Client Success Story

Augurian Helps Smartpress Pivot to B2B by Growing Revenue by 55% YoY via SEO

Smartpress SEO Campaign

Challenge

Smartpress, a national online printing service, needed help boosting its organic search performance. They had been focused on B2C products like wedding invitations, but the company began shifting to B2B offerings such as booklets and brochures.

Smartpress understood the benefits and demands of SEO but realized they couldn’t achieve their goals alone. Despite their capabilities, they needed a partner to boost their B2B market share and demonstrate the success of their marketing strategy during this major shift.

Our SEO team was brought in to uncover what was holding them back and deliver an SEO strategy that would achieve their top goal: 35% YoY SEO traffic growth.

Smartpress’s team built a well-designed, easy-to-use site. But our audit found some big issues that needed fixing to improve SEO:

  1. XML Sitemap Errors: Due to 301 redirects and 404 errors in the sitemap, search engines crawled and indexed twice as many unnecessary URLs.
  2. Rendering Issues: Search engines couldn’t see and index crucial content and links because important parts were missing due to custom JavaScript.
  3. Internal Link Problems: The navigation menu had too many links and failed to target their priority products. Product detail pages (PDPs) had many links disrupting the shopping experience by redirecting users to the blog.
  4. Thin Content: Product landing and detail pages failed to meet search engine quality standards, leading to poor rankings and reduced user engagement.

Solution

Here’s what we did.

1. Cleaned up the XML sitemap.

First, we teamed up with their staff to fix thesitemap by removing 301 redirects and 404 errors. We held regular meetings and worked closely together to ensure all issues were addressed. After that, we streamlined their index by cutting out two-thirds of the pages Google was trying to crawl. This left only the relevant and important pages.

Before

After

2. Pre-render product detail pages.

The Smartpress team wasn’t convinced post-render loading was affecting SEO.

So we presented the following:

  • We showed the erratic search results in product SERP features.
  • Used Google Search Console to show critical elements (item details, product information, price, add-to-cart buttons) weren’t being indexed.
  • As a result, We concluded Google didn’t recognize these pages as product detail pages (PDPs).

Before (Not seen by Google)

After (Green boxes show content that Google was now able to read.)

 

3. Focus internal linking equity to B2B products

The old navigation included links to every product, so we redesigned it to only feature the targeted B2B products both with an image and internal link. This hierarchy significantly increased conversions for their B2B product line.

Old Navigation

New Navigation

The next phase of this internal linking project was improving the internal links on PDP pages. We decided to replace the sections with excessive internal links to blog posts with a FAQ section that increased that preserved the link equity on the page and boost the content relevance.

Old Product Info

New Product Info

4. Improved header structure and added content.

With the technical and linking issues fixed, we focused on on-page SEO strategies. We added more of their target keywords, which were missing before. Then, added relevant h2’s and text blocks to improve the readability, relevance and helpfulness for visitors.

Old Header Structure

New Header Structure

107%

SEO Traffic

1.5k%

SEO Retainer ROI

55%

SEO Revenue

The Results?

We delivered on Smartpress’ challenge of growing their SEO revenue year-over-year and more. In addition to the metrics above, we drove 279% growth in targeted B2B traffic.

Collaboration

This win paved the way for our relationship, showing how valuable a strong partnership can be. At first, Smartpress was rightfully skeptical about our ideas, especially since the changes were on crucial parts of their website. But we stayed confident and kept communicating openly.

The Smartpress team’s work and skills helped us make the website even more user-friendly and functional, and better aligned with business needs and SEO.

This win is not just about the results but a story of two companies building trust and confidence.

CLIENT FEEDBACK

“We’ve seen consistent growth in SEO metrics since we started working with Augurian. Last month the click rate on non-brand keywords was more than double the same period last year. ”

“Augurian helped us understand the true impact (and value!) of SEO on a business’ metrics.”

“Augurian’s deep knowledge of technical SEO and careful attention to detail is impressive. They’re also good teachers. When they caught some high-impact but easy-to-miss problems for us, they presented their findings in a highly instructive way.”

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