Case study

Hab Shifa

Shopify SEO Hab Shifa is an Australian supplement brand. It sells black seed oil, capsules, gummies and Manuka honey through its Shopify store.

TL;DR

Hab Shifa launched a new website. Its rankings dropped the month after.
We fixed the technical issues on the new site and rewrote the collection pages.
We wrote blog articles for the questions people ask about black seed oil.
Organic clicks went from 1,335 to 3,984 a month in 4 months.
Clicks to product pages were up 90%.

The Challenge

Hab Shifa launched a new website on Shopify. A new site can lose rankings if the pages, headings and links don't carry over.

That's what happened. The month after launch, average position in Google slipped to 8.7.

The blog had 19 articles getting clicks. Between them they brought in 90 clicks a month. People were searching for how and when to take black seed oil. Hab Shifa wasn't the one answering.

The opportunity was clear:

Fix the new site, then answer the questions people type into Google about black seed oil.

The Strategy

Post-Launch Technical Fixes

We audited the new site the day it went live. Then we made the fixes ourselves.

We set one H1 on 20 pages that had none or the wrong one. We pointed collection links to the canonical product URLs. We rewrote 18 title tags. We fixed the Product and Organization schema. We 301 redirected /collections/wellness-tq to a new /collections/black-seed-supplements page.

Collection Page Copy

The collection pages had little text for Google to read. We added copy under a read more section, so the layout didn't change.

Hab Shifa's team wrote the first draft. We edited it for the keywords and headings each page needed. Later we wrote briefs for new collections like immunity, heart health and skin health.

Blog Articles and Links

We planned blog articles around the questions people ask. When to take black seed oil. How much to take. Side effects. We wrote them and Hab Shifa's team posted them.

We also built links from other sites to Hab Shifa. We cleaned up spam links with a disavow file.

The results

Organic clicks went from 1,335 to 3,984 a month. That's up 198%.
Impressions went from 39,212 to 189,476 a month. That's up 383%.
Clicks from Australia went from 1,060 to 2,035. That's up 92%.
Clicks to product pages went from 673 to 1,281. That's up 90%.
"black seed oil australia" moved from position 6.0 to 2.5. "organic black seed oil" moved from 7.0 to 2.8.
Blog clicks went from 90 to 2,191 a month.

Strategic Takeaways

Audit a new site the day it goes live. Problems found in week one cost less than problems found in month three.

Questions bring in people. "When to take black seed oil" got more clicks than most product pages.

Read more sections let you add copy to a collection without changing how the page looks.

Final word

Hab Shifa's rankings dipped after the new site launched. 4 months later the site got about 3 times the clicks. The fixes came first. The content came after.

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