O’Neill, an iconic brand of apparel specializing in water sports technology originally from California, arrived in Chile to expand its presence through ecommerce and 17 physical stores located in key cities. In May 2023, O’Neill partnered with Known Online to improve its search engine optimization (SEO) and strengthen its brand in the Chilean market.
Initial challenges and objectives
For some time now, we have been collaborating with O’Neill Chile in development improvements and in the change of layout of their website, which has strengthened their digital presence. You can learn more about these projects in this article. After the successful results obtained in the development area, O’Neill decided to extend its partnership with Known Online to optimize its SEO.
O’Neill Chile needed to increase organic traffic, improve product and category keyword positioning, and optimize website content to capture consumer attention. In addition, they were looking to increase sales through the organic search channel, improve domain authority, and increase brand visibility, highlighting in segments such as surf, snow and outdoors. They also aimed to generate high quality content, reduce bounce rate and increase time spent on the website.
SEO actions implemented by Known Online
- Writing of blog notes BlogBlog posts: More than 50 articles were developed focusing on relevant keywords and specific events, such as Children’s Day, Father’s Day and sales events such as Cyber. These posts cover a wide range of topics, aligned with the interests of the brand’s target audience. These posts not only helped position O’Neill for specific searches such as a size guide, but also provided engaging and relevant content for users, improving visitor retention. Each article was carefully optimized for SEO, using relevant keywords and structuring the content to maximize search engine visibility. In addition, high-quality visual elements and internal links were integrated to enhance the user experience and encourage smooth site navigation.
- Content optimization and technical SEO: We performed comprehensive optimizations, including the improvement of titles, meta descriptions, headings (H1, H2), image optimization and alternative texts, as well as the correction of 4xx and 5xx errors. Managed new backlinks and cleaned up toxic links, revised URL structures and improved site navigability.
- Competitive analysis and strategy: Quarterly audits and competitive analysis were conducted to identify opportunities for improvement and define more effective positioning strategies.
- Content for landings and strategic reports: Specific content was created for event landings (Children’s Day and Father’s Day) and thematic sections (surfing, snowboarding). In addition, monthly, quarterly and annual reports were provided, as well as follow-up meetings with the client to adjust and improve strategies in real time.
- A dashboard was designed in Looker Studio to monitor results in near real time.
SEO Results
From May 2023 to June 2024, a 110% increase in clicks and 164% increase in impressions was achieved. The average position of URLs improved dramatically, moving from third page to first page on average, with a 63% improvement in average position. Despite a slight decrease in average CTR due to the massive increase in impressions, the overall results reflect a remarkable success in the SEO strategy implemented.
Customer testimonial
Caterina Jullian Velásquez, Ecommerce Manager at O’Neill Chile, shared her experience working with Known Online:
“The impact we’ve had since working SEO with Known Online has been brutal. The numbers don’t lie; we sell more than double what we sold last year thanks to SEO. It’s a job that is slower, an ant’s work because it also has the technical part such as the part of enriching the product cards, etc. We are also taking out the O’Neill’s blog and SEO has many stages that have been covered from the most general to things that are a little more specific. It is also difficult because at O’Neill, since we work seasonally, we have to constantly renew the product sheets, etc. But the impact has been enormous in sales, in impressions, in clicks, in average position has been super good. We started on average, I think it was on page 28 and now we are on the fifth page. It is super good because, although it is a long term work, it still helps us to save on advertising pays to have a good SEO. The impact has been super positive and we believe there is still room for improvement, but we are very happy.
As for the work of the team with Known Online, we are very well coordinated, we have constant meetings where we define the different focuses. The work is very much a team effort between Known Online and O’Neill; we make decisions together, in terms of priorities, etc. The work is very good and very close. I also appreciate that they are flexible and are very up to date with the technical knowledge that changes. We are very satisfied.”
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