Fantasy shop

When taking on the project, the GIM team aimed to increase online sales and the overall turnover of the e-shop and proceeded by promoting advertisements on Google and Meta Ads. Specifically:

• We took advantage of the store’s existing recognition, as well as the traffic it had from its actions and its pioneering role in the specific industry, and targeted the appropriate audience on the various platforms.
• At the same time, the lists of registered customers on the newsletter platform helped us create even more targeted advertising, maximizing its performance.
• Using the data we had and in collaboration with the members of Fantasy Shop, we made the most of their experience in product analysis. This allowed us to create the appropriate segmentations in our catalogs to achieve maximum profitability.
• Furthermore, we proceeded with a separate strategy for new products or categories that were not in high demand, with awareness and consideration actions.

Promotional activities also played an important role, as this is a highly competitive sector, flash sales, discount coupons, and a more general active engagement with product prices, so that Fantasy Shop could be competitive in this area as well.

In addition, by performing a complete SEO audit of the site, we identified the following problems:

• • Many internal redirects (301): These affected performance and user experience.
    
  • Insufficient metadata: General or incomplete titles & descriptions.
  • Lack of internal linking between pages: Limited anchor texts and internal links.
  • Weak content on key pages: Lack of keyword-targeted content.
  • Low rankings for important keywords: Words such as “funko pop” had low visibility.
  • Low Domain Authority: Small number of off-page actions compared to the competition

After evaluating all the data at our disposal, we launched a comprehensive SEO strategy that included the following actions:

On-Page SEO

• Improvement of meta titles, descriptions & headings: Rewriting and optimizing titles and meta descriptions in all main categories, targeting long-tail keywords and improving CTR.
• Addition of SEO introductory texts: SEO-friendly introductory texts were incorporated into category and product pages to enhance thematic relevance and target transactional queries.
  
• Correcting 301 internal redirects: Unnecessary internal redirects were removed or corrected to improve loading speed and crawlability.
• Internal linking with anchor text: A keyword-rich anchor text internal linking strategy was created to improve navigation and enhance authority transfer between pages.
• Keyword research for content: Extensive keyword research was conducted and topics for blog posts and guest articles were created, targeting informational and long-tail queries.

Off-Page SEO

• Guest posts on niche & news sites: Collaborations were carried out with websites in the (gaming, fantasy, pop culture) with the aim of acquiring quality backlinks.
  
• Use of different anchor texts: When acquiring backlinks, a mix of exact match, branded, and phrase match anchor texts was used to create a more natural link profile.
• Research & correction of broken backlinks: Broken external links were identified and replaced or redirected appropriately to maintain link equity.