Portfolio
Project Background & Objectives
Background: Malloca is a leading premium kitchen appliance brand. However, upon taking over the project, the website's structure was practically "frozen" – functioning more like a basic news blog than a true e-commerce platform. The user experience (UX) was fragmented, resulting in a severe drop in SEO rankings.
Objectives & Approach: The challenge wasn't just about "doing SEO to rank higher"; it was about completely rebuilding the website to drive conversions, fitting for a real e-commerce platform. From my experience, modern Digital Marketing is an intersection of SEO, Content, and Ads. Among these, the product's intrinsic quality and seamless cross-departmental collaboration are core elements. Furthermore, the Online-to-Offline (O2O) transition trend has always been my guiding principle in driving this project forward.
Execution Plan
Leveraging my core expertise in SEO combined with a multitasking mindset, I directly coordinated and executed the following phases:
- Phase 1: Audited and safeguarded the existing content system, maintaining stability to halt the traffic decline.
- Phase 2: Collaborated closely with the internal team and the outsourced design agency to rebuild the Malloca.com platform from the ground up. Simultaneously, I personally set up the entire tracking code infrastructure.
- Phase 3: Leveraged the inherent strengths of the old website as a springboard for exponential growth following the launch of the new interface.
Key Results
Through the collaborative efforts of the entire team, the new platform was successfully launched and achieved significant milestones:
* Note: Due to NDA and data privacy policies, absolute traffic and revenue figures are not disclosed.
1. Professional Expertise
Comprehensive Website Management & Operations
- AI-Driven Cost Optimization: Instead of heavily relying on outsourced developers, I utilized AI tools to directly modify interface code (e.g., redesigning the 404 error page, adding extensions) and implement multi-layered tracking codes. This allowed full technological autonomy, rapid response to website adjustments, and significant operational cost savings.
- E-Commerce Platform Maintenance: Managed massive datasets and product SKUs while ensuring fast page load speeds, zero downtime, and a consistently smooth system operation.
SEO Strategy & Execution
- Technical SEO: Conducted comprehensive site audits to completely resolve structural SEO errors from the legacy site, clearing the path for Googlebot to effectively crawl and index data.
- Maximizing High-Difficulty Keyword Rankings: Built a sharp On-page/Off-page strategy, pushing highly competitive kitchen appliance keywords (e.g., Induction cooktops, Range hoods, Kitchen sinks) to top positions on Google and Bing.
Omnichannel Coordination & Data Tracking
- Data Control & Visualization: Utilized Google Tag Manager and Google Analytics 4 (GA4) to set up custom reports and automated Looker Studio dashboards. This enabled real-time conversion tracking and facilitated data-driven strategic decisions.
- Paid Media Integration: Deep understanding of Facebook, TikTok, and Google Ads delivery mechanisms. This knowledge helped seamlessly bridge paid traffic with the website's reception funnel, preventing any data or lead leakage.
2. UI/UX Design & Enhancements
Collaborated with the design team to rebuild the interface, transforming a basic 'news-style' site into a professional E-commerce platform. Flattened the category structure and optimized click-depth to ensure a seamless search and checkout process for customers.
Implemented Microsoft Clarity to monitor real user behavior (Session Recordings & Heatmaps). Based on click and scroll depth data, I identified 'hotspots' and 'blind spots' on the site. Consequently, I restructured Call-to-Action (CTA) placements to maximize the Conversion Rate (CRO).
3. Omnichannel Ecosystem Management
Technical Implementations & Tracking Setup
Installed and managed tracking tags to accurately record customer conversion behaviors. Proactively modifying source code via GTM enabled rapid deployment of ad campaigns without relying on developers.
The old 404 error page was primitive and lacked navigation, leading to immediate bounces and the loss of significant potential traffic.
Leveraged AI tools to rewrite HTML/CSS, creating a more friendly and professional 404 page. Added clear CTAs directing users back to the homepage or product categories, effectively retaining customers without outsourcing costs.
Data Visualization & Custom Dashboards
Tracked advanced conversion events, user behavior, and traffic flows across the e-commerce platform.
A self-designed, automated dashboard to monitor real-time campaign performance, providing a clear overview for the entire team.
Created a custom tracking board to consolidate and analyze the combined results of organic SEO efforts and paid advertising.
Web Analytics & Technical SEO Tools
Monitored website health and organic performance. The dashboard reflects the robust recovery and tracking of organic clicks.
Handled backend operations, direct On-page optimization, product configurations, and tracking code injections without waiting for developers.
Optimized and synchronized Data Feeds on Google Merchant Center to build a strong foundation for Shopping campaigns.
Leaving no traffic source behind. Configured parallel indexing on Bing to diversify the potential customer base via Bing Search.
Paid Media Tracking Support
Supervised Search & Shopping campaigns to ensure optimal conversion flows and high Quality Scores.
Managed and tracked Facebook ad campaigns to generate high-quality data and Retargeting conversions.
Configured and monitored TikTok Ads campaigns to measure the behaviors of targeted demographics from the short-video platform.
Executed and tracked Zalo Ads campaigns to leverage local social media platforms for brand reach and lead generation.
Local SEO & Brand Touchpoints
Optimized Local SEO, mapping Malloca's showroom network digitally to attract nearby customers.
Configured customer service touchpoints and integrated them directly into the website to accelerate response rates.
4. Keyword Ranking Results
* Screenshots of core keyword rankings (Note: Rankings fluctuate depending on the search timeframe).
Category Keywords in Traditional & AI Search
High-difficulty keyword prominently featured in AI search suggestions.
Highly competitive keyword in the kitchen appliance sector.
The flagship product category driving core revenue.
A trending product facing fierce competition from major brands.
Dominating the top search results.
AI search suggestion.
Brand Keywords & Search Suggestions
Achieving absolute dominance and control over brand-related queries.
Maximizing the acquisition of high-intent organic traffic.
Securing top spots for broad match keywords to expand reach in the plumbing fixture niche.
Engaging target customers right at the beginning of their information-gathering phase.
Appearing instantly as customers begin researching induction cooker options.
Strongly amplifying brand recognition across all product niches.
Product Code (SKU) Queries
Outranking dealer sites to reclaim top visibility for the parent brand.
Protecting conversion rates for high-profit-margin product lines.
5. Campaign & Collection Landing Pages
Independently built and optimized landing pages for major seasonal campaigns and premium product collections. This approach aimed to maximize ad conversions, streamline the user journey, and reduce heavy reliance on the IT development team.