The Crisis
A reputable online jeweler started seeing some of their most important pages fall in the rankings, and with them, their traffic and revenue. For an e-commerce business dependent on organic visibility, this was an existential threat.
After a comprehensive audit, we identified several suspected causes:
- Backlink Weakness: Competitors had steadily built stronger link profiles over the years
- Content Gaps: Pages weren't fully optimized and lacked depth
- Authority Deficit: Lack of helpful informational content to build topical authority
The Strategy
We knew this would not be a quick fix. The client clearly understood the issues and the solution and was willing to put in the time and resources required for a full recovery.
The strategy was executed in two phases:
- Quick Wins: Batches of rapid-fire keyword optimizations that could be implemented quickly and impact a large number of pages
- Long-term Growth: Adding meaningful content sections to key pages and expanding the informational content library
The Comeback
After years of steady recovery efforts, we saw early signs of hope in 2022. Most recently in 2023, the site has not only recovered but is on a trajectory to surpass even its highest historical rankings and traffic numbers.
"Revenue has been hitting all-time highs for the last 6-12 months, which is great to see. The patience and persistence paid off in ways we couldn't have imagined."
Key Takeaways
- Algorithm recoveries require patience, persistence, and a multi-faceted approach
- Backlink strength remains a critical factor for e-commerce competitiveness
- Building topical authority through informational content supports commercial page rankings
- Client commitment and understanding of the long-term nature of SEO is essential for success
