Campaign Overview

The client is an iconic brand selling hair accessories like wigs and extensions in the US. True Indian Hair is recognized for superior-quality products at affordable prices, accompanied by incredible customer support. With a wide array of collections, it delivers hair accessories for every hair needs. From signature wigs to select extensions, True Indian Hair proposes ample options.

Nonetheless, despite owning a functional website, the client faced numerous challenges for which they consulted the experts at Black Marlin Technologies. They were not ranking in the organic search results and map listing as well. Thus, failing to reach the targeted US audience resulted in low conversions. Whether enquiry calls or sales from the online store, True Indian Hair was inefficient in reaching out to potential leads. Hence, they approached us to fix the problems and help them generate profits.

Challenges

Initially, after conducting a meticulous website audit, the expert team at Black Marlin Technologies found that their website had multiple downsides. It adversely affected the site’s performance in terms of search result visibility and attracting target audiences. We knew we had a lot of work to do! The website even required a strong link building network and extensive optimization of the Google My Business listing.

The site lacked the ideal technical infrastructure needed for optimal user experience and compatibility. It impacted audience engagement, resulting in a low conversion rate. Our team also discovered that the content presentation and readability were poor curtailing the site’s ranking ability.

We had many challenges to deal with! Incompetent content, improper site architecture, poor user experience, lack of mobile optimization, readability and scalability issues, ineffective GMB optimization, and no strategic link building approach were the fundamental areas of concern. Basically, we needed to execute a comprehensive search engine optimization strategy to recover the website’s performance. The lack of domain authority in the niche market was extensively responsible for their incompetency and inefficiency in making an impactful online presence.

However, our passionate team of SEO professionals supported the client with necessary solutions and helped them overcome the considerable challenges that came in the way of successful business growth.

Solution

We at Black Marlin Technologies have been serving the industry for over a decade, delivering effective digital marketing solutions to businesses of different types and sizes. Manoeuvring numerous complex projects throughout our journey, our crew could effortlessly fix the shortcomings of the True Indian Hair website. We implemented a customized strategy focusing on the problem areas for measurable results. The process included:

• On-Page Optimization- As we said, the content presentation of the website was substandard. So, our dedicated content writers created and optimized content using competitive keywords for better readability scores and relevance. We also optimized visual content, title tags, and meta descriptions for improved ranking and search result visibility. It was also helpful in enhancing audience engagement essential to converting leads into customers.  
• GMB Optimization- GMB plays a significant role in driving local traffic. For the client, reaching out to the local target audience was considerably necessary to increase sales and make a prominent presence among its competitors. Therefore, we created two location maps for New York and Brooklyn to ensure local audiences of these two distinctive areas could easily find the business. The brand could reach out to extensive target audiences.
• Technical SEO- The technical factors in a website substantially impact its online visibility. Without a proper technical infrastructure, search engines cannot find and understand content making it difficult to rank. Our services conducted an integrated technical approach like submitting sitemaps, using canonical tags, removing duplicate content, enhancing page speed and mobile responsiveness, setting up structured data, and implementing Robots.txt file.
• Link Building- Lastly, on-page and off-page SEO alone cannot drive potential leads without high-quality backlinks. Backlinks are crucial to attract traffic from other relevant sites and improve the website’s domain authority. Hence, we focused on building links to websites with a high DA, reputation, and page traffic. It even included other practices like brand mentions and reviews.

The Result

Google Analytics Report

Google Webmaster Tool Report

Google Rankings Report