This client came to us with an existing dirt bike parts e-commerce store built on the Wordpress/WooCommerce platform. Although the client was well-aware of the value of SEO optimization for his e-commerce products, this particular situation was more complex than most.
Typically, it's relatively simple to classify an online store's products in a way that's easy for search engines like Google or Bing to understand. But what about when a product has 10, 100, or 5,000 variations that should each be considered unique products? That's where "simple" becomes "complex."
This client's store is not the typical e-commerce store. Our client has just over 450 core parts that each fit many vendors and models when our client's custom modifications are introduced. Some parts may fit hundreds of bike vendor-model-years... other parts may fit thousands of bike vendor-models-years... and some parts may fit just a few bikes. In the end, there are 590,000+ "variation products" in the store, each fitting a particular bike vendor and model.
Making sure Google understands that each of these 590,000+ "variations" are unique products -- and not "duplicate content" -- is a huge undertaking. And making sure Google properly lists each unique product is critical for the business.
First, consider the broad range of bike vendors and models -- from the Honda CR125R to the Yamaha YZ450F to the Kawasaki KX250 to the KTM 300, limited edition models, and hundreds of other vendors and models.
Then consider that each vendor and model have variations specific to years, sometimes ranging across decades. For example, the Honda CR125R bike was in production from 1998 to 2007, and part fitment from one year to another can vary.
Now, put the hundreds of bike vendors and models against 10 or more years of production, and you easily have a list of vendor-model-years that consists of thousands of bikes.
So, one problem relates to the user experience. Without an effective part lookup interface, searching for the right set of bolts to mount the carburetor on a 2001 Honda CR125R can be quite challenging.
Another problem is, if we want Google to understand that a part should appear in search results for, say, 5,000 different bike variations... and if we want the search results to reflect the SPECIFIC make-model-year of the bike rather than something generic sounding... then typically we'd need to create 5,000 individual products, each titled and described to reflect the specific makes, models and years they fit. Once again, when someone searches Google for a "Front Brake Assembly for my 2002 Honda CR125R", we want Google to deliver a link to a product page SPECIFICALLY for a "2002 Honda CR125R Front Brake Assembly", and not the part for the 2003, 2004 or 2005 model... or for another bike entirely -- even if the part also fits their bike.
In the end, multiplying the number of products, by the number of vendors, by the number of models, by the number of years resulted in over 590,000 individual product variations!
Having a catalog of 590,000+ products is not feasible on many levels, including:
When it comes to e-commerce power, flexibility and the ability to be customized, the WooCommerce platform will perform very well "out of the box" for most smaller online stores. But it does have limitations. Fortunately, custom web development can overcome those limitations.
For example, when you consider this particular case, you have just 450 products -- that's a relatively small store for WooCommerce, and very easily managed with no impact to performance (website speed etc.). But when you start assigning 5,000 product categories to many of the products, performance starts to suffer. And in the world of e-commerce, sales are lost when pages take too long to load!
In our case, the best approach was to create a product category for each of the 5,000+ bikes for which there were parts. Then, we'd assign the relevant categories to each product depending on which bikes the product would fit. That made it easier to find the right part to fit your 2002 Honda CR125R bike... as simple as querying "show me parts assigned to the category 2002 Honda CR125R".
But having this many category assignments to products in the WooCommerce system naturally has a negative impact on performance -- it's just how WooCommerce and WordPress are built.
To illustrate, web developers will note how WooCommerce builds the HTML for the listings on the Shop and Product pages – it includes CSS classes for each and every product category assigned to each and every product listed. With thousands of categories assigned to products listed on a page, that makes for a gigantic page in the browser!
On the server side, the server would be struggling to handle massive database queries to build these massive HTML pages, resulting in a slow and almost unusable experience for the end-users.
No matter how many powerful server resources could be thrown at the website, many pages would just NEVER load quickly. "Page caching" is usually at least a partial solution, but even trying to cache these enormous pages was challenging -- the caching system would often exceed the server resources and quit before the website could be fully cached!
