Case Study SEO Nowarc.com

Nowarc is a Marketplace operating in the antiques and mid-century modern sector. The main business consists of resellers who publish listings within the Marketplace.

Problems

  • It wasn’t growing through SEO and organic traffic.
  • Various technical issues were causing a poor appearance in Google’s eyes.
  • Many competitors with stronger domains were surpassing us, including sites like eBay, Etsy, and vertical niche competitors.

What we did

  1. Conducted an analysis and developed a proactive strategy. Competitors weren’t adopting this approach, which gave us an advantage in Google’s eyes.
  2. Implemented planned on-site techniques and SEO.
  3. Created a strategic plan for content creation and optimization.
  4. Leveraged organic traffic generated from Pinterest. Pinterest generated a 2.1% conversion rate for our eCommerce, which is considered high in this specific sector.
  5. Applied the 80/20 principle to every single activity, achieving maximum results with minimum effort.

Some examples of activities we performed:

Improving titles, meta descriptions, and descriptions

Many eCommerce sites have these parts empty or superficially optimized, but they often lead to easy wins with little effort.

Another example

For different categories, we implemented a specific title to gain qualified organic traffic.

Many competitors neglected this quick SEO trick.

Creating a content strategy for the blog

We wrote a few articles and revisited old ones to recreate a content strategy.

Specifically, we:

  • Optimized the internal structure and formatting.
  • Linked pages to each other to provide users with a logical path where they need to navigate through monetization pages (products).
  • Provided writing guidelines.

Homepage improvement

The main categories of interest to the Marketplace and featured products with the highest revenue were added to the homepage.

Useful resources for the user were also added.

The internal search bar was fixed; when a user searches, the product or category of interest is suggested rather than random searches.

Creating a strategy for Pinterest

On Pinterest, we set up an automated sequence so that every product uploaded to eCommerce was also uploaded to Pinterest.

Pinterest’s structure was optimized from an SEO perspective by conducting a detailed analysis of user searches.

Pinterest

Creating specific filters

We created specific filters for the market, such as period and material.

Not all categories need to have the same filters, because each search has its own customization.

If managed poorly, they can cause enormous SEO problems.

Site structure analysis

We conducted competitor analysis and keyword research to structure an optimal site architecture.

Fixed most of the technical errors on the site

  • Fixed 404 pages → created custom pages or redirected to other similar pages
  • Eliminated chains of 301 redirects → they cause prolonged site crawlability issues.
  • Fixed server errors.
  • Fixed internal errors and HTML structure issues.
  • Fixed problems with the overall crawlability of the site.

Results

The client was interested in getting more leads since it’s a Marketplace. Therefore, the primary objective was to rank in the top 3 positions on Google for the main keywords so that potential sellers could list their ads within Nowarc.com (OBJECTIVE ACHIEVED). The market focus was Italy.

Achieving positions 1-3 on Google for the most important keywords in the sector

Let’s look at some ranking examples.

  • Keyword: Madia antica
    • Position 2-3
  • Keyword: Mobili anni 50
    • Position 1
  • Keyword: Mobili anni 60
    • Position 1
  • Keyword: Tavoli vintage
    • Position 2
  • Keyword: Libreria vintage
    • Position 2
  • Keyword: Barocco
    • Position 3
  • Keyword: Neoclassicismo
    • Position 3

9,600 more clicks in just 2 months (from 1,731 leads to 2,956) + From 5,000 to 18,000 users

Thanks to the initial proactive approach, we managed to achieve these results. The dashboard is Google Search Console, an official Google tool for monitoring organic traffic.

Ahrefs (SEO tool) shows that we went from approximately 5,000 to 18,000 in organic traffic change in less than 1 year in a fairly complicated sector.

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