Contents of the case
Media
Initial data
Whole works
- /01Comprehensive site audit and competitor analysis
- /02Technical site optimization
- /03Collection of full semantics and expansion of the site structure
- /04Promotion of priority requests in the TOP-3
- /05Work with site usability
- /06Work with an external reference profile
General strategy
Since 2020, the site’s visibility and organic traffic have shown negative dynamics, so the main task was to correct the situation. After conducting a comprehensive site audit and competitor analysis, an SEO strategy was developed, the implementation of which led to positive changes.
Technical optimization of the site was carried out, which made it possible to improve the quality and speed of page indexing. The number of pages in the Google index has doubled (250/500). Correcting errors in the site code, adjusting the CMS made it possible to get better Web Core Vitals indicators, page loading speed.
After the study of the semantic core, a group of requests prioritized for promotion was determined. Approved the pages that need to be refined, for search engine optimization, and those that need to be created.
What was done
Semantics
Keyword research, grouping and clustering of search queries were conducted. This made it possible to check the relevance of the site’s pages, to determine the pages that needed search engine optimization.
In addition to the optimization of the existing ones, new pages were created and will be created in the future, which allows to increase the number of pages that are ranked in the search. Therefore, the number of key phrases for which the site is ranked is increasing.
Content
After checking the On-Page optimization of the site pages, they formed and implemented selective editing in the texts. Meta titles and page descriptions have been reviewed and edited. Relevant media has been added which is also optimized for search.
In the process of optimization, changes were made to the existing pages and a content plan was developed for the creation of new pages. Currently, there is an increase in the number of visitors from search, specifically for created and optimized pages.
Expanding the structure
The specificity of the business niche of the site allowed the introduction of an expansion of the structure. Therefore, the expansion of the coverage of semantics and the target audience was carried out.
According to the developed content plan, we are working on creating new pages on the site’s blog. Currently, optimized semantic clusters have improved their positions to TOP-10, TOP-3.
Referral profile
Profiles of the site and main competitors were analyzed and a strategy was built to gain the site’s link mass, links from low-quality sites were removed.
Outreach was mainly used to select referral sites. The highest quality ones were selected. Some of the sites were selected from competitor profiles. Links for this project were selected from thematic donors, as high-quality and traffic-generating as possible, so that in addition to static weight, they also receive dynamic ones in the form of transitions.
In the first quarter of 2023, referral traffic increased by 160% (730/1900 users per month).
Results
| Options | At the beginning of work | In 3 months | Difference |
|---|---|---|---|
| Organic traffic | |||
| Organic traffic | 4700 | 13100 | +178% |
| Site conversion | |||
| Site conversion | 1% | 1,6% | +70% |
| Visibility | |||
| Visibility | 0,28 | 0,48 | +71% |
