The new SEO strategy would be a two-pronged approach, targeting the increase of traffic to the website, and increasing the conversion rate of all traffic that entered the site.
To attract more website traffic, Digidol completed a comprehensive SEO analysis of the site, identifying key strengths and weaknesses. This included the analysis of all referring domains and the full backlink profile of Beddoes Products and all its main competitors. This highlighted a number of promising opportunities for both on-site and off-site improvements.
One example is that Beddoes Products already had several existing content pages containing helpful tips and tricks about roof tile vents on the website in the form of blog posts. These pages varied in their success, with some pages effectively driving traffic to the site, whilst others gaining minimal traction.
The first job at Digidol was to optimise all of the existing content to maximise its effectiveness. This included a range of different techniques, from keyword optimising well-performing pages to repurposing underperforming content to target keywords with higher search volume. The decision was also made to convert these content pages from generic blog posts to subject-specific guides. This improved the user navigation journey on the website in addition to the SEO content structure.
To improve Beddoes Products conversion, we assessed the existing layout structure of the website as a whole, and then more specifically the key product pages. The existing site was built using an early Shopify theme which had become a little outdated due to their continuous upgrades and updates. Scott had intended to redesign the site with one of the latest themes, however, found it difficult to find sufficient time to complete a site redesign.
Before beginning the redesign, Digidol discussed with Scott what he wanted from the new site design and together we researched the highest-converting Shopify sites for inspiration. Working together we created a sleek modern design, that highlighted the expertise that Beddoes Products as a leading manufacturer of roof tile vents. Utilising media like high-quality imagery and videos, the site was rejuvenated using one of the latest fast-loading Shopify themes.
The product pages were also redesigned with a focus on creating unique content for each product. This helped with SEO, allowing each of the product pages to rank higher individually, and with conversion by enhancing the user journey.