Auto Body Toolmart has sold tools and equipment directly to businesses and consumers for over 30 years.
The company has transitioned from a print catalog to a full eCommerce site.
Auto Body Toolmart saw a sharp decline in revenue and organic traffic over the summer of 2015. They came to Inflow to try to figure out what was happening and how to fix it.
Performing a thorough Content Audit uncovered that there were thousands of pages that had not driven any organic traffic Year to Date (YTD) by the end of September 2015. A situation like this is a classic example of thin content and index bloat. Inflow pruned these pages, which removed them from Google’s index.
In addition to identifying the pages for removal, the Content Audit also helped prioritize 1,300 top performing pages for improvement and approximately 8,000 pages that could be improved later.
For 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.
Results from the Content Audit and pruning process:
Revenue went up more than 28 percent within the weeks following the massive pruning of underperforming product pages.
Sessions increased by about 31 percent during the same time period.
Organic Search Before & After
Results from the Content Improvement process:
Product Page Traffic Update
We’ve updated the organic metrics for the rewritten product pages.
There were only 22 URLs (out of 605 total rewritten and published product page URLs) that are not showing any organic traffic for the Oct. 6, 2014 through March 1, 2015, time range at all. It appears that at least some of them are older versions of different/newer versions of ones that have been rewritten.
However, even if we remove these URLs from the analysis entirely, the traffic increase is still +33,868 visits.
Since mobile traffic wasn’t tracked during the Oct. 6, 2014 through March 1, 2015, time range, we wanted to look at just desktop traffic. This isn’t a completely fair comparison, however, since mobile traffic has grown over the years and is contributing to the site’s recent organic traffic success.
Even just looking at desktop traffic, the growth is still very notable and positive.