WSI Internet Marketing Team Optimizes Ecommerce Site

online dancewear ecommerce site

WSI Expert Internet Marketing, a internet marketing consulting firm founded and operated by internet expert Tom Kuthy has recently completed the on-page search engine optimization for Online Dancewear, an ecommerce site and an international provider of specialty dance clothing and accessories for women and girls.

Online Dancewear had made little effort to optimize the site for organic search efficiency in the past. After partnering with Tom, they decided it was time to overhaul the site’s architecture and link structure to increase visibility in the search engines.

The first step in optimizing the site based on existing search volume was to conduct thorough keyword research. Through a process known as “semantic mapping”, Tom was able to compile and cluster keywords with similar meaning into major and minor groups.

These keyword groups were then mapped to the categories of products already offered by Online Dancewear as follows:

    • Dance Shoes
    • Dance Clothes
    • Dance Costumes
    • Dance Tights
    • Tutus
    • Leotards
    • Unitards
    • Dance Bags and Accessories
    • Capezio
    • Bloch
  • Closeout

While some E-commerce sites group products based on “common sense” categories, WSI Expert Internet Marketing took the unique approach of creating purely search-driven categories directly corresponding to keyword search frequency in the semantic map. The only one of these categories that does not correspond to the semantic map is the Closeout category, which serves a strictly practical purpose for disposing of the client’s discontinued inventory.

The next step in the web site re-work process was to map keywords that still contained a high amount of search volume but did not apply to main categories to the product sub categories. Based on the semantic mapping exercise, sub category keywords were easily grouped underneath the primary categories. In all, the firm has optimized Online Dancewear’s site for 73 keywords as follows:


    • Pointe Shoes
    • Tap Shoes
    • Ballet Slippers
    • Character Shoes
    • Dance Sneakers
    • Hip Hop Shoes
    • Jazz Dance Shoes
    • Capezio Shoes
    • Bloch Shoes
  • All Dancing Shoes


    • Dance Dresses
    • Dance Apparel
    • Dance Shorts
    • Dance Tights
    • Dance Pants
    • Dance Tops
    • Dance Skirts
    • Dance Attire
  • All Dance Clothing


    • Dance Competition Costumes
    • Ballet Costumes
    • Dance Recital Costumes
    • Lyrical Dance Costumes
    • Hip Hop Dance Costumes
    • Jazz Dance Costumes
  • All Dance Costumes


    • Ballet Tutus
  • All Tutus


    • Leotards for Girls
    • Dance Leotards
    • Ballet Leotards
    • Black Leotards
    • Discount Leotards
  • All Leotards


  • All Unitards


    • Dance Bags
    • Dance Accessories
    • Dance Hats
    • Dance Jewelry
    • Dance Hair Accessories
    • Dance Gloves
  • All Dance Supplies


    • Capezio Tights
    • Ballet Tights
  • All Dance Tights


    • Capezio Shoes
    • Capezio Dancewear
    • Capezio Tap Shoes
    • Capezio Tights
    • All Capezio Items
    • BLOCH
    • Bloch Shoes
    • Bloch Dancewear
    • Bloch Tap Shoes
    • Bloch Flats
  • All Bloch Items

The new site went live at the end of August 2011, and the engines are rapidly indexing all of the new content. Preliminary analysis indicates that organic search volume is up as is conversion. During the next six months, off page optimization as well as organic link building should accelerate these trends.
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