13.6 Million Clicks in 18 Months: E-commerce SEO Crescendo

Background

In the noisy world of online music retail, standing out is tough. Our client, a 15-year-old digital music store, was struggling to be heard.

They'd spent thousands on ad agencies. Results? Inconsistent at best. The client was tired of the rollercoaster ride of paid advertising.

They wanted organic growth. No more throwing money at ads. We were ready to compose their SEO symphony.

The site had potential. Hundreds of products. Stock ready for a traffic surge. Perfect for our SEO strategy.

Tip: Before starting any SEO campaign, ensure your inventory can handle increased demand. There's no point driving traffic if you can't fulfill orders.

Our SEO Setlist

1. Technical SEO Audit
2. Keyword Research
3. On-Page Optimization
4. Content Creation
5. Link Building

Each step is crucial. Skip one, and the whole performance falls flat.

1. Technical SEO: Fixing a Broken Record

Our 21-hour site audit uncovered 14,623 technical issues. Ouch.

The client had moved from Magento to Shopify. The agency handling the move? They didn't consider SEO. At all.

We found:

• Dead URLs
• Incorrect 301 redirects
• Orphan pages
• Duplicate content
• Slow page load times
• Missing meta tags
• And many more issues

Google Search Console looked like a crime scene. Indexing errors everywhere.

We tackled high-priority errors first. These move the needle fastest. Then we handled warnings.

Our fix list included:

• Implementing proper 301 redirects
• Resolving duplicate content issues
• Optimizing site speed
• Fixing broken internal links
• Implementing schema markup

Tip: Always run a thorough technical audit before any other SEO work. It's like tuning an instrument before a concert.

2. Keyword Research: Finding the Right Tune

While our tech team fixed the site, our content team got busy.

We hunted for keywords with the highest ROI potential. Different searches, same intent. Our job? Find the perfect keyword harmony for each page.

We focused on commercial and transactional keywords. These drive the most revenue. Music to our client's ears.

Our keyword research process:

1. Analyze competitor keywords
2. Use tools like Ahrefs and SEMrush
3. Look at Google's "People Also Ask" and related searches
4. Analyze Google Search Console data for hidden gems

Tip: Don't just chase high-volume keywords. A lower volume keyword with high purchase intent can be more valuable.

3. On-Page Optimization: Fine-Tuning Each Page

Next, we created content for key pages. We optimized:

• SEO titles
• Meta descriptions
• Headings
• Image alt text
• URL structures

We wove primary and secondary keywords into each page. This maximizes traffic potential. More traffic = better ROI.

Our on-page checklist:

1. Include target keyword in title tag, H1, and first 100 words
2. Use related keywords throughout the content
3. Optimize meta description for click-through rate
4. Implement schema markup where relevant
5. Ensure content is valuable and readable

Tip: Write for humans first, then optimize for search engines. Google rewards content that users find helpful.

4. Content Creation: Composing a Symphony of Information

We set a goal of publishing three new pieces of content each week. Each piece was at least 1,500 words long.

Why so long? Longer content tends to rank better. It gives us more opportunities to cover the topic in-depth and target related keywords.

Our content creation process:

1. Create a detailed brief based on keyword research
2. Write the first draft focusing on value and readability
3. Edit for SEO, adding internal links
4. Add custom images and product showcases
5. Publish and promote

Tip: Use the "Skyscraper Technique". Find the best existing content for your target keyword, then create something even better.

5. Link Building: Amplifying Our Signal

In week two, our link building team started reaching out. We contacted hundreds of websites. But not just any websites.

We have strict criteria:

• Significant organic traffic
• No sketchy niches (gambling, crypto, etc.)
• Music-related content
• Domain Rating over 40
• Stable or increasing organic traffic
• Not part of link farms
• Clean keyword rankings
• Balanced keyword distribution
• Well-designed, legitimate sites
• Multiple traffic sources
• Brand or personal blogs
• Low toxicity score

Why so picky? Quality over quantity. We build fewer links than competitors, but each link packs a punch.

Our link building strategies:

1. Create valuable, linkable assets (infographics, studies, tools)
2. Reach out to music bloggers and journalists
3. Participate in expert roundups
4. Leverage the client's industry connections

Tip: Focus on building relationships, not just links. A good relationship can lead to multiple high-quality links over time.

The Grand Finale: Our Results

Over our 3-year performance:

• Built 3,254 total links
• Increased Domain Rating from 31 to 55
• Created 500+ pages of content
• Generated 13.6 million organic search sessions in 18 months

Month-by-month breakdown:

- Month 1-3: Fixed technical issues, saw small traffic bump

- Month 4-6: Started ranking for long-tail keywords

- Month 7-12: Significant traffic increase, sales started to climb

- Year 2: Exponential growth, outranking major competitors

- Year 3: Solidified position, focused on maintaining and expanding

Tip: SEO is a marathon, not a sprint. Be patient and consistent.

Important Lessons

1. Technical SEO is the foundation. Don't neglect it.

2. Quality content and links beat quantity every time.

3. Patience pays off. Big results take time.

4. Always be ready for increased demand.

5. SEO and UX go hand in hand. Optimize for both.

That's the power of a well-orchestrated SEO strategy. No ad spend required.

Need to Amplify Your E-commerce SEO?

Our all-inclusive SEO services can help generate more search traffic and sales for your online store. Book a consultation call with us to see if we'd be a good fit to work together.

Remember, in the world of SEO, slow and steady wins the race. But with the right strategy, you can accelerate your journey to the top.