94% increase in revenue in 6 months. But how?

The Solution

The primary goal was to grow revenue by 50% through organic traffic within two quarters, starting at the end of Q1 2022 and aiming for this increase by Q4 of the same year. While the client initially approached Somebody Digital with the goal of driving sales, they recognized the importance of monitoring secondary metrics like organic traffic growth, particularly from commercial-intent keywords.

The target audience for this project was primarily individuals searching for CPAP devices, with men over 35 being the most likely customers. Sales were limited to the United States due to licensing restrictions.

We spoke with Cristiano, the Director of Digital Operations at Somebody Digital, to gain insight into the step-by-step process that the agency implemented to help this e-commerce client meet their targets. Let’s dive into the workflow:

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‍Step 1: Technical and content audit (first 2 months)

The first two months were dedicated to a comprehensive technical audit and content analysis. The team at Somebody Digital started by identifying technical issues with the client’s Shopify-based e-commerce website. Since the client had a good understanding of digital marketing, they quickly implemented the technical recommendations, usually within one to two weeks. This allowed the SEO team to move swiftly to other aspects of the project.

A content gap analysis was performed to assess the client’s position relative to competitors. The team noted that some of the client’s important keywords had dropped from page one to page two of Google’s search results, presenting a clear opportunity for quick wins—regaining rankings by addressing technical issues and optimizing content.

Step 2: Keyword and Competitor Research

After fixing the technical issues, the focus shifted to identifying commercial-intent keywords with high conversion potential. These were primarily long-tail keywords that, while having lower search volumes, had a high likelihood of driving sales.

When the team at Somebody Digital conducted their initial analysis, they adjusted their custom strategy based on competitors identified through POP. This provided the best recommendations, as the top ten competitors could have varying content.

The agency decided to focus on 100 keywords, organizing them into 15 to 20 batches or topics. They prioritized keywords with higher search volumes, especially those related to category and product pages. Since the client’s popular brands drew a lot of searches for brand names and machine names, these were the first keywords they targeted.

With the retainer and project scope in mind, the agency managed to optimize four to six pages each month. They started by choosing the most impactful product and category pages to improve.

Step 3: On-Page Optimization with POP (month 3 onward)

POP played a crucial role for the team at Somebody Digital in researching, discovering, and optimizing both Product Listing Pages and Product Detail Pages. They used POP to compare the client’s product and category pages with those of competitors, pinpointing areas for improvement. This involved expanding word counts, adding subtopics and detailed FAQs, filling content gaps, and providing comprehensive usage guidelines and technical descriptions of products.
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A key focus was improving the website’s functionality and the quality of content on product pages.

Somebody Digital also used POP’s reports and recommendations to refine the client's blog content. They applied this approach across nearly 90 pages, including landing pages, blogs, and product optimizations:
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Here's one more example of before and after:
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By leveraging POP for these content improvements, they transformed the healthcare website into a go-to resource for CPAP customers while simultaneously boosting the user experience.

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Step 4: What are real users asking?

In addition to all the on-page SEO work they had done, the team at Somebody Digital went the extra mile. They scraped sources like forums, social media, and competitor websites to uncover real questions people were asking, beyond what’s found in the “People Also Ask” section.

“If you start addressing real user questions that aren't covered elsewhere, that's incredibly valuable.”

By staying relevant and providing fresh insights that were genuinely helpful to users, they found that this approach improved EEAT and led to better rewards from Google.

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💡 POP has two tools to help you dial in your EEAT signals.

First up, POP’s standard EEAT tool is designed to evaluate your content from an overall website perspective. It will show you which EEAT signals are absent from your page and which signals your competitors have. Run this tool as a bare minimum for EEAT optimization.

POP’s newest EEAT tool is called NextGen EEAT. This version of the tool is designed for page-level feedback. It will evaluate the quality of your web content and tell you if you’ve written what Google considers to be “good” content. Run this tool for a more in-depth analysis.

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Step 5: Schema Markup and Rich results

The agency also implemented schema markup and other small technicals, particularly on the product pages, which, according to Cristiano, made a significant impact.
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When you reach page one of search results, the whole game changes. It's all about the detail. If all things are the same between you and another competitor, but your technicals, your schemas, all these small elements are a little bit better, you will gain that ranking position.

Cristiano Winckler

Director of Digital Operations

After applying small adjustments using POP’s advanced features, like POP Schema and Google Entities, they saw a noticeable increase in traffic.

💡 POP’s AI-powered Schema tool allows you to spy on your competitors’ schema and automatically generate complex schema types with just one click. ‍

Once the changes have been implemented, the team at Somebody Digital constantly monitored the keyword rankings and traffic, adjusting content where needed.