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the client
Founded in 2014, Temple of the Sun is a Byron Bay based jewellery brand realised by creative couple Yonna Derofe and Darren Gallant. Built on their love of cultural antiquities, art, design and a genuine passion for doing things differently, all pieces are designed to carry story and meaning, either through motifs and/or precious gemstones.
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the brief
Temple of the Sun engaged with 30Acres for a website update and re-theme on Shopify, plus an omni-channel strategic approach to digital marketing, with the aim to increase conversion rates considerably. As part of the re-theme and ongoing marketing retainer, SEO was a strong focus in driving qualified traffic to the site, however was not a channel that had been paid much attention to date.
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how we helped
Our ongoing SEO strategy focused on the areas we identified the most opportunity for the brand in gaining organic visibility; through Content, and Technical SEO. Link earning strategies were recommended for the client to implement. As part of the re-theme, we conducted an audit of the previous site to inform optimisations for the build, including keyword research, a content gap analysis, and best practice technical setup.
1. Content - New page creation and existing pages optimisation
A number of opportunities were identified through our keyword research and content gap analysis. This helped to inform optimisations across the different query types; transactional, navigational, and informational.
As a result, we were able to recommend:
- the creation of new sub-categories, as well as optimisations to website hierarchy and navigational menus
- Updates to meta data, title tags, content, and internal link anchor text for existing pages to better rank for relevant queries
- Blog content briefs provided to the client for implementation, with recommended structure, keywords, and direction, based on search demand for informational and inspirational content
2. Technical SEO
The main implementations during the project were the following:
- Shopify default issue – Improving the internal link structure & avoiding duplication on product pages
- Fixing duplicate content and indexation issues
- Internal linking to subcategory pages, through the mega menu, related links on collection pages, as well as HTML sitemap
- Broken links and legacy URL redirections from on-page content as well as past deleted pages that had value.
- Broken links and legacy URL redirections from on-page content as well as past deleted pages that had value.
digital marketing
the result
Organic traffic to Temple of the Sun increased by 94% YoY, and achieved strongest results for the brand to-date for non-branded traffic to the site, increasing over 200% YoY in January 2020.
94%
Increase in YoY organic traffic
211%
Increase in YoY non-branded traffic
