Case Study: CraftCuts

Trinity built and executed a robust SEO strategy for CraftCuts.com 

Case Study: CraftCuts

About CraftCuts

Industry: Artisan Crafts
(Owned by Woodland Manufacturing LLC)

Location: Idaho

About: The marketing team at CraftCuts approached Trinity to help build and execute an SEO strategy for their website. At the time, their website was inconsistently optimized: Some content was keyword-stuffed, other copy was not optimized whatsoever; Metadata was there, but was often duplicated or getting cut off in search results; Blog topics were relevant, but the content was under-performing.  During a  six month engagement, we isolated and solved key issues to galvanize their organic visibility.

 

About

 The marketing team at CraftCuts approached Trinity to help build and execute an SEO strategy for their website. At the time, their website was inconsistently optimized: Some content was keyword-stuffed, other copy was not optimized whatsoever; Metadata was there, but was often duplicated or getting cut off in search results; Blog topics were relevant, but the content was under-performing.  During a  six month engagement, Trinity isolated and solved key issues to galvanize their organic visibility.

Approach & Solution

Strategic Solution Approach

While Trinity doesn’t believe in cookie-cutter solutions, there is a strategy for basic blocking-and-tackling SEO tactics that work. For websites like CraftCuts—smaller compared to other eCommerce stores, and already touched by a previous agency—Trinity SEO analysts like to start the engagement with a Technical SEO Audit. From this, Trinity identified over 50 areas for improved optimization on and off-site. A  six month strategy focused on fundamental tech fixes and content development, including:

  • Metadata optimization (title tags and meta descriptions—improving concatenated Schema, and also crafting unique meta by hand)
  • Controlling index bloat through nofollow tags and the robots.txt file
  • Researching and developing high quality eCommerce copy blocks
  • Addressing keyword cannibalization issues between category/sub-category and family pages
  • Creation of video/image XML sitemaps
  • Correction of stylistic header tags
  • Topic ideation for DIY’s and tutorials that use CraftCuts’ products
  • Promoting internal linking with an HTML sitemap

Results

0 %
increase in keywords in top 3 positions YoY
0 %
increase in keywords in positions 4-10 YoY
0 %
increase in pages with more than 10 total ranking Keywords
0 %
increase in total organic traffic to optimized pages

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