Table of Contents
Client:
BajaRack is the subject of this Shopify SEO case study. BajaRack was created as a rugged solution for the adventurer that likes to go beyond the trail. Their equipment gives you the ability to safely and in style transport your gear to its destination. Like many companies, BajaRack started with engineers that like the outdoors and the challenge of the many climates Baja offers.
Based in San Diego, California, with its sole manufacturing plant located in Ensenada, Mexico, all products are designed using the latest CAD tools and manufacturing equipment.
Problem:
BajaRack was looking to compete with companies such as Yakima and Thule. They were wondering “How to improve SEO on Shopify?” Although their advertising was performing great, their organic search traffic had been flat.
While they were performing well on brand terms that included “BajaRack” they had over 200 products that were not showing up in organic search results or generating traffic. They needed help improving SEO on Shopify.
In order to compete in the roof rack and adventure equipment industry they knew they needed to increase their SEO presence and drive more sustainable unpaid website traffic.
Solution:
SEO for Shopify is no different than on WordPress or other CMS platforms. Our Shopify SEO checklist does not vary from our WordPress SEO checklist. After running an audit we devised an SEO solution that involved the following:
-Keyword research & grouping
-Enhancements to product category names
-Enhancements to product names & URL structure
-Add blog section
1. Keyword research and grouping
The first step when it came to the Shopify SEO process for BajaRack was identifying what people were actually searching for when it comes to BajaRack products and then grouping those keywords into categories like “roof rack accessories” and “roof racks”. Once we identified keywords relevant to BajaRacks product lines we were able to track BajaRacks SEO performance across these keywords. This allowed us to get a clear understanding of exactly where there were areas of opportunity in regards to their website SEO.
2. Renaming Categories
Next we used an old SEO tactic and renamed the BajaRack product categories to reflect where search volume was. Loading the focus keyword(s) into meta description, alt text and URL structure of these category pages would allow for better rankings. Subtle changes to product categories included changing names such as “Universal Racks” to “Universal Roof Racks” were a large part of the SEO strategy. These changes allowed BajaRack to better capitalize on showing up for plural, open ended, high volume product queries.
3. Renaming products
We renamed product names to focus on where search traffic was. Loading the focus keyword(s) into the product name, meta description, alt text and URL structure would allow for better rankings. We knew subtle changes to product names such as “3G 4Runner Rack” to “3rd Gen Toyota 4Runner Roof Rack” would increase the exposure of specific long tail keywords with existing Google search volume.
4. Adding a Blog
A final part of our Shopify SEO strategy was creating a blog. This would allow for BajaRack to have a place to create content that would index for terms such as “Best roof racks” or “Adventure roof rack” as we could not name products or categories with these significant volume search terms.
Shopify SEO Strategy Results:
Within 2 weeks of making the proposed changes we saw a 20%+ increase in organic traffic. BajaRack rankings for specific search terms with significant search traffic vaulted to page 1 across the board.
The unpaid traffic generated in just 1 month following making changes resulted in over $2,500 of paid website traffic.By applying these Shopify SEO tips you too can get great results.
shopify seo case study eic agency
