A core part of SEO is Keyword Research. Rembrandt faced a crucial challenge in understanding customer behaviour on Google Search, lacking insights into the everyday terms that their customers use to find their products.
We embarked on a profound journey of keyword research, meticulously exploring key categories and analysing competitors in the dynamic New Zealand market. By diving deep into customer searches, Rembrandt gained a profound understanding of how people seek their products online. This research provided valuable insights, shedding light on the variance between internal industry terminology and the language customers use externally. For instance, the internal familiar term 'made to measure' lost significance in comparison to the external preference for 'tailor-made,' highlighting a fascinating aspect uncovered through our research. Beyond SEO, these insights were shared with product teams, empowering them to align development with customer demands and foster a holistic approach to product enhancement.
Rembrandt faced significant indexing issues on their website, particularly with Collection pages failing to appear in search results due to technical SEO issues.
Recognising the urgency, we delved into impromptu solutions whilst conducting a comprehensive Technical SEO Audit for Rembrandt's Shopify Storefront. This marked a pivotal moment for Rembrandt, signalling their commitment to SEO. The audit not only diagnosed existing indexing problems but also unearthed opportunities for enhancing overall indexing and rankability. In collaboration, our SEO team and tech experts executed a significant number of crucial SEO activities within three months. These activities addressed high-impact issues, including Canonical Tags, Noindex Directives, Schema enhancements and Page Speed improvements, ensuring a holistic transformation for Rembrandt's online presence.
In a competitive landscape with diverse product categories, Rembrandt faced the challenge of optimising its website structure to capture attention on Google Search. Identifying gaps in the current setup and establishing dedicated collection pages were crucial steps for success.
Following a comprehensive Keyword Research phase, a collaborative effort was initiated to pinpoint the precise audience for targeting. Together with Rembrandt, a shortlist was meticulously finalised and the focus shifted to ensuring a seamless website architecture with no overlooked gaps. A fundamental rule guided this piece of the project: for every targeted keyword, a dedicated page should cater to users' needs. With this principle at the core, we strategically crafted and implemented dedicated pages in alignment with the planned Information Architecture, enhancing Rembrandt's digital footprint for effective audience engagement.