A multinational consumer electronics company’s e-commerce website was garnering organic traffic
disproportionately lower to its market share. As a result, a large proportion of the brand’s products
were being purchased from online marketplaces like Amazon and eBay rather than its own
GenY Medium was engaged to enhance the website’s Search Engine Optimization (SEO) in a way its
organic traffic increases resulting in a subsequent increase in revenue from the web property.
SEO for e-commerce websites is known to be extremely complex because of the number of product
listings and the intense competition from other brands and aggregators.
The strategy was to rank for brand keywords versus generic keywords and within brand keywords
focus on transactional and long tail keywords which have lower competition but are of higher intent,
drawing in revenue-yielding traffic. The focus was on high ticket products first and then the lower ticket
ones. Page load speed was also improved with appropriate technological interventions. A good volume
of high-quality backlinks generated to boost the website’s Domain Authority (DA).
The brand is a $43.03 billion consumer electronics multinational company. It designs, develops,
manufactures and sells personal computers, tablet computers, smartphones, servers, IT management
software and smart televisions. The brand has operations in more than 60 countries and sells its
products in around 160 countries.
To improve the website’s discoverability, search engine ranking, Click Through Rate (CTR), and as a
the result, boost revenue from the website.
The efforts started with a detailed website audit and an SEO strategy presented consisting of the
elements described below.