1. Improve Site Quality
The Tackle Room (TR) was in desperate need of some SEO fixes.
Not one page on the website had a title tag. This is an absolute fundamental of SEO and can be very influential on rankings.
At some point their theme was modified to break this. With a simple tweak we had every page with semi-optimised title tags, a major improvement to their site health.
We also implemented a custom breadcrumb structure, so if you’re on a product it’ll link to its most relevant collection:
This is a tiny change, yes, but think about the impact of this across 600 products. That’s over 600 additional internal links to their various collection pages.
We also cleaned up 404 pages, redirected broken backlinks, added H1s to collections, and other more site-wide improvements that resulted in an overall higher site quality.
2. Expand Bottom of Funnel
Our next step is to max out the keyword potential, by launching new collection pages to target the various different entry paths for purchasing your products.
For example, some people may search for saltwater fishing lures. But others may be more specific and look for saltwater troll lures or wahoo trolling lures.
To rank for each of these different keyword topics, you’ll need a product or collection in place targeting it.
Thankfully, TR had these collections in place already, they just had zero optimisation.
During phase one, we re-enabled title tags, meta descriptions, H1s, and short descriptions, on each of the collection pages. So now we were able to set these all up properly.
Take a look at the Mahi Mahi Lures page for example:
Now these pages were optimised and had some content, they could actually rank.
And rank they do:
3. Optimise Bottom of Funnel
Now the above is great and all, but the crème de la crème is always in the top 20% of pages.
For TR, the big dog fish of pages was the homepage.
We identified keywords including saltwater fishing gear and saltwater fishing tackle with thousands of searches per month between them.
So we added that to the title tag.
And the H1:
And created content around this:
And created internal links from products targeting this:
This led to them ranking top 3 for the biggest bottom of funnel keywords in their niche.
We repeated a fairly similar process for other important pages like collections and high searched products.