Contents of the case
Media
Initial data
Whole works
- /01 Increasing organic traffic in the gaming PC and server hardware niches
- /02 Displaying priority categories in the top 5 Google search results
- /03 Optimizing the website structure using the Horoshop toolkit to capture B2B inquiries
- /04 Increasing conversion rates by attracting a more targeted (niche) audience
Issues and general strategy
The manufacturer’s website had good initial trust but an extremely limited structure, which prevented it from competing with large marketplaces. Most traffic came from branded search queries, while general commercial categories had low visibility.
The promotion strategy was based on creating the most extensive page hierarchy possible. Using the SEO filters of the Khoroshop platform, we decided to target queries based on technical specifications (processor types, RAM capacity, graphics cards) and the intended use of the hardware.
What has been done
Structure Expansion and SEO Filters
We analyzed demand and configured the generation of new job listings using filter combinations. Categories were created and made available for indexing. Unique meta tag templates were implemented for each such page, which allowed us to attract targeted traffic with high purchase intent.
Technical optimization and microdata
Work was carried out to improve the site’s visibility in search results. Configuring Product and AggregateRating microdata allowed prices and product ratings to be displayed in snippets. This directly impacted click-through rate (CTR) and helped highlight the manufacturer’s offers against the backdrop of aggregators.
Content Strategy and E-E-A-T
Given the manufacturer’s status, we focused on content expertise. Product technical descriptions were updated, and sections with tips on PC upgrades and server configuration selection were added. Special attention was paid to the warranty and service pages, which strengthened search algorithms’ trust in the site.
Off-Page Optimization (Link Building)
We implemented a strategy of gradually increasing the link profile, focusing on high-quality, relevant sources. The majority of links were obtained from IT portals, tech review sites, and specialized business publications. This helped boost the site’s visibility to a score of 2.4 and ensure resilience against Google updates.
Results
Over the course of a year, the project has shown steady upward growth across all key metrics. The number of keywords in the top 10 has increased by nearly 3.5 times.
| Options | At the start of the work | After 12 months | The difference |
|---|---|---|---|
| Organic traffic (months) | |||
| Organic traffic (months) | 12400 | 40800 | +229,0% |
| Conversion | |||
| Conversion | 1,1% | 1,9% | +72,7% |
| Visibility | |||
| Visibility | 0,8 | 2,4 | +200,0% |
| Top 10 Keywords | |||
| Top 10 Keywords | 850 | 2940 | +245,8% |
