American Red Cross Web Store SEO Project
Overview:
I played a pivotal role in driving digital growth for the American Red Cross online store by implementing innovative SEO and e-commerce strategies. Through a detailed presentation to senior leadership, I proposed impactful solutions to optimize the web store’s visibility and user experience. By analyzing competitor trends and identifying industry best practices, I revamped over 200 product listings, enhancing titles, descriptions, and visuals to boost search rankings and customer engagement. This hands-on experience allowed me to refine my skills in SEO optimization, data-driven decision-making, and cross-functional teamwork, all while supporting the mission of an iconic non-profit organization.
Objectives:
• Increase the online visibility of Red Cross store products using high-performing SEO keywords.
• Simplify web store navigation by introducing new subcategories driven by SEO data and user trends.
• Elevate the Red Cross shopping experience while strengthening organic SEO positioning.
Approach:
• Conducted a competitive analysis of product titles, categories, and storefront strategies to identify opportunities.
• Audited the entire Red Cross web store catalog to uncover areas for improvement in product presentation.
• Partnered with product, analytics, and eCommerce teams to refine and implement recommendations tailored to user needs.
Enhanced Product Titles and Descriptions:
An internal audit of our web store revealed an exciting opportunity to optimize product titles and descriptions for better clarity and searchability. We streamlined titles by removing unfamiliar acronyms and redundant terms while repositioning details like "revised date" into descriptions for a cleaner presentation. To boost user engagement, we also incorporated more descriptive and keyword-rich language. For instance, we rebranded the generic "Student Kit" to "Student Set," a change informed by search analytics, making it easier for customers to find exactly what they need.
Introduction of Dynamic New Categories:
To improve product discoverability, we revolutionized the way items are categorized in the web store. Specialized products, previously lost within overly broad categories, now have their own tailored subcategories. For example, instead of one overwhelming "First Aid Kits" section, we introduced specific subcategories aligned with different use cases and highly searched terms. These changes ensure customers can quickly find the perfect product, enhancing their shopping experience and meeting their needs more effectively.
Streamlining Navigation Through Competitor Insights:
Our competitor analysis uncovered a key insight: the Red Cross web store offered significantly fewer product categories than many of its competitors. This led to overcrowded categories that often overwhelmed and confused consumers. To address this, we proposed creating additional subcategories strategically designed to streamline navigation and enhance clarity. These subcategories incorporate high-ranking SEO terms, making products easier to find while boosting the store’s search visibility and overall user experience.