Buy Guide Style Collection Pages Lead To 124% Organic Revenue Increase YoY
DIFF Eyewear is an eyewear company focused on selling quality sunglasses, blue light glasses, and prescription glasses. DIFF Eyewear came to Fire&Spark with a goal of ranking for competitive eyewear industry keywords and increasing organic revenue.
Their main pain point was not ranking for any of the highest value keywords in their space, such as “blue light glasses”, “prescription glasses” and more. These search result pages were congested with high authority, educational pages along with the collection pages of the top players in the eyewear space, like Warby Parker, LensCrafters, and EyeBuyDirect. This suggests that customers not only search for eyewear keywords with the intent to purchase, but with the intent to learn.
Solution
In order to break into the search result pages, we knew we would need to move beyond the usual “SEO best practices” collection page format, which generally consists of an h1 tag and product grid.
Since most of their relevant product keyword search result pages included a mix of product collection pages and educational results, we decided to combine the two and create an informational, buy guide style collection page. This not only differentiates DIFF’s collection pages from competitors, but also ensures the collection pages are revenue optimized with educational, useful content that empowers users to make a purchase.
Methodology
In order to successfully build out the buy guide style collection pages, we first had to ensure that there was only one page optimized on the DIFF site for each keyword. To narrow our “blue light glasses” targeting efforts, we combined their Blue Light Glasses informational and blog pages with their Blue Light Glasses collection page.
Then, we added new authoritative and informative elements to the collection page, listed below.
Top of Page Content Block
Bottom of Page Content Block
FAQ
Facts Call Out To Encourage Purchase
Benefits Call Out
Popular Collection Links
Results
Within 3 months, DIFF’s ranking position for “blue light glasses” rocketed from the 51st position to the 3rd position. The brand now finds itself on the 1st Google search results page amongst industry giants such as Warby Parker, Pixel, and Felix Gray.
These new keyword rankings led to a 117% increase in new users and 124% increase in organic revenue. Furthermore, DIFF Eyewear now has over 80 linking domains to its blue light and prescription glasses collection pages.
Empowered by the revenue optimized buy-guide collections, DIFF Eyewear experienced striking results in a short period of time.
