Position 1 is when the inventory on this website in question was "broken".
Position 2 is when the call to the CEO was made to fix the issue.
There's no doubt that e-commerce success depends on a myriad of factors, many of which are intertwined. A fascinating instance of this was experienced by a client whose inventory mismanagement led to a significant drop in online visibility, showcasing the deep connections between SEO, inventory control, and overall business performance.
This client, a reputable online retailer, was in the process of transitioning warehouses. During this period, they unintentionally failed to activate their new inventory pipeline. This led to a slew of false "sold out" signals across their website, presenting a highly unfavorable user experience. Unaware of this critical error, they soon experienced a troubling decline in online traffic. This is marked by position 1 on the image above.
Enter our hero, a seasoned Baotris SEO professional working in collaboration with the client. Alerted to the situation, he immediately identified the correlation between the "broken" inventory and the declining clicks. Recognizing the potential SEO catastrophe in the making, he took swift action, alerting the CEO to the looming crisis. With his input, the company was able to rectify the inventory issue within the same night. This is position 2 on the image above.
The initial situation had caused an unexpected side effect in Google's search algorithm. Google's sophisticated understanding of a site's structure, including its inventory, had noted the widespread "sold out" indicators. The algorithm’s response was simple: why promote a website with no available stock? As such, despite the client's page rankings remaining steady, the click-through rates had plummeted.
With the inventory issue resolved, the website's status with Google was swiftly reestablished. Clicks skyrocketed, highlighting the resilience of the client's SEO positioning and demonstrating how efficiently Google responds to accurate inventory information.
This case serves as a valuable lesson about the intrinsic links between various aspects of e-commerce operations. SEO isn't just about keywords and backlinks; it's a complex ecosystem where even seemingly unrelated factors, like warehouse transitions, can have substantial effects. But with vigilance, understanding, and speedy resolution of issues, recovery can be just as rapid as the initial decline.