Contents of the case
Media
Initial data
Whole works
- /01Correction of basic technical errors on the site
- /02Analysis of competitors in search results and refinement of site usability based on niche analysis
- /03Increase in positions for a number of priority requests from TOP-11-20 to TOP-5-10
- /04Expanding the semantics for midrange and low frequency queries
- /05Adjusting the work of filters for expanding semantics
- /06Active work with the link profile
Main problems and strategy
This online furniture store already had very good traffic and positions for certain requests. Therefore, the main rule was not to worsen the results for key queries, but on the contrary to “pull” them from the TOP-20 to the TOP-10, so that they began to bring targeted traffic, since there was almost no traffic for those positions. Therefore, all edits on the relevant pages were made as carefully and carefully as possible, based on the indicators of competitors and the experience of specialists.
Another direction of work is the semi-automatic expansion of the structure due to the creation of filter pages that are available for indexing under MID and LF queries. This would lead to the fact that this segment of requests, due to the good technical optimization that was carried out earlier and active work with links, should have entered the TOP-10 in the shortest possible time and “pull” high-frequency requests with it. This strategy is called “SEO-avalanche”. This is when a large group of low-frequency keys leads medium-frequency queries to the top of the search results. If after that the behavioral factors on the site improve, then gradually high-frequency queries also occupy the top positions of the output. That is, we promote HF keys due to the optimization of a high number of LF requests.
What was done
Semantics
It was collected anew and updated according to priority categories. Since there was no professional search promotion on the site before this, most of the queries were simply missed during the preparation of content for the site. After updating the semantics, it was necessary to organically add or insert new keys into the current content.
For filter pages, marker semantics were collected for 1-2 pages, and based on this, the main clusters were already formed. Typical semantics were used for mass optimization of filter pages, but over time they need to be fine-tuned.
Content
We checked the quality of content optimization of the site pages, based on updated semantics, corrected meta tags, optimized content and media materials. For most of the priority pages of the site, the content was updated under new keys.
To update and create content, we used the experience of competitors in the niche – we calculated the necessary sizes of texts and the occurrence of keys.
Expanding the structure
The extension of the site structure was made by opening for indexing the filter pages with their correct optimization for requests and with the correct settings of technical work. To create filters, the study of the semantics of the niche is taken as a basis. We also performed site CMS settings for SEO optimization of pagination pages, filters and sorting.
Based on the developed content plan, we post new informational materials on the site’s blog.
Referral profile
This niche is very competitive, so simply due to the presence of cool content it is impossible to get into the TOP-10 HF keys. That’s why we created a strategy for building the link profile of the site based on research and analysis of external link profiles of the site and main competitors.
Donors for placing links are selected only from thematic donor domains to obtain not only static weight, but also dynamic weight – in the form of transitions. We use Outreach to implement our external link strategy.
Results
| Options | At the beginning of work | After 3 years | Difference |
|---|---|---|---|
| Traffic | |||
| Traffic | 93581 | 545065 | 582% |
| Visibility | |||
| Visibility | 0.19 | 4.49 | 2363% |
| Keys | |||
| Keys | 63413 | 108263 | 170% |
