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.
JCouple, a small card game company, faced the challenge of selling more of their products through Google. Despite offering high-quality card games, they struggled to gain visibility online due to a low authority website. This low authority was affecting the performance of their articles in search results, hindering their ability to reach potential customers effectively.
Issues with the Site
JCouple’s website had several issues contributing to its low authority. These issues included content duplication, misconfigured canonical settings, and a low crawl budget. These factors prevented search engines from properly indexing their product and category pages, limiting their visibility in search results.
Solution
To address these challenges, we implemented a comprehensive strategy to improve JCouple’s website authority and search engine visibility. Key elements of our solution included:
HARO & Outreach-Based Link Building: We identified 497 link building opportunities through Help a Reporter Out (HARO) and outreach efforts. By securing high-quality backlinks from authoritative websites, we were able to significantly increase JCouple’s domain authority by 26%.
Fixing Internal Content Duplication: We identified and rectified instances of internal content duplication on the website. This ensured that search engines could properly index and rank each unique piece of content, improving JCouple’s overall search visibility.
Indexing Product & Category Pages: We indexed 102 previously overlooked product and category pages that hadn’t been crawled due to misconfigured canonical settings and a low crawl budget. This expanded JCouple’s online presence and increased the likelihood of their products appearing in relevant search queries.
Creation of Topical Clusters & Keyword Focus: We supervised the creation of topical clusters through strategic internal linking. Additionally, we developed a keyword focus and content structure for 128 blog posts, aligning them with search intent and optimizing them for relevant keywords.
Result
The implementation of these strategies resulted in a steady uplift in traffic and conversions for JCouple over the past 16 months. By improving their website authority, addressing technical issues, and optimizing content for search, JCouple was able to increase their visibility on Google and drive more sales of their card games.
BeCBD faced significant challenges in promoting its products due to restrictions on advertising platforms such as Google and Facebook, as well as limitations on creating a Google My Business (GMB) profile. These restrictions were primarily due to the sensitive nature of the CBD product category, which posed hurdles in reaching potential customers through conventional marketing channels.
Solution
To overcome these obstacles, we devised a strategic approach focusing on content optimization and leveraging Frequently Asked Questions (FAQs) to enhance visibility and relevance. Our team implemented BERT (Bidirectional Encoder Representations from Transformers) score optimized content for both the product and blog pages on Be CBD’s website. Additionally, we strategically utilized FAQs to populate category pages, aiming to address common queries and align with target keywords.
Result
Through our concerted efforts, BeCBD experienced remarkable growth within a span of just six months. The optimized content and strategic FAQ integration resulted in a significant surge in website traffic, quadrupling the initial figures. This surge in traffic translated into tangible results, with Be CBD generating an impressive $12,000 in CBD product sales. The success of this approach not only showcased the effectiveness of content optimization strategies but also underscored the importance of leveraging FAQs to enhance relevance and visibility in a competitive market landscape.
Organic Tea* needed more US traffic, high intent visitors and a high ecommerce conversion rate in order to scale their business
Issues Found
A technical audit revealed an issue with the site’s crawl budget rank which had caused many products and blog pages to linger for weeks without getting indexed. There were also lots of conflicting canonical settings and faceted navigation URLs that were indexed and cannibalizing traffic from pillar pages
Solution
We developed a python script that can be used to achieve bulk indexation via Search console’s indexing API, while at the same time streamlining the canonical directives in favor of the money pages
Result
After bulk indexing requests, the previous investment into the site’s copy started paying off resulting in a steady incline in impression and click trends
During COVID, the client’s 40 year old Coin business faced severe challenges. In-person coin shows and conventions were canceled, and the business lacked a strong digital presence. Sales plummeted while warehousing and employee costs stayed constant, pushing the 40 year old company toward failure.
The primary audience for the business—coin collectors aged 50–80—was not very tech-savvy, further complicating digital adoption. Additionally, revenue was skewed toward low-margin products like silver and gold eagle coins (5% margins), while high-margin products like classic Morgan Dollars and Lincoln Cents (up to 30% margins) struggled to sell.
Task
We needed to boost site rankings for keywords linked to high-margin products, such as:
(1) Lincoln Penny (search volume: 1K, difficulty: 11)
(2) Morgan Silver Dollar (search volume: 11K, difficulty: 11)
Despite low keyword difficulty scores, rankings for these terms were highly unstable. Frequent swings in rankings indicated that poor content quality might be a key issue.
Action
We performed a detailed content audit using a Python script to simulate Google’s content compression. Search engines compress content to save space and assess quality. A high compression ratio suggests filler content, while a low ratio indicates meaningful and rich information.
For Example
If 100K words compress to just 1 word, it signals that the content lacks substance.
If 1,000 words compress to only 900, it indicates high content richness.
Our audit revealed that many critical product and blog pages had high compression ratios (above 4.0), suggesting low-quality content.
We the set out to optimize the affected pages while concurrently rolling out technical SEO fixes like along with a series of technical SEO like
Reduced the role of Javascript in content rendering
Reduce 404 inlinks and resolved 404 backlinks
Using webmaster outreach to Convert Nofollow backlinks into dofollows, while replacing replaced image backlinks with links to the actual products
Improving internal link references for high margin products
Results
Within three months, the site experienced steady growth in clicks and impressions from a daily clicks count of 115 to 1203 at the end of the year representing a 946.96% rise in clicks and a 620.83% rise in impressions.
Traffic increased, and visibility improved for high-margin product pages, directly contributing to revenue growth.
Nairametrics, a financial media platform, faced a major challenge when its website was hit by Japanese SEO spam and a DDOS attack. These issues coincided with Googlebot’s crawl schedule, severely damaging the site’s rankings and traffic. As a result, Nairametrics experienced significant visibility loss, dropping from millions of monthly page views to a fraction of that number.
Task
My task was to eliminate the penalties imposed by Google, restore Nairametrics’ SEO health, and bring back its previous traffic levels (3M page views per month). This required addressing the technical SEO issues caused by the attack and improving the site’s structure and content to regain search engine trust.
Actions
To achieve these goals, I executed a series of targeted interventions:
Strict Canonicalization Rules: Implemented strict canonical tags to prevent PageRank dilution and ensure that search engines only indexed preferred versions of the pages.
Spam URL Removal: Identified and removed spam URLs via Google Search Console to clean up the index and prevent malicious links from harming the site’s authority.
Keyword Cannibalization Fixes: Consolidated closely related pages to resolve keyword cannibalization issues, ensuring that individual pages had distinct and focused ranking signals.
Index Bloat & Internal Linking: Tackled index bloat and counteracted PageRank decay by increasing the internal link density, which helped distribute authority more effectively across important pages.
Pruning Low-Performing Pages: Removed underperforming or outdated pages to reduce unnecessary crawl demand and improve overall crawl efficiency.
Within 30 days of completing these technical fixes, Nairametrics experienced a remarkable recovery: The site regained impressions on Google News and Google Discover, leading to a daily performance of 130K page views.
Overall, traffic growth was restored, and the site began to re-establish its authority, resulting in a sustained monthly traffic of over 3M page views.
