Inflow Case Studies Pruning and Content Optimization Boosts Traffic and Revenue for CB World and Auto Body Toolmart

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	Pruning and Content Optimization Boosts Traffic and Revenue for CB World and Auto Body Toolmart Inflow

Pruning and Content Optimization Boosts Traffic and Revenue for CB World and Auto Body Toolmart

Inflow

Technology Category	Robots - Wheeled Robots
Applicable Industries	Automotive Equipment & Machinery
Use Cases	Traffic Monitoring Transportation Simulation
Challenge	CB World and Auto Body Toolmart, two online retailers, were facing challenges with their website content. CB World had a neglected and unnecessary blog that was doing more harm than good. The blog was not providing value to the readers and was unlikely to improve without additional resources. Auto Body Toolmart, on the other hand, had seen a sharp decline in revenue and organic traffic over the summer of 2015. A content audit revealed that thousands of pages had not driven any organic traffic Year to Date (YTD) by the end of September 2015. This was a classic case of thin content and index bloat. Both companies needed a solution to improve their website performance and increase organic traffic and revenue. Read More
About Customer	CB World is an online retailer that carries one of the largest selection of radios, antennas, mounts, and other CB accessories. Auto Body Toolmart has been selling tools and equipment directly to businesses and consumers for over 30 years and transitioned from a print catalog to eCommerce. Both companies were facing challenges with their website content and were looking for ways to improve their website performance, increase organic traffic and boost revenue. Read More
Solution	For CB World, the decision was made to get rid of the blog and migrate five or six posts that were driving traffic as authoritative articles to the main site. The rest of the URLs (approx. 100-200) that were of lower quality were redirected to related category pages. For Auto Body Toolmart, Inflow pruned the underperforming pages, removing them from Google’s index. The content audit also helped prioritize 1,300 top performing pages for improvement and approximately 8,000 pages that could be improved later. In the second phase of the project, Inflow worked with a team of copywriters to rewrite content on the first 1,300 pages identified for improvement. Content issues for the product pages included empty product descriptions, thin content and duplicate content coming from manufacturer descriptions. Read More Log in to view content
Contents

Technology Category

Robots - Wheeled Robots

Applicable Industries

Automotive

Equipment & Machinery

Use Cases

Traffic Monitoring

Transportation Simulation

Challenge

CB World and Auto Body Toolmart, two online retailers, were facing challenges with their website content. CB World had a neglected and unnecessary blog that was doing more harm than good. The blog was not providing value to the readers and was unlikely to improve without additional resources. Auto Body Toolmart, on the other hand, had seen a sharp decline in revenue and organic traffic over the summer of 2015. A content audit revealed that thousands of pages had not driven any organic traffic Year to Date (YTD) by the end of September 2015. This was a classic case of thin content and index bloat. Both companies needed a solution to improve their website performance and increase organic traffic and revenue.

About Customer

CB World is an online retailer that carries one of the largest selection of radios, antennas, mounts, and other CB accessories. Auto Body Toolmart has been selling tools and equipment directly to businesses and consumers for over 30 years and transitioned from a print catalog to eCommerce. Both companies were facing challenges with their website content and were looking for ways to improve their website performance, increase organic traffic and boost revenue.

Solution

For CB World, the decision was made to get rid of the blog and migrate five or six posts that were driving traffic as authoritative articles to the main site. The rest of the URLs (approx. 100-200) that were of lower quality were redirected to related category pages. For Auto Body Toolmart, Inflow pruned the underperforming pages, removing them from Google’s index. The content audit also helped prioritize 1,300 top performing pages for improvement and approximately 8,000 pages that could be improved later. In the second phase of the project, Inflow worked with a team of copywriters to rewrite content on the first 1,300 pages identified for improvement. Content issues for the product pages included empty product descriptions, thin content and duplicate content coming from manufacturer descriptions.

Impact #1	The pruning and content optimization strategy implemented by Inflow for CB World and Auto Body Toolmart resulted in significant improvements in website performance, organic traffic and revenue. By getting rid of the blog and migrating valuable posts to the main site, CB World was able to increase their bottom line. Auto Body Toolmart, on the other hand, was able to reverse the decline in revenue and organic traffic by pruning underperforming pages and improving the content of top performing pages. The strategy also helped identify future opportunities for content improvement. The results demonstrate the importance of regular content audits and the potential benefits of pruning and content optimization.

Impact #1

The pruning and content optimization strategy implemented by Inflow for CB World and Auto Body Toolmart resulted in significant improvements in website performance, organic traffic and revenue. By getting rid of the blog and migrating valuable posts to the main site, CB World was able to increase their bottom line. Auto Body Toolmart, on the other hand, was able to reverse the decline in revenue and organic traffic by pruning underperforming pages and improving the content of top performing pages. The strategy also helped identify future opportunities for content improvement. The results demonstrate the importance of regular content audits and the potential benefits of pruning and content optimization.

Benefit #1	After migrating pruned pages from the blog to the main site, CB World saw an immediate increase in organic traffic by 4.93%, organic transactions by 4.65% and organic revenue by 32.12%
Benefit #2	Auto Body Toolmart saw a revenue increase of more than 28% within the weeks following the massive pruning of underperforming product pages
Benefit #3	Sessions for Auto Body Toolmart increased by about 31% during the same time period

Benefit #1

After migrating pruned pages from the blog to the main site, CB World saw an immediate increase in organic traffic by 4.93%, organic transactions by 4.65% and organic revenue by 32.12%

Benefit #2

Auto Body Toolmart saw a revenue increase of more than 28% within the weeks following the massive pruning of underperforming product pages

Benefit #3

Sessions for Auto Body Toolmart increased by about 31% during the same time period

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Overview

Pruning and Content Optimization Boosts Traffic and Revenue for CB World and Auto Body Toolmart

Operational Impact

Quantitative Benefit