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Megantic is an organic search agency focusing on eCommerce Organic Search Growth with 99% of their clients being eCommerce. They have created a unique strategy for online retailers which enables websites targeting educated shoppers and buyers. Megantic is greatly experienced in Magento, Neto, Shopify and BigCommerce.
The Block Shop (TBS) is an eCommerce marketplace launched in 2012 to help viewers of the popular renovating Australian TV show “The Block” find and buy the products.
Before 2019, the website ran on Expression Engine (EE) and by that time had outgrown the platform. Megantic advised migration to Magento2 (M2) Enterprise and in July 2019 the agency drafted a full migration plan in collaboration with TBS and their development team.
Even the best migration plan wouldn’t be possible without significant SEO challenges.
Megantic’s migration focus between July to November 2019 was to:
Post migration, the agency challenge was to:
Megantic planned and executed a platform migration process mid-to-end 2019 which included:
The migration was not without its challenges. However, by using data collected from Semrush, Google Analytics and Search Console before, during and after the migration Megantic was able to consult and execute on fixes that would optimise the site further.
The solution involved ongoing support and reinforcement of the new structure, and site architecture would require exercises around:
Semrush’s Log File Analyzer tool & GSC mapped data were crucial for quickly catching errors as they were occurring after the transition between two platforms. It also helped identify content that Megantic could exclude from crawling & indexing to make sure they used the crawl budget most efficiently, especially resolving mobile errors & crawlability enhancements.
During the deployment of the new M2, Megantic implemented an enhanced SEO friendly layered/faceted navigation. This part of the strategy tapped into the keyword variations that were important to TBS that included the Category + Attribute variations. The site was now positioned to target the relevant short and long-tail keywords throughout the product range that were previously identified as extremely valuable via Semrush & Google Keyword Planner for increasing converting traffic and revenue.
The goal was to capture as many relevant search terms as possible on the shopping pages that were structured to satisfy transactional search intent by applying:
This strategy enabled the pages to rank for low, medium, and high volume keywords, achieving the domino effect across the product range. This was done by regularly utilizing the Semrush Organic Research Positions dashboard & Google Search Console data with the following steps:
1. Analyze top 20 keyword rankings via the Organic Research dashboard to identify low hanging keyword opportunities not on page 1.
2. Prioritize P2 keywords associated with shopping pages.
9. Review Crawl Stats data from Semrush, GSC & other tools to ensure accessibility for all bot types. This data is great for providing a case for improving site performance & accessibility by device for users and search engines.
10. Regularly run site audits from tools like the Semrush Site Audit to address any valid or potential errors. These audits are a great guide for improving your SEO profile and should be reviewed via multiple tools.
This approach prioritizes user search intent on all shopping page levels based on relevancy and increasing search intent satisfaction for transactions based customers. This was repeated regularly to ensure that Megantic was always improving the users’ shopping experience and increasing the relevancy of the entire site.
Megantic’s strategy focused on existing strengths and leveraging them to tap into new keyword rankings while creating a positive shopping experience on all fronts that satisfied users' search intent first and the search engine second through:
This provided the keyword growth across all levels of shopping pages: