Case study on website promotion of a Ukrainian CRM system for ecommerce and services

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 dynamics

Serpstat data

Dynamics of positions in the TOP-3

SE Ranking data

Review

Initial data

Initial organic traffic

750

Site conversion

6,1%

Website age

3 years

The promotion region

Ukraine

Whole works

/01Comprehensive site audit and competitor analysis
/02Complete technical optimization of the site
/03Working with semantics and expanding the structure
/04Display conversion requests in the TOP-3
/05Finalization of the site to improve usability
/06Increase external reference profile

General strategy

A special feature for promoting the site is a highly competitive business niche, so the strategy was primarily focused on improving the visibility of the site for low- and medium-frequency search phrases. So, the priority areas of SEO optimization were: semantics research, clustering of query groups with the subsequent expansion of the structure, comprehensive audit and analysis of competitors, technical optimization, On-Page optimization.

Performed technical optimization of the site, corrected errors in the site code, which allowed to improve the quality and speed of page indexing, improved Web Core Vitals indicators and page loading speed.

What was done

Semantics

Conducted keyword research, grouping and clustering of search queries. We checked the relevance of the site pages, identified the pages that needed search engine optimization and those that needed to be created.

Expanding the structure made it possible to fully cover the semantics of the business niche and expand the reach of the target audience.

In the future, emphasis was placed on periodically filling the site’s blog with informative materials. Their relevance, usefulness and popularity contribute to the growth of organic traffic, which leads to the attraction of new visitors. During the promotion, referral traffic increased by 428%.

Content

After the On-Page site optimization audit, the meta titles and descriptions of the pages were adjusted. Relevant media has been added and has also been optimized for search.

In the process of optimization, changes were made to the existing pages and a content plan was developed for the creation of new pages. Currently, there is an increase in the number of visitors from search, specifically for created and optimized pages.

Expanding the structure

Creating new pages in the structure of commercial services and in the site’s blog allows you to attract new visitors who are interested in the topic of the resource.

Currently, the optimization of the content of the site pages has led to an increase in the number of ranked keywords and an improvement in the positions of high-frequency search phrases to the TOP-30, and medium and low-frequency search phrases to the TOP-10 and TOP-3.

Referral profile

After analyzing the link profiles of the site and competitors, they formed a strategy for recruiting the site’s link mass.

We mainly use Outreach to get external links. We pay special attention to the selection of the highest quality donor domains. Part of which we choose by analyzing the link profiles of competitors. Links for the site are selected among thematic donors, of the highest quality to obtain not only static weight, but also dynamic weight in the form of transitions.