Case Study

A Robust SEO Strategy


A robust SEO strategy built and executed for CraftCuts makes every item custom per order. The artisans in the shop create one-of-a-kind pieces with experienced hands and attention to detail.

Industry: Artisan Crafts (Owned by Woodland Manufacturing LLC)

Location: Idaho


SEO Audit & Organic Growth

The marketing team at CraftCuts approached OuterBox to help build and execute an SEO strategy for their website. At the time, their website was inconsistently optimized: Some content was keyword-stuffed, other copy was not optimized whatsoever; Metadata was there, but was often duplicated or getting cut off in search results; Blog topics were relevant, but the content was under-performing. During a six month engagement, OuterBox isolated and solved key issues to galvanize their organic visibility.

Approach & Solution

Strategic Solution Approach

While we don’t believe in cookie-cutter solutions, there is a strategy for basic blocking-and-tackling SEO tactics that work. For websites like CraftCuts — smaller compared to other eCommerce stores, and already touched by a previous agency — OuterBox SEO analysts like to start the engagement with a Technical SEO Audit. From this, we identified over 50 areas for improved optimization on and off-site. A six month strategy focused on fundamental tech fixes and content development, including:

  • Metadata optimization (title tags and meta descriptions—improving concatenated Schema, and also crafting unique meta by hand)
  • Controlling index bloat through nofollow tags and the robots.txt file
  • Researching and developing high quality eCommerce copy blocks
  • Addressing keyword cannibalization issues between category/sub-category and family pages
  • Creation of video/image XML sitemaps
  • Correction of stylistic header tags
  • Topic ideation for DIY’s and tutorials that use CraftCuts’ products
  • Promoting internal linking with an HTML sitemap
SEO Analysis



Increase in Keywords in Top 3 Positions YoY


Increase in Keywords in Positions 4-10 YoY


Increase in Pages With More Than 10 Total Ranking Keywords


Increase in Total Organic Traffic to Optimized Pages

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