Tendrils on kit?<\/h2>\n\n\n\n
For the very moderate handyman that I unfortunately am myself, there are very few types of sealant and glue to imagine. But nothing could be further from the truth, as there are quite a few different types of sealant and glue. In a comprehensive search analysis<\/strong> we scrutinised all the product groups on the shelves at Kitcentrum. And that yielded quite a list, and therefore quite a lot of potential:<\/p>\n\n\n\n In short: a sweet shop for the SEO specialist.<\/p>\n\n\n\n A list of search terms and associated pages is nice, but ultimately it is about increasing the market share of the search terms and thus the number of sessions from SEO (and thereby revenue). And that requires a plan. In the first month, we used analytics to create this plan.<\/p>\n\n\n\n The fit between the search terms and the actual category and product structure of Kitcentrum was and is quite large. About 70% of the total set of search terms we could link to a buying intention (transactional). The remaining search terms are mainly informational. Consider, for instance, 'silicone sealant removal' and 'how long should sealant dry'.<\/p>\n\n\n\n So from the SEO perspective, it was mainly a matter of increasing the relevance of the category and product structure. And of course making sure there are no issues in crawling and indexing this structure.<\/p>\n\n\n\n A comprehensive technical check should provide enough ammunition to facilitate crawling and indexing. We still see these two aspects go wrong a lot with websites unfortunately. But not with Kitcentrum, as it already had a solid technical foundation in place. Kitcentrum runs on a custom platform, where very good consideration was given to architecture and an eCommerce structure (both literally and figuratively).<\/p>\n\n\n\n We were eventually able to identify quite a few technical areas for improvement and resolve them together with the web builder. Some examples:<\/p>\n\n\n\n The biggest technical improvement was changing the URL structure. We agreed to make this change just after the summer, because otherwise there was too much risk regarding the season. Every category and product URL was moved at that time, which Google always has to get used to. That looks like this in Search Console on the search term 'silicone sealant':<\/p>\n\n\n\n Surely, you can see a clear dip in position after migration. We have only returned to the correct position 1.5 months after the migration. Still worth the risk as far as we are concerned, as the URLs are a bit cleaner anyway!<\/p>\n\n\n\n So how did we ensure that a search term like silicone sealant (mentioned above) has such a good ranking? As far as we are concerned, it is in one big area of improvement: relevance.<\/p>\n\n\n\n Together with the team from Kitcentrum, we:<\/p>\n\n\n\n We are currently working on further optimising the above onder parts. There are quite a few products and product groups namely.<\/p>\n\n\n\n The results are impressive. After 3 months, we already had the results on the biggest categories that we had actually anticipated only after 6 months. Kitcentrum now seriously competes with the larger DIY stores and outranks these players quite often. Apart from the migration dip at the end of August, we can also report a nice growth in organic traffic:<\/p>\n\n\n\n We prefer to compare year-on-year, but this has proved difficult due to the pandemic's churning behaviour. By the way, the above graph does not include seasonality.<\/p>\n\n\n\n In terms of estimated traffic \/ organic traffic, we have now grown almost 100% compared to April 2021! <\/strong><\/p>\n\n\n\n One of our core values is cooperation: we only believe in an optimal SEO result when we bring together SEO knowledge, product knowledge and development knowledge. In our collaboration with Kitcentrum, this also comes across well. We have monthly consultations with the eCommerce managers and technical guy. In this consultation, we discuss what worked well last month and what we will do next month. This way, there is a continuous flow of SEO improvements that push up the market share. An added benefit is that this also greatly increases SEO knowledge within Kitcentrum. And that since this collaboration, we at Onder can also sealant (the bathroom is happy)!<\/p>\n\n\n\n We are happy with the cooperation.<\/p>\n\n\n\n Also growing your webshop with strong SEO content?<\/strong><\/p>\n\n\n\r\n\n
First things first<\/h2>\n\n\n\n
Crawling, indexing and relevance<\/h2>\n\n\n\n
Crawling and indexing<\/h2>\n\n\n\n
\n
![\"\"](\"https:\/\/onder.nl\/site\/uploads\/2021\/12\/Kitcentrum-CLS-begin-juli-576x1024-1.gif\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/onder.nl\/site\/uploads\/2021\/12\/Prestaties-1024x659-1.jpg\")
<\/figure>\n\n\n\nRelevance<\/h2>\n\n\n\n
\n
\n
Result<\/h2>\n\n\n\n
![\"\"](\"https:\/\/onder.nl\/site\/uploads\/2021\/12\/Schermafbeelding_2021-10-20_om_18_57_44.png\")
<\/figure>\n\n\n\nCooperation and modus operandi<\/h2>\n\n\n\n