Search promotion family store light

Technical optimization

The site has a self-written administrative panel, which usually makes the process of technical optimization less flexible than using popular CMS such as WordPress or OpenCart.

First of all, the URLs of the pages were optimized: the standard view was updated to CNC and nesting levels for subcategories were changed.

To improve the indexing of pages, the robots.txt file was worked out and directives blocking the indexing of technical pages were added, because by default these rules are absent for non-standard CMS. Automatic sitemap generation was configured. In the sitemap.xml file, all the necessary language and regional attributes were specified, as well as links to alternative (non-language) versions of the pages.

rel=”canonical” tags have been configured for all priority pages, which will avoid the problem of duplicate pages.

Also fixed errors in HTML and CSS files, optimized page loading speed and WEB Core Vitals indicators, fixed problems for the responsive version of the site, verified pagination pages and other technical nuances for the E-commerce site.

Semantics

Since the main focus was on specific categories of goods, it was necessary to conduct a detailed search for search queries specifically for them. After collecting and processing keywords, we realized that each category can be divided into separate clusters, which, in turn, will be implemented as subcategories. This approach will allow more effective use of all keywords and increase the number of pages in search results. Also, it will allow to advance LF requests to the TOP more quickly due to their low competition. The greater the semantic coverage and the number of requests in the TOP-10, the more effective the promotion of the site on priority HF requests.

Structure

Expanding the structure is a mandatory stage for successful promotion. The difficulty was the correct selection of pages to create subcategories based on the collected semantics, as it is necessary, first of all, to satisfy the user’s intent, and not just create a page with keywords. Thus, before the expansion of each category, a study of user demand was conducted for each cluster. And based on the obtained results, the structure of new subcategories was approved.

Content

Primary optimization began with optimizing the meta tags on the site. The title, description and H1 for the main pages and categories were generated based on the semantic core.

The next stage is the analysis of competitors’ texts. It was important for us to understand what content, structure and volume of texts work best for this niche. And on the basis of the received data, the technical specifications of the copywriter for writing SEO texts for the main categories were formed. And now we are working on the constant preparation of texts for new subcategories.

In addition, automatic generation of title alt attributes for product images was configured.

In this way, we constantly increase the semantic coverage of the site due to complex optimization of the content on the pages.

Usability

Analyzing competitors, we borrowed good examples of site implementation, navigation logic and adaptation of its work.

The biggest improvement was the implementation of a filter to facilitate the process of searching for products that meet the requirements of customers by individual parameters. This made it possible to reduce the number of user steps from the entry point to the product and improve behavioral factors.

In each category, a block was implemented with general information about the products in it (quantity, prices, etc.), as well as a list of TOP and priority products. This block simultaneously provides an opportunity to “appraise” the potential client and serves as a source of information for the further introduction of structured data.

All conversion buttons and forms on the site were tested and improved, as well as the shopping cart functionality was optimized.

Structured data

To improve the site’s conversion rate, micro markups were added to the pages to implement the extended snippet. This data significantly improves the visual display of the snippet, makes it more visible among others and increases the CTR in search results. That is, due to structured data, we were able to increase the number of transitions to the site.

For an E-commerce site, the priority type is the Product markup, which is used for product pages. It includes such types as AggregateRating (stars) rating and Offer (seller offers). These types of data make the page snippet in search results much more attractive and informative.

In general, the following types of structured data will be implemented:

• Breadcrumbs
• Product
• AggregateRating
• Offer
• Review

Referral profile

Work with links was based on a preliminary analysis of competitors. After determining the optimal monthly growth of links and their types, a general strategy for recruiting link mass was proposed. Basically, this is placement by the method of outreach and submissions in directories.