Contents of the case
Media
Initial data
Whole works
- /01Technical optimization
- /02Increase organic traffic
- /03Promotion of priority keywords to the top of Google
Issues and overall strategy
We hadn’t worked with the website in terms of SEO promotion before. At the time of the start of cooperation, the site was undergoing technical work and redesign at the same time. This had a negative impact on the promotion for a fairly long period of cooperation, as the technical changes made, as well as the main SEO settings (meta tags, content), periodically «crashed». But after the final edits, the site quickly began to grow.
What was done
Technical optimization
The site is powered by CMS OpenCart (Store), which is generally a good option for promotion and contains many positive aspects for SEO.
The main problems at the start of work:
- Not configured CNCs
- The robots.txt file is not updated
- Incorrect generation of the sitemap (only English-language pages were added, although there was no goal to promote the English-language version)
- The site contained incorrect redirects
- Incorrectly configured language versions
- Incorrectly configured auto-generation of meta tags for product pages
- Pagination pages are not configured
- No Product micro-markup on product pages and categories
- Incorrect URLs (nesting) for products
We created a detailed technical task based on which the necessary changes were made. From time to time, there were problems with the SEO module of the meta tag generator, which caused constant “overwriting” of manual settings.
Semantics.
At the beginning of our cooperation, the site was already ranked for a large number of queries, but only 2 product categories were in the top 10: «Classic men’s suits» and «Wedding suits».
The semantic core was collected from scratch, since no SEO work had been done on the site before. When collecting the SS, we focused on the main competitors and the current structure of the site’s categories.
The average level of competition in the niche and the measurement of the site’s positions made it clear that we should start working with low and midrange queries first.
Structure.
The structure of the site was not subject to global changes, as it was already quite well organized: categories and subcategories of the 2nd and 3rd nesting levels. The maximum nesting level is 3 levels.
The priority is to work out the main categories and subcategories. After that, start working on SEO filters.
Content.
Text content was missing on all pages of the site. The terms of reference for the copywriter were formed based on the collected semantics and the main competitors in the niche. The structure of the articles was formed in a combined way – based on competitors’ articles and with the help of AI.
Usability
The new design, which was already planned at the time of the start of cooperation, was to fix the main usability problems: make the site cleaner, clearer, and more pleasant to look at. Small changes were made only to the main menu to make it more user-friendly.
Structured data
We implemented Product micro-markup for product and category pages. This will expand the snippet in the search results and provide users with additional useful information about prices, reviews, etc.
Link profile
The strategy of building a link profile is based on the analysis of the main competitors of the niche: the number, frequency, and quality of donors. Outreach (article links), crowd links, and summits are used.
Results
| Options | At the beginning of the work | After 7 months | Difference |
|---|---|---|---|
| Organic traffic | |||
| Organic traffic | 4052 | 7527 | +85,7% |
| Sales | |||
| Sales | х1 | х4,6 | +361,5% |
| Keywords in the top 10 | |||
| Keywords in the top 10 | 323 | 433 | +34,06% |
| Visibility | |||
| Visibility | 1,79 | 3,29 | +83,8% |
| Conversion | |||
| Conversion | 0,32 | 0,79 | +146,9% |
