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Reboot Online has used the following skills/services in the project.
Onbuy is the fastest-growing online marketplace in the world.
For our existing client, Onbuy, we identified a problem commonly found on large e-commerce websites: duplicated and thin content.
Our report revealed that, for some product pages, as much as 30% of the content had been duplicated or on third-party sites that had a much higher domain authority than Onbuy.
This problem meant that Google was likely not only failing to identify this copied content as duplicate but also wrongly identifying the higher DA sites as the authoritative and trustworthy source.
Overall, this meant many of Onbuy’s product pages were not performing strongly in the SERPs and organic growth for the site was limited. This we needed to fix immediately.
Once the scale of the issue was identified (which involved millions of affected URLs), we knew that we couldn’t simply manually update the website’s content. Our solution would instead have to be quick, effective and scalable.
From a further investigation of Onbuy’s site, our expert SEO team concluded that the best solution would be to dynamically insert content from other related product pages into the pages with duplicated content issues. This would reduce the percentage of duplicated content (by differentiating it from the copies on other sites) whilst providing additional value to users who might be interested in similar products.
We saw organic increases within a couple of months of completing the dynamic content insertion.
We knew that it would take time for Google to re-crawl the old URLs because of the sheer volume we had to amend. This meant having patience whilst Google indexed the updated content and for any result to show. Gradual increases continued and after five months there was a significant increase in results.
Shortly following, the site received a five-fold increase in organic traffic compared to before the changes were implemented. Within a year, the site’s organic visitors increased from 33,000 to 157,000.
Please note that this campaign was run alongside regular digital PR and content marketing campaigns (meaning the highest-quality links were also being earned to the site and consistent content improvements being applied, all of which no doubt contributed to the organic growth).
