Promotion of the Eplio online store

Semantics

Since the site was already partially ranked by queries, it was necessary to obtain complete information on which keys, in what positions and whether with the correct relevance. To do this, we collected all available semantics through the scheduler, search suggestions, statistics collected through the Google Search Console. HF and MF requests were found that gave good traffic while in the TOP5-10, but could give more if they were caught up to the TOP 3.

Having divided the semantics into groups, we found points for expanding the structure and obtaining additional points for traffic growth. To do this, it was necessary to expand the structure and introduce static filters.

In order to properly implement this semantics on the site, you need to correctly distribute it across pages and write content on the pages, since most of them simply did not have texts. Conducted analytics of competitors in the TOP and received average indicators for text content.

Content

Most of the pages had no text at all and were written from scratch. When writing, an analysis of competitors was carried out in terms of size, occurrences of keys (nausea) and structure – information blocks (paragraphs). Based on this analysis, a detailed terms of reference for the copywriter was formed in which all the nuances were taken into account. After adding texts to the site, the average position on queries per page increased noticeably. After the initial indexing and receiving an increase in positions, the texts were constantly adjusted for the correct entry. This is necessary for proper prioritization of requests.

Also, the texts were correctly formatted in terms of: the presence of headings, bulleted and numbered lists, the presence of internal anchor linking to priority categories and sections.

Initially, special attention was paid to texts in priority sales areas, and later texts were written for all other less priority categories. In addition, texts, or rather auto-generated descriptions, were also written on the products in order to increase the size of the page and content.

Technical optimization

In parallel, the site was carried out technical and internal optimization. The site had problems with the presence of duplicates by categories (unclosed dynamic filter urls), which affected the correct indexing of the site, relevance and gave a lot of errors in the SearchConsole. There were quite a few WebCore Vital issues that needed to be addressed. The logic of auto-generated meta tags for categories, static filters and products where it was not written manually was worked out – this made it possible to get rid of duplicates and lack of metadata. Improved the logic of pagination pages for Google requirements for online stores.

Indexing was optimized for the site, since there was no correspondence between the pages in the search results, downloads and sitemap. Although the site is not large, but due to duplication of pages, incorrectly formed robots.txt file, incorrect pagination design, unclosed garbage pages using the meta=”robots” tag, there were problems with a large number of low-quality and irrelevant pages in the search results.

Structure extension

Since the structure of this online store is not so large (only Apple technology), it will not be possible to expand it by creating new sections as standard. Here it was necessary to work with mid-frequency and low-frequency queries like “buy an iPhone 11,256 gig”, etc. For these purposes, the filter pages are ideal for us. We made them static, with unique meta tags and with the ability to add texts with auto-substitution of variables (but this functionality is not currently used).

In addition, to form the CNC on the filter pages, not only the addition of a specific attribute was used, but also the addition of the name of the attribute itself. This helped increase the relevancy of the page and comply with Google recommendations.

Among other things, when analyzing the semantics and demand for iphone, a query classter was discovered, which has a growing trend and many competitors have not yet taken advantage of it. These are requests related to the purchase on credit or installments. When analyzing a niche, we determined that for their promotion it is absolutely not necessary to create separate pages, but to work with the same queries on the same pages as the main queries.

Introduction of micro-markups

As I wrote above, the site already occupied certain positions for some requests, but given the competition, a sharp increase in requests in the top might not have happened. Therefore, in order to give the first results of the work faster, we decided to carry out a block of work on micro-markups at the beginning of work, immediately with primary technical optimization. This allowed us to slightly increase ctr for those queries that were already in the TOP 10.

In the overall strategy, several micro-markups were taken as a basis, which can expand the issuance of SERPs:

• Breadcrumbs
• Product
• AggregateRating
• Review
• FAQ

Since the queries in the top were relevant to the categories, we decided to start with them. At that time, Google had already shortened the FAQ markup visual, so there was no point in implementing it. Therefore, we decided to apply the AgregateRating and Review “commodity” markup to the category pages. With some of the lowest prices in the niche, this should have worked well. But in order for this microdata to function correctly, it was necessary to work on product reviews on the site – the more there are, the more beautiful and believable the data in the search results looks. Since sales through the site were good, the task for the client was to stimulate buyers to leave a review about the purchase.

In parallel, other types of micro-markups were also introduced on other pages of the site. On product pages – Product, Breadcrumbs. On the main page, only 1 Organization markup is used, so as not to disturb the output of sitelinks, etc.

Link profile

After conducting the primary site analytics on the main parameters and comparing it with the main competitors in the niche, it became clear that the site loses not only in terms of age and level of optimization. But we have a link profile that is several times worse than the average for the niche. That is why it was extremely necessary to build a build-up strategy, in which we could increase the link weight as “organically” as possible, while not going beyond the “permissible” indicators and not getting sanctions from the search engine.

Initially, the link profile of the site was analyzed. Highlighted links that potentially harm the site more than useful. There is not much backlink data, they were deleted through the service gradually, in small groups.

For the niche of used apple technology, an analysis of the link profiles of competitor sites was carried out and the main parameters of the link to which to strive were highlighted. Having brought together the current link with the “required”, taking into account the parameters of the average monthly growth of the link by competitors, we formed a development strategy for the year. The number of purchased links in general, the ratio of anchor and non-anchor, article and crowd, do- and no-follow.

In addition, it was very important to use the correct anchors in article links in order to promote exactly those categories that are most interesting and profitable for the client. Therefore, the main focus on article anchor links was precisely on priority areas – the sale of used iPhones.