Competition with a significant lead Before the SEO project began in 2021, no SEO work had been done for years. The online store had already been migrated to Shopify, but several old URLs weren’t properly redirected, and many pages still contained old WordPress shortcodes. Furthermore, competitors hadn’t been sitting idle during those years; the largest players in the market had invested heavily in their search visibility. As a result, there was a lot of work to be done.
Expand the product lineup There are many different types of insulation materials, such as glass wool, rock wool, and PIR. In recent years, we have conducted several competitor gap analyses and compiled an extensive list of potential products. As part of our partnership, Isolatie Online is always willing to expand its product range to better serve customers. The major drawback of insulation materials is that they quickly take up a lot of space. The limitation on the product range is therefore not the procurement of the insulation material, but the available space to store all the products. There are now plans to expand the warehouse, which will in turn result in an even better product range.
Shopify Limitations Part of the strategy for Isolatie Online is to continue building its topical authority. The knowledge base is an indispensable part of this, but we quickly noticed a limitation with Shopify: it’s not easy to add products to the blog posts. A solution has since been found thanks to Isolatie Online’s developer.
The conversion rate Many users looking for insulation are trying to figure out the right type of insulation and the many issues involved. To properly assist these users, a knowledge base has been set up, product pages have been enhanced with more information, and category pages now feature helpful content. In 2023, Isolatie Online also began a collaboration with a freelance CRO specialist to continuously work on improving the conversion rate.