How CellularOutfitter Outranked Cell Phone Case Juggernauts, Amazon and Best Buy

The strategy included an integrated approach with SEO, Organic PR/Outreach, and Content, while working closely with the client to ensure priorities were aligned. The SEO campaign focused on a few core areas.

First, we improved the health of the website to boost rankings and revenue. The first step focused on cleaning up an extremely toxic and spammy backlink profile – over 773K external links were manually analyzed and assessed. In combination with the link clean up.

Simultaneously, our Digital PR/Outreach team worked to secure highly relevant, quality links which would further improve the site’s backlink profile and pass authority. Building the site’s authority was crucial based on the highly competitive marketplace.

Secondly, we developed a highly focused indexing strategy. Based on the highly competitive search landscape (dominated by Amazon, Best Buy etc.) our indexing strategy focused on identifying less competitive keywords. However, these were keywords for which the client’s website could actually rank on page one. Although these less competitive keywords had lower search volumes, we were able to drive more qualified and engaged visitors, thus building a strong foundation and significantly increasing CTR. As the search engines crawled and indexed the site, the client gained rankings and eventually broke onto page one for the initial target keywords as well as the highly competitive keywords. Throughout the campaign, we consistently gained new keywords and moved keywords up. Once the top Organic traffic and revenue-driving pages were optimized, we worked closely with the client team to identify top-performing pages and target keywords based on PPC performance. Using a semantic search strategy (how the search engines use Artificial Intelligence to understand related queries), we optimized on page content.

Lastly, we continued optimization of top converting pages to drive more traffic to the website.
Through ongoing competitor analyses we continued to identify new opportunities to improve rankings and CTR. As the campaign progressed and we gained more rankings, we were able to start including Amazon and BestBuy as part of our competitor analysis. In addition, we analyzed the CTR of keywords to identify optimizations to improve the CTR based on industry standards. By updating the meta-data of underperforming queries we were able to improve overall CTR.