Contents of the case
Media
Initial data
Whole works
- /01Correction of errors on the site
- /02Increase in organic traffic
- /03Increase in site conversion
- /04Maintenance and growth of positions
- /05Get TOP-10 for new keywords
The main problems
The business niche of shoe sales is highly competitive, therefore, after a comprehensive audit of the site and analysis of competitors, the technical optimization of the resource, research of key phrases and optimization of the site pages for the maximum possible semantic core, finalization of the site’s usability were identified as priority directions.
Correcting technical errors on the site, setting up the CMS for SEO made it possible to obtain better indicators of page loading speed, Web Core Vitals and improve the quality of indexing of useful pages in the search, for example, the number of pages with videos in the Google index increased almost twice (260/510).
The introduction of new functionalities made it possible to significantly improve the convenience of using the site, which affected the improvement of the user experience and behavioral factors. Thus, the rejection rate decreased from 65.3% to 48.7%, and the number of pages per session (viewing depth) increased from 2.78 to 3.57 pages.
General strategy
Semantics
A study of semantics was conducted to determine the priority clusters of queries for search optimization. Pages that need improvement and those that need to be created have been identified.
Keyword research was conducted, semantic clusters were created and pages were grouped based on topics and keywords. After that, the pages were checked and optimized for search engines.
Existing sections of the directory were optimized, new categories were created and filter pages were optimized, which allowed to increase the number of key phrases and pages that are ranked in the search.
Content
Evaluation of OnPage optimization, its revision related to optimization of content, media content, meta descriptions and headings were carried out. Internal linking settings were made, also with the involvement of informational materials on the site’s blog. A content plan was developed and used to regularly update informational content.
The optimization of product pages and categories and subcategories of the catalog made it possible to significantly increase search traffic for low-frequency queries, which leads to an improvement in the ranking of medium-frequency and high-frequency queries, which rose to the TOP-20, TOP-30. In the first quarter of the current year, the site’s organic traffic grew by 67%.
Expanding the structure
Optimization of existing filter pages according to objective parameters and creation of new categories and sections according to subjective parameters of goods made it possible to significantly expand the structure of the site, that is, to get an increase in the number of key queries ranked in the search, which means to expand the coverage of the target audience.
Referral profile
Analyzed the link profile of the site and competitors in the search results. Identified existing low-quality links and donors who got rid of them.
We formed a strategy for the growth of the external referral profile, for the implementation of which we use Outreach. In the process of choosing sites for placing external links, we consider thematic donor domains, the quality and traffic of which are carefully checked.
The results
| Options | At the beginning of work | In 3 months | Difference |
|---|---|---|---|
| Traffic | |||
| Traffic | 159150 | 337650 | +112% |
| Organic traffic | |||
| Organic traffic | 5050 | 8450 | +67% |
| Conversion | |||
| Conversion | 2% | 3,5% | 75% |
| Visibility | |||
| Visibility | 2,01 | 14,61 | 626% |
