Key Largo Fisheries clawed its way to the top of the stone crab eCommerce market!

By consolidating domains, fixing technical issues, optimizing key pages, and building high-quality content, over a 5 month period they achieved a 43% increase in clicks, 31% more new users, and a 24% boost in sitewide revenue year-over-year.

Objective

Key Largo Fisheries aimed to achieve the following goals:

  • Increase organic visibility and revenue through strategic SEO initiatives.

  • Outperform competitors like Billy’s Stone Crab and George’s Stone Crab in eCommerce sales for stone crab.

Challenges

Key Largo Fisheries faced several roadblocks that hindered its online growth:

  1. Split Domain Authority: The website's domain was divided, causing the eCommerce section to lose critical authority and credibility with search engines.

  2. Improper Canonical Tags: Misconfigured tags sent conflicting signals to Google, resulting in indexing issues.

  3. Keyword Cannibalization: Poor site optimization led to internal competition for rankings on important keywords.

  4. Declining Organic Traffic: The website experienced nearly two years of consistent traffic decline, jeopardizing revenue and market position.

Strategy

To address these challenges, a comprehensive SEO strategy was implemented:

  1. Domain Consolidation:

    • Reverted the domain changes to restore and maintain site authority for the eCommerce side of the business.

  2. Technical SEO Fixes:

    • Corrected canonical tag issues to ensure proper indexing and ranking signals were sent to Google.

  3. Content Optimization:

    • Created and optimized content for all category pages and high-value product pages, ensuring alignment with target keywords and search intent.

  4. Content Marketing:

    • Initiated a blog strategy to publish high-quality articles relevant to stone crab enthusiasts and seafood lovers.

  5. Link Building:

    • Built a portfolio of high-quality backlinks pointing to key stone crab pages, enhancing domain authority and relevance.

Results

The results were remarkable, showing significant improvements across all key metrics:

  • Organic Traffic:

    • Year-over-year (YoY) clicks increased by 43%, while impressions soared by 157%.

    • New users visiting the site grew by 31% YoY.

  • Revenue Growth:

    • Total revenue from sitewide traffic rose by 24% YoY, demonstrating the effectiveness of the SEO campaign in driving conversions.

  • Competitive Edge:

    • Within five months, the share of voice jumped from 12% to 44%, overtaking top competitors Billy’s Stone Crab and George’s Stone Crab.

    • Average organic traffic ranking improved from last place to first among those key competitors.

Conclusion

The SEO strategy for Key Largo Fisheries delivered measurable and impactful results by addressing technical and content-related challenges. Through domain consolidation, technical fixes, and a robust content marketing strategy, the company not only regained its market position but also outperformed competitors. This case study highlights how targeted SEO strategies can lead to sustainable growth in organic visibility, traffic, and revenue.

Key Largo Fisheries is now the leader in the online stone crab market, setting a benchmark for other seafood businesses aiming to thrive in the eCommerce space.