The Deck Store Finds SEO and Magento Success

Case Study: The Deck Store

The Deck Store is a premiere provider of decking supplies and accessories, offering a wide range of products for both residential and commercial applications. With a focus on high-quality materials and exceptional customer service, The Deck Store has established itself as a trusted name in the industry. Their product catalog includes a variety of decking materials, railings, lighting, fasteners, and tools, sourced from some of the most reputable manufacturers in the market including Trex, Azek,and Timbertech.

The Challenge

Despite their strong market presence and extensive product offerings, The Deck Store faced certain challenges that hindered their online performance and growth. These challenges primarily revolved around:

Magento Technical Support: The Deck Store's website, built on the Magento platform, faced multiple technical issues that affected its performance and user experience. Problems such as log eros, security issues, and module/integration functionality posed as obstacles. These issues not only disrupted the smooth functioning of the website, but also negatively impacted customer satisfaction and conversion rates.
Site SEO Optimization: Another critical challenge was the suboptimal search engine optimization (SEO) of their website. For many years, the site had been consistently ranking at the top of relevant searches, but due to site changes, their SEO value dropped dramatically. The lack of experienced SEO management meant that The Deck Store was not leveraging its full potential to attract and retain customers online.

The Solution

In the search for a solution to their technical and SEO issues, The Deck Store decided to partner with IronPlane, a leading eCommerce solutions provider known for its expertise in Magento and SEO services. The decision was influenced by several key factors:

Technical Expertise: IronPlane's reputation for deep technical knowledge, particularly with the Magento platform, made them an ideal partner. Their ability to diagnose and resolve complex technical issues was crucial for The Deck Store, which required a reliable and efficient website to serve its customers effectively.

Dedicated Project Management: IronPlane offers a dedicated project management team that ensures continuous monitoring and maintenance of their clients' websites. This level of commitment was essential for The Deck Store, which needed ongoing technical assistance to address any issues promptly.

Comprehensive Support: IronPlane conducted thorough audits covering both the technical health of the website and its SEO standing. These audits provided a comprehensive view of the existing problems and offered actionable insights. IronPlane is the single support team for the Deck Store’s website for ongoing Magento optimization as well as day-to-day SEO management.

The Approach

Detailed Research and Analysis: IronPlane conducted thorough keyword research and analysis to best determine which brands, products and services would be of most SEO value to the site. We then utilized this information to formulate a strategy that would be most advantageous to the Deck Store.

Holistic SEO Strategy: IronPlane formulated a detailed, holistic SEO strategy that would tackle the technical issues holding the site back from appearing in Google searches. This would then create an opportunity for further growth, and ensure that the site would be easily found for the average consumer. We planned all this while laying the foundation for a stable SEO and digital marketing plan that will ensure continual growth.

Code Management and Hosting Migration: IronPlane took over their code management and migrated their hosting to their managed AWS cloud environment. The team’s responsiveness to The Deck Store team has increased their confidence in the Magento platform stability and has allowed them to spend more time focused on building their business.

The Results

When the SEO campaign started in January 2024, The Deck Store averaged:

~900 daily impressions

17 daily clicks

As of August 2024, The Deck Store’s SEO presence has skyrocketed to:

~55,000 daily impressions

500 daily clicks

That's a 6000% increase in impressions and a 2840% increase in clicks!

Finally, after all of IronPlane's work on the Magento store was complete, the site has seen the following growth:

Nearly a 10% increase in number of orders YOY

34% average increase in revenue YOY