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Home Gallery Stores Regains Traffic and Rankings as Bruce Clay Deflates Bloated Index

After launching a redesigned website, ecommerce furniture leader HomeGalleryStores.com lost search rankings and Google traffic, which Bruce Clay turned around with technical SEO.

Background

HomeGalleryStores.com reached out to Bruce Clay after the website experienced a sudden, major drop in rankings and traffic.

Before the drop, the national online furniture business consistently ranked on the first page of Google Search results for many of its keywords; however, shortly after the launch of a newly designed website, the company noticed a drop in keyword ranking and a significant reduction in traffic in Google.

Bruce Clay took the challenge, identified the primary cause of the problem as a bloated index, and came up with a strategy to reduce the number of indexed pages and bring back the site’s organic traffic from Google.

Objective: Increase organic traffic from Google by addressing issues related to a bloated index.

Strategy

Diagnosis: HomeGalleryStores.com — an ecommerce business that offers home, office, and outdoor furniture and accessories — launched a newly designed website.

Prior to the launch, the website was performing well with an average of over 7,900 average organic visits per day during the six months prior. During this time many of the client’s top keywords regularly ranked on the first page of Google search results.

For example, nearly 20 percent of their top keywords ranked in the first 10 search results (first page) in Google. But only a few months after the launch of the new site, the website experienced a major drop in rankings and traffic.

Daily sessions dropped to an alarming low of 5,266 average daily sessions during Month 3 after the redesign, and by Month 4, many of the client’s top keywords fell four to 10 positions, pushing a few to the second page of Google search results.

HomeGalleryStores.com experienced over 1,200 net position drops for its tracked key phrases.

Our SEO analysts went to work to uncover the reasons behind the sudden loss in rankings and traffic. First, while examining the client’s account in Google Search Console they noticed an abnormally high number of pages indexed in Google. A snapshot in September revealed 2,619,654 indexed pages.

Results

HomeGalleryStores.com started seeing results shortly after Bruce Clay’s strategy and rules were implemented.

Site traffic from Google began to increase, and within three months of the start of the project, HomeGalleryStores.com saw a return to previous traffic levels. Almost 10 percent of the tracked key phrases found themselves on the first page of Google again, and over 1,830 net key phrase positions improved.

After nearly a year of the rules in place, we were able to reduce the bloated index down to 340,000, a 770% decrease in index count.

Home Gallery Stores pages indexed.

Want to explore how Bruce Clay’s SEO specialists can help your business grow traffic and revenue? Request a conversation or call us directly at (866) 517-1900.

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Summary of Results

  1. The four rulesets we deployed addressed the site’s indexing issues and reduced its indexed pages count from 2,619,654 to 340,162 year over year.
  2. Average daily organic visits rose to over 5,300, from the low of 3,641.
    home gallery stores organic traffic.
  3. After just two months, 56 priority key phrases improved to top 10 (first page results) in Google, of which a majority were high value/revenue producing manufacturer based terms.

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