Belnick URL Restructure
The challenge: During Salesforce implementation, an narrow URL structure made finding the right furniture a challenge for users and search engines.
Tools used: Google analytics, Excel, Salesforce, Moz
Recommendation: Categorization to give Belnick brands stronger SEO performance; I introduced voice search optimization in the process. Now a search for, in this example, office chairs, pointed to one page with many options. The restructuring also allowed the business to cross-sell by offering other home and office solutions within the same, wider category.
Example: These 5 pages for office chairs:
- Bizchair.com/all-24-7-intensive-use-chairs
- Bizchair.com/leather-24-7-intensive-use-chairs
- Bizchair.com/24-7-intensive-use-chairs
- Bizchair.com/all-24-7-big-and-tall-intensive-use-chairs
Became bizchair.com/office-chairs with 24/7, intensive use, and big and tall as categories. Belnick was in a time of transition. They brought on user experience designers to improve the customer journey.
Result: This one part of the overall restructure of the website was a strategic move that helped Belnick, Inc. meet their goal of being acquired by a larger organization, The Ubique Group.