Elevating The Brand Through Strategic SEO
Enhancing brands’ keyword and content strategies to reach new audiences and increase visibilityResults Summary
The Challenge
Supporting Ecommerce & Branding with SEO
Catalyst’s luxury watch client was enhancing their website’s ecommerce functionality and elevating their branding in the U.S. Catalyst and the client partnered on a SEO program to support these key business goals. The brand’s SEO strategy was originally focused on branded search terms and legacy product collection names that only reached a small piece of their audience (luxury watch collectors). This made it difficult to attain organic search visibility for categorical watch-related themes like watch movement type, gender, case size, dial color, and more. Core product terms like “watches” were also missing from content and product pages.
“Catalyst truly delivered on this project. They provided insight and guidance for the website transition, while making a strategic plan for increasing our brand awareness, optimizing our content, and utilizing performance-based SEO tactics on the new website platform.”
Goals
Strategy and Execution
Elevating the Brand & Capturing Demand with Sophisticated & Content Keyword Strategies
Catalyst prepared a strategic domain migration plan which addressed:
- Recommendations for Shopify SEO, including best practices and recommendations for handling,
- Domain canonicalization,
- URL Structures
- URL Redirects
- Site Structure
- Image optimization in Shopify
- Improvements to existing content
- Updates to on-page elements like page titles, & headlines of all product pages
- Expanded non-brand keyword governance document for product pages & product category pages
Partnering closely with the brand team, all of the elements and recommendations were successfully implemented in a tight 45-day project timeline.
Objective 1
Website Migration
Update the brand’s locally adopted domain name to align with their global geoTLD approach, which supports their branding and aligns to their online boutique.
Objective 2
Optimize Existing SEO
Preserve the search equity the brand acquired since its website launched at the end of 2020.
Objective 3
Increase Brand Visibility
Increase organic search visibility through a more sophisticated keyword and content strategy, and by leveraging the capabilities of their Shopify store.
The
Results
Just one month after the migration, the website experienced increased performance of organic traffic, search queries, and transactions on the client’s ecommerce website.
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Watch WebinarResults Included
- 86% increase in organic traffic vs. baseline
- 69% increase in search query volume, including an increase in non-branded keywords that allows the brand to reach new and different audiences who were previously unaware of the brand
- 20% increase in transactions
What Clients Are Saying
“Testimonial.”
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