Contents of the case
Media
Review
Initial data
Whole works
- /01Technical site optimization
- /02Maximum expansion of semantics
- /03Expansion of the site structure
- /04Output of conversion requests in the TOP-3
- /05Work with the reference profile
General strategy
A feature of the site’s business niche is high competition, therefore, the search promotion strategy was focused, first of all, on improving the visibility of the site’s pages for low- and medium-frequency key queries.
The priority areas of search engine optimization were: keyword research, expansion of the site structure based on the results of works with the semantic core, analysis of top competitors, comprehensive site audit and technical optimization, On-Page optimization.
What was done
Semantics
At the first stage, semantic research and clustering of groups of search queries were performed. We checked the relevance of the pages, evaluated the visibility and the level of search engine optimization.
Expanding the structure due to the creation of separate categories of goods made it possible to maximally cover the semantics of the business niche and expand the reach of the target audience.
In the future and until now, due to periodic publications of useful and relevant informational materials on the site’s blog, a new interested audience is attracted to the site, and the number of pages and keywords ranked in the search is increasing.
Content
After performing an On-Page site optimization audit, complete adjustments were made to Description meta-descriptions, H1 headings, Title and page content. Added search-optimized media.
In the process of optimization, changes were made to the existing pages and a content plan for the creation of new pages was developed. Currently, there is a steady increase in the number of visitors from search.
Expanding the structure
The creation of new product and service category pages helps attract the target audience of the resource’s visitors.
Thus, the expansion of the site structure with the necessary SEO optimization led to an increase in the number of keywords and pages ranked in search engines, and improved positions.
Work continues on expanding the structure by creating city pages for georeferenced queries to increase semantic coverage and receive traffic from local search.
Referral profile
Based on the results of the analysis of the link profiles of the site and competitors, a strategy was formed to support and increase the link mass of the site.
We mainly use Outreach to get external links. Catalogs and information platforms were developed. Placement of information about the company on external platforms allowed to improve the recognition and authority of the brand. Donors for obtaining external links to the site are chosen from among thematic and highest quality sites.
Technical optimization
From the beginning of the work, the site is periodically audited to identify technical problems and promptly eliminate them. All necessary types of structured data for displaying extended snippets in search results were added to the pages.
Usability
Due to the analysis of the structure of competitors’ pages and the analysis of user behavior on the site, the structure of the pages was updated: updated navigation, added conversion elements and a block of special offers, created blocks for user feedback, a FAQ block, etc.
Work on improving user interaction with the site is ongoing.
Work results
| Options | At the beginning of work | After 12 months | Difference |
|---|---|---|---|
| Organic traffic | |||
| Organic traffic | 320 | 5123 | +1566% |
| Referral traffic | |||
| Referral traffic | 80 | 1320 | +1550% |
| Site conversion | |||
| Site conversion | 2,3% | 4,7% | +104% |
| Increasing visibility | |||
| Increasing visibility | 0,01 | 0,89 | +8800% |
