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Pruning and Content Optimization Boosts Traffic and Revenue for CB World and Auto Body Toolmart
Technology Category
- Robots - Wheeled Robots
Applicable Industries
- Automotive
- Equipment & Machinery
Use Cases
- Traffic Monitoring
- Transportation Simulation
The Challenge
CB World and Auto Body Toolmart, two online retailers, were facing challenges with their website content. CB World had a neglected and unnecessary blog that was doing more harm than good. The blog was not providing value to the readers and was unlikely to improve without additional resources. Auto Body Toolmart, on the other hand, had seen a sharp decline in revenue and organic traffic over the summer of 2015. A content audit revealed that thousands of pages had not driven any organic traffic Year to Date (YTD) by the end of September 2015. This was a classic case of thin content and index bloat. Both companies needed a solution to improve their website performance and increase organic traffic and revenue.
About The Customer
CB World is an online retailer that carries one of the largest selection of radios, antennas, mounts, and other CB accessories. Auto Body Toolmart has been selling tools and equipment directly to businesses and consumers for over 30 years and transitioned from a print catalog to eCommerce. Both companies were facing challenges with their website content and were looking for ways to improve their website performance, increase organic traffic and boost revenue.
The Solution
For CB World, the decision was made to get rid of the blog and migrate five or six posts that were driving traffic as authoritative articles to the main site. The rest of the URLs (approx. 100-200) that were of lower quality were redirected to related category pages. For Auto Body Toolmart, Inflow pruned the underperforming pages, removing them from Google’s index. The content audit also helped prioritize 1,300 top performing pages for improvement and approximately 8,000 pages that could be improved later. In the second phase of the project, Inflow worked with a team of copywriters to rewrite content on the first 1,300 pages identified for improvement. Content issues for the product pages included empty product descriptions, thin content and duplicate content coming from manufacturer descriptions.
Operational Impact
Quantitative Benefit
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