Promotion of the online store of the of children's furniture Wood And Hearts

Semantics

As I wrote above, this project has a very limited range of products, so collect a lot of semantics simply is not possible. But before the work on the site was literally 2 categories, which were just chaotically arranged products. After properly creating the structure has a little more landing pages. The structure was made based on the collected semantics.

There was also a difficulty with the fact that in the main semantics could not use some of the queries, which were patented. And to call products using this word simply can not. So at first I had to use this word very “carefully”.

Content

Before the work on the promotion of content optimized for search queries, the site was not at all. Therefore texts for the site were written from scratch. The niche was analyzed, and on the basis of the content of competitors were derived “formulas” of ideal texts: size, nonsense of keys, etc. Text structures for all pages were developed.

Based on the collected semantics, the texts were optimized for specific keyword lists.  Also taking into account the semantic core of the site were prescribed the most relevant metadata using CPR.

The name of the product was also changed slightly in order to increase the occurrence of keywords on the page without getting overspam.

Extending the structure

Expanding the structure for this project was simply necessary because the site was only 2 categories, which could not cover all the requests, which needed to be sharpened for this site. Therefore, we collected the maximum amount of semantics. And then based on the range of products was formed the broadest possible structure, which should still be as simple as possible, so as not to complicate the search process for regular customers.

Since the keys on which they can search this site can be quite a lot, and assign them to the pages of categories simply do not get, it was decided to promote part of the queries through a blog.  Therefore, a lot of articles are written in the blog.

Introducing microdata

In order to expand the snippets in the search engine and increase their clickability (ctr), it was necessary to implement micro-patterns. In fact, this will give an increase in traffic even without changing query positions. As a basis were taken several micro markings, which can expand the SERPs and the maximum should have an impact on ctr:

• Product;
• AgregateRating;

The introduction of these micro-labels influenced the traffic on the products themselves. Very often in this niche, a person does not go straight to the category page or the main page, but to the product page. And by improving the appearance of the product snippet as much as possible, it is possible to get more clicks just for the goods, when the traffic is most convertible.

Backlink profile

At the time the work began the link profile of the site was quite low and was declining further, which, accordingly, was reflected in the ranking of the site. Since the competitors had rather high values of link profiles, a decision was made to develop a link profile actively but with minimum probability of getting sanctions for link building.

Competitors were analyzed and link acquisition volumes were determined. It was also calculated the necessary “ideal” ratio of anchor to unanchor links to minimize the potential sanctions (fear of sanctions due to the high price of the domain name and the small age of the site – the client would not want to transfer to another domain).

Having worked with the site long enough, we can see that the brand is already recognizable in the United States.  This is evidenced by the increase in brand traffic, and the increase in the frequency of branded queries. Now it is necessary to start working with the brand and the values of the company. People need to be shown the value of the brand: its idea and mission. This will create people-advocates of the brand and, accordingly, increase sales.