The way around these performance issues involved deep customization:
(a) "rewiring" the ways WooCommerce queries the database,
(b) introducing indexing and product lookup systems outside of the standard WooCommerce platform,
(c) completely rewriting key aspects of how WooCommerce works, such as how the Shop / Product Archive (Category) pages are built, and
(d) integrating aggressive page caching (Litespeed Cache and QUIC.cloud CDN optimization) and use of object caching (Redis Cache).
So, with performance issues under control, the bigger issue remained to be solved... how do we turn 450 products into 590,000+ individual, SEO-optimized product pages for Google to index and serve?
WooCommerce does have a "product variation" feature, but it's not suitable for this particular case. Sure, it's great when you have t-shirts in Black, White and Navy Blue, and in sizes from Small to 4XL. You would just assign product variations to your "parent" product. But in this case, you simply can't have 5,000 different product variations (bike models) on a parent product. Imagine the end user having to scroll through thousands of variations to select the appropriate one for their order! And even if you could somehow create a usable interface for selecting the right variation, none of those product variations would appear to Google as unique, SEO-optimized product pages. Instead, all WooCommerce variations appear only under the page of the single parent product.
For a store selling different color t-shirts, that's good enough. For this store, good enough is not good at all!
To make each and every one of the 590,000+ product variations appear as standalone, SEO-optimized product pages, we built a custom extension of WooCommerce to dynamically generate individual product variation pages.
The model for extending core products into category-based product variations looks like this:
Now that we could "drill-down" to parts specific to a given bike vendor-model-year, we created a "Browse By Bike" user interface that made it simple for users to find parts for their specific bike, and even organize them by part type (brake parts, lighting, wheels & suspension, etc.).
And on Product detail pages where variations of a product exist, the user is presented with a lookup feature where they would select their specific bike make, model and year from the available variations before being given the ability to add the product to their cart. This gives the user assurance that the product will indeed be made to fit their very specific bike while also preventing product returns for the retailer due to non-fitment.
In addition to improving the user experience, these lookup / fitment features serve another purpose -- to better understand the needs of the customer. We store information about users in the database (user "profiles"), which includes their email address, last search performed, and information about their engagement with marketing emails (opens, clicks etc.). Users who had previously opted-in for marketing emails are "known" and their selections are then stored under their user profiles. With this information, the client can send automated yet personalized marketing emails with part recommendations which will fit the user's specific bike.
Here's the same product page with the bike's specific model and year defined:
Next, we extended the reach of the store with XML product feeds for Google Merchant Center, Bing Merchants, Facebook and Pinterest. Every night, our system would dynamically build XML product feed files specific to each external shopping platform that consisted of all 590,000+ product titles, descriptions, prices, shipping costs, image links, SKU numbers, and more. (No existing plugin could do this because the 590,000+ products exist outside of the standard WooCommerce system, so these features are also custom coded!)
This extension of the store to other shopping platforms resulted in tens of thousands of new "clicks" to product pages every week -- IN ADDITION TO the organic traffic we were already growing.
It takes a little time for search engines to crawl and interpret 590,000+ new product pages. Most of the growth occurred over the course of 60 days. But when looking at growth over a period of two fiscal quarters, the results speak for themselves: 197% increase in weekly ORGANIC page views, and a 227% increase in weekly ORGANIC users. From Google Analytics...
This work, along with various enhancements to the user interface (detailed in another case study to come), resulted in a 326% increase in annual sales from 2019 to 2022 -- a 4x increase in revenue!
Thinking of building your own e-commerce store, or looking to grow your existing store's sales? Get real results from true experts. Schedule a FREE consultation now.
We are headquartered in Downtown Los Angeles, but are equipped to address the needs of clients everywhere with offices at over 3,000 locations around the world.
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Brass Ring Consulting Group
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Los Angeles, CA 90071
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Last updated: November 23, 2023
Please read these Terms and Conditions (“Terms”, “Terms and Conditions”) carefully before using the https://www.brassringconsult.com website (the “Service”) operated by Brass Ring Group, LLC (“us”, “we”, or “our”).
