Awe Inspired: SEO

Awe Inspired SEO | Kathleen O'Leary Digital Marketing Portfolio

Client Profile

Awe Inspired is a DTC e-commerce fine jewelry brand established on the principals of giving back, with 20% of all proceeds donated to charity partners. Since its founding in 2017, Awe has built a strong customer base with 60K Instagram followers and celebrities such as Madonna,  Sarah Jessica Parker, and Bella Hadid have been photographed in Awe pieces.

Challenge | Kathleen O'Leary Digital Marketing
  • Clear out the 2,509 crawl errors identified in Moz including issues with URLs, meta descriptions, meta titles, and duplicate content.
  • Optimize meta and product titles/copy for target high-volume keywords to rank for.
Solution | Kathleen O'Leary Digital Marketing
  • Researched keyword volume in Moz for all 360 products and 50+ landing pages, choosing appropriate focus and ancillary keywords to target in the page copy and meta.
  • Updated product names for 212 products to capitalize on higher volume synonyms i.e. Updated ’40mm Hoops’ (MV: 0) to ’40mm Hoop Earrings’ (MV: 92).
  • Rewrote meta titles and descriptions for all of Awe’s products and landing pages incorporating the new target keywords.
  • Ensured new URLs, titles, and descriptions were within appropriate character limitations.
  • Bulk uploaded new meta into Shopify and set up redirects as required.
Results | Kathleen O'Leary Digital Marketing
  • Crawl errors reduced by -91% to 234, with the majority of remaining errors related to URLs too long due to product naming convention and categorization.
  • Organic ranking keywords grew +23% overall and +8% for product pages.
Tools | Kathleen O'Leary Digital Marketing
  • Moz
  • Shopify
  • Microsoft Excel
  • Google Sheets

Crawl Errors

Figure 1: Aweinspired.com Moz Crawl Errors at 4/27/20
The majority of Awe Inspired’s crawl errors were driven by URLs, titles, and descriptions too long.

Figure 2: Aweinspired.com Moz Crawl Errors at 12/9/20
At the end of the project, over 90% of Awe’s crawl errors present in April were cleared out, leaving mostly metadata and content issues remaining, with only 1 critical crawler issue.

Ranking Keywords

The below two slides represent the organic search keyword performance at the end of the 7 month project. Overall, the number of ranking keywords improved +23% or +70 keywords.

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