UX, Content and Other Secrets of Overstock's SEO Recovery

Discount Stores Online Overstock is no stranger to the struggles of research. It was one of the largest sites to be hit a link penalty in 2011. And in 2015, the company blames Google ] to have lost 18% of his course after being hit by a ranking. refuse following an update of Google's algorithm. In 2017 and until early 2018, Overstock also recorded a significant drop in its ranking in Google searches.

When calling Overstock's first quarter results in March, the management team presented a slide from SEMRush's data that showed how traffic in the garden was struggling. But it also saw a major turnaround at the end of 2018.

In fact, the past year has seen Overstock's organic product rankings go up 97% year-over-year. We spoke to Seth Moore, Head of Strategy at Overstock, and Nate Auwerda, Chief Technology Officer of the company, who credited the technical changes made, improving the user experience and l & # 39; 39, updating and consolidating 25-year-old site content for cancellation. 19659004] Winning Elements: UX and Content

Moore and Auwerda primarily attribute the user experience and content enhancements to the company over the last year. The company had already spent a lot of time solving technical analysis issues that allowed it to build a strong foundation in SEO, bringing them quick wins by implementing technical solutions to solve these problems.

On the UX side, Overstock emphasized speed. , site architecture and overall usability. For example, the company has been able to rearrange its personalization learning models so that user-friendly images are more personalized to the visitor. Not only was the experience more personalized, but the speed at which this customization could be performed was well optimized and speed improvements were found on the site's pages, both on the desktop and on the mobile.

Related: Get Periodic Table of SEO Factors

On the content side, the company has sent a lot of time to refresh the older content on the I & # 39; entire site. This included not only the consolidation of old duplicate content pages, but also the editing of old content. The company is about 25 years old and some of the content, for example, mattress technology is obsolete. Overstock would rewrite this content from scratch, resulting in more reliable, authoritative and authoritative content. And Overstock had a lot of older, inherited and somewhat outdated content, which they invested a lot of time and effort into rewriting.

Optimizing the Algorithm

I If you look at the SEMRush data, which Overstock has confirmed to be correct, Overstock has recorded a further significant increase in the ranking of organic keywords in Google after the base update of June 2019 collapsed on June 3 Here is a SEMRush chart that shows the increase, in June and the month is not over yet:

Seth Moore said the base update of June 2019 was "very positive for us". Even more, he said "there is more room for us to grow," according to looking at their keyword data for 2016 and 2017.

But previous basic updates, like that of of March also a little helped Overstock according to the graph above, but they lost 41% of their top 3 keyword locations across the board during this update.

Google also e diversity update during the update of the main update of June. Overstock also benefited greatly from this update because the company did not have many duplicates in Google search, Overstock told us.

Moore stated that the company had recorded a 51% increase in organic traffic since the beginning of the year and 97% growth. organic traffic over 12 months. This has led Overstock to reduce the cost of some paid ads, including some searches, while generating higher conversion traffic to its site through organic search.

Auwerda said he learned to always think about the best way to make the site more productive. useful and better for the end user. They no longer think of "chasing the algorithm" and no longer react to Google's algorithmic changes. Instead, the company is fully focused on creating a user experience that exceeds Overstock's customer expectations, he said. And based on the results of last year, it seems that this strategy has worked rather well.

About the author

Barry Schwartz is the editor of Search Engine Land, owner of RustyBrick based in New York. web consulting company. He also directs Search Engine Roundtable a popular research blog dealing with topics related to SEM.

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