Vapor
SEO and Backlink Cleanup
Vapor, an established lifestyle brand and eComm platform, was negatively impacted by outdated SEO practices, spammy backlinks, and a lack of authoritative third-party mentions.
Research & Planning
The Vapor website, despite having an established domain and content, was not ranking well for high-value purchase keywords. I began examining their organic traffic, historic rankings, and backlink profile and identified a variety of low quality backlinks and other signs of poor SEO strategy and execution.
Working with the brand, development, and content teams, we updated the Vapor website information architecture, navigation, and interlinking strategy to build and consolidate unbranded authority around key content and product pages.
We identified low quality content and backlinks that could be removed or updated to reduce spaminess and toxic backlinks. We also continued building our customer community through trusted third-parties, engaging with satisfied customers, and producing high-quality unbranded content to build and retain authority.
Execution & Outcome
- The Vapor site began ranking for high-volume high-intent unbranded keywords
- Updated and new content began ranking more quickly and retaining visibility through improved internal and external linking
- Additional branded properties and partner/community sites saw increased organic visibility and drove more traffic to the central eComm site
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