Established in 1963, Coastal Farm & Ranch is a Northwest retail chain offering dozens of product categories to support the country lifestyle. Products include livestock feed, fencing, workwear, western apparel, footwear, premium pet food, premium grills, outdoor & gardening products, stoves/fireplaces, and more.
Expand Coastal’s online presence and eCommerce sales by improving the site’s organic search performance by year end 2020.
The Anvil team completed a thorough and technical SEO audit of the website in Q3 2020 to identify areas of improvement in content, code, and credibility factors hindering their growth. Additionally, Anvil leveraged extensive knowledge in the retail and eCommerce space to perform an analysis of how people were searching to understand how to better connect more searchers with Coastal.
The main element identified was utilizing schema markup to highlight Coastal products on search engines, and upon Anvil’s recommendation working in collaboration with Coastal’s web development team the markups were deployed onsite.
The second element was adjusting the structure and content of the Hearths and Stoves department to align with Anvil’s proposed strategy and current search trends. “Hearths and Stoves” was updated to “Fireplaces and Stoves”, and a subcategory page was built for each specific type of fireplace and stove: gas fireplaces, wood fireplaces, etc.
Q1-2 vs Q3-4 2020: Daily impressions have grown from 6.14 Million to 12.4 Million, +101.9%
Q1-2 vs Q3-4 2020: Impressions for Stove Keywords increased from 63.2K to 237K, +275%
Q1-2 vs Q3-4 2020: Coastal’s average position for Stove-related keywords improved from 42.6 to 24.2
Q1-2 vs Q3-4 2020: Impressions for Fireplace-related keywords increased from 7.15K to 155K, +2,067%