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We reserve the right, at our sole discretion, to modify or replace these Terms at any time. If a revision is material we will provide at least 30 days notice prior to any new terms taking effect. What constitutes a material change will be determined at our sole discretion.
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Effective date: November 23, 2023
Brass Ring Group, LLC (“us”, “we”, or “our”) operates the https://www.brassringconsult.com website (hereinafter referred to as the “Service”).
This page informs you of our policies regarding the collection, use and disclosure of personal data when you use our Service and the choices you have associated with that data.
We use your data to provide and improve the Service. By using the Service, you agree to the collection and use of information in accordance with this policy. Unless otherwise defined in this Privacy Policy, the terms used in this Privacy Policy have the same meanings as in our Terms and Conditions, accessible from https://www.brassringconsult.com/terms-and-conditions.
Service
Service is the https://www.brassringconsult.com website operated by Brass Ring Group, LLC.
Personal Data
Personal Data means data about a living individual who can be identified from those data (or from those and other information either in our possession or likely to come into our possession).
Usage Data
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Cookies
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For the purpose of this Privacy Policy, we are a Data Controller of your Personal Data.
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We may use the services of various Service Providers in order to process your data more effectively.
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We collect several different types of information for various purposes to provide and improve our Service to you.
While using our Service, we may ask you to provide us with certain personally identifiable information that can be used to contact or identify you (“Personal Data”). Personally identifiable information may include, but is not limited to:
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We may also collect information on how the Service is accessed and used (“Usage Data”). This Usage Data may include information such as your computer’s Internet Protocol address (e.g. IP address), browser type, browser version, the pages of our Service that you visit, the time and date of your visit, the time spent on those pages, unique device identifiers and other diagnostic data.
We use cookies and similar tracking technologies to track the activity on our Service and we hold certain information.
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Brass Ring Group, LLC uses the collected data for various purposes:
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If you’d like to delete cookies or instruct your web browser to delete or refuse cookies, please visit the help pages of your web browser.
Please note, however, that if you delete cookies or refuse to accept them, you might not be able to use all of the features we offer, you may not be able to store your preferences, and some of our pages might not display properly.
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If you are from the European Economic Area (EEA), our legal basis for collecting and using the personal information described in this Privacy Policy depends on the Personal Data we collect and the specific context in which we collect it.
Brass Ring Group, LLC may process your Personal Data because:
Brass Ring Group, LLC will retain your Personal Data only for as long as is necessary for the purposes set out in this Privacy Policy. We will retain and use your Personal Data to the extent necessary to comply with our legal obligations (for example, if we are required to retain your data to comply with applicable laws), resolve disputes and enforce our legal agreements and policies.
Upon your written request (see contact information at the end of this Privacy Policy page), we will remove all of your personal data from the data we maintain; however, be advised that ongoing access to any materials that may be available to you at the time of your account erasure will be revoked and all download logs containing your information will be cleared, which means you will no longer have access to any downloadable products you previously acquired from us.
Brass Ring Group, LLC will also retain Usage Data for internal analysis purposes. Usage Data is generally retained for a shorter period of time, except when this data is used to strengthen the security or to improve the functionality of our Service, or we are legally obligated to retain this data for longer periods.
Your information, including Personal Data, may be transferred to — and maintained on — computers located outside of your state, province, country or other governmental jurisdiction where the data protection laws may differ from those of your jurisdiction.
If you are located outside United States and choose to provide information to us, please note that we transfer the data, including Personal Data, to United States and process it there.
Your consent to this Privacy Policy followed by your submission of such information represents your agreement to that transfer.
Brass Ring Group, LLC will take all the steps reasonably necessary to ensure that your data is treated securely and in accordance with this Privacy Policy and no transfer of your Personal Data will take place to an organization or a country unless there are adequate controls in place including the security of your data and other personal information.
Under certain circumstances, Brass Ring Group, LLC may be required to disclose your Personal Data if required to do so by law or in response to valid requests by public authorities (e.g. a court or a government agency).
