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How did Mısırlı Increase Their Organic Traffic by 111% with Crawl Budget Optimization?
Mısırlı is one of the leading tricot apparel brands in Turkey, with more than 70 years of experience in the retail industry. As it’s grown, Mısırlı has always been committed to providing high-end products that are relevant to our customers.
With the support of SEO, the brand set out to achieve brand awareness in the digital world like they already had in the offline tricot market.
Mısırlı 1951 increased its organic traffic by 111% and revenue by 19% via using crawl budget optimizations.
Challenges:
Regardless of how famous they were in the offline market, increasing brand awareness and sales online was not an easy task.
Initially, the website was performing poorly on Core Web Vitals that affect page experiences in general, such as first load speed, visual stability, and more as:
- The response time on the server side was quite high.
- The product images loaded very slowly since there was no compression applied to the huge-sized images.
- Since they didn’t reserve space for elements on the website, elements caused a shift and adversely impacted the user experience on mobile.
A number of filters were applied to the product and category URLs for color and size alternatives. No canonical URLs were defined for the filters, and there were no rules in the robots.txt file, so the crawl budget was squandered on more than 120.000 URLs.
Having three different grouping names for their products as Collection, Limited Edition and Off Season, the brand created different subcategories based on each product group. As a result, each product group had three duplicate categories, which hurt the organic visibility due to keyword cannibalization.
The products were referred to by generic names. For example, all sweaters were labeled as “sweaters” regardless of their models. Additionally, the product color alternatives caused duplicate body content problems for the products with more than one color. Thus product pages couldn’t get rankings for specific search queries.
Lastly, the website did not mention the word “tricot” in their content, even though they wanted visibility from tricot-related keywords.
The Approach:
Our goal on the technical SEO was to optimize the crawl budget by solving problems such as page speed, duplicate content, and thin pages created by the faceted navigation filter issues.
For indexable URL structures with filter attributes, the first step was making their canonical URLs optimized. This was followed by Robots.txt disallow rules for filter types so crawl budget could be used more on crucial pages.
The biggest challenge was to change the product category tree without disturbing the user experience for the visitors who were used to viewing products as three different collections. In order to solve this problem, we created product categories including all products from the three main categories and defined these pages as the canonical URLs for the subcategories of the collections.
These new categories’ meta descriptions and category content were optimized for long tails product keywords including tricot so that users searching for products such as “tricot jersey” etc. could find our categories.
For the duplicate content problem, product descriptions were written for each product. Color names were included in the meta titles and descriptions of products with more than one color alternative.
The website was plagued by a number of basic speed and visual stability issues. We resolved the server issue by performing a server migration in the first instance to improve our First Contentful Paint metric.
We next made improvements to the Largest Contentful Paint element, adding compressions on the visual side, implementing effective lazy loading, and optimizing the loading stages.
There was a major problem with the visual stabilization on our website. During the loading phase, no space was reserved for shopping icons, product images, or any other elements. This not only caused a poor user experience for mobile users but adversely affected one of Core Web Vitals’ core metrics, Cumulative Layout Shift.
As a result of the team’s efforts to solve all of these issues and make significant improvements on the Page Experience platform, we entered August in good shape.
Hard work always pays
Results:
As tricot’s seasonality started to increase and Google’s page experience algorithm update was fully rolled out at the end of August, we began to see the results.
Comparison with Previous Period
The brand increased:
- Organic clicks by 103%.
- Organic impressions by 168%.
- Organic impressions for keywords including “Tricot” by 126%
The brand increased:
- Organic new users by 100%.
- Organic revenue by 69.5%.
Comparison with Previous Year
The brand increased:
- Organic clicks by 111%.
- Organic impressions by 445%.
- Organic impressions for keywords including “Tricot” by 126%.
- Organic clicks for keywords including “Tricot” by 242%.
The brand increased:
- Organic new users by 60%.
- Organic revenue by 19.3%.
Top 10 Keyword Visibility
When compared to September 2020 the brand increased its Top 10 keyword visibility by 250% in November 2021.
Page Experience Results
We turned green both our Largest Contentful Paint and Cumulative Layout Shift metrics on the mobile side along with our mobile Core Web Vitals metrics as a result of the changes we made.
Our Page Experience dashboard, which was released after the algorithm update, shows how far we’ve come. Percentage-wise, users started to have a good experience on most of our pages.
As a result of the algorithm update, we became more visible and received more clicks with a better page experience on the rich result tab. As compared to last year, we observed that this had increased considerably.
YOY Organic Traffic
111%
YOY Organic Impressions
445%
YOY Organic New Users
60%
YoY Organic Revenue
19.3%
Organic Traffic for Keywords Including “Tricot“
242%
Top 10 Keyword Visibility
250%
