The Lolli Shop is a family-owned and operated lolly and confectionery store in Queensland that aims to expand its product range and personalised service to lolly lovers Australia-wide.
As there wasn’t a concrete SEO strategy implemented on their site, their organic visibility was stagnant and often saw many fluctuations. They were sporadically ranking for product-level search terms but were not capturing high-value category level search terms and terms such as lolly delivery, online lolly shop and lollies online.
The brief was simple – expand their search visibility, increase their organic traffic and organic revenue.
We began the project by performing extensive research on the industry and target market in order to identify high-value keywords, which we then incorporated into our keyword mapping process. We next examined the trends of any existing ranking keywords, selected the most effective and relevant high-value keywords, and mapped them to The Lolli Shop’s main & key pages.
We then audited all of the “SEO basics” – metadata, heading tags, page copy, and more – across all key pages and tasked our copywriter with writing additional copy for the key pages based on our proven optimisation process – using the main keywords and semantic keywords discovered during the keyword research and mapping processes. The copy was then evaluated against Google’s AI using TF-IDF optimisation to verify that it would perform well against Google’s signals.
After we finished the onsite and content optimisation, we began the link acquisition effort to increase The Lolli Shop’s Domain Rating and Authority. Our outreach team concentrated their early efforts on obtaining authoritative links from high-value, trustworthy sites in relevant niches while establishing fresh local directory and citation links to provide a solid foundation for the domain.
Following the implementations of core actions from the SEO campaign, ongoing link building and content optimisations – we’ve seen significant improvements in The Lolli Shop’s overall visibility in Google – with by far, the highest visibility since the website’s inception:
As a result, we’ve seen many of their high-value keywords now ranking well and seeing major improvements compared to before the start of the campaign (where some keywords were not showing in the search results or in deeper pages such as page 9 or 10).
