MIBABY GMBH

The
Problem

miBaby supports expectant mothers from the first week of pregnancy right through to when their children are aged three. For years, the company’s in-house editorial team has been producing a wealth of content throughout the pregnancy cycle, offering enormous added value to the target audience. As a result, over 100,000 subpages have now been created on the website. In addition to the marketing channels Facebook, Instagram and the newsletter, the SEO channel was also to be developed in order to make even better use of the existing content. Unfortunately, despite the large number of pages produced by the editorial team, it was not possible to achieve good rankings on Google.

Following a comprehensive SEO analysis, we at Golden Web Age identified a number of issues that were preventing the site from achieving good rankings. The biggest problem was that there was hardly any structured overview of the many subpages. As a result, the editorial team frequently produced multiple pieces of content on the same topic. Furthermore, these were often not properly integrated into the website’s structure. In addition, there were a number of technical issues, such as slow loading times, which needed to be resolved.

The
Solution

The first step, therefore, was to draw up an overview of all existing pages. Once this had been done, the existing pages had to be organised and structured. The pages were then reviewed and a radical ‘Panda diet’ was implemented, whereby low-quality pages, as well as those no longer required, were removed from Google’s index. In the process, we also identified a great deal of duplicate content. Similar pages were therefore consolidated into a single, high-quality page. As part of this process, new category pages were also designed and created; these were conceived from the ground up to be SEO-optimised and presented with engaging infographics. At the same time, a new menu was conceived, designed and implemented, along with additional elements designed to encourage users to read further articles. Through both of these measures, we were also able to significantly improve the internal linking structure.

In addition to the ‘Panda Diet’ and optimising the content itself, a number of technical optimisations were also carried out. As well as optimising loading times – for example, by implementing automatic image compression – the meta tags were also restructured and supplemented with rich snippets. This also led to a significant increase in the click-through rate (CTR) from Google to the website.

The
Result

Within just six months, we were able to increase the visibility of mibaby.de by over 467 per cent. As a result, organic traffic to the website also increased significantly, leading to a substantial rise in registrations on the platform and, ultimately, in turnover. Since the optimisation measures were implemented, mibaby.de has been receiving a regular, steady stream of organic traffic to its website.