re missing out on.

Converting these unlinked mentions from websites who are already familiar with your brand or products into backlinks, can improve your site’s SEO, driving more traffic and increasing visibility. They also serve as a key signal to Google of your brand’s online presence and reputation.

There are a number of ways that you can go about finding unlinked mentions of your brand or products, we’ll show you two here.

Enter your brand name (or product name) within quotation marks and click “Create Alert”

You can also set how often, the source, language, region and how many results you receive.

You can also set up an RSS feed or have the results delivered to your email address.

Once created, this is what you’ll see:

Create a separate alert for variations of your brand or product names too.

Now, whenever another website mentions your brand or product, you’ll automatically get an alert.

Like you did with Google Alerts, search for your brand or product name in quotes.

Click “Highlight unlinked” and enter your domain so that you only see results where your brand/product is mentioned, but hasn’t linked to you.

Filter by “One page per domain”, this removes all duplicates so you have a smaller list to work with.

Filter even further by sorting the results based on the estimated page traffic. This is valuable as you’ll want to start by securing backlinks from pages that already have decent traffic.

If you like, you can export the results or just manually sift through them on Content Explorer. If you do export, make sure to select the option for “Only pages with highlighted domains”.

Here’s an example of a domain that has mentioned The Search Initiative, but hasn’t linked back.

When picking which websites you should reach out to for a link back to your website, here’s what to consider:

When reaching out to your prospect list, there are several tactics that you can use to increase your chances of the website owner adding that valuable backlink to your site.

Subject: Quick Request + Testimonial for [Website Name]

Hi [Recipient's Name],

I hope you're doing well!

I noticed you mentioned [Brand/Product Name] in your article "[Article Title]" on [Website Name]. 
Thanks for the mention!

To show our appreciation, we’d **** to provide a testimonial for [Website Name].
Would you be open to adding a link to our site ([Your Website URL]) in return?

I think it could be a win-win for both of us.

Let me know if this works for you!

Best,
[Your Name]

Subject: Repurpose Your [Article Title] + Quick Request

Hi [Recipient's Name],

I hope you're well!

I recently came across your article "[Article Title]" on [Website Name] and noticed you mentioned [Brand/Product Name]. 
It’s great to see our brand featured!

I was thinking—this content could be repurposed into an infographic or video, which might engage your audience even more. 
We’d be happy to help with the process and provide any resources you might need.

If you’re interested, would you consider including a link to our site ([Your Website URL]) in the repurposed content? 
It could be a great way to refresh your content and offer more value to your readers.

Let me know what you think!

Best,
[Your Name]

Subject: Exclusive Content for Your Readers + Quick Request

Hi [Recipient's Name],

I hope you're doing well!

I noticed you mentioned [Brand/Product Name] in your article "[Article Title]" on [Website Name]. Thanks for the mention!

To add even more value for your readers, we’d **** to offer you exclusive content related to the topic, such as a [whitepaper/eBook/case study]. If you’re interested, would you consider adding a link to our site ([Your Website URL]) in your article?

I think this could really enhance the content for your audience.

Let me know what you think!

Best regards,
[Your Name]

For example, if you run a finance website that specializes in life insurance, you could create an interactive widget that helps users calculate how much it would cost to get life insurance by asking them relevant questions like their age, lifestyle habits etc.

Subject: Interactive Content for Your Readers + Quick Request

Hi [Recipient's Name],

I hope you’re doing well!

I came across your article "[Article Title]" on [Website Name] and noticed you mentioned [Brand/Product Name]. Thanks for the shout-out!

To enhance your readers' experience, we’ve developed an interactive [tool/quiz/calculator] that aligns with the topic. I think it would be a great addition to your content.

If you’re interested, would you consider embedding it and adding a link to our site ([Your Website URL])? I believe it could offer your audience even more value.

Let me know your thoughts!

Best,
[Your Name]

Monitor the success rate of your pitches and tweak them accordingly so that you maximize your chances of getting responses and ultimately backlinks from these mentions.

Driving Conversions Through the Blog

Simply driving traffic to your blog is no longer enough in today’s competitive SEO landscape.

While achieving strong SEO results and bringing visitors to your site through informational articles on your blog is a critical first step, the true value of a blog lies in its ability to convert that traffic into tangible results—whether that’s generating leads, sales, or other key actions.

A blog post that ranks well but fails to engage readers or guide them towards a conversion is ultimately a missed opportunity. This is why optimizing your blog posts for conversion is essential.

By focusing on internal linking and improving design elements on your articles, you can transform passive readers into active customers, ensuring that your blog not only attracts visitors but also contributes to your bottom line.

Maximizing Internal Linking

The main goal for any website is to convert visitors into paying customers or leads.

A well-organized blog provides opportunities for you to add contextual internal links (hyperlinks from one page on your website to another relevant page) from your articles and drive traffic to your “money” pages i.e. product and category pages.

For non-eCommerce websites, this could be links to your service pages or other key landing pages where you want your audience to convert.

Here are some tips on how to maximize your internal linking:

For example, if you run an online store that sells smartphone accessories, and you have a blog post about Samsung accessories, then it wouldn’t make sense to link to iPhone accessory pages even if they’re your best selling products.

You can find your best selling products by navigating to Google Analytics > Reports > Monetization > Ecommerce purchases.

At the top, set a long enough time frame to see which products are performing well. In this case, we’ve gone with Last 90 Days.

You can then sort by “Items purchased” or “Item revenue” to find the top performing product pages.

Here’s an example of a blog post from H&M where they’re linking to new product arrivals naturally into their copy..

Link related blog posts together to create a web of content (i.e. content hubs) that points to specific product pages, helping users discover more relevant products.

Find out how to do this in detail here.

