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Services provided: SEO

Just Camo

Online Outdoor Supplies Shop

Just Camo is a family run online store, supplying a wide range of outdoor, camo and nature-related products. They are part of a community of outdoor enthusiasts, providing hard to find, quality items online.


Services provided: SEO

(PROBLEM)

An online presence on a downward slope

Just Camo had a great history in traffic and sales, but changes in Google’s algorithm and poor SEO management led to a consistent decline in year on year rankings, traffic and sales.

They just wanted to get back to the good old days. So, we set a goal to increase year-over-year traffic that would directly impact both online and phone sales.

A major challenge was that when they came to us, Christmas was fast approaching so they needed fast results.

(DIAGNOSIS)

Our discovery

Our preliminary technical audit found over six thousand technical errors, including the site being hit by Google’s panda penalty. No other SEO had discovered this.

Our findings included:

  • Duplicate and generic Title Tags not designed to drive action
  • Overstuffing of keywords in multiple types of meta tags
  • Duplicate & Missing Meta Descriptions leading to random, sometimes irrelevant snippets appearing in the search results pages
  • Keyword research & theming were also not thought out well with missed opportunities for getting high-value terms sitting on the second page ranked. These had been completely ignored/neglected
  • Red flag for potential algorithmic penalty on the site from past SEO campaigns triggering a detailed penalty audit
  • Robots.txt issues
  • Sitemap problems leading to inefficient crawling from search engine robots
  • Incorrect set up of canonical pages on the site, leading to scattering of domain authority
  • Multiple redirect issues
  • Thin content

(APPROACH)

The roadmap

We began in mid-Sept 2016 and set out on a course of action to see results by Christmas. Our actions included:

  • Focus on technical issues that directly effected indexability issues – this would have the impact of delivering quick results if done correctly

  • Regular and thorough technical audits with feedback from Google’s tools as well as our own in-house tools

  • A plan to fix all technical issues. We placed a rush on this process due to the limited time frame. Most of our resources were focused on this area.

  • Identified high traffic terms that were sitting just outside the first page. We prioritized building authority for these terms to their relevant pages.

  • Focus on technical issues that directly effected indexability issues – this would have the impact of delivering quick results if done correctly

  • Regular and thorough technical audits with feedback from Google’s tools as well as our own in-house tools

  • A plan to fix all technical issues. We placed a rush on this process due to the limited time frame. Most of our resources were focused on this area.

  • Identified high traffic terms that were sitting just outside the first page. We prioritized building authority for these terms to their relevant pages.

 “Our previous SEO firm left us with unresolved problems and very few quality leads. After talking to Ash at Digital Spotlight I felt he understood who we are and our business goals. And that was proven true as within a short period of time we experienced an increase in traffic which translated into an increase in orders.”
– Pam, Just Camo

(RESULTS)

What we achieved

Within a few short months we saw an …

An additional 520 first page Google organic rankings

Which translated into ….

A 157% increase in traffic


More importantly…

Online revenue increased 412%

since starting SEO

We successfully reversed the declining YOY rankings, traffic and sales trend despite coming to the party extremely late in the year.

 


Despite starting at traffic levels at record lows,

we still delivered a year-on-year …

Organic traffic growth of 39.71%

And total sales were up!

The results of our approach were significant and the client was thrilled with the shift the overall business was experiencing.


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