Arda Mendes, SEO Manager for Modanisa.com, was able to increase in sessions from organic traffic by 373%, create a 227% increase in users and a 400% increase in transactions thanks to his technical SEO audit with DeepCrawl.

About Modanisa.com

According to a recent Thomson Reuters report, Modanisa.com is the most popular Islamic fashion site in the world with 4.5 million visitors per month. The site, exporting to 74 countries, has become a well-known brand. With thousands of choices for Muslim women’s wear, Modanisa.com is the first online fashion and shopping site in Turkey which addresses the fashion needs of women who adopt a more modern, conservative fashion style. The site offers elite brands and special designs by famous fashion designers to thousands of women.

Previously, Arda Mendes was SEO director at SEO agency SEOzeo where he provided support, training and strategic SEO consultancy to leading brands and companies with large websites. He began working for Modanisa.com in December 2014 and turned their organic channel around in just a four month period.

The Objective

When Arda began working at Modanisa.com, he decided to run a discovery crawl to get a feel for the new website he was responsible for. Following a crawl of 20,000 pages with DeepCrawl, he obtained troublesome results: only 282 pages out of 20,000 URLs crawled were unique pages.

As he dug into the detail of the report, he saw that the pages which were non-indexable were the cause of the issue; nearly 98% of the pages were canonicalized.

As the pages linked with canonical tags were non-indexable, it was clear that the tags were implemented incorrectly. This meant that they were missing out on valuable organic search traffic as key pages would not be showing the SERPs.

The first step for Arda and his team was to find and rectify this. Having done so, however, the next crawl results showed that this was not enough to solve the problem and there were still too high a proportion of non-indexable pages.

The Solution

Arda decided to analyse each group of non-indexable pages one by one to better understand why canonical tags had been used.

The result was dramatic!

When searching for a product, a user can filter by categories such as:

  • Brand,
  • Colour,
  • Fabric Type,
  • Pattern.

When only one attribute was selected, the URL became a useless filter page which was linked to a category URL with a canonical tag.

For Example:
www.example.com/dresses.htm&fcolor[]=red

This URL listing red dresses was canonicalized to dresses.htm.

They decided to use filter pages as landing pages to solve the non-indexable issue and ensure that keywords, despite being filters, could reach their potential search volumes.

Using this solution, the page www.example.com/dresses.htm&fcolor[]=red would become www.example.com/red-dresses/ and would be optimized with original Meta tags for the filter “red dress”.

Thanks to the sheer dedication of the IT team, the support of the online marketing manager and the enthusiasm of the CEO, they developed a strategy and built the solution in a beta environment. They then crawled the test site with DeepCrawl to ascertain whether the solution would work and check for any other issues.

This modification to the site was critical and technically challenging from a system infrastructure point of view. Any errors with the implementation could create an awful user experience. They therefore conducted 7 rounds of tests before pushing live.

The Results

With these modifications, Arda and the team not only solved the non-indexable issue, but also had a brand new set of landing pages targeted at thousands of keywords.

The crawl results showed that 16,000 of the original 20,000 pages were now indexable.

“We were delighted to have resolved two issues at once: creating 16,000 pages that would now be indexed by search engines and creating landing pages for our target keywords. This meant our customers could find the products they were looking for. We were really excited to see the results!”

— Arda Mendes, SEO Manager, Modanisa.com

Three months following the implementation of the improvements, the outcome was incredible.

When comparing the data from the four month period after the changes to the previous period, Arda witnessed a 373% increase in sessions from organic traffic, 227% increase in users and 400% increase in transactions.

“We successfully transformed non-indexable content into a system which creates thousands of sessions and yields high profits.”

— Arda Mendes

Key Learnings

During the SEO audit, performing crawl analysis on the technical setup of the website proved highly important.

“We also identified unnoticed redirect chains, 404 pages, non-indexable pages and so on, which may have been directly affecting the site’s performance. As a result, crawl analysis should be a top priority when conducting an audit and all errors must be examined in detail.”

Crawl analyses enable minor improvements to boost the site’s performance as well as uncovering new opportunities.

“What I can tell you about the projects that I have personally been in charge of, is that performance increases come after performing regular and detailed crawl analysis!”

— Arda Mendes, SEO Manager, Modanisa.com.
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