Case Study: SEO and UX-Focused Web Design
Objective: Increase organic traffic and conversions through strategic SEO implementation and improved user experience (UX).
Client Overview
BarongWarehouse.com is a leading online store specializing in traditional Filipino attire, including Barong Tagalog and Filipiniana. The brand targets a global audience, particularly the Filipino diaspora, offering a range of customizable and ready-to-wear options.
Challenges:
- Low Organic Traffic: The website ranked inconsistently for high-priority keywords like “Barong” and “Filipino Barong.”
- Poor User Experience: High bounce rates and low conversions suggested navigation and design issues.
- Keyword Cannibalization: Multiple pages competed for the same keywords, diluting search engine rankings.
- Unoptimized Product Pages: Lack of structured content, internal linking, and schema markup.
Phase 1: SEO Audit
Findings:
- Keyword Cannibalization: Pages targeting “Barong” overlapped, confusing Google on which to rank higher.
- On-Page SEO Issues: Missing meta descriptions, inconsistent heading structures, and unoptimized images.
- Technical SEO Problems: Slow page load speed, uncompressed images, and unused JavaScript.
- Weak Backlink Profile: Limited authority-building backlinks from relevant sources.
Solutions Implemented
1. Keyword Optimization
- Conducted comprehensive keyword research to identify high-volume, relevant terms (e.g., “custom Barong,” “wedding Barong,” “Filipino attire”).
- Assigned primary keywords to individual pages to resolve cannibalization issues.
- Created long-form content for priority keywords, targeting informational searches like “What is a Barong?”
2. Technical SEO Improvements
- Compressed and optimized images using WebP format, reducing load time by 45%.
- Enabled lazy loading for product images to improve page speed.
- Resolved broken links and improved site architecture with a clearer URL structure (e.g.,
/barongs/weddinginstead of/products123).
3. Content Strategy
- Developed an FAQ section to address common questions about sizing, fabric, and customization.
- Added schema markup for products and FAQs to enhance rich results in SERPs.
- Optimized blog posts with internal links, connecting related products and categories.
4. UX Enhancements
- Navigation Redesign: Simplified the main menu to prioritize top-selling categories and added breadcrumbs for easier navigation.
- Mobile Responsiveness: Improved mobile layout with larger CTAs and quicker navigation.
- Product Page Overhaul:
- Added detailed product descriptions with keywords.
- Included customer reviews and videos showing the products in use.
- Enhanced the “add to cart” process for fewer clicks.
Results
| Metric | Before | After (6 Months) | % Increase |
|---|---|---|---|
| Organic Traffic | 12,000 visits/mo | 25,800 visits/mo | +115% |
| Average Session Duration | 1:45 minutes | 2:25 minutes | +38% |
| Bounce Rate | 60% | 42% | -18 percentage pts |
| Keyword Rankings | 15 in Top 10 | 35 in Top 10 | +133% |
| Conversion Rate | 1.8% | 3.2% | +77% |
Key Takeaways
- Focus on User Intent: Aligning content and design with what users are searching for improves rankings and engagement.
- Mobile Optimization is Essential: With 70% of users browsing on mobile, UX changes for small screens significantly impacted conversions.
- Comprehensive SEO Wins: A combination of on-page, technical, and content strategies delivers sustainable traffic and sales growth.
Next Steps
- Continue building authoritative backlinks from cultural and wedding-related websites.
- Launch targeted PPC campaigns to complement organic SEO efforts.
- Experiment with A/B testing on CTAs and landing pages to further optimize conversions.
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