Full SEO Audit
To kick off the project I conducted a full SEO audit of the site, it had had essentially zero work on the SEO side undertaken so was quite a clean slate to review.
The audit included a full onsite and offsite review, to identify key opportunities for The Bottle Haus as well as any potential issues that could hold back potential growth.
I identified a few key opportunities for us to focus on:
- The site lacked any basic page-level optimisation such as page titles, meta descriptions, etc.
- The site lacked any supplementary content to build topical relevancy of the site as a whole and to drive additional traffic
- The site lacked any substantial backlinks to improve the authority of the site
Fixed technical issues including
The general setup crawlability of the Shopify store was strong with some minor improvements we actioned quickly to focus on bigger wins. A couple of examples of these included:
- Improving the URL structure of the product pages when linked from collection pages to improve the internal linking of the site
Optimised on-page elements
There was next-to-no optimisation of pages on site including page titles, meta descriptions, on-page copy, image alt tags, etc.
Due to having thousands of products, we worked on creating a templated approach to page titles and meta descriptions to allow a scalable approach to target our top target keywords.
Category pages would prove to be the largest commercial opportunity, keywords such as ‘buy bourbon online’ were identified early as the highest converting keywords from the Google Ads data.
A similar approach was implemented for meta data, a templated approach that would allow targeting a broad section of target keywords for each page.
We also added additional content to collection pages to add further contextual relevancy of the page and support users in their purchase journey.
These keywords are very competitive so we didn’t expect too many wins right away.