Project Overview
About the Company
True Sea Moss is a California-based company that provides the highest quality sea moss products. Its catalog features various Irish sea moss products in various formats (gummies, gel, dried form, soap, etc.).
The company’s website is a single-brand online store with a limited product range compared to platforms like Amazon and Walmart. This influenced the promotion strategy and added some challenges to the process.
Initial Project Data
- The website already had basic SEO optimization (technical).
- CMS platform: Shopify.
- Limited backlink profile (approximately 50 referring domains of varying quality).
- At the start of the project, organic search traffic was around 800–900 users per month, with critical high-frequency keywords ranking outside the Top 50–100.
Goals
- Increase both branded and non-branded organic traffic to the website.
- Achieve Top-10 rankings for important high-competition commercial and informational keywords.
Strategy
- Work with an extensive list of keywords (over 3600).
- Expand website structure by creating product and informational pages.
- Prepare and publish written content.
- Analyze competitor websites in the USA and adopt best optimization practices.
- Implement a link-building strategy to grow the backlink profile.
Project Start
The client reached out to us in May 2023 with an existing website that had 7 target pages and 2 blog articles. Organic traffic was at 870 users per month.
Our SEO outsourcing services included:
- Technical Website Audit.
- Semantic Core Collection – Conducted with competitor analysis.
- Competitor Analysis – Defined promotion strategy, analyzed competitors’ visibility in search results and expanded relevant keywords.
During these processes, several issues were identified:
- Duplicate language versions (EN-CA, EN-AU).
- Internal links lead to 404 errors.
- Internal content duplication on the website.
- Presence of empty pages without content.
- Insufficient external backlink profile compared to competitors in the niche.
- Low page loading speed for both mobile and desktop versions.
- Missing or duplicate meta tags for title and description, header tags h1 and subheaders h2-h4.
- Incorrect website navigation.
Action Plan
Based on the findings from the technical audit and competitor analysis, we developed an SEO strategy. Given the large scope of work, it was crucial to prioritize tasks effectively. To achieve positive changes in rankings and organic traffic as quickly as possible, we outlined the following action plan:
- Conduct a technical audit of the website.
- Create a technical task list for developers to address website issues.
- Verify the accuracy of implemented fixes.
- Add the website to Google Search Console for analytics tracking.
- Analyze the performance of configured goals on the site.
- Review the current semantic core and remove irrelevant queries.
- Analyze competitor websites for search queries and add keywords from competitors’ websites.
- Provide recommendations for expanding website structure (creating additional pages).
- Identify underperforming pages and offer recommendations to improve their traffic.
- Adjust meta tags on website pages to align with targeted keywords.
- Verify the correct placement of meta tags and h1 tags on website pages.
- Review texts on new product pages for uniqueness, keyword density, and text volume.
- Analyze optimization of visual content on new product pages.
- Add textual content to commercial pages.
- Expand the blog by writing and posting informational articles.
- Implement content-based internal linking across website pages.
- Provide optimization recommendations for H1-H6 subheadings.
- Remove duplicate pages for other language versions.
- Provide recommendations for missing EEAT elements (Expertise, Authoritativeness, and Trustworthiness per Google’s quality guidelines).
- Develop a link-building strategy.
- Optimize the YouTube channel.
Execution
Duplicate Pages Across Language Variants
Previously, the website was promoted in three language regions:
- United States
- Canada
- Australia
This setup automatically created duplicate pages for each language region, all with identical English content. Examples include:
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- https://trueseamoss.com/en-ca/collections/sea-moss-bundles
- https://trueseamoss.com/en-au/collections/sea-moss-bundles
The presence of these duplicate pages could result in:
- Reduced relevance
- Dilution of the main page’s authority
- Lower user satisfaction
- Negative impact on website reputation
- Reduced number of indexed pages
To resolve issues with duplicate content, we opted to submit these pages for removal from Google’s search index.
