GAME sees +146% YoY Black Friday revenue using SEO as a strategic advantage
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THE CHALLENGE:
Technical debt and limited engineering resources were negatively impacting GAME’s high-converting product pages. Meanwhile, irrelevant pages were being surfaced by consumers in search. SEO changes were difficult to make and slow to implement. Even simple optimizations such as title tag updates would take between 6–12 months due to internal processes that stymied SEO progress. As a video game retailer, the Black Friday and holiday season can be lucrative. Where most brands won’t prioritize SEO in the lead-up to peak periods, GAME aimed to position itself as a strong competitor to global enterprise brands like Sony and Microsoft. Finding a way around the technical blockers could surface important product pages, optimize their crawl budget, and boost traffic.
THE SOLUTION:
The SEO team at GAME partnered with Botify’s internal search experts to strategize a unique answer. Botify’s PageWorkers solution enables large-scale, automated optimizations that can be launched or rolled back immediately. PageWorkers enabled them to fix their breadcrumb links to their top pages. This optimized GAME's internal linking structure, created a shallower click depth, and surfaced its most valuable content to search engine crawlers.
THE RESULTS:
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