AlvaBeauty.com has been offering quality Spa equipments since 2006. They initially approached us because of their dissatisfaction with their visibility statistics and site ranking on the search engines. Their goal was to increase their search engine ranking and through the increased rankings, increase online sales through their web shopping system.
At the time that AlvaBeauty.com approached us for an initial consultation for SEO services, their site ranking and visibility statistics were as below:
Initial Rankings:
Visibility Statistics
First Place Rankings: 1
Top 5: 3
Top 10: 5
Top 20: 7
Top 30: 6
SEO Goal: To increase web visibility, improve ranking and knock the competition off the front page of the search engine results.
Strategy:
We met with our client several times to assess their knowledge about SEO and to plan a strategy that would improve their search engine placement. The eventual strategy was decided upon through mutual agreement, and included educating the client on all aspects of SEO as we worked with them to redevelop their web site. The consulting sessions and information provided to AlvaBeauty.com included building a "Best Practices" standard for site content, making recommendations on sustainable and SEO friendly site architecture and a code review of the content management system that the company was using on their web site.
First Steps:
Our first step was to complete a targeted keyword analysis for the Salon and Spa equipments industry. The keyword analysis had two parts. The first indicated that the site would see a dramatic increase of search engine traffic by targeting top level keywords like facial bed, Spa equipments and Microdermabrasion Machines. The keyword analysis also focused on conversion factor - the rate at which keywords turned browsers into buyers. Based on that section of our analysis, we recommended that Alva Beauty should target specific keywords, including equipment names, and the process of the equipment.
Building on Strengths
Alva Beauty’s strongest attributes were the number of products and the amount of content that they had gathered. Unfortunately, the content management system and structure of the site did not attract search engines. In addition, the content was not keyword rich, and the code on many of the pages was not optimized to highlight the keywords being targeted.
Together with the AlvaBeauty.com team, we determined that site architecture was the most important issue to be addressed. We helped AlvaBeauty.com to implement a number of vital changes to their pages to make them more visible to search engines and improve ranking in their search engine placement. Those changes included restructuring the permanent URL structure from dynamic URLs to flat URLs that would be seen and read by the search engine spiders.
The most important part of the site optimization was to improve the site architecture, so this was the first thing we consulted on with the AlvaBeauty.com team.
We worked with them to change the URL structure seen by the search engines so that the dynamic pages would have a flat URL structure which could be followed and indexed by search engine spiders. We also worked with the AlvaBeauty.com team to improve navigation across the site and make it more accessible by adding text links in the navigation system.
Finally, we worked with AlvaBeauty.com to determine and build a set of "Best Practices" for the company to use in optimizing and maintaining the site. Those Best Practices included appropriate META and robots tags, implementing accessibility attributes, improving cross browser compliance and other body optimization practices.
Results:
Less than six months later, AlvaBeauty.com's organic search results showed a total and complete turnaround. The number of 1st place page rankings increased by almost 6000%, including rankings on high value keywords like "Facial Equipments", “facial bed”, “Hydraulic stool” and more. AlvaBeauty.com website beat the competitors site in the search engines result pages for all of the high value keywords, and ranked higher on most of the equipment names and related keywords.
Final Rankings:
Visibility Statistics: Initial: Ending
|
First Place Rankings:
|
1
|
56
|
|
Top 5:
|
3
|
182
|
|
Top 10:
|
5
|
269
|
|
Top 20:
|
7
|
573
|
|
Top 30:
|
6
|
918
|
As a result of increased site visibility, AlvaBeauty.com’s revenue from their web site have increased dramatically, which in turn increased the optimization campaign budget.
