B2C Manufacturing Company SEO Case Study

Challenge

This awards manufacturing company, despite having a strong local presence in Canada with a brick-and-mortar store, struggled to translate their physical business success to the online realm. Their existing website, built on WordPress with WooCommerce, was plagued by slow load times, poor search engine indexing, and inefficient content that failed to attract buyer-intent traffic.

The site structure did not effectively showcase the wide range of products, leading to a lower online conversion rate and minimal organic traffic. This resulted in underwhelming online sales and insufficient digital visibility to drive footfall to the physical store.

Solution

Website Speed Optimization: To enhance the user experience and improve Google PageSpeed scores, a Content Delivery Network (CDN) was implemented. This, along with aggressive image compression and lazy loading techniques, significantly reduced page load times across the website.

Search Engine Optimization (SEO) Enhancements: We undertook a comprehensive overhaul of the website’s crawl efficiency. By blocking non-essential pages such as product variants, dynamic search results, cart, and order completion pages from search engine crawlers, we streamlined the indexing process to focus solely on high-value pages.

Website Architecture Redesign: The product and category maps were entirely rebuilt to ensure a more intuitive user journey and better search engine visibility. This restructuring was aimed at simplifying navigation and enhancing the discoverability of key products.

Content Optimization: All product and category pages underwent thorough content enhancements to better target buyer-intent keywords. These optimizations were designed to attract and engage potential customers by aligning more closely with their search intents and improving the overall relevance of the content.

Strategic Link Building Campaign: We initiated a link building sprint, focusing on earning backlinks from shoulder industries and relevant local websites. This effort not only boosted the site’s domain authority but also increased its visibility and relevance within the local and industry-specific digital ecosystem.

Custom Schema Markup Implementation: We developed and deployed custom structured data solutions tailored specifically for the awards and trophy product lines. This enhanced WooCommerce’s native schema capabilities with specialized markup for product attributes. The implementation resulted in rich snippets in search results, highlighting key product features and competitive advantages, which significantly improved click-through rates and contributed to the featured snippet positions.