Overview:

Fresh Lens, a leading contact lens brand in the US and Canada, undertook a comprehensive SEO strategy overhaul and website revamp. The goal was to enhance visibility, boost direct sales, and create an engaging digital space for their audience, focusing on both contact lenses and eye drops.

Strategic Improvements and Execution:

Content Strategy and User Experience:

Keyword Mapping & Content Silos: Developed targeted strategies for contact lenses and eye drops to refine search relevance.
Enhanced Collection Pages: Introduced new collections and essential pages for reviews, affiliates, subscriptions, and discounts.
Link Building Campaigns: Launched tiered initiatives to strengthen domain authority and backlink profiles.

Off-Page SEO Strategy:

Tier 1 Link Building: Secured high-quality backlinks from authoritative domains to boost visibility and SERP positioning.
Tier 2 Link Amplification: Enhanced the power of tier 1 backlinks by strengthening the link equity.
Review Improvement Initiative: Generated new, authentic reviews and addressed previous poor reviews to improve brand sentiment.

Technical and On-Page Optimizations:

Resolved over 50+ 404 errors, streamlined over 100 redirects, overhauled the navigation bar, and updated the sitemap.
Reconfigured heading tags, purged irrelevant reviews and content, corrected self-referential canonicals, and improved product filters.
Adjusted product details and implemented proper schema markup for better search results.

Performance and Conversion Tracking:

Improved tracking and analysis of conversion events to enhance the customer purchase journey.

Results Overview:

Traffic and Engagement: 45% increase in direct traffic and 20% increase in search traffic. User interactions saw an 11% increase in completed checkouts.
SEO Performance: Total clicks improved from 40 to 130, with significant increases in impressions and average SERP positions from top 30 to top 10.
Conversion and Revenue Growth: 24% rise in total revenue, with a notable increase in transactions and higher average order value.

Ongoing Efforts and Next Steps:

Website Speed Optimization: Aiming to further reduce load times, especially on mobile devices.
UX Redesign: Ongoing efforts to prioritize intuitiveness and aesthetic appeal for deeper user engagement.

Conclusion:

Fresh Lens's strategic SEO overhaul and user experience improvements have led to measurable enhancements in online performance. This case study demonstrates the effectiveness of a multifaceted approach to digital optimization, reflecting the brand's commitment to ongoing improvement and excellence.

Fresh Lens A Digital SEO and UX Success Story

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