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

Report by position

Looker Studio data

Keyword dynamics

Serpstat data

Initial data

Initial organic traffic

348

Sales

Website age

1 year

Promotion region

Ukraine

Whole works

/01Increase conversions and sales
/02Promotion of priority keywords to the top of Google
/03Increase in organic traffic
/04Expanding the structure and optimizing pages

Issues and general strategy

The website already had certain positions in search results, but after terminating work with the previous SEO company, it experienced a significant decline in visibility. The client was dissatisfied with the low quality of the work performed and the lack of reporting, which led to dissatisfaction with the results and a loss of positions. From SEO, he wanted to increase organic traffic, improve conversions, promote key queries to the top of Google, and ensure proper reporting and transparency in the work performed.

The initial audit showed low website visibility and a weak link profile, which contributed to a decrease in organic traffic effectiveness. The website was in the process of expanding its structure, which required additional attention to the optimization of new pages and the correct configuration of the internal architecture.

The main directions of the promotion strategy were:

optimization of old and new pages of the site to ensure high visibility for important queries;
improvement of the link profile to the level of competitors in order to strengthen the authority of the domain;
despite the site’s atypical CMS, technical fixes were still implemented, which ensured correct indexing and increased SEO efficiency.

Our goal was to quickly regain lost positions and bring the site to stable growth in organic search traffic.

What has been done

Technical optimization

For the first time, we implemented comprehensive technical SEO, which included a series of adjustments to improve the site’s indexing and overall performance. The main changes included:

indexing — we ensured the correct indexing of all important pages of the site;
URL work — we optimized the URL structure, which improved usability for users and search engines;
speed — we worked to improve the loading speed of the site’s pages;
CSS — optimized CSS codes to reduce loading time and improve the overall performance of the site;
implementation of additional blocks — added new elements to the site to improve usability and SEO;
micro-markup — implemented micro-markup to improve the display of the site in search engines, in particular for products and categories;
Other errors — we fixed other technical errors that negatively affected SEO.

In addition, indexing was performed via the Google Index API, which accelerated the process of including new pages in the search engine index.

Semantics

At the start, the site already had a certain ranking for some queries, but needed to expand its semantic core. Competition for these queries was moderate. We collected complete semantics for all categories and products, which improved the site’s visibility for priority search phrases.

Structure

The structure of the site was limited due to the small range of products. In addition, there were separate pages for different cities in Ukraine. It was decided to first focus on optimizing product categories and then work on pages for major cities to expand coverage and attract new traffic.

Content

Before we started, there wasn’t much content, and it was mostly text at the bottom of pages or in text blocks, with images placed within the text itself. We significantly increased the amount of text content by writing unique SEO texts for important pages, many of which were optimized or created from scratch.

Usability

We analyzed competitors and proposed changes to improve the user experience. We added conversion elements such as buttons, feedback forms, and pop-ups to facilitate interaction with users and increase conversions on the site.

Structured data

Micro-markup was proposed and successfully implemented on the website, which improved the display of products and categories in search engines and made them more attractive to users (for example, adding ratings to snippets).

Link profile

To improve the visibility of the website in search engines, a link building strategy was implemented, which included outreach and crowd marketing. This improved the link profile of the website, which in turn helped to promote the top categories and queries. The strategy was focused on long-term results and improving the overall authority of the website.