Modern Aquarium

Problem

Modern Aquarium’s primary challenge was the lack of visibility, even for its own branded term. When users searched for “modern aquarium,” the website did not appear. The brand needed to strengthen its online identity, traffic, and conversions. Live aquarium plants made up a large portion of customer purchases. Other categories such as botanicals, aquarium filters, and pond plants had long-term growth opportunities. However, the brand was not gaining traction. 

The client’s goals were to grow organic traffic and revenue. They needed our help in making the website discoverable in search engines and AI-driven platforms.

Solution

Web Design and Development

We added category blocks to the homepage, making it easier for shoppers to browse the products. We also updated the search functionality, making it easier for customers to find what they are looking for. To reduce checkout issues and streamline the shopping experience, we improved the layout and flow of the cart page. Additionally, we improved the navigation of the footer and added trust badges.

Search Engine Optimization

We optimized the brand’s product description, home page, category and product pages, and blog posts with both branded and non-branded keywords. We optimized the robots.txt file for crawlability by traditional search engines as well as LLM-based crawlers. We fixed pages with 404 and internal linking errors. To expand reach to hobbyists and plant enthusiasts, we implemented local schema in local search results and Google Maps. We resolved issues with the Google Merchant Center feed, optimized Core Web Vitals, and ensured that the website was responsive.

AI SEO

To help grow visibility on AI search engines such as ChatGPT, Perplexity, Google AI Overviews, and Gemini, we added content using natural language and conversational flow. Structured data was added to help LLMs better understand the website’s architecture and product details. To improve indexing, we implemented the Bing IndexNow API. Our team engaged in relevant conversations on platforms like Reddit, offering expert guidance and linking back to the website when appropriate.

Pay Per Click

Paid advertising helped in accelerating growth. Our PPC strategy centered on capturing high-intent buyers, showcasing the brand’s unique value proposition. We launched multiple Google Ads, Bing Ads, and Meta Ads.