Residential Smart Locks Case Study

Before starting any site corrections, we completed a holistic audit of the company, its competitors, and its website. The audit helped us understand the company’s strengths, weaknesses, opportunities, and threats in terms of digital marketing. With that information, a priority list evolved into a strategy for helping their website rank organically.

The priority on the list was the long list of technical website issues. Not uncommon, the company built the website not considering what the site looked like in the backend. From the audit, we saw missing meta descriptions that would give them valuable real estate on SERPs and attract more attention. Next, duplicate H1s were resolved to help Google and other search engines crawl and index their eCommerce pages more accurately.

Second on the list was improving their content marketing by writing high-quality, customer-focused content via blogs. The new content showcased how the smart locks would improve the lives of those who purchase and use the locks to secure their homes, new features that make using the locks more convenient, and company news to help stay top-of-mind.

Third, we worked to increase organic backlinks on the site with the above-mentioned new content by strategically choosing the topics that were missing already on the site to not only fill the gaps of knowledge but also to attract the attention of other websites. Once visitors see the quality of the content, they will link to the site to share the information with others.

Finally, we addressed the long list of on-page optimizations that were needed on the site’s existing informational pages. Just some of the issues include ensuring the content is focused around a specific theme or topic, headers are arranged in a format that makes sense to the reader, and enhancing the content to accurately answer the question or reason the website visitors came to the page in the first place.