Check out this video to find out more about the best practices for internal linking.



Include Product Widgets & Optimize Navigation

In addition to internal linking, you can also drive more conversions on your blog by strategically placing product widgets within your articles and including a related posts section to keep users on your site for longer.

Add Product Widgets

Product widgets are small, interactive elements that can be embedded within your blog’s sidebar, footer, or even within the content itself.

These widgets can display specific products, categories, or special offers and are a powerful way to promote relevant products throughout your blog.

Here’s an example of a product widget at the bottom of an article from a health supplements store about self-****.

Here are some pointers on how to add product widgets to your articles:

1. Popular Products: Showcase the most popular or best-selling products. These products are more likely to convert since they already have a proven appeal.
   
2. Recently Viewed Products: Display products that the user has recently viewed. This personalized approach can serve as a reminder of items they might have been interested in.
3. New Arrivals: Highlight new products to drive attention to the latest offerings in your store.
   
4. Special Offers/Discounts: Feature products that are currently on sale or part of a special promotion to create a sense of urgency.
5. People Also Buy: Include products that other customers have also purchased along with what the user is already viewing.

1. Sidebar: Place product widgets in the blog sidebar to keep them visible as users scroll through the content. This is a non-intrusive way to promote products while users are engaged with the blog post.
2. Within content: Embed product widgets within the body of the blog post, especially when discussing a topic closely related to specific products.
   
3. Bottom of the Article: For a more subtle approach, product widgets can also be placed in the blog’s footer. While this is a less prominent position, it can still capture the attention of users who scroll through the entire post.

1. Clickable Images: Ensure that product images within the widgets are clickable and lead directly to the product pages. Large, clear images are more likely to catch the user’s attention and show off your product better.
   
2. Interactive Elements: Incorporate interactive elements like “Add to Cart” buttons or “Quick View” options directly in the widget, allowing users to engage with the product without leaving the blog post.

If your website is on Shopify, you can use a paid blog builder like Bloggle to easily add product widgets to your articles. For WooCommerce, you can use plugins like YITH WooCommerce Product Slider Carousel and YITH WooCommerce Recently Viewed Products.

Add Related Posts

Related posts are blog articles that are topically linked to the content the user is currently reading.

They help keep users on your site longer by offering additional content that matches their interests, and also provide opportunities to naturally introduce internal links to your product pages.

Here are some pointers on how to add related posts to your articles:

As seen above, there are several tactics that you can use to maximize the conversion rate of your blog by guiding your target audience towards the important money making pages on your website.

AI-Powered Product Description Optimization

The primary goal of SEO is to drive traffic to your pages, but from a business standpoint, the real focus is on conversions.

In other words, are visitors taking action after landing on your page—whether it’s making a purchase, calling your business, or engaging in another meaningful way?

For example, here’s a page from an eCommerce site that doesn’t have a product description.

And here’s one, where the site has included more details about the product:

Product descriptions play a crucial role in persuading users to click through and complete a purchase.

But when you have hundreds of very similar products, where only a few things like the color or size of the product is the difference, it’s super time consuming to manually write product descriptions for each one.

Later, I’ll show you how you can use AI as a stepping stone to create these product descriptions at scale, which you can then enhance with other best practices.

But first, let’s look at why you should write unique product descriptions to begin with.

Why Should You Write Unique Product Descriptions?

Here’s a quick breakdown of why the product descriptions on your website should be unique:

How to Use AI to Write Unique Product Descriptions at Scale

If you have a website with hundreds and perhaps thousands of products, a lot of which may be similar, then writing unique product descriptions for each one can be time consuming and be mind numbing – if you’re not using AI, that is.

A great way to generate product descriptions with the help of ChatGPT is via the Ecommerce SEO Product Description Writer AI GPT.

• • What is the name of this product?
  • Which platform are you creating this listing for? (i.e. Shopify, Amazon, Etsy etc)
  • Would you like to include emojis in the listing? (Yes or No).

For example:

1. 1. Dragon Loose Snowpants
   2. Shopify
   3. No emojis

You can also provide more information about any specific features you’d like mentioned:

For example:

1. 1. Light cotton poplin
   2. Hand machined embroidery
   3. Secure zip pocket
   4. Fully adjustable Snocord® system
   5. Internal phone pocket and ankle stash

Here’s the response:

As with most AI-generated content, GPT might not get it just right on the first try. You can always add additional prompts to tweak the result to how you want it.

For example, let’s ask it to use a witty tone and to keep it to a maximum of 75 words.

For this case study, I’ve shown you how to use AI to generate unique product descriptions for very similar products at scale.

But there are several other key factors that you should consider when building your product pages:

Different products may appeal to different types of customers, depending on factors like their budget and experience.

Use language that helps specific customer segments, like beginners, easily identify suitable products.

Followed by more detailed information for those with lower awareness like this…

In the example below, instead of just listing the product’s dimensions, the site has included a photo that demonstrates how wide, long and high this particular product is.

By following these guidelines, you can create product descriptions that are both informative and persuasive, enhancing the overall shopping experience.

The Results

Since the start of the campaign, organic traffic increased by 196% from 15,919 to 47,256 sessions per month.

Monthly revenue increased by 22.63% from $5.3k/month to $6.5k/month during the same period.

The number of keywords that the site ranks for in the top 10 positions of Google increased from 3,098 to 3,918 since the start of the campaign.

Conclusion

In this case study, I’ve shown you how to drive more conversions on your website by:

If you’re looking for help with your site’s SEO, get in touch with my team at The Search Initiative.

Get a Free Website Consultation from The Search Initiative:

Matt is the founder of Diggity Marketing, LeadSpring, The Search Initiative, The Affiliate Lab, and the Chiang Mai SEO Conference. He actually does SEO too.