Driving Visibility With Solid Technical Foundations for Pour Moi
Strengthening Pour Moi’s Technical Foundations To Supercharge Visibility
The Pour Moi website was doing well in organic search, but was vulnerable to dropping ranks whenever there was a major Google algorithm update. We needed to ensure the site was in a better place from a technical perspective so that our work on content and Digital PR for the client had the greatest possible impact.
What we did
Technical SEO
Internal Linking
Meta Data Optimisation
The results
We very quickly saw an uplift in traffic and revenue following these changes:
0
YoY increase in organic visits (brand and non-brand)
0
YoY increase in non-brand organic visits
0
YoY increase in revenue from organic traffic
Our approach
We pulled together a thorough technical audit that covered all aspects of the website’s backend setup that could be impacting crawling, indexing and ranking of content. Alongside this, we set up regular check-ins with Pour Moi’s website development team, ensuring clear lines of communication and an understanding of the impacts and priorities of the recommendations that came out of this audit. These check-ins helped both sides to monitor and report on progress and come up with alternative solutions where necessary, to ensure that fixes were made as quickly and efficiently as possible.
The changes made over this period included:
– Ensuring the main navigation menu was fully crawlable and that mobile navigation included links to all important pages
– Allowing all product colour variants to be indexable
– Making sure links to non-crawlable areas of the site were not leaking link value
– Making category content on PLPs viewable on mobile
– Adding breadcrumb links to all product pages
– Optimising meta data across the site, particularly on product and category pages
– Ensuring all blog content was well-written, not over-optimised and did not contain large numbers of links
– Reducing the number of 404 error responses on the site
Many other, more minor, technical changes were implemented during this process too.
The impact
The Pour Moi website is performing better than ever, with search visibility currently at the highest it has ever been. The site is now responding much more positively whenever Google makes major algorithm updates. We are continuing to work very closely with the development team to ensure that any new issues are spotted and dealt with quickly and that recommendations from either side are clearly understood by all stakeholders.
