Rocket and Ofichairs: Increasing organic traffic through performance analysis

DARIA MIROSHNICHENKO

SEO ANALYST

17 February, 2021

Ofichairs, a young eCommerce specialized in the office chair market, manages to improve its organic results thanks to the help of Rocket Digital, implementing a strategy based on content optimization and performance analysis in the Google search engine.

THE CLIENT: OFICHAIRS

“Ofichairs” is a young eCommerce company in the office chairs and armchairs sector. It specializes in the sale of products such as office chairs, gamer chairs, work-from-home chairs, etc.

THE GOAL: to gain visibility and compete with the big players

Ofichairs.com was created at the end of 2019. From the moment the website was launched and until mid-March, organic traffic remained low, with no increases or decreases.

 

On March 16, the number of organic sessions rose significantly due to the increase in demand for chairs for teleworking, coinciding with the declaration of a state of alarm in Spain due to the COVID-19 pandemic.

 

Rocket Digital began implementing the first SEO actions in early 2020. The main objective was to gain visibility on Google for the brand and make it compete with older and stronger companies.

THE STRATEGY

Based on the business objectives and internal customer resources, Rocket Digital developed an SEO strategy that combined both technical actions and content tasks. The main KPI’s that were taken into account were the following:

  • Organic traffic
  • Organic impressions
  • Average position of top keywords
  • Organic transactions

After doing a web analysis and determining the actions needed to drive growth, the Rocket team defined the top priorities for the brand. As the website was not very large, the decision was made to start with the implementation of technical quick wins, and then continue with content actions that would help the brand gain more authority in relation to the Google search engine. The strategy was structured in the following phases:

  1. Quick Wins: In the quick wins phase, the Rocket team detected and solved certain problems that were present on the website, such as robots.txt, sitemap and canonical tags. Errors in Google Search Console were also fixed, and snippets (titles and meta-descriptions) were optimized.
  2. Keyword research and content: After implementing the quick actions, the Rocket team proceeded to the content optimization. Based on the analysis of main keywords, the Rocket team changed the names of some categories, expanded the on-page content on landing pages and optimized the content hierarchy, adding secondary keywords. At the same time, a new specific page was created, entitled “Chairs for teleworking“, as a result of the perception of the growing demand among people who started working remotely since the declaration of the state of alarm.
  3. Interlinking: After carrying out the previously mentioned actions, the performance analysis phase of the existing pages was entered. In this phase, the pages with the best conversion percentage were detected, which were prioritized through interlinking from the home page. On the other hand, the log files were analyzed to check how Google users access the URLs. With this, it was detected that, before entering the commercial pages, users usually enter blog articles first. To help discover the most relevant business pages, the Rocket team expanded the content of the articles and linked to relevant business pages.
  4. Competitor analysis: A benchmark of the main Offichairs competitors was created. Competitors with less organic authority were detected, making a list of the main keywords through which they obtain greater visibility. As a result of this list, the content of Ofichairs was optimized according to these keywords.
  5. Black Friday: Relevant keywords related to Black Friday were detected. A landing page was created whose content was optimized according to these words. To boost it, a blog article was created with a link to the landing page; and simultaneously several articles were published in online magazines related to the offers that Ofichairs was offering for the occasion.
  6. Blog optimization: SERPs (Search Engine Result Pages) functionalities were detected for the keywords relevant to the business. Frequently asked questions were defined, as well as other informational queries with a higher search volume or lower level of competence; and articles dedicated to each of them were created.

THE RESULTS: A significant increase in organic visibility

  • Thanks to this strategy, an improvement was achieved in the organic positions of the main keywords. In January 2020, 12-13% of KWs were displayed on the first search page, while 16-17% were on the second. In December 2020, it was 19-20% of the KW that were shown on the first page; and 30% did it in the second.
  • The number of organic sessions grew by more than 250% in December 2020 compared to December of the previous year.
  • A stable growth in organic traffic is observed during 2020, with peaks in April-May due to the increase in the demand for chairs for teleworking; and also at the end of November, thanks to the optimization of the website for Black Friday.

Why work with us?

Rocket has a multidisciplinary team, expert in all aspects necessary to carefully plan and carry out a complete and effective online strategy in order to boost the sales of your business website, as well as in all digital platforms. With a team with extensive experience in leading companies in the sector such as Mango, Stradivarius or Desigual, Rocket Digital adapts to the needs of each client to design a plan focused on improving the conversion rate of their website.

If these results have convinced you and you think that our team of specialists can help you improve the organic results of your eCommerce, do not hesitate to contact us!

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