Contents of the case
Media
Initial data
Whole works
- /01Increase conversion and sales
- /02Promotion of priority keywords to the top of Google
- /03Get ahead of the competition in terms of top queries
Issues and overall strategy
At the beginning of cooperation, the website was in the top search results for certain queries and had good organic traffic. The goal of the work was to increase search traffic and sales, as well as to overtake competitors in priority HF queries. An additional difficulty was created by a direct competitor who copied the structure of our site, trying to overtake it in search.
The site is on Prom and therefore it is impossible to fully optimize the technical part. During the audit, no critical problems were found, but we couldn’t get rid of the errors in the code due to restrictions.
Search engine promotion on Prom is a complex and time-consuming process. We recommended moving to a more flexible CMS over time. This will allow you to achieve better results faster and gain full control over the technical component.
What was done
Technical optimization
Technical fixes, as possible, were implemented using the built-in functionality of the Prom:
- removed or replaced 404 links from the site pages with the actual one;
- added the rel=“nofollow” tag for all existing outbound links;
- all meta tags for products have been unified;
- Google Index API has been configured.
Semantics
At the beginning of the work, it turned out that the semantics for the site was not collected. After collecting the full semantic core and dividing it into priority categories, we measured the positions. It turned out that the site is well ranked in the TOP 10 for most targeted queries. The competition for most of the keys is average. The priority of promotion was aimed at high-frequency queries and optimization of all keyword clusters on the pages to increase semantic coverage.
Structure.
The site has a large and branched structure that allows it to cover all the main clusters and even more. That’s why some competitors copy it. The depth of browsing from the main page to the products is one step: there are products in both the main categories and subcategories. There are no plans to change the structure yet.
Content
The text content is presented mainly as text under the product block and a paragraph above the product block. Images in the text are used for additional optimization. Before starting work, the text was only on some of the main categories, so most categories had to be optimized from scratch.
Link profile
We formed a strategy for building up the link profile of the site based on research and analysis of external link profiles of the site and its main competitors.
We chose donors for link placement only from thematic donor domains to get not only static weight, but also dynamic weight in the form of conversions. To implement the external link strategy, we use Outreach and place sambits.
Results
| Options | At the beginning of the work | After 6 months | Difference |
|---|---|---|---|
| Organic traffic | |||
| Organic traffic | 15600 | 20170 | +29% |
| Sales | |||
| Sales | х1 | х1,08 | +8% |
| Conversion | |||
| Conversion | х1 | х1,28 | +28% |
| Visibility | |||
| Visibility | 7,95 | 9,32 | +17% |