Competitor Analysis
The client provided a list of priority competitors. We analyzed to build a complete semantic core (target keywords). We also examined search results to identify additional important competitors for SEO optimization. This competitor analysis revealed specific strategies, such as quality link building and new landing page creation, that would help the project reach the Top rankings and outperform major competitors.
The competitor analysis informed our ongoing project strategy, which included:
- Expanding the website structure by adding new commercial and informational keywords that had not yet been targeted.
- Identifying and creating new landing pages.
- Gathering potential traffic-driving topics for the blog to support content marketing.
- Selecting platforms and placing backlinks for the promoted project.
Website Structure and Content Expansion
Based on competitor analysis and identified growth opportunities, we developed a content plan tailored to the company’s target audience, which guided our blog article writing.
A key element of our promotion strategy was creating high-quality content, which proved effective. We enlisted a certified dietitian to review the content, which significantly streamlined the process, and we are grateful to the client for this resource.
We greatly expanded the informational section and optimized target page content to enhance user value, marketing appeal, and SEO performance.
This approach significantly increased impressions and clicks in Google Search:
Content Performance Data in Search Results Over 15 Months
Recommendations for Missing EEAT and YMYL Elements
Based on competitor analysis, we identified certain elements that we classified as EEAT factors. Most of these were present in 80% of competitors in the Top 10. Therefore, we decided to implement these elements on the website.
The elements we recommended for implementation include:
- Article author;
- Brief author bio with links to their social media profiles;
- A dedicated author page listing all their publications;
- Links to external resources for further reading;
- Appropriate author microdata;
- Name of the editor/reviewer, if applicable;
- Any updates to publication/content dates;
- “Why you can trust us” section;
- Description of our assessment methodology;
- Where necessary: editorial guidelines, advertiser disclosure, risk disclosure, etc.
Note: At this stage, we have implemented the following elements:
- Links to external resources supporting the article’s expertise.
Example of Implementation on the Page https://trueseamoss.com/blogs/all-about-sea-moss/can-you-eat-sea-moss
- Expert Commentary.
Example of Implementation on the Page https://trueseamoss.com/blogs/all-about-sea-moss/sea-moss-smoothie
Link Building
To develop a link-building strategy, we first analyzed the backlink profiles of key competitors in search results. This helped us identify suitable types of links and select potential websites for placements. SEO tools like Ahrefs, Checktrust, and Similarweb assisted in evaluating and selecting quality platforms.
Based on this analysis, we created a strategy to build the company’s external link profile, selecting the following three methods:
- Trustworthy local directories;
- Guest-post placements on relevant niche resources;
- Placements on main pages of sponsored niche projects.
In the initial phase, our goal was to build credibility for the homepage by listing the company in local directories.
We then moved to guest-post placements, strengthening the website’s backlink profile.
In March 2024, a decrease in referring domains was observed due to a pause in the link builder’s work.
Note: Work on the backlink profile is still ongoing.
Internal Work
Optimization of Information Content
As mentioned earlier, meticulous effort was made to create content with numerous improvements until the article became maximally useful for users and adequately optimized for SEO. As a result, we were able to target a wide range of key search queries and bring them into the top 10.
Landing Pages
We also paid significant attention to the landing pages. Initially, we gathered the semantic core and developed the page structure. Subsequently, a major redesign of the catalog and product pages was carried out, which greatly improved usability and the overall user experience on the website.
We are grateful to the client for their bold approach to the redesign.
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After the redesign, we updated the meta tags on the website’s commercial pages.
The results were as follows:
Results Achieved
Our collaboration with the client is ongoing. After 18 months of work, we increased organic traffic by 14 times.
Data from Google Search Console:
Data from Ahrefs:
- Link Growth Dynamics
- Organic Traffic Growth Dynamics
- Organic Keywords
What’s Next?
By the end of 2024, we plan to continue increasing targeted traffic and website inquiries through:
- Writing new blog articles and updating existing ones.
- Creating new commercial pages on the website.
- Publishing guest posts on high-quality platforms.
Any Questions?
Submit a request, and our specialists will answer your questions and help you choose the best strategy to promote your website.
