How we scaled ORLY's organic traffic from 30,000 to 165,000 monthly clicks in just 9 months

Whenever we start working on a new Shopify SEO project, we always start with our full SEO audit, which covers over 285 on-page, off-page, and technical SEO factors & opportunities. In the case of OrlyBeauty.com, they had tons of unresolved technical SEO issues, along with on-page issues, keyword cannibalization and poor collection & product page SEO.

After identifying all the issues, and opportunities - we jumped straight in and started resolving them for the client. We offer a DFY solution, so the client didn't need to involve their development team, instead, our team handled everything, saving the client's time, so they could focus on other tasks on their plate. It took us about 21 days to resolve all of the on-page, off-page, technical SEO issues, as well as keyword cannibalization.

Another issue that OrlyBeauty.com was dealing with were unoptimized pages. There hasn't been much attention paid to optimizing specific pages, for specific keywords - which I understand since one of their main channels is paid advertising, which doesn't require keyword optimization as SEO does. Even without the keyword mapping, the store was getting decent organic traffic, but there were definitely a lot of opportunities to lift that further. With that in mind, we researched all of the brand's top performing organic collection and product pages, as well as all of the top performing pages of our competitors.

We came up with a template for the meta titles and descriptions of product pages we knew would allow us to capture the most relevant money keywords, and then we applied the meta titles & descriptions to every single product page, which instantly resulted in a boost in rankings.

The reason why we're so aggressive with the amount of content we write and publish is not only because it's the fastest way to get tons of traffic and opt-ins (which are then converted into sales)... But also because we're able to quickly become a topically relevant site in the eyes of Google, and once you achieve topical relevancy, SEO becomes really easy. (Topical relevancy is achieved when you cover a topic so extensively, that Google learns that you're one of the best sources online for that topic - and then just hands over all the rankings to you.) This is exactly what we achieved with OrlyBeauty.com - we planned a ton of content, all related to frequently asked nail polish questions, we covered everything from how to apply & remove nail polish to nailpolish trends and style guides. We exported over 300,000 keywords, filtered them, clustered the keywords by intent, and then organized all of them into SILOs & article groups. The reason why we organize articles into SILOs is to further improve topical relevancy, by interlinking all the relevant articles in the same SILO with each other. Up next we have steps 5 and 6, which are done on a monthly basis, while the steps prior are done just at the start of client onboarding.

In terms of our go-to strategy for linkbuilding, we like to focus on PR and outreach, where we get the client featured in relevant media publications in the form of guest posts. We also write the content for all the guest posts we publish for our clients and optimize the guest post itself for specific keywords, so that the guest posts also start ranking and getting traffic. That's because a guest post that gets traffic is SIGNIFICANTLY more valuable, than one without the traffic, no matter the DR of the domain. In terms of the anchors, we like to use natural anchors and prefer linking to blog posts, instead of money pages like collection and product pages.

NOTE: Because Orly had massive domain authority prior to starting the project, we didn't have to invest a dime into linkbuilding. This made this SEO campaign even more efficient in terms of budgeting, as we were able to leverage the domain authority that was built previously through all the years of hard work and PR.

And that's it - After about 3 months, the results from the audit and implementations really started to kick in. With all of the keyword-targeted content and niche-specific link building, we really started dominating more and more of our target keywords. Following the exact steps above allowed us to scale Orly's organic traffic from 30,000 to 165,000 monthly clicks in only 9 months.

Founded in 2017, GoldenWeb is an SEO agency, specializing in scaling Shopify brands with organic traffic, through high quick-win focused SEO methods. In the last 2 years alone, we’ve generated over $29.6 million in additional organic revenue for our Shopify SEO clients, ad we’re on a mission to double that in the next 2 years. We are obsessed with client results, and always focused on testing new SEO strategies on our personal projects, in order to deliver the highest possible ROI for our clients.

We take a highly strategic/technical approach to SEO as it is the only way to get reliable and consistent results at scale.

All the strategies we use are trialed and proven on our portfolio of 6-7-figure online businesses, which rely on SEO as one of the main traffic sources.