Case study on WordPress website development and SEO optimization at the launch stage for an online store of corporate gifts in the UK
Business niche: gifts in boxes, corporate gifts.
Challenge: Due to a delay in the preparation of content, the website was closed from Google indexing for some time, which negatively affected its further visibility in search. For a long time, only 1 page remained in the search index, and this problem needed to be solved
Objective: online store website development on the WordPress CMS for the sale of corporate gifts, launching the website from scratch in Google Search, improving the website’s visibility in the UK market, basic SEO optimization with a focus on English-language keywords.
Region: UK
- Website development for an online store CMS WordPress (WooCommerce) with PayPal online payment functionality
- Optimize for mobile devices
- Check for Indexing Issues
- Conduct Competitor Analysis: the upload of pages that generate more traffic
- SEO – optimization: meta tags for all pages of the website
- Develop a semantic core, distribution the main keywords on the pages of the website
- Created and configured robots.txt and sitemap.xml files
- Review existing website content and provide actionable recommendations for improvement
- Identify and implement necessary technical enhancements
Building the Bubble Box Online Store on WooCommerce
The online store was developed on CMS WordPress with the introduction of the possibility of online payment through the PayPal system.
When developing the menu, we separately highlighted the item of gifts for Christmas, which are very popular every year.
We’ve prominently featured a Q&A section in the website header, allowing potential customers to quickly and conveniently access essential information about our online store.
The product pages are designed with simplicity in mind, focusing on large, high-quality images and detailed descriptions of each gift box’s contents.
Additionally, we launched a blog to share informative articles, company updates, and reviews of our gift sets.
To enhance the shopping experience, the online store is fully optimized for mobile devices, making it easy to browse and order from any device.
Basic SEO at the stage of launching an online store
Basic SEO website optimization is suitable for businesses in any niche, for online stores and service websites, for new web resources and online stores that have been operating for a long time but need to be improved and eliminate errors.
The Bubble box online store offers its customers the gift boxes with a variety of choices: the buyer can choose a category, such as ‘Gifts for any occasion’, ‘Christmas gifts’, ‘Luxury gifts’ or ‘Corporate gifts’ and place an order.
Before starting a one-time SEO optimization of an online store selling gift boxes, we conducted a technical audit and implemented a number of improvements in technical SEO and page preparation for meta tags.
The main stage of basic SEO optimization is a thorough analysis of pages that were not in the index. Identifying and analyzing these pages helped us find out the causes of the problem and take the necessary steps to speed up their indexing.
We analyzed competitors to identify elements that are essential for website ranking and found out how competitors attract audience from search results. We thoroughly analyzed their main sections and meta tags, and identified the top traffic-generating pages. Furthermore, we analyzed the information demand in the niche.
We collected the semantic core for the main pages of the website. In addition to the Keyword Planner service, we used the Ahrefs service and search tips to expand the list of keywords and find low-competitive search keywords. In particular, when collecting the semantic core, we found many growth points related to the use (expansion) of keywords for gifts for different holidays.
After analysing the keywords that are popular among customers, we created meta tags (title and description) that not only accurately reflect the essence of gift box sales, but also meet search keywords and improve the website’s visibility.
To improve the website indexation, we also created and configured new robots.txt and sitemap.xml files.
CMS: WordPress (WooCommerce)
Fonts: Google Font API, Twitter Emoji (Twemoji)
Programming language: PHP
JS libraries: LazySizes, jQuery UI, jQuery
Plugins WordPress: WPMU DEV Smush, Contact Form 7, Polylang, Woocommerc
Analytics: Google Analytics, GA4, Google Tag Manager
Implemented SEO solutions:
- Technical SEO optimization
- Collecting the semantic core in the niche
- Clustering of keywords
- Meta tag optimization
- Competitor analysis
- Monitoring and analysis of results
- Identifying growth opportunities in a competitive niche
Unlocking growth potential for an online store through SEO traffic
A one-time optimization of the website revealed the project’s potential. Currently, the website offers 4 categories of gifts:
- Any occasion gifts
- Christmas gifts
- Luxury gifts
- Corporate gifting
However, there is still significant room for expansion. Our analysis of competitors and search keywords revealed valuable insights for optimizing the website and enhancing its structure.
To increase Organic traffic, it is proposed to introduce new categories, namely:
Birthday gift boxes – Gift sets for a birthday.
Easter gift boxes – Easter gift sets containing a variety of gifts and festive decorations.
Employee gift boxes – Gift sets for employees, ideal for corporate gifts.
Teacher gift boxes – Gift sets for teachers, to express gratitude to teachers and congratulations on holidays.
Wedding gift boxes – Wedding gift sets containing romantic and practical items for newlyweds.
Mother’s Day gift boxes – Gift sets for Mother’s Day, which are designed to express love and gratitude.
Gift boxes for men – Sets containing stylish and functional products that are suitable for men
Gift boxes for her – Gift sets for women that will delight every woman.
These categories are in high demand in the UK market, which makes them promising for implementation on the website.
Conclusions and results of basic SEO optimization:
We carried out basic SEO optimization at the stage of website launch after website development.
As a result, we addressed the indexing issues and boosted the website’s visibility, leading to an increase in impressions among our target audience in search engines.
