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E-commerce is an increasingly competitive sector in which it is becoming increasingly difficult to gain a foothold. There are more and more brands and more websites selling products and services online.
What can an e-commerce business do to strengthen its brand and gain more visibility online? What can an eCommerce owner do to see products in Google Search? What is the secret to developing an innovative SEO strategy to stand out from the competition?
This is a team SEO case study ScarosoA luxury brand Made in Italy that managed to increase its visibility in search engines: more traffic, which translated into 187% orders and 190% increase in sales in 5 countries (Germany, UK, USA, France and Italy).
Scaroso is an Italian brand, part of TheLevelGroup, offering a modern range Handmade shoes and accessories for men and women. Scarosso shoes are made by master craftsmen in the Marche region of central Italy, where shoemakers pass down tradition and creativity from generation to generation.
The brand follows a A direct-to-consumer business model: By designing your own shoes, eliminating traditional middlemen and directly involving end users, It manages to offer the highest quality at the best price.
Love
Scarosso’s team turned to WordLift with that intention It gives an additional boost to the SEO strategy For the numerous information and product options available on its product pages and e-commerce. Specifically, the team wanted Increase product visibility (and therefore sales) and achieve higher CTR in search.
which was done
The Scarosso team worked alongside the WordLift team Create a product knowledge graph with unique IDs for all products. This enables Google and other search engines Access product data as open linked data, Making it easier for end users to find and enrich their content experience.
Besides, Existing marking scheme Based on the information in the Merchant Feed Enhanced with additional features Such as multiple versions of product images, GTIN (Global Trade Item Number) code, material and target audience.
Challenges and opportunities
on the way The biggest challenge for Scarosso’s team was managing the different markups of the two countries in the same language folder. Indeed, the website is available in multiple languages, but without country information in the URL.
in these cases, Double labeling was required. Specifically, for products from the US and the UK that had the same URL, a double option for USD and GBP (i.e. dollars and pounds) was added. ‘proposal’ and ‘Shipping Details’ properties. This allows Google and search engines to understand that the same URL refers to two different countries and thus display relevant results in each country’s SERPs.
The possibilities were what we could do Get different product placements in SERPs Like organic results in Google Shopping and Get results with sustainable ROAS. There was another possibility Start building The Level Group’s product knowledge graphwhich will eventually develop A very rich set of product information for the fashion/luxury sector.
With WordLift, we were able to give Scaroso better visibility directly in the SERPs, increasing the organic search conversion rate thanks to a sustainable investment.
Giovanni CarpinelliDigital Marketing Manager and Head of SEO at TheLevelGroup
The Scarosso team was a key element in the success of Semantic SEO strategywhich was implemented with the WordLift team for e-commerce in multiple languages. The team, which is part of The Level Group, consists of four people (Giovanni, Laura, Gabriela and Chiara) and deals with SEO optimization in all aspects (content, technology, links, etc.). One of their goals is constantly Look for innovative solutions and tools that are easily scalable and can make a real contribution to the search engine visibility of the e-commerce they manage. WordLift was the perfect answer This need and valuable ally for their growth.
We have already achieved positive results in the first months of testing, increasing visibility and sales. Also thanks to the support of our SEO team and Wordlift team, the implementation was fast and efficient.
Sylvia ScarronScaroso Marketing Manager
results
There is work done by the Scarosso team in collaboration with WordLift Visible business impact.
Indeed, if we compare the URLs of product pages in the variant group (representing products with markup) with the control group (consisting of URLs without markup), we see that in the first two months of 2023, compared to the same. Last year period:
- +66% of website sessions.
- +187% of online orders.
- +190% of sales.
- ROAS (Return on Ad Spend) 3.91 (meaning that for every Euro/Dollar spent, almost four were earned)
The data should be considered average values for the 5 countries/languages it worked with (Germany, UK, USA, France and Italy).
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