CASE Luggage SEO Case Study – Luggage Ecommerce SEO

CASE Luggage E-commerce Case Study

With the ever-increasing growth of e-commerce, ensuring that your site is as visible and accessible as possible on the internet has become an absolutely critical part of any profitable e-commerce business’ success story. Having a professional and experienced SEO team on your side can dramatically improve this all-too-critical visibility, helping you increase your number of sales, turnover, and profit.

Over the years, Convert Digital has helped e-commerce business owners across a wide range of industries, competition levels, and markets transform their online presence to become more visible, viable, and profitable. Today, we’ll be taking a look at how we managed to assist CASE Luggage, an e-commerce business focusing on luxury and designer luggage, in their goals of developing their web presence, migrating to a more up-to-date e-commerce platform, and significantly increasing their page rankings and bottom line.


Our Experience with SEO for E-commerce Luggage Companies

CASE Luggage, operating in a very competitive online market and against physical location stores, approached Convert Digital in the middle of the pandemic. They had been experiencing the same sales decline that was typical of businesses relying on the travel industry at the time; however, they also knew that the pandemic wouldn’t last forever and that they best be ready for when it recovers. While we wouldn’t say that there were any particularly glaring issues with their site, it had been a while since any major structural and technical work had been done, and Convert Digital quickly identified some of the bigger issues to be addressed that would increase their competitive advantage.

As with all our clients, the process started with a detailed and thorough examination of their entire website. We used the latest and most up-to-date specialist SEO tools to identify all areas for improvement, then graded all the onsite issues on a scale of 1 to 4 depending on their priority. While it’s simply not practical to discuss each and every single point in this document, some of our major findings and courses of action included:

1.   Migrating from Magento to Magento 2

Magento is an open-source e-commerce platform that provides online merchants with a flexible shopping cart system, as well as control over the look, content, and functionality of their online store. CASE Luggage’s site was originally built on this platform, but by 2022, version one of this platform had started to show its age. We recommended migrating to Magento 2 which offers some major advantages such as improved performance, better scalability and security, a streamlined checkout process, and a more user-friendly interface.

This is easier said than done, as migrating incorrectly can very quickly destroy page rankings carefully built up over years. We worked closely with their development team, offering support and advice on how to go about this correctly, and by early 2023, they had successfully migrated to Magento 2 without incurring any ranking penalties.

With this guidance from our side, they now operate on the same e-commerce platform as other giants such as Ford, HP, Procter & Gamble, and Jaguar, streamlining their own internal processes and making it easier for their customers to navigate their site.

2.   Toxic backlink and 404 error resolution

Strong backlinks, both internal and external, can massively contribute to good page rankings in SERPs (Search Engine Result Pages). Unfortunately, they can cause just as much harm if the backlinks come from bad or disreputable pages, or if they link to pages that no longer exist. The latter is actually quite common in e-commerce, as sellers are constantly changing their product lineups and not always ensuring that old links are removed.

Our SEO analysis revealed that in CASE Luggage’s case, there were a multitude of toxic and dead links affecting their page rankings. We quickly set about resolving this and reducing their drag effect with a backlink analysis and  disavow.

3.   Keyword cannibalisation and duplicate content

This term refers to multiple pages on the same domain competing for the exact same set of keywords. These competing pages ‘steal’ page rankings –and page views in the process– from each other and make it more difficult for potential customers to find exactly what they are looking for. By helping our client create a targeted keyword strategy, their individual product pages became more specific, easier to find, and stopped competing against each other for page views and rankings.

Another related problem we identified was duplicate content. It creates a similar set of problems as those identified above, and in some cases, can incur Google penalties as Google sees it as an illegitimate strategy to score cheap page rankings. By identifying duplicate content and working with our experienced partner writers, we were able to create unique and SEO-friendly content for each page on their site.

4.   Poor use of blogging opportunities

A well-curated business blog not only helps keep your customers up-to-date and informed about the latest developments and offers in your business, but also offers a great opportunity to increase your page rankings. Keyword-dense blog texts are SEO gold and can quickly pull you up in the rankings if Google sees you as active and knowledgeable in your field.

We helped CASE Luggage develop a blog strategy based on our detailed keyword research. This helped level the playing field with their competitors who had long been writing blogs to gain a competitive advantage. This will continue to mature and provide value to the client.

