Galleria Retail Ltd – trading online as Gift and Wrap – is one of the leading Pandora jewellery specialists and as a Certified Online Pandora Retailer has had many years of successful trading. The company’s initial forays into the online industry included selling home gifts and products such as Lladro but then took the strategic decision to focus on one sector – jewellery, and in particular Pandora, Ti Sento and Tresor Paris. Gift and Wrap has two high street stores in Hexham and Carlisle where customers can buy and view the extensive range of jewellery the company offers.
Galleria initially came on board December 2012. They had seen a drop in rankings and traffic. Historically, they had ranked on page one for terms like ‘Pandora’. After carefully analysing their site data, we believe that they had been impacted by both Panda and Penguin algorithmic penalties along with a manual action.
Initially all the signs were pointing to the problem of duplicate products and thin content, so this is where we channeled our efforts.
WMG’s challenge was to rid Galleria of their Google penalty and help them with the launch of a new site simultaneously.
WHAT WE DID
We worked closely with Galleria’s developer, educating them on changes that would need to be made in preparation for the new site launch, to ensure that the new site was optimised effectively from the very beginning.
We conducted a forensic link analysis (FLA) on their link profile and identified 318 domains to be removed. At first link removal was done by Galleria in-house, however this is a labour-intensive process requiring expert eyes and a lot of data.
When Galleria received a partial match penalty, WMG took ownership and ramped up the link removal strategy on their behalf.
Following our link removal strategy and the Disavow file, WMG submitted a reconsideration request to Google. The penalty was lifted in time for Christmas – December 2013.The previous decline in rankings has been reversed.
- 72.3% of links were removed on the first reconsideration attempt, which at the time was the highest we have achieved.
- From #41 to #13, the position for “Pandora Charms” is continuously improving.
- 53% increase in organic traffic year on year.
Working alongside Gift and Wrap, we are continuing to enhance the site by adding content that is both search engine friendly as well as informative to the visitor. Further onsite audits will continue to optimise the site holistically – rather than focusing on a few target pages and paying too much attention to a small volume of headline phrases – as happened historically.