Promotion of online store fashion bags and accessories

Technical optimization

Before proceeding directly to SEO optimization, comprehensive technical optimization was carried out. Based on the previous audit, critical errors and low performance of the site were found, which negatively affected the ranking of the resource. The main efforts were directed at increasing the page loading speed. In this way, the main requirement was fulfilled – the resource was perceived by the search engine as high-quality, and at the same time, we excluded the loss of users who left the site without waiting for the page to load.

Mandatory optimization of the site map and robots.txt file was also carried out, errors in HTML and CSS files were corrected, language versions of the site were correctly configured, pagination pages were checked and other technical nuances for the E-commerce site were also carried out.

Semantics

During the analysis and collection of semantics, a large number of clusters from LF queries were discovered, which can be used in the future to expand the structure. Until now, only the pages of the main categories were optimized. They were ranked and had positions in the TOP-30, but to raise them higher in the conditions of high competition and in the state in which the site was at that time would be an extremely difficult task. The best option in this case is to work with low-frequency requests. We solve several key tasks at once: rapid promotion of individual landing pages to the TOP, attraction of the target audience, rapid increase in semantic coverage.

Structure

For an online store, the best option for expanding the structure is the implementation of an SEO filter. Before that, the filter was implemented on the site using static pages. Such functionality requires a lot of time to create new pages for each individual filter parameter. Such an approach to site promotion would be too slow and inefficient.

It was decided to implement an SEO filter on the site. Unlike an ordinary filter, such pages have all the necessary elements and blocks to fulfill the requirements of the search engine and contribute to the improvement of SEO indicators.

Key features of the SEO filter:

• static HFU URL;
• automatic generation of metadata and h1 header with the possibility of manual editing;
• the presence of a text block for SEO texts.

In order not to lose positions on the old static pages of the filter, a 301 redirect was configured for them to the bullish new pages of the SEO filter.

The implementation of this functionality helped to quickly increase the number of pages, and the site began to rank simultaneously for a large number of low-level queries even before individual pages were optimized for keywords and SEO texts were prepared for such pages.

Content

SEO texts for the main categories have already been written on the site. After a detailed analysis of competitors, it was found that the key entry was insufficient, not all search queries were optimized, and the structure of the texts needed changes. Thus, most of the content on the pages was gradually updated, and in the future all new texts were written according to a clear TOR. In addition to the fact that we have updated and continue to update the content on the main pages, we are also constantly adding a lot of content to the filter pages for LF requests to promote them faster.

Usability

One of the priority tasks is to increase conversions on the website. For this, TOP competitors in the niche were analyzed. It was necessary to use their experience in the design of their resources in order to improve behavioral factors on the site. Separate blocks were implemented, such as: displaying the latest product reviews, conversion elements and feedback forms, an up-to-date table of product prices for the current month, which performs two functions at the same time – informing users and linking to priority products.

Structured data

Another element to improve the conversion of the site is to add micro markups to the pages for the rich snippet. This element allows you to increase the CTR in search results. That is, due to structured data, we were able to increase the number of transitions to the site.

The most important type was the Product markup, which is used both for individual products and for categories. And the Aggregate Rating markup, or as they say the “stars” of the rating, which make the snippet of the page in search results much more attractive.

In general, the following types of structured data will be implemented:

• Breadcrumbs
• Product
• Aggregate Rating
• Review

Referral profile

The limited budget did not allow attracting a high number of links to the site to increase its rating. Work with attracting links was carried out in a limited way and only for the main categories. The main methods used are anchored links through outreach and unanchored through crowd marketing and then through placement in directories (sabmits).