Case Study: CraftCuts

Trinity built and executed a robust SEO strategy for 

Case Study: Robust SEO Strategy


Industry: Artisan Crafts
(Owned by Woodland Manufacturing LLC)

Location: Idaho

Overview: Trinity built and executed a robust SEO strategy for 

SEO Audit & Organic Growth

 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


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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