Fyndiq is known as the largest online marketplace for bargains within the Nordics.
Every year, Fyndiq helps thousands of merchants sell millions of products to consumers online across Denmark, Finland, Norway & Sweden at fantastic prices.
Our brief was to turnaround a declining organic trend in the Swedish market and help accelerate the organic growth across the newly launched websites in Denmark, Finland & Norway using synergies from the Swedish market.
A key driver to the success is how closely we work with Fyndiq’s internal teams.
Once a week, one of our consultants will work from Fyndiq’s office for the day, which allows us to schedule and attend key meetings to get updates on upcoming developments and answer any questions much faster.
In addition, we have a shared slack channel, so we can keep each other updated on activities, alongside a prioritized ticketing system which allows us to see when expected changes will be going live through the development team.
Overall we try and be as efficient in communication as possible, ensuring all the key members of the team understand why we are making recommendations and how everything is progressing / performing via our live data studio reporting dashboards.
Fyndiq had a few unique challenges due to the nature of their website / industry that we needed to understand before putting together our initial strategy.
Once we understood Fyndiq’s business model, KPI’s, existing performance and current challenges we were able to put together an initial strategy that focused on three key phases:
We began auditing and found a number of high priority SEO elements that needed to be fixed to make the website more accessible and efficient for search engines to crawl, index and rank.
Luckily Fyndiq has a talented in-house development & product management team that we were able to regularly workshop with to find scalable solutions to the problems that were discovered. Below are a select few key projects we noticed had the biggest impact on overall visibility since we started working together.
The Fix – To resolve this we worked with Fyndiq to implement a pagination solution & ensure it followed Google’s best practice guidelines of having self referencing canonical tag on each paginated series. By implementing this, it allowed all products to be discovered / crawled easier & more regularly by Googlebot and pass link equity to deeper product pages across the website.
The Issue – Fyndiq did not have an HTML sitemap, which meant some categories were 4+ levels away from the homepage. The existing XML sitemaps did not automatically update frequently enough and was hosted on a subdomain. Overall not many best practice guidelines were being followed.
The Fix – We worked with the development team to ensure all best practices were being adhered to and together we launched a dynamic index sitemap file that refreshes daily https://fyndiq.se/sitemap.xml
Then we also got Fyndiq to add in a HTML sitemap and link to this in the footer. It helped pass authority to all categories on the website and reduce the crawl path for search engines to discover them: https://fyndiq.se/sitemap/
The Issue – As products come in and out of stock, it affects the number of products listed within categories. We discovered hundreds of brand & category pages that contained zero products across Fyndiq. Having thin or empty category pages is not ideal for both the SEO and UX & is a low quality signal to search engines and can be classed as “soft 404s”.
There is no magical minimum number of products to have in a category. However, if the top competitors are selling 100 products and Fyndiq is only selling 1 or 2 products, chances are the category page will not be as strong to compete competitively.
The Fix – We recommended the development team work on an automated solution to add a no-index, follow meta tag on the category page when it displays 0 products, which then gets removed when products are populated back into the category. We then monitored this and consolidated / removed categories that frequently had zero products on a monthly basis.
The Issue – Fyndiq has unique product reviews across their products, which is great for SEO because it provides extra unique content that differentiates the landing page from competitors who sell similar products.