D2C Growth Strategy & Operation for Pet Food No.1 Brand
Role: Product Owner, D2C Growth Manager
Summary: Case study on how the top pet food brand optimized operations and strategies to increase revenue and traffic.
SEO/Content Strategy for D2C Gadget Ecom Site
Case Study
As the leader of the SEO and content team in Japan, I aimed to improve the website's search ranking, increase traffic, and solve various challenges.
Challenges
The main source of SEO traffic was branded search, and we had not achieved top search rankings for several important keywords. Additionally, the search rankings for general keywords, such as product category names, were low and had room for improvement.
There were issues with the website's speed, which could potentially negatively impact search rankings.
We had insufficient oversight of content management, including what contents we have, where is the content located, identifying the old contents which needs to be updated, and performance of each content piece.
Strategies & Actions
1. Content Map Creation
Using Google Sheets, we created an original comprehensive list of all pages to visualize the content and performance of each page.
2. Improving Search Rankings Through Updating Existing Pages
Based on keyword research, we improved page structure and search ranking by placing the right keywords in the right locations.
3. Creating Articles for General Keyword Strategies:
Improved search rankings for specific product category keywords. Implemented on-page SEO and new article creation, collaborating with the global team and local legal department to produce the necessary content.
For targeted product category keywords, search rankings improved from 18th to 2nd for a primary keyword, and from outside ranking to 4th place for a secondary keyword.
4. Page Speed Improvement
Improved page speed by changing image formats (jpg to webp), adjusting sizes, compressing, and removing unnecessary tracking codes.
5. Leveraging Google Discover
Based on experiences of increased traffic through Google Discover, we researched and implemented techniques to increase the appearance rate.
Results
Monthly organic traffic increased by 22% (Period: 2019 to 2020).
The number of keywords ranking in the top 3 (with more than 10 clicks) increased from 2700 to 5000.
