Search engine promotion of an online store of car seat covers

Technical optimization

We started with technical SEO, eliminating errors that slowed down the indexing and ranking of the site. The main stages:

• Elimination of technical duplicate pages.
• Setting up robots.txt and sitemap.xml files for correct indexing.
• We solved the problem of products displayed in several categories at the same time.
• We limited the indexing of secondary pages.
• Optimized external outbound links.
• We set up 301 redirects to eliminate duplicates and redirect traffic.
• Fixed broken links with 404 errors.
• Implemented multilingualism with the correct use of the hreflang tag.
• Optimized pagination pages.
• We added micro-markup to improve search engine results.
• We accelerated indexing through the Google Index API.

These steps laid the foundation for further work.

Semantic core

At the start of the project, there was no semantics as such, although the site was already ranking for some targeted queries. We collected a full-fledged semantic core, focusing on high-frequency queries with medium competition. This allowed us to cover the main product categories and attract more targeted traffic.

Website structure

The site structure was extensive, but had drawbacks: car models were hidden in filters that were not indexed, and the path from the main page to the products took up to 4 clicks. We partially solved the problem by creating subcategories for popular car models. This simplified access to conversion pages and improved their visibility in search.

Content.

Before we started working together, there was almost no text content on the website. We optimized most of the categories from scratch by adding unique texts under product blocks with embedded images. This not only improved SEO but also made the pages more useful for users.

Usability

The usability analysis showed some shortcomings, but the client did not agree to make any significant changes. So we focused on other aspects of the project.

Structured data

We implemented Open Graph markup for all pages, which improved the display of content on social media and increased click-through rates.

Link profile

We developed a strategy for external promotion through outreach and crowd marketing. The main goal is to promote the top categories, key queries, and the website as a whole. Thanks to this, we managed to increase the quality link mass and strengthen the authority of the resource.