Promotion of the car rental service website in Kyiv

Semantics

Before the start of work, the site already had a ranking for some keys, and it was impossible to work with it “from scratch” in order not to lose the existing positions. Therefore, a detailed analysis of the semantics, which was already ranked on the site and had a position, was carried out. It was linked to relevant pages according to data from GSC. The resulting semantics were expanded by collecting other key queries that were relevant to the same pages. Thus, we got full semantics for pages that were already on the site.

Next, semantics was collected for pages that did not exist on the site yet, but they had to be created in order to assign new requests there. It was a process of expanding semantics based on niche queries.

By the way, there was a very interesting story on the site with many requests. There were no full-fledged commercial pages for some requests on the site, but in order to appropriate them, the previous specialists made a pseudo blog and wrote there the relevant texts for dealing with such requests. The problem was that Google did not give positions above the Top-20 for such keys, because it understood that the pages were not completely relevant. Therefore, when changing the administrative panel and design, we optimized the keys we needed from pseudo blog pages to relevant service pages. This is exactly what allowed us to take positions in the TOP-10 for these requests.

Content

After we analyzed the ranked semantics and additional keys that were missed by previous experts, we highlighted the keys that needed to be kept in the same number of occurrences to avoid underflow and the new keys that needed to be added. That is why, during the creation of content for the pages after the redesign of the site, we did a partial rewrite of the existing texts and supplemented them with new content.

Google accepted this idea as a content update, and we did not have a long period of downtime on the site after changing the content and pages. Literally several stages of page re-indexing were needed so that positions for previous keys were restored and positions on new pages appeared.

Expanding the structure

The creation of new pages on the site was not done in the “automatic” mode, as is usually done for online stores, but semantics was gathered for each group of pages, relevancy was measured, so as not to lose existing positions in any case. And if there were no good positions, a new page was created. But, if the site was already ranked by keys, then point decisions were made to re-optimize pages for new keys or to create a new page and change relevancy. This is a very painstaking process and it takes time to understand the correctness and effectiveness of the decision made.

Referral profile

The car rental niche is very competitive, and all the competitors that were in the TOP 10 had very strong referral profiles. In order to be able to compete with them, it was necessary to put a lot of emphasis on links.

The link profile of our site was thoroughly analyzed and a large number of very low-quality indexed links were found that were doing more harm than good. But it is not possible to remove a large number of even low-quality links in one fell swoop, as there was a possibility of a drop in positions, so they decided to remove them gradually and compensate with constant purchases.

After analyzing the links of top competitors, we formed the average indicators and what we need to do to achieve them. On the basis of all of the above, a strategy for recruitment of reference mass was formed and began to be implemented.