Overview
Low Volume, High Intensity
Addicted to Audio is an authorised seller in Australia for a wide range of brands, including Yamaha, Sonos, Focal, Bose, and many more.
George and the team had been running Addicted to Audio for years and had never engaged in any kind of digital marketing (not even SEO) until they came across our office in London.
They approached StudioHawk during the redesign stage, and were referred to us to engage in an e-commerce SEO campaign.
Once the website was redesigned, the goal was to rank higher for highly competitive keywords to drive in more organic traffic and revenue
Challenges & Objectives
Making Noise
When redesigning the website, we made sure that the product pages had high-quality images, very comprehensive content, and a review widget section. Below is an example from a product page.
The first course of action was to identify what were the main collection/categories pages they wanted to push more. Once those were identified, we created that list and inspected to see if the following elements were optimised (title tag, URL structure, H1 heading, internal linking).
Alongside dedicated backlink acquisition towards the collection pages, the main takeaway from the collection page optimisation was when we start adding Internal linking above the fold (never existed beforehand)
Then we liaised with their Shopify developers to write below the fold content. We wrote content on over 70 collection pages. The objective of the below-the-fold was to provide more clarity to search engines and for users if they wish to know more about the collection. Below is an example from the headphones page.
Once we were finished from optimising the below the fold content, we moved onto optimising the blog section. When Addicted to Audio signed on they only had 3-4 blogs that weren’t really doing much. Given that we were going to be writing a lot of blogs and cover different topics, we sectioned that blog into different categories. The topics were nested under a category based on their theme.
A lot of SEO ‘theories’ state having above the fold content is enough to get a page ranking. However, given that ATA is in a very tough niche and up against Australia’s biggest retailers we wanted to experiment on their collection pages by having both above and below the fold content
Once we got the buy-in from the client, we gave them a template to use as a guide and their in-house copywriter started writing. As much as a lot of specialists in the SEO community argue that below the fold isn’t really necessary and doesn’t do much. We noticed that the opposite happened.
We added below the fold content in April 2021 and we saw results within the first 1-2 months.
Results
- Collection Pages228% Increase in Top 3 Ranking Keywords
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Product pages:
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28% increase YoY in organic users
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85% increase in revenue
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Page 1 ranking for product pages increased by 26%
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