How we drove a +700% uplift in organic revenue for Ooni

TLDR; Updating your metadata, FAQs and romance copy on your collection pages is a hygiene fix for SEO, but can be a quick-win for driving growth of organic sessions and revenue if it means closer alignment to how users are searching. For Ooni, this led to a massive organic revenue uplift (+700% no less!) across various markets from the US, UK, to European countries.

But first, why do metadata, romance copy and FAQs even matter in SEO?

In simple terms, search engines like Google are trying to understand if your page resonates with what users are looking for. Therefore, unoptimized or irrelevant copy will struggle to get top positions on the SERP (search engine result page). Here is where SEO agencies step into action with keyword research and find a balance between keyword targeting and keyword stuffing.

Meta titles are particularly important for Google Search users, as they are often the first element scanned on the SERP. Once a user has landed on your page, having a relevant H1 and copy will help support the messaging of your content, which are key to supporting engagement and conversions.

FAQs (Frequently Asked Questions) are also an excellent SEO opportunity. This is where we can respond to highly relevant long tail queries regarding your business, with the goal of supporting users’ conversion journey whilst sneakily capturing more queries. 

How we drove +700% uplift in organic revenue to collection pages

As mentioned, keyword targeting plays a pivotal role when optimising your site, particularly for high-value pages like PLPs.

While certain titles work well from a branding perspective, they may not reflect the language users actually use when searching online. Therefore, selecting keywords that match your page's intent and have search volume is key to driving clicks. Apply the same logic for the remaining headings for your on-page SEO strategy, and you should be off to a good start. This is exactly what we did across various Collections pages for Ooni, the pizza oven company. 

Another element we optimised to achieve an uplift in sessions was to recommend new romance and tagline copy. Here, we naturally peppered through keywords that were highly relevant for the individual PLP. This means that our page starts to get visibility for these new queries and semantically relevant ones, expanding our reach on the SERPs.

As a concrete example, when looking at best-performing pages post-optimisations, we see clear wins across PLPs such as Gas Ovens, Electric Ovens and Outdoor Kitchen Pizza Ovens. These were driven by increased acquisition of generic queries through expanded and updated on-page copy. We also saw positive movement in average rankings, pushing more keywords onto page one of the SERP!

Last but not least, FAQ optimisations played a key role in addressing longer tail queries that are often overlooked by users in the consideration or purchase phase. We further capitalised on this section by applying internal linking, helping to improve topical relevance in Google’s eyes.

So, if you are wondering “how do I use SEO to drive revenue”, start with optimising the meta title, H1, romance copy and FAQs. Don’t go blindly at it though. We would recommend always carrying out thorough keyword research to ensure your pages reach the right audience. If you are looking for support, the SEO Hookflash team would love to help you.