Improving LG Electronics’ SEO Performance for the 8th Consecutive Year

LG Electronics: Improving LG Electronics’ SEO Performance for the 8th Consecutive Year

For the 8th consecutive year, LG Electronics tasked iCrossing with improving the company’s organic search performance for the US market, including rankings, traffic, and visits to PDPs.

236%

increase in overall TV segment organic traffic

96%

increase in TV-related PDP organic traffic

21%

increase in Branded TVs search rankings, positions 1-3

SEO

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The Challenge

LG Electronics, a South Korean multinational electronics company, is the second largest TV manufacturer in the world. For the 8th consecutive year, LG Electronics tasked iCrossing with improving the company’s organic search performance for the US market, including rankings, traffic, and visits to PDPs. This objective was particularly challenging in 2019 as LG faced several industry and company-specific challenges.

The Core Problem: First, Google increased the number of Core algorithm updates and released a large change, referred to as ‘Starmageddon’, that removed star ratings for brand websites. These industry-related changes threatened inbound SEO traffic and CTRs for websites like LG.com.

The Site Switch: Additionally, 2019 was a particularly challenging year for LG’s SEO performance. The brand refreshed its website in June 2019 and asked iCrossing the manage the complicated SEO site migration.

The Search Dip: LG also experienced an 18% YoY decrease in branded search demand. These challenges posed the threat of a potentially severe decrease in organic search performance.

Driving Growth

To improve LG’s SEO performance despite these industry and company-specific challenges, the iCrossing SEO team developed a strategy to implement a successful site migration that would not cause a decrease in traffic and would improve non-brand performance to balance losses in brand demand.

1 - Making the New Site Shine: Website Migration

First, iCrossing focused on developing an SEO-first site migration to make sure the brand would not experience a loss in organic visits, LG’s #1 source of traffic. iCrossing worked closely with LG’s development team in South Korea. The SEO team was integrated across all site migration stages, from planning, pre-launch testing, migration execution and post-launch support.

The SEO team ensured that all valuable URLs would remain present on the new website, presented content gap opportunities for new landing pages, and provided a detailed, 1-to-1 URL mapping for 301 redirect implementations for 100K URLs. iCrossing took this opportunity to improve key SEO elements such as metadata, product schema markup, canonicals, and others across all URLs.

The hard work (and many late hours) invested in this project paid off as the iCrossing SEO team drove a 35% MoM increase in organic rankings post-migration and significantly surpass client’s performance expectations. We didn’t just maintain rankings, we boosted them.

2- Prime Time: Improve Performance for the TV Division

Following the successful site migration, the iCrossing SEO team developed a strategy to improve LG’s performance for their TV division, a key brand priority.

The SEO team started by performing a comprehensive keyword research and content gap analysis and leveraged iCrossing PIRE, a proprietary organic ranking technology, to extract LG’s performance across keywords. The team analyzed the data and identified ‘striking distance’ (page 2 & 3 rankings) and ‘gap’ (not ranking) keywords.

With these insights in hand, iCrossing started by optimizing existing landing pages to improve ranking performance from terms in positions 11 to 30. The team optimized title tags, meta descriptions, headings and delivered search and voice-optimized copy for over 50K pages.

Next, the iCrossing SEO team presented new landing page ideas that would enable LG to capture incremental search demand. Ideas included the creation of ‘Black Friday’, ‘Cyber Monday’, ‘Columbus Day’ and ‘Holiday Promos’ offer pages. The new landing pages were approved by the client, and the SEO team delivered detailed element optimizations (metadata, headings, canonicals, links, etc.) as well as search and voice optimized body copy.

The Result

The optimization of existing landing pages, along with the creation and optimization of new landing pages, offset the losses in branded search demand and drove a 236% increase in organic traffic for the TV segment and a 58% increase in organic traffic for all home entertainment.

Continually driving YoY performance improvements is not an easy objective, but thanks to the outstanding partnership between iCrossing and LG leadership, we delivered very strong results once again.

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Our Work

LG Electronics: Improving LG Electronics’ SEO Performance for the 8th Consecutive Year

Our Role

SEO

The Challenge

Driving Growth

The Result

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