Brass Ring Group, LLC may disclose your Personal Data in the good faith belief that such action is necessary to:
The security of your data is important to us but remember that no method of transmission over the Internet or method of electronic storage is 100% secure. While we strive to use commercially acceptable means to protect your Personal Data, we cannot guarantee its absolute security.
Some browsers give individuals the ability to communicate that they wish not to be tracked while browsing on the Internet. California law requires that we disclose to users how we treat do-not-track requests. The Internet industry has not yet agreed on a definition of what “Do Not Track” means, how compliance with “Do Not Track” would be measured or evaluated, or a common approach to responding to a “Do Not Track” signal. Due to the lack of guidance, we have not yet implemented features that would recognize or respond to browser-initiated Do Not Track signals in response to California law.
If you are a resident of the European Economic Area (EEA), you have certain data protection rights. Brass Ring Group, LLC aims to take reasonable steps to allow you to correct, amend, delete or limit the use of your Personal Data.
If you wish to be informed about what Personal Data we hold about you and if you want it to be removed from our systems, please contact us.
In certain circumstances, you have the following data protection rights:
Please note that we may ask you to verify your identity before responding to such requests.
You have the right to complain to a Data Protection Authority about our collection and use of your Personal Data. For more information, please contact your local data protection authority in the European Economic Area (EEA).
We may employ third party companies and individuals to facilitate our Service (“Service Providers”), provide the Service on our behalf, perform Service-related services or assist us in analyzing how our Service is used.
These third parties have access to your Personal Data only to perform these tasks on our behalf and are obligated not to disclose or use it for any other purpose.
We may provide paid products and/or services within the Service. In that case, we use third-party services for payment processing (e.g. payment processors).
We will not store or collect your payment card details. That information is provided directly to our third-party payment processors whose use of your personal information is governed by their Privacy Policy. These payment processors adhere to the standards set by PCI-DSS as managed by the PCI Security Standards Council, which is a joint effort of brands like Visa, MasterCard, American Express and Discover. PCI-DSS requirements help ensure the secure handling of payment information.
The payment processor we work with is Stripe. Their Privacy Policy can be viewed at https://stripe.com/privacy
We may use third-party Service Providers to monitor and analyze the use of our Service.
Google Analytics is a web analytics service offered by Google that tracks and reports website traffic. Google uses the data collected to track and monitor the use of our Service. This data is shared with other Google services. Google may use the collected data to contextualize and personalize the ads of its own advertising network.
You can opt-out of having made your activity on the Service available to Google Analytics by installing the Google Analytics opt-out browser add-on – https://tools.google.com/dlpage/gaoptout. The add-on prevents the Google Analytics JavaScript (ga.js, analytics.js and dc.js) from sharing information with Google Analytics about visits activity.
For more information on the privacy practices of Google, please visit the Google Privacy & Terms web page: https://policies.google.com/privacy?hl=en
Heap Analytics is a behavioral web analytics service offered by Heap Inc. that collects information on what users are doing on the website, including but not limited to what webpages they visit, what users click on, where those users are located, what browser or platform those users are using, and many other forms of behavioral or personal data. This data is not shared with any other services.
You can opt-out of having made your activity on the Service available to Heap Analytics by installing an ad blocker add-on to your browser.
For more information on the privacy practices of Heap, please visit the Heap Privacy Policy page: https://heapanalytics.com/privacy
Brass Ring Group, LLC uses advertising platforms and remarketing services to advertise on third party websites to you before and after you visited our Service. We and our third-party vendors use cookies to inform, optimize and serve ads based on your general interests and your past visits to our Service.
Google Ads marketing service is provided by Google Inc.
You can opt-out of Google Analytics for Display Advertising and customize the Google Display Network ads by visiting the Google Ads Settings page: http://www.google.com/settings/ads
Google also recommends installing the Google Analytics Opt-out Browser Add-on – https://tools.google.com/dlpage/gaoptout – for your web browser. Google Analytics Opt-out Browser Add-on provides visitors with the ability to prevent their data from being collected and used by Google Analytics.
