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CASE STUDY
Associated Pallets – Ecommerce SEO
Associated Pallets are a nationwide provider of both new and used wooden and plastic pallets. Having transitioned from a traditional brochure website, handling sales offline, Associated Pallets decided to move to an ecommerce website and sell pallets via an online store.
This shift also had to be replicated within their marketing strategy, which needed to be pivoted from generating calls and enquiries to achieving sales and growing basket revenue.
SEO Strategy
The strategy for Associated Pallets centred around a number of key SEO principles – longform rich content, onsite technical optimisations and backlink outreach.
Associated Pallets audience tended to see pallets as a commodity and would simply want to search, find the right spec and order. Having conducted extensive keyword research, it was agreed that the broader terms e.g. ‘pallets’, ‘wooden pallets’, ‘plastic pallets’ offered the best opportunity to capture potential customers at the moment of intent.
Content
Content was a leading technique within the strategy; used to highlight Associated Pallet’s website’s relevance to the target search terms by offering the best quality pallet advice.
In line with this, we produced a series of in-depth content pieces, in line with Google’s E-E-A-T guidelines. This ranged from buyer’s guides through to more detailed pieces looking at specific aspects of pallet buying e.g. ISPM wood treatment.
From launch, the content grew month in month in popularity, making them some of the most popular pages on the Associated Pallets website. They began to rank in rich snippets and prominent positions for searches related to pallet buying and pallet information.
Although Associated Pallets were already in a good place ranking-wise from our previous SEO work before the ecommerce launch, the content pieces helped to magnify that further against rising competition and help them to retain the top spots in the search engine results pages.
Wooden pallets organic revenue up by
45%
Optimisation
In order to optimise for product searches, we used onsite optimisation techniques to help improve the pallet product’s visibility across product searches. This included aspects such as product page optimisation, ensuring a strong semantic markup across pages and adding additional information where possible to improve the quality of the product pages.
We also ensured that the website as a whole was performing well; conducting speed improvements and performance optimisations to ensure the website offered a great user experience for both potential customers and to satisfy Google’s requirements.
Plastic pallet organic revenue up by
119%Backlink Outreach
Building links is still a core facet of SEO, however the focus is very much about quality as opposed to quantity. Associated Pallets operated locally, so we ensured that all local citations were maintained and kept up to date. However, we also worked on achieving industry backlinks on websites related to core subject matters such as logistics, building materials, DIY and renovation and warehouse management.
This activity helped to boost Associated Pallet’s domain authority, a logarithmic score out of 100 which indicates a website’s trustworthiness.
Total organic users grew by
28%Testimonial
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