Promotion of farm online store PPР, fertilizers and seeds

Semantics and structure

The site had a fairly small structure for a web resource of this scale. In addition, even the existing structure did not have a normal output on the site to form the correct hierarchy in the eyes of the search engine.

That is why we needed to expand the structure, because the current one did not even cover 20% of the entire niche. For this purpose, extensive work was carried out to collect the primary marker semantics under the new structure. After receiving it, it was necessary to implement all this on the site, namely: create new categories, redesign the structure of the navigation menu, so that the necessary pages are displayed and everything works as clearly as possible for visitors. At the same time, so that most important pages are immediately available for search engines.

A three-level system of product categories and an SEO filter were created on the site. For this, it was necessary to write the necessary attributes correctly and identically on all products and make the SEO filter work correctly.

All these measures were aimed at ensuring that the site was ranked by all types of queries from high-frequency to super low-frequency by product names (which, by the way, were also refined for a wider coverage by keywords) and SEO filters.

Content

In this niche, just writing one text and correct meta-tags per page would definitely not be enough, because, firstly, just a static text would not provide a constant update of the content for the pages, which is so important for constant indexing and increasing the crawling budget, and secondly, to increase usability and additional linking, this would be trivially insufficient. Therefore, standard “seosh” texts were written on the site, but in addition, the category pages were filled with a tabular layout to display priority and popular products, which dynamically changed to constantly update the page. Feedback was also displayed on the categories for the implementation of micro-markup blocks for extended snippets.

The content for the site was written based on the analysis of the texts of the top competitors in the niche, so as not to be inferior in terms of priority keywords, etc. The texts also used anchor linking to adjacent categories to convey internal weight and its correct distribution.

All this helped to improve page indexing and search positions.

Referral profile

The niche is very competitive, so work with links must be very active and correct for effective search promotion.

In order to understand which links to buy, a global analysis of the niche and link profiles of all competitors was carried out. On the basis of this, a strategic plan for building up the reference mass was formed so that it met the requirements of the niche and was as natural as possible for the search engine. The strategy combined several directions of work with links: expensive links for the most “fat” keys and for referral interested traffic, cheaper but technically better links for increasing external weight and organic crowd and links from catalogs for unanchored promotion.

All this had a corresponding effect during the promotion of the site. Therefore, the strategy was formed correctly in terms of cost effectiveness and the results obtained.