Case study on SEO promotion of an online store selling designer jewelry

Contents of the case

/01 Initial data
/02 Whole works
/03 The main problems
/04 What is done
/05 What result did you get?
/06 Media content

Media

Organic traffic and referring domains dynamics

Ahrefs data

Dynamics of positions in the TOP 10

SE Ranking data

Initial data

Initial organic traffic

108

Website age

6 years

Promotion region

Ukraine

Whole works

/01Increase conversion and sales
/02Promotion of priority keywords to the top of Google
/03Increase organic traffic
/04Expanding the structure and optimizing pages

Issues and general strategy

We were approached by a Ukrainian brand specializing in the creation of designer jewelry, clothing, and handmade accessories. The main advantages of this business are high product quality, handmade items, and an individual approach to each order.

At the start of the project, the website already had some search engine rankings, but this was not enough to achieve the brand’s goals. The client wanted to significantly increase organic traffic and improve conversion rates, as well as outperform competitors for key top queries.

The initial audit showed low overall visibility of the website and a rather weak link profile compared to its main competitors. In addition, the website was undergoing a global update — it was being redesigned and its structure was being significantly expanded.

Based on this, we approved a promotion strategy that involved comprehensive optimization of both existing and newly created pages on the website. Special attention was paid to strengthening the link profile to the level of leading competitors. Taking into account the specifics of the CMS, technical optimizations were implemented partially and in priority order, which allowed us to quickly get the first results.

What has been done

Technical optimization

Technical SEO was implemented to ensure proper indexing and improve the visibility of the website. Changes were made in the following areas:

robots.txt — configuring the file for correct indexing of the necessary pages;

meta tags — optimization of meta tags on all important pages to increase relevance in search results;
other errors — elimination of technical errors such as broken links and incorrect redirects.

Indexing was also performed via Google Index API, which accelerated the process of adding new pages to the search engine index.

Semantics

At the beginning, the site already had a certain ranking for some queries, although competition for key queries was average. We compiled a complete semantic core, including product categories, which allowed us to expand the coverage of target queries and improve the visibility of the site for important search phrases.

Structure

The site structure was relatively small due to the limited number of products, but changes based on competitor analysis were proposed to improve the site’s organization. As new products were added, the site structure was gradually expanded. In addition, a blog was later created to attract additional traffic and increase brand expertise.

Content

The content on the website was mostly presented as text at the bottom of pages or in separate text blocks accompanied by images. Before we started working on the website, there was not enough text content, and many pages had to be created and optimized from scratch. We created unique SEO texts for important pages, which improved their visibility and conversion rate.

Usability

We analyzed competitors’ websites and suggested changes to improve the user experience. In particular, conversion elements such as call-to-action buttons, feedback forms, and pop-ups were added to attract users’ attention and increase conversions on the website.

Structured data

Micro-markup was proposed, but due to the specifics of the site’s CMS, it was not implemented.

Link profile

Outreach, crowd marketing, and submissions were used to improve the link profile. These tools allowed us to increase the number of high-quality external links, which had a positive effect on the site’s authority and its position in search results. The strategy was focused on promoting top categories and queries, as well as on improving the overall visibility of the site in search engines.