Before they started working with us, their organic traffic was down compared to the year before.
Other companies they worked with were not able to make changes to the website the way RankSense can. They would simply make recommendations for what to do. And they did not have a way to test their theories about what would work.
“RankSense is wonderful because of their team’s unrivaled expertise and ability to make changes that dramatically affect organic traffic.”
– Mea Christie / E-commerce Manager Royal Robbins
Every time Royal Robbins would come out with the new season, the number of their 404 errors would dramatically increase. Fixing these errors manually is impractical, and the next season the same problem arises again.
In addition to this, Mea takes advantage of our Meta Merge feature to quickly add promotional discounts to thousands of product titles and meta descriptions. This agility, and more efficient crawling, is critical so Google has enough time to pick up the changes and update the index with the more compelling search snippets.
After applying Meta Merge rules, and many other indexing fixes, RankSense automated broken links mapping capability was instrumental in taking care of this impactful issue very quickly.
“Since [November 4, 2016] we’ve seen traffic grow 46% YoY and a revenue increase of 84% YoY. Our non-branded traffic is now 43% of our overall traffic. It was at 39% two months ago. We went from 5,811 links to our site last month to 8,070 links to our site.
RankSense takes the guesswork out of search engine optimization. First of all, it makes sure Google indexes our site fully, so that we don’t miss any opportunities (aka pages) to pull in traffic to our site. And it makes it easy to see what words are matching up with our preferred audience’s searches.”
How do we know RankSense was actually the one impacting SEO performance?
Solution: RankSense + Data Science for SEO
We know because RankSense automatically labels every fix, and we use machine learning and data science to determine which errors affect SEO performance and which fixes will increase it. This allows us to drill down deep into the site and understand exactly what kinds of changes will bring positive results, even at the page level.
For example, in this specific case, we trained RankSense to implement only the validated fixes we were confident will bring positive results.
These charts represent their expected revenue and traffic (blue line and blue band), and the actual revenue and traffic (orange line).
The most exceptional thing here is not that we were able to increase organic traffic by a cumulative 58.5%, or increase revenue by a cumulative 92.4%.
The most exceptional thing is that we know how we did this and are able to reproduce it in future seasons and for other clients.
This next chart represents what we consider our two key success indicators: number of pages getting visitors and number of visitors per page. When multiplied, those two numbers represent total search traffic.
This website’s total number of pages was increasing, while the number of visitors per page was dropping. This is not a good scenario, and it reaffirms what we discussed in the beginning of this case study.
RankSense started reversing this negative trend by mapping all of the old 404 pages to their equivalent new pages, or appropriate category pages. This process reclaimed the third party backlinks leading to the previously dead pages, increasing the website’s reputation. Additionally, we increased the visibility of the site’s other important pages by training RankSense to correct SEO tags. And, as you can see, the number of pages getting visitors grew significantly – driving traffic and revenue up.
At the same time, the number of visitors per page stopped decreasing and started slightly increasing. New visitors started discovering the website due to its reclaimed reputation and increased search visibility.
By increasing crawl efficiency, fixing 404 errors, using Meta Merge, and fixing other SEO errors automatically, RankSense was able to reclaim the traffic and revenue very quickly – in around 2 weeks after activation.