Contents of the case
Media
Initial data
Whole works
- /01Receiving traffic by target keys
- /02Receiving applications for priority gifts
- /03Analysis of the technical component of the site
- /04Analysis of the structure of category and product pages for better conversion
- /05Collection of all relevant semantics and expansion of the site structure
- /06Work with the reference profile
Main problems and strategy
The general strategy for the promotion of sites with a similar theme is to create as many pages as possible for all clusters of requests. There are a lot of groups of keywords in this topic and it is somewhere on average 80-100 clusters of the type “gift for sister”, “for February 14”, not counting requests for the gifts themselves, such as “order rafting”, “order a tour in the mountains » etc.
Therefore, the main strategy for the growth of this project was: collect as many frequent and relevant requests in the niche as possible, create pages for them and link them correctly in the middle of the site, fill them with relevant and necessary content and the gifts themselves. And all this is reinforced with links for better ranking.
In addition, it was important to work with the technical component of the site: correct all errors, improve loading speed, remove duplicates, improve indexing, etc.
Work with conversion is also very important for such sites. This can be implemented through a convenient filter, relevant landing pages, a clear description of services and the process of placing an order, purchasing a certificate, etc.
What was done
Semantics
The semantics of this site is, on the one hand, quite simple, and on the other hand, it can be very diverse and must be assembled correctly. Think through potential marker words so you don’t lose any additional clusters that your competitors don’t have. With them, you can quickly get to the top of the search results. For this, a competitor analysis should be performed. Everyone forms their structure differently, but by combining everything correctly, you can get an excellent result in the form of the most complete list of all possible pages.
And another very important job is to correctly name and describe the gifts/emotions themselves, since most of the traffic is covered by product cards. And what is most important – since the site works throughout Ukraine, it is very important not to make duplicates of goods. For example, horse riding can be found in many cities of Ukraine. That is why it is necessary to clearly show both the user and the search engine to which city this particular gift belongs. And this can be implemented through city pages and correct descriptions and meta tags.
Content
For the growth of page query positions, not only the texts containing the keys were important, but also the additional elements of the page, tagging of the gift cards themselves, the correct names of the gifts, etc.
Emphasis was placed on the structure of the descriptions of the gifts themselves and the design of the preview of the gift cards. This made it possible not to write texts directly on all pages, but to save budgets for work with a reference profile.
Where texts were needed (high frequency of requests and higher competition), content was prepared based on the best texts in the niche – size, structure, occurrence of keys, etc.
Expanding the structure
To expand the structure, two main points from the collection of semantics were used. Since this site was, in fact, an aggregator from the collection of various organizations providing relevant services, the semantics had to be ambiguous. The first group of clusters are general requests such as “gift for girlfriend”, “gift for mom”, etc. And another group used the names of the gifts themselves. Since not all organizations that provide services for certificates have their own sites, it was not so difficult to get into the TOP-5 in the regional issue for some requests.
Groups of relevant semantics were divided into keys by purpose and keys with gifts.
Referral profile
After analyzing the links of the site and TOP competitors, we calculated the average ratio of anchor/non-anchor, article and crowd, follow and nofollow links. Based on the analysis, the budget was calculated and a strategy was formed for the recruitment of the site’s reference mass.
For this niche, not only outreach links are necessary. Its peculiarity is a sufficient number of “natural” links, since, surprisingly, quite a lot of publications are on the forums. Therefore, most of the links were from forums, and anchor article links were made only for the most frequent and priority keys. We pay special attention to the selection of the highest quality donor domains.
Results
| Options | At the beginning of work | After 24 months | Difference |
|---|---|---|---|
| Visibility | |||
| Visibility | 0.7 | 11.54 | +1649% |
| Traffic | |||
| Traffic | 6072 | 29651 | +489% |
| Key requests | |||
| Key requests | 80679 | 140543 | +74% |
