SEO Strategy and Extensive Copy Editing
SureFit, an online leader in furniture slipcovers, featured on Amazon.com and other major websites, wanted to improve visits and conversions to their large catalog website at SureFit.com.
Through strategic analysis of the online space, and keyword research I selected the most important and profitable keywords. I also identified ideal target pages for change, noting which pages needed structural modification.
SEO Script Creation for Over 100 Pages
After developing the plan for SEO improvement, I created an SEO script including changes to over 100 pages (mostly product descriptions) of the website. My goal was to improve the search-targeting of each page while also improving the user experience. To do this, I matched and maintain the tone and the integrity of the existing copy.
Through the project I also identified some brand challenges, as well as some strong content opportunities. While brand and user experience improvements are not typically thought of as being part of SEO, they do play a role – even directly. Google monitors bounce rate, and since stronger pages have a lower bounce rate, this can improve search rank performance. Just as important, brand improvement can improve both time on site, and sales conversion, and these metrics were improved.
The successful project raised search rank for a large number of identified search phrases, including many not targeted before the program changes. The changes also improved time on site and home page click-through rates.