Google Analytics
GA shows the huge growth in traffic that kicked off in December 2021 and just kept climbing from there
Square Repair is a small phone repair shop with two employees and a low marketing budget looking to grow nationally (...now that's a challenge!)
Significantly grow sales and appointments booked through Square Repair's Shopify store.
FixFactor 😊
Lovefone 😒
iSmash 😬
Organic Traffic
Website Revenue
More Leads
More Appointments
Top 3 Keywords
Page 1 Keywords
No two projects are the same, but the high level strategy never changes. Here are the 3 steps we use every time to multiply our clients organic revenue, along with the specific tactics we used for this client campaign.
Square Repair’s site was screaming out for some technical SEO fixes.
Every single page on the website had a broken canonical tag pointing to the homepage.
That means it was recommending search engines “hey don’t rank this page, show the homepage instead”… for every page.
And there were a LOT of pages.
Every phone model had a unique collection e.g. iPhone 12, iPhone 12 Pro, iPhone 12 Mini, iPhone 11, iPhone XS, iPhone XS Max, iPhone X… you get the point.
Within each collection, there was a product for each repair service e.g. iPhone X screen repair, iPhone X battery replacement, iPhone X charger port repair, iPhone X rear facing camera lens replacement, etc.
We had a theory:
What if we could rank a single page for repairs, screen repairs, and screen replacement keywords for each phone model?
Now we can’t exactly roll something like this out and hope for the best - too risky.
So we tested it on a low selling, obscure model:
The Nokia Lumia 800.
We started by optimising the Nokia Lumia 800 collection page to rank for Nokia Lumia 800 repairs, Nokia Lumia 800 screen repair, and Nokia Lumia 800 screen replacement.
The result?
Fast forward a few weeks and the collection was ranking right up there with the product:
Next, we needed to canonicalise the product pages so they weren’t competing against each other. And then roll this out across more collections, monitoring and testing as we went.
The results were staggering…
But more on that later.
At this point, there’s pages in place to rank when you search for every phone model and every repair type.
Samsung S20 screen repair? ✅
Oneplus 5 battery replacement? ✅
But we noticed something pretty interesting:
80% of traffic (and potential) was from Apple and Samsung products. And probably 70% of that was Apple.
More interestingly, the biggest individual search terms with the highest potential were not specific models, they were brands.
Even Huawei has 400 monthly searches for Huawei replacement screen.
Now Square Repair kinda targeted these…
But it was just a collection containing every repair for every single model. Navigational nightmare.
Never mind these pages had almost no internal links and weren’t optimised.
So we had our next core strategy, create optimised brand landing pages that link into each collection, like so:
Did it work? Well, it’s top 5 for iPad Screen Replacement nationally and the highest traffic page on the site, beside the homepage.
But again, more on that later.
Now we’ve got the site where we want it to be from a quality and navigational perspective, it’s time to optimise.
Some of this is simple:
Guess what we made this page heading 1 (h1)?
Repeat this across 230 phone models, as well as updating the SEO title tag and meta description, and there you have our basic optimisation steps.
But that’s not really enough, not to compete against brands with over £10m in annual revenue and 4x more backlinks from sites like TheGuardian, Klarna, Express, MailChimp, The Telegraph, and more.
So next we had to improve and expand the content page-by-page.
At the time, pretty much every page had identical content. Copy and paste. Brand and model names switched out. That’s it.
We jazzed this up a bit.
And more detailed descriptions, service breakdowns, etc.
GA shows the huge growth in traffic that kicked off in December 2021 and just kept climbing from there
GSC shows a near identical path to GA with significantly growing impressions and clicks from December 2021
Ahrefs' staggering charts put this into perspective with estimated traffic growth and keyword ranking improvements
Here's how it breaks down in numbers:
Organic Traffic
Website Revenue
More Leads
More Appointments
Top 3 Keywords
Page 1 Keywords
FixFactor has over 14x less traffic.
Lovefone was overtaken in organic search traffic in Dec 2021, 6 months later they went out of business. We later purchased their domain to continue servicing their old customers and in doing so picked up backlinks from sites like NY Times, The Guardian, Bloomberg, CBC, and more (results pending).
iSmash still has a little under 4x more search traffic (minus branded), but we're coming for them on likely 1/10th the budget. And their biggest search competitor is now Square Repair.
Stephen LevyThanks again for all of your stellar work, I'm glad I stuck at it. You have practically changed my life.