Achieved a 946.96% Growth in Organic Traffic For Coins Dealer

Situation

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.