Reviving Revenue: The Incredible 3,439% Comeback Story of Diabetes Retailer After Google’s Shakeup

Situation:
Diabetes Goods Retailer faced a significant challenge when they experienced a massive ranking drop following the Google Helpful Content Update. This decline was primarily due to numerous thin product pages that failed to provide substantial value. The site’s representation did not meet the stringent standards required for a Your Money or Your Life (YMYL) website in the health industry, leading to decreased visibility and traffic.

Task:
The task was to address the issues hindering the site’s performance, focusing on eliminating thin content, improving product representation, and optimizing the site for better rankings in the Google Shopping tab. Additionally, we needed to resolve keyword cannibalization caused by multiple URLs for product variants that were incorrectly self-referencing in their canonical directives.

Action:
To overcome these challenges, we implemented a targeted optimization strategy that included:

• Enhancing Merchant Listings: We focused on optimizing merchant listing experiences by refining key attributes within the shopping feed, such as the Google Product Category and Global Trade Item Numbers (GTINs).
• Conducting Title Modification Experiments: We executed experiments to modify product titles across supplementary feeds, ensuring they were compelling and aligned with search intent, which helped improve click-through rates.
• Eliminating Keyword Cannibalization: We restructured the URLs for product variants to consolidate authority and enhance overall page value, ensuring that each product was clearly defined and accessible.

Result:
These strategic optimizations led to remarkable outcomes, including a staggering 3,439% increase in revenue. The enhancements not only revitalized the site’s search rankings but also significantly improved their visibility in the Google Shopping tab, driving higher traffic and sales.