For more information on the privacy practices of Google, please visit the Google Privacy & Terms web page: https://policies.google.com/privacy?hl=en
Bing Ads marketing service is provided by Microsoft Inc.
You can opt-out of Bing Ads interest-based ads by following their instructions: https://advertise.bingads.microsoft.com/en-us/resources/policies/personalized-ads
You can learn more about the privacy practices and policies of Microsoft by visiting their Privacy Policy page: https://privacy.microsoft.com/en-us/PrivacyStatement
Twitter advertising service is provided by Twitter Inc.
You can opt-out from Twitter’s interest-based ads by following their instructions: https://support.twitter.com/articles/20170405
You can learn more about the privacy practices and policies of Twitter by visiting their Privacy Policy page: https://twitter.com/privacy
Facebook and Instagram advertising service is provided by Meta Inc.
You can learn more about interest-based advertising from Facebook and Instagram by visiting this page:
https://www.facebook.com/help/585318558251813
You can opt-out from Facebook’s interest-based ads in your Settings:
https://www.facebook.com/settings
Facebook adheres to the Self-Regulatory Principles for Online Behavioral Advertising established by the Digital Advertising Alliance. You can also opt-out from Facebook and other participating companies through the Digital Advertising Alliance in the USA http://www.aboutads.info/choices/, the Digital Advertising Alliance of Canada in Canada http://youradchoices.ca/ or the European Interactive Digital Advertising Alliance in Europe http://www.youronlinechoices.eu/, or opt-out using your mobile device settings.
For more information on the privacy practices of Facebook, please visit Facebook’s Data Policy: https://www.facebook.com/privacy/explanation
AdRoll marketing service is provided by Semantic Sugar, Inc.
You can opt-out of AdRoll remarketing by visiting this AdRoll Advertising Preferences web page: http://info.evidon.com/pub_info/573?v=1&nt=1&nw=false
For more information on the privacy practices of AdRoll, please visit the AdRoll Privacy Policy web page: http://www.adroll.com/about/privacy
When visitors use our Services, AdRoll may place cookies on their browsers for targeted adverting purposes. Data collected may include IP addresses, cookie identifiers, website activity, and a “hashed” (unrecognizable) representation of any email addresses you enter into our website forms, used only for the purpose of serving relevant ad content to you across multiple devices.
When visitors leave comments on the website we collect the data shown in the comments form, and also the visitor’s IP address and browser user agent string to help spam detection.
An anonymized string created from your email address (also called a hash) may be provided to the Gravatar service to see if you are using it. The Gravatar service privacy policy is available here: https://automattic.com/privacy/. After approval of your comment, your profile picture is visible to the public in the context of your comment.
Articles on this site may include embedded content (e.g. videos, images, articles, etc.). Embedded content from other websites behaves in the exact same way as if the visitor has visited the other website.
These websites may collect data about you, use cookies, embed additional third-party tracking, and monitor your interaction with that embedded content, including tracking your interaction with the embedded content if you have an account and are logged in to that website.
Our Service may contain links to other sites that are not operated by us. If you click a third-party link, you will be directed to that third party’s site. We strongly advise you to review the Privacy Policy of every site you visit.
We have no control over and assume no responsibility for the content, privacy policies or practices of any third-party sites or services.
Our Service does not address anyone under the age of 18 (“Children”).
We do not knowingly collect personally identifiable information from anyone under the age of 18. If you are a parent or guardian and you are aware that your Child has provided us with Personal Data, please contact us. If we become aware that we have collected Personal Data from children without verification of parental consent, we take steps to remove that information from our servers.
We may update our Privacy Policy from time to time. We will notify you of any changes by posting the new Privacy Policy on this page.
We will let you know via email and/or a prominent notice on our Service, prior to the change becoming effective and update the “effective date” at the top of this Privacy Policy.
You are advised to review this Privacy Policy periodically for any changes. Changes to this Privacy Policy are effective when they are posted on this page.
If you have any questions about this Privacy Policy, please contact us: