“The success of a business depends on the ability to get constant new customers. Around 80% of businesses fail because they don't focus on it. Even if they do, they focus on traditional channels or aimless advertising.”
Have you seen how uber takes the market of regular meter taxis and auto-rickshaws? It doesn’t matter how auto-rickshaw drivers feel, reality is that they lost the market share.
But why?
The one and simple answer is, people changed their consuming/purchasing behaviors. Most of the businesses realized it after losing the market.
Mainstream licensed cab lost market to companies like Uber
That is not only true for the transportation business, that’s true for every business.
As we reached the 21st century, the importance of business transition from traditional to smart one is felt more and more.
Let me give you a few more examples.
Example of some other business transitions
Do you know the meaning of the word “Cachinnate”?.
I am confident 80% of the people who are reading this case study don’t know the meaning. And 80% of them actually will go to google and ask the meaning.
Your customers do the same, they search on google to find a solution to their problem, and the only way you can get them is by positioning your website on top of search engines for those terms.
Let me share you some data on Google:
- “Where to buy” + “near me” mobile queries have grown by over 200% in the past two years.
- “Best” + “right now” mobile queries have grown by over 125% in the last two years.
- 70-80% of search engine users are only focusing on the organic results. (MarTech, 2018)
- Over 51% of smartphone users have discovered a new company or product while conducting a search on their smartphone. (Google, 2018)
Now let’s jump into the main part. Let me share how we helped achieve 1620.00% of organic growth from 1 September 2017 to 26 February 2020, and how you can achieve the same by following the exact same formulas.
Important Note: Either Read the Entire Case Study or Stop Reading It Right Now.
Why is Rokomari's Growth Far Better than Many Other Businesses in Bangladesh?
Rokomari is known as one of the biggest ecommerce sites in Bangladesh, and when it is about books, they are the number one.
What makes them unique?
- Focus on customer satisfaction
- Adopting digital technologies
- Hiring the right agency
If you want to grow in this age, you need to focus on a list of things together. But the reality is that you can’t focus and build a high performing team for every sector. Because those are not your core area.
Just assume you are in a restaurant business. Is it easy for you to build an SEO team? You have all the experience related to your main business but not in SEO.
But if you can outsource the task to a company who are experts on SEO, you can see the progress.
Rokomari did the same thing.
They hired us in September, 2017 and treated us as an SEO partner.
Strategy Breakdown
We broke down our strategy into two parts.
- Business Analysis
- SEO Analysis
Business Analysis
It’s important to analyze the business before you prepare the SEO strategy. Why do you need it?
The answer is simple, you can’t sell the same pair of shoes to everyone.
Each and every business has a different target customer. Each customer segment has a different pattern to search and different pattern of buying decisions. So before moving to the final strategy we need to analyse it from the business point of view.
SEO Analysis
Each website is going to be different, so you need to figure out what your site needs. You need to go through the process.
Here’s a sneak peek of Rokomari’s traffic boost from Google Analytics
Here’s a sneak peek of traffic history from SEMrush
Now learn how we did it…
Initial Analysis is Important!
Working with my own site is hugely different from working with clients.
Why?
Simple! For my own website, I know what I want to do, for clients I need to bring it out from my clients.
It’s also different to work with new sites and already built sites. Already built site usually comes with 1000s of SEO errors.
So we started our work to find those errors in the following fashions.
- Selection of right keywords (The Tripod Rule)
- Improve the On-Page structure
- Backlink Audit
- Competitor Analysis
1. Selection of the Right Keywords (The Tripod Rule)
We categorized keyword research into three main sections:
- Popular keywords: Good search volume; long term plan
- Rankable keywords: Clients Unique Propositions; short term plan
- Relevant keywords: We knew they will also rank when we target the 1st two types of keywords.
We found all the keywords by the following methods:
- Content Gap analysis
- Individual landing pages
- Tools like Google keyword Planner, ahrefs and SEMrush
Overall, this process took over 50 hours and included thousands of keywords chunked into neat topics.
This work later helped with choosing page titles, headings and content.
The goal of conducting a keyword research was to optimize the site with:
- SEO Title
- Body section
- Related images
2. Improve the On-Page Structure
To find all the technical and content issues on a website, we conducted multiple audits though:
- Manually, and
- SEO tools
After auditing the website, we found many technical issues, from poor internal link structures, bad quality anchor text and unoptimized titles.
A full on-site audit tutorial is too big for this post (perhaps coming soon), but here are some quick fixes that we ensured:
- The site structure is no more than 3 levels deep; from the homepage in 3 clicks or less.
- Beautifying the content (formatting and styling) and make it easy to read
- Installing the SSL and making sure it is https
- Checking the ‘Coverage Report’ in Google search console for errors
- Checking and optimizing the robots.txt file
- Checking and optimizing the 404 Pages
- Registering your business with Google My Business
- Optimizing the menu and site structure
- Optimizing the XML sitemap and submit to Google Search Console
- Checking that all the pages define a canonical URL
- Checking the permalink structure and making the URLs SEO Friendly
- Checking and improving the loading speed of the website
- Optimizing page titles, meta descriptions and body sectio
- Using Lazy Loading for images and videos
- Optimizing the logo and favicon
- Checking your website from Mobile
- Checking the visibility settings of the website
However, while these technical SEO fixes contributed a portion of SEO success, it’s the manual audit and fixes in the content and landing page that made the real difference.
The list is endless, and I tried to highlight the very important points here.
3. Backlink Audit
The website had a relatively small backlink profile, which means it lacked authority, relevance signals and entry points for crawling. It also meant that a full in-depth link analysis was unnecessary for this campaign.
In this case, the initial check revealed there was nothing to be concerned about, so we moved on to technical implementation as soon as possible.
If the website had problems with the link profile, we would have done a full backlink audit to try and recover this. Here’s what to look out for:
- Link Distribution
- Anchor Text Analysis
- Referring IP Analysis
- Autonomous System Numbers
4. Competitor Analysis
The difference between a search analyst and data scientist is how you approach the search engines. An analyst focuses on reviewing the SERPs and finding what is working best today, while a data scientist wants to understand how things work.
Our team includes both since competitor analysis requires a keen eye for reviewing the SERPs and algorithm analysis requires solid data scientists.
From the very beginning we constantly reviewed all the competitors.
We analyzed their strengths and weaknesses, in terms of backlinks, content, and landing page designs… and we applied better strategies that slaughtered all the competitions.
The result is very sweet – our strategies never failed.
5. Content Strategy
Building a long-term authority website in competitive industries includes both an authoritative link profile and a content plan.
Although eCommerce pages have very limited scope to feed content, we sophisticatedly built a content strategy that met the demand for both the human and Google.
We strategized the content based on the following factors:
- User Intent – before we did anything, we wanted to nail the user intent on every page. This research meant that we identified three pillars of content for their site. We’ll get into this in further detail below.
- Product Pages – these pages were dedicated to explaining what produc was offered.
- Blog Content – these posts were dedicated to providing non-commercial, informative content that was interesting to the reader.
6. Link Strategy
The success of any campaign is a good link strategy. This campaign is no different in that regard.
- Internal Link Building – To use the power of the internal link we exploited the blog posts. We used the keyword as hyperlink text. We also carefully maintained the keyword ratio to avoid over-optimization.
- Diversity Links – Link diversity is crucial both for internal and external inbound links.
- Outreach Links – We wanted to reach out to big names in the industry to acquire link placements. We use a white-hat link strategy and managed to get some incredible links.
- Tier 2 Link Building – links pass more authority the higher their URL Rating. To boost the authority passed from outreach links we did some tier 2 links too.
Results
Organic Traffic
The campaign has been a steady increase after the first month of our campaign, reaching a peak through September and October in 2019.
Keyword Increases
There was an exponential increase in keywords toward the start of the campaign, with stability through the year of updates.
Referring Domains
There is a direct correlation between the number of links we built followed by increases in the number of keywords they began to rank highly for:
Traffic Breakdown
While their social media campaigns and other channels have seen some modest increases in traffic, it’s their organic traffic that has seen the highest volume increase
Last Words
When it comes to being successful online it starts with a solid and proven strategy. If you don’t have a proven strategy in place, no matter how hard you work, you will fail to see the result.
Every niche is different, and every site has its own particular needs. In this particular case, you’ve seen what we have done to achieve this huge success. Not every site needs the same strategy, which is our job to find out.
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FREE 30-MINUTE STRATEGY SESSION!
Because our Digital Marketing Strategists only have a specific number of slots available each month. So, do hurry and take action before your competitors fill them up!
WARNING: Before you claim your free consultation please be informed that this is only for those who are serious about improving their business for long term success.
Please note that you will be speaking with a Digital Marketing Expert, not a salesperson.
He will make the strategy for you but to improve your sales we need your commitment and dedication. If you’re not ready for that please don’t try it.
But if you are serious about setting up your SEO or Digital Marketing Campaign to increase your profits, book your FREE strategy session as early as possible.
Nahid Hasan