Contents of the case
Media
Initial data
Whole works
- /01Development of a site promotion strategy
- /02Niche analysis and recommendations for page structure
- /03Expansion of the site structure for LFQ and MFQ requests
- /04Work with the reference profile
- /05Promotion of LFQ and MFQ requests in the TOP-10
Main problems and strategy
This niche is very competitive in America. There were almost no young sites and companies younger than 2 years old in the top. Basically, companies that are 10-15 years old are in the top due to high domain trust and a large link profile. After calculating the budgets for links, there were “cosmic” amounts, we realized that we cannot bypass them with links, and it is necessary to develop a comprehensive approach.
And another peculiar problem was that the site was made on 5 pages – the main one, services, with the entire list of buildings, contacts, about the company and partnership. How to compete with niche leaders with such a site?
Therefore, it was decided to move immediately in 3 directions:
- Expansion of the structure due to the expansion of the semantic core for specific types of buildings – hangars, garages, agricultural constructions, etc. All these keys were maximally targeted and had a good frequency. Next, we expanded the structure in each of the types of hangars according to their features – warm hangars, dimensions of hangars, design features – round, square, etc.
- Expanding the structure of pages to improve the appearance and usability, as well as to add blocks necessary for effective promotion. The page should have not only the title, text and everything, but also conversion forms, examples of work, reviews, approximate costs and so on.
- Active, as much as possible, work with the referral profile. Before the start of the work, the link profile of the site was almost not dealt with, there were only organic links of dubious quality and in a minimal amount. Therefore, at the initial stages, it was better not to “overstep the mark” with the number of links – it is better to start more discreetly and not to arouse the suspicions of the search engine, than to work with it very actively.
What was done
Content
In order to correctly use relevant keywords on pages, it is necessary to insert them as organically as possible into the content on the page, but the problem is that there were no pages as such yet, so when developing the structure of the page, we also had to take into account not only technical content, and fields and a place for SEO content.
Therefore, it was decided not to scare away potential technically literate customers with SEO texts, content that has value from a technical point of view should be placed on the page, and SEO texts that are optimized for key queries should be hidden under the FAQ block. In this way, we expanded the page with an additional block, and made additional micro-marking. But unfortunately, it is a pity that it is not displayed in the extended snippet.
Semantics
There was a lot of semantics for this niche, both commercial and general informational.
Commercial semantics were enough to start work, as it was necessary to first make the commercial structure of the site, and only then work on information requests, expanding and improving the site.
To begin with, we found semantics on competitors’ sites, which were already ranked by them, and supplemented it with data from Google ADS and Ahrefs.
Semantics were collected for the two-level structure of the site. The first level is the purpose and features: a hangar for cattle, a garage for airplanes, and so on. + round hangars, warm hangars. The second level was supposed to be an intersection of these parameters, for example, a round barn for cattle, an insulated hangar for airplanes, etc.
And after this pool of keys is all used up, they moved on to expanding the information structure of the site by writing informative articles.
The expansion of the structure was carried out in 2 directions:
- The structure of the first level was created according to the purpose and features of the buildings
- A second-level structure was created based on the intersection of purpose and features
Referral profile
After analyzing the referral profiles of the site and TOP competitors, they formed a strategy for recruiting the referral mass of the site.
The link profile of the site was not “pumped”, so we started the work very smoothly, so that everything looked as natural as possible, and Google did not apply sanctions to the site.
For this, anchor links with thematic texts from technically high-quality sites were used. Also, crowd links and links from various directories, blogs, etc. were used to dilute the link profile.
All for the sole purpose of gaining reference weight and doing it as naturally as possible.
Results
| Options | At the beginning of work | After 5 months | Difference |
|---|---|---|---|
| KW | |||
| KW | 0 | 6250 | +6250 |
| KW in TOP-3 | |||
| KW in TOP-3 | 0 | 21 | +21 |
| KW in TOP-10 | |||
| KW in TOP-10 | 0 | 140 | +140 |
| KW in TOP-50 | |||
| KW in TOP-50 | 0 | 1786 | +1786 |
