Central Vac HQ SEO Case Study
URL: www.centralvachq.com
Product: Division of H-P Products that sells central vacuum accessories on the Web
Campaign: SEO, E-commerce
Time Frame: April 2008-current (data as of March ‘09)
Background:
Central Vac HQ is H-P Products' online source for central vacuum system products and accessories, allowing customers to purchase items directly from the site. Since 1955, H-P Products has been a manufacturer and distributor of Central Vacuum systems. We've been fortunate to work with H-P products on several Web Development and Marketing projects
Challenges:
We began optimizing centralvachq.com in April 2008. Prior to starting SEO, the site was averaging about a 5.72% sales conversion rate. While the site had a professional look and feel, it wasn't performing as well as expected. The site had extremely low search engine saturation rates and link popularity. Plus, dynamic content such as product pages weren't optimized for the search engines.
Strategy:
We focused our SEO efforts on three main areas:
- Improving low search engine saturation (the number of pages indexed by the search engines) by creating search engine friendly URLs on product pages
- Raising the site's overall popularity through a link building campaign
- Increasing the site's overall search engine presence by creating optimized persuasive content, as well as implementing optimized meta information and site structure.
Results:
After 10 months, the site has seen improvements across the board, including a 28% increase in site traffic, a 40% increase in online sales, resulting in a 6.27% sales conversion rate. In addition, the traffic supplied by the search engines has increased 77%, thanks to the rise in search engine rankings.
We have already achieved top ten rankings for several keyphrases, and fully expect the amount of top rankings to increase as the SEO campaign continues. Here is a sample of Google rankings for several keyphrase.
|
Keyphrase |
Page in Google |
Ranking on the Page |
|
Vroom solo sweeper bags |
1 |
1 |
|
Vroom vacuum bags |
1 |
1 |
|
vacuflo vacuum kit |
1 |
7 |
|
vacuflo vacuum sets |
1 |
3 |
|
central vac products |
1 |
8 |
|
buy central vac products |
1 |
3 |
|
vacuflo hoses |
1 |
5 |
In this graph, you can see that the site's link popularity has more than doubled since September 2008. As link popularity for a site increases, so does the amount of traffic that site receives.
Search engine saturation, or the number of pages indexed by the search engines, skyrocketed after we optimized the product page URLs to be search engine friendly. High search engine saturation translates into more pages having the opportunity to rank well in the search engines.
Conclusion:
As you can see, it's incredibly important for e-commerce sites to have properly optimized URLs. Search engines have difficulty indexing un-optimized dynamic URLs, meaning product pages may be omitted from the search results, resulting in less traffic to your site and less opportunities for conversions. Optimized dynamic content, coupled with other SEO strategies such as link building and on-page optimization techniques, can yield big results in just a few short months.