Our client is UK based e-commerce brand that sells handmade rings for men. They specialise in a wide range of hand-made rings of tungsten, titanium, antler, carbon fibre, natural wood, seashells, and silicone in various colours. Despite their unique brand value and direct sales from all over the UK, their website was underperforming as per their expectations.
Instead of targeted pages, undesirable pages were ranking for their primary keyword. For instance, page A should rank for XYZ keyword instead page B was ranking for XYZ keyword on the 3rd page. Those pages with roughly the same content competing with each other signaled and confused Google bot to rank incorrect pages.
Since the content of two cannibalized pages were identical, we consolidated the content of page B and optimised the on-page of page A. For the on-page optimisation we did:
We redirected page B to page A in order to consolidate overall SEO signals. This consolidation provided a positive user experience for visitors. Instead of landing on a 404 page and having to search for other related material on their own, 301 redirects ensured that visitors always land on the information they want.
Since the cannibalization issues were with page B, we created and optimised a new collection page targeting the primary keyword. We made sure this page was well-optimised with two different sets of keywords.
We achieved massive results in a short period of time. Within a month of working with us, the client recorded a drastic surge in organic traffic & the number of organic keywords keep increasing. Their organic traffic has tripled now and we can see massive ranking with improvement on lucrative keywords.