Logan Ray

Case Study: International Medical Supply Company Dramatically Improves Organic Visibility

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In the Wake of a Google Panda Update, Beacon Guides an Ecommerce Websites to Increased Rankings and Visibility

Challenge: Client was facing duplicate content issues in the wake of a Google Panda update because their ecommerce website had many similar products with almost identical content. In this case, it was the near duplicate content that was hurting the rankings of the entire site. The frustrated client had run into trouble with Google because they had a very large number of products and didn’t understand how the content on their site impacted the site as a whole. The algorithm change was causing a rapid decline in search engine traffic.

  • Client Facts:
  • American Based Medical Supplier
  • Online Sales of $200K 2011
  • Faculty size below 50 employees
  • Goals:
  • Reduce Duplicate Content and Google Panda Algorithm mitigation
  • Improve Website Indexing of 60,000 products and search traffic
  • Results:
  • Website Visits: +99.05%
  • Pageviews: +40.79%
  • Landing Page Entrances: +420.94%
  • Conversions: +54.90%
  • Online Revenue: +45.29%


Business Solution:  Beacon first created a robots.txt file to block Google from crawling dynamic, unnecessary, and weak pages. A robots.txt file is the easiest way to block URL parameters and entire folders. Many pages were being replicated through the website’s CMS (Content Managment System) Platform. Over time, the robots.txt file was able to get most of the duplicate content removed from the index. Beacon then faced the issue of duplcate URLs due to pagination. Paginated duplicate content had the negative side effect of the products not being indexed at all. Through parameter handling in Google Webmaster Tools, Beacon provided suggestions to the Google crawler to ignore certain parameters and get a more efficient crawl, resulting in less duplication.

While targeting the duplicate content issue, a URL rewrite was implemented that created more search-engine friendly URL’s. The rewrite also prevents duplicate content from being created on new pages along wtih a unique URL. New unique content was also created with internal links that more efficiently pass PageRank to internal category and product pages. Improving the content quality was imperative to create compelling pages that improved the user experience while also improving SEO results.

An important final step was taken to survey the URLs that Google had indexed for the site. While querying the Google index, it was discovered that a test site had been inadvertantly crawled, causing major site duplication. Blocking the test site greatly increased the efficiency of the web crawl.

Results: The removal of duplicate content increased the number of pages in the Google index and the ability for Google to crawl the site. Although it sounds counter-intuitive to remove hundreds of thousands of URLS, doing so improved the rankings for thousands of product pages in Google. A rising tide lifts all boats, and the website’s rankings improved significantly. The client is now able to focus on building out brand signals and improving user engagement and usability.