Contents of the case
Media
Initial data
Whole works
- /01Comprehensive website promotion
- /02Increase organic traffic
- /03Increase conversion and sales
- /04Promotion of priority keywords to the top of Google
Issues and overall strategy
The client contacted us with the problem of low visibility of the website in search engines for key queries. This resulted in very «modest» organic traffic indicators and, as a result, conversions were very low. Although the site had been promoted before, the results obtained did not meet the client’s business goals and remained insufficient to ensure a steady flow of customers. The main goal was to promote priority high-frequency queries, such as «buy a trampoline», to the top of search results, as well as to increase the conversion rate of the site to increase sales.
At the time of the start of cooperation, the site was in a more or less good condition. It was powered by the Horoshop platform, which provides basic technical optimization and SEO convenience. However, the site needed additional optimization in order to achieve high positions in search results and maximize its potential.
After analyzing and preliminary auditing the site, we developed and agreed with the client a comprehensive promotion strategy that consisted of the following key stages
- work on semantics
- work with the structure;
- work with links;
- optimization of static filters;
- work with the blog.
What was done
Technical optimization
The site is powered by Horoshop, which already has basic technical optimization. However, to increase the effectiveness of promotion, we performed additional work:
- Optimization of static filters: we set up filters so that they create unique URLs for different combinations of parameters. This allowed us to expand the number of indexed pages and attract more traffic.
- Setting up meta tags: For products, categories, subcategories, and filter pages, we implemented automatic generation of meta tags (title, description) based on keywords, which improved their relevance.
- Setting up alt attributes for images: we added descriptive alt texts to all images, which contributed to better ranking in image search and improved indexing.
- Spot bug fixes: We fixed minor technical issues, such as broken links or duplicate content, through the Horoshop admin panel.
Semantics.
At the time of the start of cooperation, the site was ranked, but not very well – mainly for low-frequency (LF) and medium-frequency (MF) queries. High-frequency (HF) queries, such as “buy a trampoline,” remained out of the range of first-page positions due to high competition.
- Work with the semantic core (SC): we completely redesigned the existing SC, collecting and clustering queries of all types – low-frequency, mid-frequency, and high-frequency. We paid special attention to queries related to product filters to reach a wider audience.
- Competitor analysis: we studied the semantics of competitor sites, which helped to identify new opportunities for promotion.
The updated semantic core became the basis for optimizing the site’s structure and content.
Structure
The site structure was developed with the needs of users and search engines in mind:
- Large structure: we optimized the main category by most filter parameters, which allowed us to create additional pages for different combinations of queries.
- Two-level nesting: the site has categories and subcategories, which provides easy navigation.
- Two steps from home to products: thanks to the optimal structure, the user can get to the product page in just two clicks from the home page.
- Coverage of all query clusters: the current structure completely overlaps the semantic core, which contributes to better indexing.
This approach has improved both usability and search engine visibility.
Content
Content plays an important role in SEO promotion, so we paid special attention to it:
- Competitor analysis: we studied texts on competitors’ websites to determine the optimal length, structure, and keywords.
- Drawing up terms of reference for copywriters: based on the analysis, we prepared detailed terms of reference for creating unique texts optimized for high-frequency queries.
- Adding images and alt attributes: we placed relevant images with written alt texts on priority pages.
- Meta-tag optimization: we created meta tags (title, description) for all pages, focusing on the RF queries and taking into account the design of meta tags of competitors.
These measures increased the relevance of the pages and improved their attractiveness in search results.
Structured data
Structured data helps search engines better interpret website content and display rich snippets. We implemented the Product markup for product pages, which allowed us to display the rating and price in the snippets. This increased the click-through rate (CTR) in search results. The use of structured data improved the visibility of the site and attracted more targeted traffic.
Link profile
To increase the authority of the site, we worked on external links:
- Competitor-based strategy: we analyzed competitors’ link profiles and developed our own strategy.
- Outreach: we placed articles with links on high-quality thematic resources.
- Crowd marketing: we actively worked with forums, blogs, and social networks, adding links to relevant discussions.
- Submissions: we registered the website in thematic directories and directories, which helped to increase the Domain Rating (DR).
Results
| Options | At the beginning of the work | After 4 years | Difference |
|---|---|---|---|
| Organic traffic | |||
| Organic traffic | 413 | 1375 | +233% |
| Sales | |||
| Sales | х1 | х199 | +19800% |
| Conversion | |||
| Conversion | 0,43 | 3,79 | +781% |
| Visibility | |||
| Visibility | 0,02 | 7,13 | +36% |
