THE REALITY

A growing online retailer specializing in solar and renewable energy products—including solar panels, energy storage devices, solar water pumps, LED lighting, and home automation solutions was facing several challenges when it came to their organic search presence.

  • Low organic visibility in a competitive niche dominated by wholesalers and large retailers.
  • Poor rankings for high value keywords such as “buy solar panels online,” “solar water pumps” and “buy solar backup battery.”
  • Technical challenges that made it nearly impossible for Google to find their products
  • Heavy reliance on paid ads, with high customer acquisition costs and limited ROI.

THE STRATEGY

We implemented a comprehensive SEO strategy focused on two key areas: technical crawlability and dynamic optimization.

We first determined that search engine bots could not access their product list page due to how their paginated links were coded. We updated these with crawlable html links that Google could then crawl and access deeper product list pages. We then fixed their faceted navigation to ensure filters were not only crawlable to Google, but that they generated unique URLs that could be indexed in search results.

We then created dynamic meta data templates that would better optimize product pages across the site. Once those core optimizations were in place, we conducted a content gap analysis and a content audit to find opportunities to manually optimize pages. We also created new crawlable filters under their faceted navigation based on shopper behavior data and attributes that users search for.

THE RESULTS

Increase in organic traffic in a little over a year

Achieved Page 1 rankings for over 200 high-value keywords

Increase in organic-driven revenue

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