Nova’s Ambitious Goals
Nova set clear goals from the get-go. The company wanted to significantly grow organic traffic, rank near the top for major keywords in the industry, and, of course, convert greater visibility into increased sales.
Alpaca’s SEO Audit and Identifying Nova’s Digital Potential
Alpaca started with a full SEO audit to understand where the website stood. After reviewing technical SEO, on-page SEO, and off-page SEO, and then digging deeper into the site, the team identified several key problems:
- Products were categorized incorrectly;
- The website had multiple duplicate pages;
- The copy was not optimized for search engines, which made it difficult for Google to properly crawl Nova’s content;
- There was no proper rhyme or reason to internal linking structure;
- Nova wasn’t rankings for important keywords;
- The domain had low authority.
SEO Strategy – Building the Roadmap for Success
Once the audit identified the biggest challenges, we developed a detailed SEO strategy. We mapped out how to address each of the issues above and began optimizing pages, researching keywords, earning backlinks, producing content and handling other tasks necessary to improve organic performance.
A separate detailed report was prepared for the web development team with an action plan to improve website performance.
What We Improved: The Changes That Reshaped Nova’s Digital Ecosystem
- Alpaca built an extensive keyword database;
- Resolved major technical SEO issues;
- Fixed product categorization problems;
- Created SEO-optimized meta titles and descriptions;
- Added properly optimized copy to category pages;
- Identified strategic pages and built content ecosystems around them;
- Published SEO-optimized articles and blogs;
- Reorganized the website’s internal linking structure;
- Ran online PR campaigns and earned backlinks from multiple trusted media sources.
How We Reached 42x Organic Traffic Growth
Fixing the underlying problems and taking a more structured approach to SEO achieved notable results.
Ranking for Thousands of Keywords in Google
After starting the SEO campaign, Nova has consistently appeared and ranked for thousands of keywords. More importantly, the website reached strong positions for many of the search queries that matter most to its specific industry.
Organic Traffic Growing Month After Month
From the start of the project as of the publishing date of this report, Nova’s daily organic traffic increased 42x. That growth positively impacted company sales, including purchases made in physical stores.
Greater Online Visibility and a Growing Backlink Profile
To strengthen the website’s reputation online, Alpaca strategically used Nova’s varied activities to prompt more online platforms to mention Nova as a successful brand. This approach helped with building a much stronger backlink profile for the company, which in turn led to the website domain authority increasing and better rankings in search engines.
We used several assets to earn backlinks, including guest blogging, Alpaca’s existing backlink resources, etc.
Nova’s New Brand-Tailored Content
Back when Alpaca started working on the project, there was relatively little original content in Georgian covering construction and home renovation. The team filled the gap, writing unique content about Nova’s catalog, explaining the wide range of products in detail, highlighting their advantages, and giving readers practical advice.
The content was written specifically to fit the Nova brand and align with the company’s tone of voice. By the time of compiling this report, the Nova website had published close to 50 in-depth original articles.
Publishing blog content consistently plays a big part both in earning top positions in search engines and for improving the user experience.
Innovative Methods Alpaca Used for Nova
One of the more innovative approaches we used on Nova’s website — and one that quickly proved successful — was adding unique copy to category pages. Every product in Nova’s catalog was rolled into the appropriate category, and the content team wrote a supporting descriptive copy for each category, providing readers with an overview of important product features.
Adding category-page copy produced visible results. Notably, it improved the user experience. Based on the success of the strategy with Nova, Alpaca later began actively using the same approach across other projects.
More than Just SEO
During keyword research, we found products that users were searching for frequently but that Nova did not hold in the catalog at the time. Sharing this information with the client proved important for the business, as it provided clear direction towards new product categories worth covering.
Strategic SEO approach combined with the company’s broader marketing activity resulted in stronger brand awareness. For example, users who previously used to google simply “outdoor furniture” began googling “outdoor furniture Nova” straight up, reflecting the fact that Nova had become a trusted brand for the wider audience.
Summing It Up
Nova has been working with us for almost two years, essentially since the day the website was created. The team followed Alpaca’s recommendations, understanding that SEO is a long-term process and achieving first meaningful results typically takes around six months, at least.
This success story is about more than just SEO alone. Not only did the in-depth approach improve website ranking, but identified new possibilities for the business. And, most importantly, Nova became both a widely recognized brand and one of the most trusted sources in its field.
Looking back, this project is pretty much a textbook example of how properly tailoring the SEO strategy and committing to consistent execution can benefit any business.
Despite the challenges we encountered along the way, working with Alpaca has helped turn Nova into one of the most successful e-commerce platforms in its market. And get this? It all started with Alpaca’s free SEO audit.
