Contents of the case
Media
Initial data
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
The client approached us with a website that already had some visibility in search results. The main tasks were to significantly increase organic traffic and conversions, as well as to become a leader in TOP queries, bypassing competitors who had already established themselves in high positions.
At the start of our collaboration, the website was undergoing a global update: it was being redesigned and its structure was being significantly expanded. Due to the specifics of the CMS, some technical fixes had already been implemented, but a significant part of the optimization recommendations required additional attention.
A preliminary SEO audit revealed two key issues that were holding back the project’s growth: low overall visibility in search engines and a weak link profile compared to competitors.
Taking these factors into account, our WEDEX team approved a comprehensive promotion strategy. The main focus was on detailed optimization of existing pages and new sections that were only launched after the redesign. At the same time, active work began on the site’s link profile to match competitors’ performance and strengthen the domain’s authority in the eyes of search engines.
What has been done
Technical optimization
After the audit, we implemented comprehensive technical optimization, which included work in the following areas:
- Robots.txt — correctly configured the file to ensure proper indexing of the site’s pages.
- Optimization of external links — removed unnecessary or unwanted external links that negatively affected the authority of the pages.
- Breadcrumbs — set up a clear navigation structure with correct URLs.
- Microdata — implemented structured data to improve search results.
- Meta tags — reviewed and rewritten titles and descriptions on target pages.
- Broken “404” links — fixed all errors and set up correct redirects.
- Other technical errors — minor errors that affected performance and usability were eliminated.
We also accelerated the indexing of the site’s pages using Google Index API.
Semantics
The initial semantics were already on the site, and the site had stable positions for some queries. Our specialists carried out an in-depth collection and expansion of the semantic core, with a particular focus on high-frequency competitive queries. This allowed us to significantly increase the visibility of the resource in search results for key business categories.
Structure
The site structure was quite compact but promising. Since the client is a service provider rather than a product supplier, we developed additional landing pages that allowed the website to start ranking consistently for commercial queries. A section with a gallery of completed projects was created to confirm the company’s expertise, and later a detailed thematic blog was launched to attract additional organic traffic.
Content
At the start, there was little content — most of it was located at the bottom of pages or in separate text blocks, accompanied only by a few images. We created and optimized content from scratch for new sections and pages. Each text was carefully selected for specific semantic groups and optimized according to current SEO requirements.
Usability
After analyzing competitors, we developed a set of recommendations to improve usability. We suggested placing conversion elements such as quick action buttons, feedback forms, pop-ups with offers, and other interactive elements to increase conversions and improve user interaction with the site.
Structured data
We implemented Schema.org microdata markup for breadcrumbs and the “Organization” type. This had a positive effect on the display of pages in search results and increased their appeal to users.
Link profile
We developed and implemented an effective link building strategy that combined outreach and crowd marketing. The main focus was on strengthening the top categories and queries, as well as increasing the overall authority of the domain to achieve long-term SEO results.
Results
| Options | At the beginning of work | After 9 months | Difference |
|---|---|---|---|
| Organic traffic | |||
| Organic traffic | 1712 | 9514 | +456% |
| Keywords | |||
| Keywords | 888 | 9125 | +928% |
| Conversion | |||
| Conversion | 0,1% | 4,9% | +4900% |
| Visibility | |||
| Visibility | 0,3 | 2,35 | +683% |