Technical SEO for E-commerce Businesses

Broadly speaking, there are three different types of SEO that SEO specialists work on; technical, onsite, and offsite. While they all play their part in creating and maintaining good SERP results, depending on a variety of factors, your SEO provider might choose to prioritise one over another. In the case of e-commerce businesses, we’ve often found that focusing on technical SEO yields rapid and predictable growth and results. Moving from Magento to Magento 2, as we did with CASE Luggage, can be seen as technical SEO. It involved migrating to a newer e-commerce platform to address many of the issues that we would have focused on one by one had they stayed on the same platform. These include factors such as site speed and responsiveness, enhancing the site architecture, implementing structured data, and optimising the site for mobile devices.However, just because a site was built using the latest platforms doesn’t mean that it wouldn’t benefit from a thorough technical inspection and optimisation. It’s often the case that after development, an e-commerce site is handed over directly to the owner for maintenance and updating. New sales items and categories are added or removed, new types of vouchers and discounts come into play, or new functions and features are added to the platform that the owner might not know how to use correctly. Over time, these changes that aren’t properly managed start to negatively affect the site’s performance and rankings as it encounters an increasing number of 404 errors, pages don’t get indexed correctly, or the site architecture becomes more convoluted. In these cases, SEO experts like Convert Digital might perform checks and fixes such as updating the XML Sitemap to ensure that all the pages are correctly crawled and indexed by search engines like Google, ensuring that the robots.txt file is correctly configured to indicate the most important pages on a site, checking that the HTTPS protocol is configured to ensure the users’ and owner’s security, updating the Schema Markup to ensure that search engines correctly identify your content, and applying canonical tags to indicate the primary versions of pages and avoid incurring duplicate content penalties.

Given the rapid pace of e-commerce advancement, ensuring that your e-commerce site is optimised from a technical standpoint can make a massive difference to your number of leads, and ultimately, your sales volume. Technical SEO shouldn’t be seen as a once-off investment, but rather as a continuous process to ensure that your site is always up to date and that you always have the technical competitive advantage.

CASE Luggage SEO Result

Right, the part you’ve all been waiting for. After all this work, was it worth it? Did CASE Luggage see a return on their SEO investment, or was it money down the drain?

Between mid-February 2022 and April 2023, we managed to increase their page visibility consistently. This is really an astounding feat in such a market where you’re competing against both physical and online stores, and all this while going through an extremely technical process of switching over to a new e-commerce platform.

Between September 2022 and March 2023, CASE Luggage recorded an increase in high value keywords which led to better traffic.

In terms of specific keywords, we helped CASE Luggage reach the first page of a Google search for a range of keywords with high search volume. We helped them rank on the first page for terms such as designer luggage, designer suitcase, suitcase sale UK, 20kg suitcase size, and luggage shop. As we’re sure you know, ranking anywhere on Google’s first page isn’t easy, but managing to get it right can be very lucrative. In this specific client’s case, ranking on page one for broad search terms such as designer luggage, luggage shop,  or designer suitcase is invaluable. These keywords have an incredibly high search volume, and this is where you want to be visible to any prospective clients.

In cases where they already had respectable, first-page rankings for specific keywords, we helped them move even further up the rankings, often to the very first 3 positions in a Google search. While ranking anywhere on the first page of a Google search, especially in e-commerce, is incredibly valuable, higher is always better!

Finally, you can see that we managed to secure the very top position, or at least the top 3,  for a range of high-volume searches such as 15kg bag/luggage, luxury luggage etc. We also managed to get the same results for keywords where the client is looking for a very specific item (product keywords). Ranking well for these keywords is essential, as you’re often dealing with leads who have done their research, know what they are looking for, and are ready to purchase. It’s important to remember that just because you’re on top, doesn’t mean you’ll stay there. Your competition might be investing heavily in SEO in an effort to oust you from your hard-earned high-ranking spot, so it’s important to stay on top of your game if you want to keep it. Convert Digital not only helped CASE Luggage keep their high rankings but also move up even higher in this competitive sector.

Convert Digital: The E-commerce Specialist for Your Competitive Advantage

If you are looking for that competitive advantage for your e-commerce business in your industry, contact Convert Digital today at 07907 674084 or visit our contact portal to get in touch. 

Our SEO specialists have years and years of combined experience to bring you tailor-made solutions that are guaranteed to increase your business’s online presence and visibility. We’ve helped dozens of businesses across all sectors and industries dramatically improve their SERP results, increasing leads, sales, and turnover. Get the ball rolling on your SEO journey with a free SEO audit from Convert Digital.

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