As Singapore’s largest retailer and distributor of folding bikes and bicycles, its eCommerce website retails premium foldable performance bikes.
Issues Holding The Website Back
- Weak technical SEO fundamentals
- Lack of proper content structure
- Low domain authority due to lack of backlinks
Course of Action
We performed a thorough onsite analysis on the website and identified several key issues that are common and atypical of eCommerce websites. We also looked into the website’s Google Search Console and Google Analytics to study the conversion and customer journey on the website.
From there, we came up with a list of recommendations and fixed them. This includes crawling errors, broken links, slow website loading speed and the occasional server error. One key factor to achieve a favourable result with Google search was to migrate the old and aging e-commerce website to Shopify, which automatically comes with a Content Delivery Network (CDN). This allows for quicker connection time for users located further away. We also took advantage of some optimisation tools (such as image size optimisation and .WebP format conversion) to reduce the site loading speed further.
To improve the brand’s authority to Google, we established a brand identity via Google My Business Account and sourced for reviews from past customers of the clients. We also utilise high-quality authentic referring domains. This led to a significant rise in their referring domains and increase online traffic.
Last but not least, we looked into the client’s content strategy and made some fine adjustments on how to write and what topics to focus on. We helped the client’s marketing team to come up with articles on a daily basis that are informational, shareable, and targeted towards some of the niche keywords that the client has been trying to rank for.
Over the span of six months, their organic traffic increased by 300% which ultimately helps in sales growth of foldable bikes by 150%. We continue to work on the campaign and eventually ranked in the top 10 results on Google Singapore for most of the highly competitive keywords.