The Challenge
Zojirushi is a Japanese maker of cooking appliances for modern homes, known for intelligent features and precision engineering. The brand takes its inspiration from everyday life.
Its website had a technical problem. The front end relied heavily on JavaScript to render its pages, which made it hard for search engines to index the site properly and limited how far its content could be optimised. Key product pages found it hard to compete in a competitive online market and to reach the organic audience the business needed to grow.
Our Approach
Primal started with a detailed review, to find where its search engine optimisation (SEO) work would meet the client’s needs best. The work focused on high-value product pages, with a content strategy to add detailed and relevant information to each of them.
All content followed Google’s experience, expertise, authoritativeness and trustworthiness (E-E-A-T) principles, to strengthen the brand’s authority and the trust people place in it. With this groundwork, every content update had a clear purpose, and its effect on search visibility could be measured.
Outcomes Achieved
With the strategy in place, Primal improved the content of the selected core product pages in phases. The team updated product descriptions, added detailed technical specifications and added information written for customers. The richer content was designed to raise user engagement and to show search engines more clearly that each page was relevant. Technical updates overcame the site’s JavaScript limitations, and Zojirushi’s organic performance improved.
Purchase key events grew 484.21% in 5 months. The results also show a 5.3x increase in key events, a 5.8x increase in purchase key events and a 73% increase in clicks. Key events are the actions on a website that are tracked as goals, and a purchase is one of them.
- 73%Increase in Clicks
- 5.3xIncrease in Key Events
- 5.8xIncrease in Purchase Key Events
- 484.21%Growth in Purchase Key Events
Key Insights
- A front end that relied on JavaScript made the site hard for search engines to index, so the work needed technical updates as well as new content.
- The content strategy added detailed information to high-value product pages, written to Google’s E-E-A-T principles.
- Purchase key events grew 484.21% in 5 months. Key events grew 5.3x and clicks grew 73%.
