Product Page SEO
Category and product page optimisation after a complex web migration, to help maintain rankings and revenue for a family-owned business.
Product Page SEO
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Challenge
Tarpaflex are a family-owned business in the south of England. They sell a selection of tarpaulins, nets, sheets and bags for a variety of needs to both businesses and individuals.
When they came to us, Tarpaflex were in the process of navigating through a complex web migration.
- The team at Tarpaflex knew they needed a full SEO strategy after the migration was completed; therefore, following a referral recommending our SEO services, they enquired with us for assistance.
- The first of the two challenges was to grow post-migration visibility. However, several aspects of the site made this aim particularly challenging, so targeting them was going to play a vital part in stabilising rankings.
- The second major challenge was an ambition to rank position 1 for the phrase ‘tarpauling’. When competing against a number of highly established, brick-and-mortar stores such as B&Q, our team knew that having the authority to rank above them was a huge undertaking.
Here’s how we tackled it…
Solution
The first stage of planning a new client’s SEO campaign is always conducting a thorough website audit – in doing so, we found that their website was very ‘bare bones’. The category and product pages were not optimised and lacked helpful content, something that needed to be rectified as it is vital for both user experience and search engine crawlability.
So we spent time optimising the product pages. This was done by cross-linking back to other related products and categories, as well as collating helpful content and adding FAQ sections on each page.
Building a pillar page structure was next on the list of changes. A pillar page acts as a ‘parent’ page that related blogs and pages can link out from to main pages and other subtopics. Structuring site pages like this is a great way to increase overall keyword rankings in a group. They help to increase topical authority as they utilise an internal linking structure and avoid keyword cannibalisation issues.
The category pages followed a similar pattern of optimisations, with the content being optimised with target phrases for discoverability and important information for user experience. Relevant internal links were also added, and the general navigation interface was improved to prevent bounces from the site.
All of this was done to not only push their overall organic rankings in the SERPs, but also to aim for that important ‘tarpauling’ number 1 spot.
As this is Tarpaflex’s hero product, it was prioritised at the start of the campaign to allow time for the website to gain traction. There continued to be a huge focus on this particular keyword throughout the site to encourage its position up the organic rankings.
It’s important to remember that focusing on tarpaulin specifically would not have been enough to make the site as a whole authoritative enough to rank so highly, which is why the campaign needed to focus on the site holistically, rather than a singular word or product.
But, did we do it…?
Result
Overall, the campaign was highly successful. The changes we made to the site following the completion of the migration saw great results almost straight away, due to the ‘blank slate’ we started with.
The fight for the ‘tarpaulin’ top spot was, and still is, hotly contested! But yes, over the last year, Tarpaflex have ranked at position 1 for tarpaulin. With consistent progress, updates and intentional changes to the site, the team have made excellent progress on organic rankings across the board, not just the hero phrases. High intent searches like economy tarpaulin, canvas tarps, super heavy weight tarpaulins, market stall tarpaulin, dust sheets and one tonne builders bags all now rank on the first page.
The client renewed for a second year, reinforcing how happy they were with the services we provided – a great vote of confidence in our team and their efforts over the course of the first year.
