Contents of the case
Media
Initial data
Whole works
- /01Increase the visibility of the site
- /02Getting into the TOP-3 for key queries
- /03Maintaining current positions
- /04Increase in website conversion
- /05Improving the ranking of the site
Overall strategy
The company’s store network is quite extensive (Kyiv and 29 cities of Ukraine) and the search localization of the network is implemented using subdomains. So, first of all, we solved the issue of existing competition in the search for the main domain with subdomains of the online store in the specific region of promotion.
The main domain was a “stub” that was not tied to a region, it just had a list of subdomains. But we noticed a tendency that the Kharkiv site was ranked more in the Kyiv and region, while the site in the TOP-5, which was on a separate domain, was ranked even worse than the Kharkiv one. It was decided that the site for Kyiv and the region should not be on a subdomain, but should be on the main site, so we would collect the maximum link profile from subdomains and show priority in ranking sites by region. This way we would equalize the regional ranking of the site, and also direct the maximum weight to the region that is the most competitive.
In addition to the problems with the main domain, we also had big problems with the link profile and content on the pages. After analyzing the niche and the site, it was found that the link domain was heavily spammed with anchor links and low-quality links, which, after the release of the new algorithm, could be considered useless, which is why it was necessary to level out a large number of anchor links through purchases, so a strategy was developed to level it all out.
A separate question about content. The site has a lot of generated content that was collected in pieces for each individual page. Ideally, each text was unique, but at the same time, it did not have identical pieces for many pages, so I had to write unique texts for the priority pages.
What was done
Semantics
At the initial stage, we had to analyze all the currently ranked queries and build a proper strategy for working with the site so as not to lose the current ranking by queries and only increase it.
The client already had semantics that was measured and we had statistics on the dynamics of all measured keys. Plus, we collected new semantics that were not measured. In addition, by uploading the ranked keys to Google Search Console, we found HF and SM queries that generated good traffic when they were in the TOP 5-10, but could generate more if they were caught up to the TOP 3.
After collecting all the semantics into a single file, we saw the real picture on the website.
By dividing the semantics into groups, we measured the seasonality and calculated groups of queries that could be pulled up to the TOP and bring in more traffic due to the growth of seasonality.
In order to implement this semantics correctly on the site, you need to distribute it correctly across the pages and adjust the current content. To do this, you need to analyze competitors in the TOP and derive the formula for “ideal content” – text size, percentage of entry, water content, etc.
Content
We checked the quality of content optimization of the site’s pages, corrected meta tags, and optimized media materials. We updated the content for all priority pages of the website. We analyzed the existing content and developed and are currently working on a content plan for filling the website Blog with information materials, as well as adding relevant photo and video materials.
As a result, the site’s visibility in search has improved due to an increase in queries to the TOP-3 and TOP-10. In the first quarter of 2022, we saw an increase in organic traffic to the website.
Expanding the structure
The site structure was expanded by setting up search engine optimization of the filter pages and based on the results of the niche semantics research. We also configured the site’s CMS for SEO optimization of pagination pages, filters, and sorts.
Based on the developed content plan, we post new information materials on the website Blog.
Link profile
We created a strategy for growing the link profile of the site based on research and analysis of external link profiles of the site and its main competitors.
We choose donors for link placement only from thematic donor domains to get not only static weight, but also dynamic weight in the form of conversions. We use Outreach to implement our external link strategy.
Results
| Options | Getting started | After 6 months | Difference |
|---|---|---|---|
| Traffic | |||
| Traffic | 27000 | 49600 | +83% |
| Organic traffic | |||
| Organic traffic | 11300 | 23400 | +107% |
| Number of pages in the Google index | |||
| Number of pages in the Google index | 40900 | 89950 | +120% |
| Number of pages with video in the Google index | |||
| Number of pages with video in the Google index | 30100 | 38800 | +29% |
