Beameo
International SEO Optimization for an UK E-Bike: Boosting Web Traffic and Organic Clicks
Beameo is an electric bicycle brand from London, UK, born out of a small family business that is passionate about cycling. To them, cycling is not just a mode of transportation but also an escape from traffic, and a lifestyle choice to relax and unwind.
Overview
Beameo previously launched a new e-commerce business and website. The core of their project is electric bicycles, or e-bikes; known for their environmental friendliness compared to other modes of transportation, in addition to featuring a sleek and attractive design.
Morphosis' mission was to enhance brand recognition by increasing Beameo’s website traffic and improving the website's user experience and performance to drive sales targets.
Our solution
After analysis, we understood that the key to the success of Beameo's website was in optimizing it's website structure. We therefore proposed an on-page SEO optimization, one of our international SEO services, complemented with content writing, to comprehensively and drastically improve SEO performance.
Starting with keyword research, we integrated the appropriate keywords into each web page to enhance their content, while also editing the robots.txt file for search engines, guiding them on which pages to index and which XML sitemap to reference.
We also optimized the entire sitemap by including all the necessary URLs. This aids in prioritizing crawling, making it easier for bots to find information and ensuring that the desired pages get indexed on Google and other search engines. We then further optimized image and video file storage for faster performance.
Key result
Organic clicks skyrocketed by 87% within 3 months
After the website optimization, organic clicks increased by 87% from July to August 2023.
CTR went up to 6% from 2.9%
Achieved the average click-through rate at 6%, which is impressive for a newly launched website from a new brand.
Google’s featured snippet
The targeted key phrase 'Do bicycles need insurance' ranked at the top position (0) and obtained a featured snippet within just 3 months, enhancing the CTR for the website.
Our process
SEO audit → Keyword research → Competitor analysis → On-page SEO optimization → Content writing
We started by conducting an SEO audit to examine whether their newly created website has a suitable structure, which can ensure easier crawling for search engines. Additionally, we assessed the correct hierarchy of content, which can be improved by arranging important HTML tags such as <title>, <p>, and <h1> to <h3> on each web page.
Subsequently, we conducted keyword research and competitor analysis, proceeding to understand the search intent of the target audience most likely to convert into customers. This process assisted in identifying appropriate targeted keywords for the brand, with a specific emphasis on long-tail keywords. These were chosen for their high likelihood of ranking well on Google, owing to their specificity and lower keyword difficulty.
Once the keywords were ready, we initiated on-page SEO optimization. We adjusted content using Beameo’s chosen CMS, Wix’s content editor. This involved incorporating identified keywords into the landing page, refining the length of the title tags, and keeping the meta description under the recommended character limit. These lengths were optimal for SEO, as they aligned with Google's preferences for displaying comprehensive results.
Additionally, we enhanced the text to make it more compelling, encouraging the target audience to click on the search results, thus increasing the likelihood of organic click traffic.
We also created additional articles to reinforce the website's content, providing material that the target audience found interesting and improving the overall user experience. This positively impacted SEO scores, as visitors spending at least 1 minute on each page helped reduce bounce rate and exit rate—considered favorable signals for search engines like Google when assessing user experience on Beameo's website.
Furthermore, we regularly checked each web page to ensure it had been properly indexed by Google. If necessary, we submitted manual index requests to guarantee that the target audience could find their desired results on Beameo’s website.
Challenges we overcame
A Brand-new Brand
Due to Beameo being a new bicycle brand with limited recognition, most people had not yet visited their website. With only a small team working to build and shape the business, their expertise focused specifically on bicycles, not yet familiar with optimizing the website for maximum efficiency.
We collaborated with them closely to ensure the success of this project. One direct way we contributed was by creating high-quality backlinks from 16 reputable free directory websites in English, which are known for their credibility and best fit with Beameo.
A Market Full of Challenges
Electric bicycles are quite niche products, and it wasn't easy to generate significant traffic to the website or capture the interest of those who had never ridden one before. Besides, the United Kingdom requires that everyone riding an electric bicycle must have a valid driving license.
As a result, we meticulously selected targeted keywords to ensure that the content incorporated appropriate keywords often searched on google.co.uk. Examples include:
We thereby got Beameo’s articles on Google’s featured snippets, aiding the targeted audience in finding desired content by implementing our international SEO services.
Website Optimization for Better Performance
Beameo’s previous website faced various issues, including an inaccurate SEO structure and slow loading times, particularly on mobile devices. We consequently examined each page and made improvements accordingly.
Starting with adjustments to the sitemap and robots.txt file, we enhanced the website's crawlability for search engines, ensuring rapid discovery of desired content and comprehensive indexability.
We then refined the original content headings, organizing them appropriately with <h1>, <h2>, <h3>, and removed redundant <h3> elements.
Right after, we compressed image and video files, using specialized tools to reduce sizes without compromising quality. This process ensured optimal smoothness, even compressing a background video embedded on the web page from 9 MB to just 900 kb.
This effort necessitated re-uploading over 50 files, yet the outcome was deemed worthwhile. The website now loads significantly faster on both desktop and mobile devices, providing a smooth user experience. Most importantly, this aligns with Google's mobile-first requirements, positively impacting SEO.
Before the project | After the project |
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