Client Overview
A global OEM in the business of earth-moving and material-handling equipment, theFF client operates a large-scale eCommerce platform for spare parts and consumables. While their offline network was strong, they aimed to boost their D2C strategy through digital channels by transforming their aftermarket parts business online.
Problem
The client faced several barriers to achieving success in the D2C spares market:
- Low digital maturity and weak organic visibility across a catalog of 900,000+ SKUs.
- High competition from low-cost suppliers and counterfeit parts.
- Overlapping product attributes across SKUs caused poor user experience and reduced conversions.
- Existing content was either insufficient or lacked optimization, hurting their rankings on search engines.
Solution
MinoriLabs deployed a full-scale SEO optimization approach tailored for the eCommerce aftermarket environment.
- Analyzed performance across SKUs and identified 123,000 products driving 92% of total revenue.
- This high-impact segment became the focus of SEO efforts while de-prioritizing low-revenue SKUs.
Customized SEO Strategy & Execution
Strategy & Approach:
- Competition Analysis & SEO Audit
- Benchmarked digital maturity and identified key content and technical gaps.
- Keyword Research & Content Strategy
- Focused on high-intent, product-specific keywords.
- On-Page Optimization
- Technical SEO, performance fixes, UX, and mobile optimization.
- Structured data and canonical tagging for clarity and ranking improvement.
- Content SEO & Social Integration
- Created product descriptions, FAQs, glossaries, and engaging media content (videos, GIFs, carousels).
- Website Transformation
- Page rationalization, inventory sync, and site architecture enhancements.
- Phased Rollouts with Redirects & Indexing
- Deployed in stages with proper 301s and indexing submissions.
Result
Over a focused 4-month period, the strategy yielded significant results:
Tactical & Operational Gains:
- Increased organic traffic and search visibility.
- Boosted session durations and reduced bounce rates.
- Improved page scores and SERP rankings.
Business Outcomes:
- 7% increase in conversions
- $25.76 million in total cart value
- 28% improvement in traffic quality
- Delivered higher Average Order Value (AOV) and exceeded Month-over-Month (MoM) conversion goals for 9 consecutive months.
About Us
MinoriLabs offers full-stack digital marketing services to help medium and small-sized businesses maximize their marketing ROI and achieve significant marketing cost savings.
Headquartered in Michigan, with a global office in India, we provide expert support in content development, graphics, data analysis, web technology, and marketing automation.
