WE TOOK THE WHEEL AND STEERED SUNYEE BACK ON COURSE
The success of Impressive’s campaign was made possible by proactively taking the wheel and steering Sunyee back on course.
Sunyee’s SEO strategy was originally driven by the client, who would inform the SEO team what they wanted to focus on and achieve. In late 2020, the Impressive SEO specialist who took over the campaign chose to reset these expectations by looking a little deeper, more specifically at the category and brand description pages, incorporating target keywords, internal links and other on-page optimisation techniques.
increase in organic traffic
increase in page one keywords
increase in transactions
Sunyee International is a leading supplier of premium 4×4 accessories and outdoor camping supplies. With headquarters in Victoria, the company offers products across Australia. Their mission is to engineer great offroad and outdoor products at affordable prices.
As a result of the lockdowns, curfews and travel restrictions that were implemented in the latter half of 2020 in Victoria and the Northern Beaches of NSW, Sunyee faced a huge dip in organic traffic. Additionally, there were a fair amount of technical issues, as well as little to no on-page content, which made it difficult for Sunyee to be discovered via search engines. Limited category descriptions were also a factor in minimal organic traffic.
Impressive set out to analyse the existing landscape by identifying, prioritising and fixing the top technical issues that covered indexation, structured data, and page experience.
First, we looked at competitor’s main categories (e.g. “spotlights”, “driving lights”, “solar panels”, etc) and discovered that the amount of content was much higher than what was on Sunyee’s pages.Additionally, the keywords being targeted for these pages were also incorrect and irrelevant to the page.
We read through popular product descriptions in order to identify additional keywords and categories that were relevant and would lead to more search visibility and organic traffic. We compared this with phrases with Google Search Console, taking note of pages that were high for impressions. Once we’d established these, we created additional categories based on this information.
As content formed a major part of this strategy, target audience research was critical to the success of the campaign. We went back and rewrote or added to the existing content on the main category pages using a complete keyword refresh. This ultimately allowed our in-house writers to provide more educational content that would be relevant to the keywords users would be searching for.
Regarding link building, the team shifted all link building efforts to a small handful of specific categories, such as LED lights, solar panels, batteries etc. There was not much organic visibility so we doubled down on these pages that were lagging behind competitors (sitting between pages 3 and 4 of Google). The goal was to get these pages ranking in the first 5 positions.
By conducting an analysis of top performing categories and brands based on past 6 months’ revenue from all traffic sources, as well as identifying the right audience, Sunyee saw an increase in organic traffic, page one keywords and revenue.