Contents of the case
Media
Initial data
Whole works
- /01Quick site restart
- /02Increase in organic traffic
- /03Increase in site conversion
- /04Fast page indexing
- /05Obtaining the TOP-10 by priority groups of requests
General strategy
The domain of the website of the online store was blocked, according to the policy regarding the presence of prohibited products. It was necessary to launch the site on a new domain as soon as possible and “return” organic traffic.
After the site was moved, there was a problem with very slow page indexing speed. A new design of the online store was developed and implemented, and 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 doubled (1600/3300). Correcting errors in the site code, adjusting the CMS made it possible to obtain better indicators of Web Core Vitals and page loading speed.
After the study of the semantic core, a group of requests prioritized for promotion was determined. The pages that need to be refined for search engine optimization and those that need to be created have been identified.
After conducting a competitor analysis and collecting directions for expanding semantics, we saw points of expansion that will not only make a large number of new valuable pages, but also improve the usability and comprehensibility of the site. In this way, pages of flavors, strength and smokiness were implemented. This not only expanded the semantics, it allowed users to search for a product faster.
What was done
Semantics
Keyword research was conducted, semantic clusters were identified and created, and page groups were allocated based on the topics and keywords they cover. This made it possible to check and optimize pages for search promotion.
In addition to optimizing the existing categories and subcategories of the directory, new sections and optimized filter pages have been created. This made it possible to increase the number of key phrases and pages that are ranked in the search.
Content
After checking the On-Page optimization of the site pages, meta-tags were optimized, search-optimized, relevant photo and video materials were added.
As a result, the visibility of the site in search improved due to the growth of low-frequency queries to the TOP-3, TOP-10 and high-frequency queries to the TOP-20.
Currently, we have an increase in the number of visitors from searching for optimized product pages, which are highly converting, so we received an increase in site conversion – an increase in the number of orders from the site by 350%.
A content plan has also been developed and is currently being developed to fill the site’s Blog with new materials.
Expanding the structure
The expansion of the site structure was implemented due to the SEO optimization of the filter pages of the catalog according to the taste/smokiness of tobacco and on the basis of the conducted semantic research. Site CMS settings were made for search engine optimization of pagination pages, filters and sorting.
According to the created content plan, work is being done on creating new information pages on the site’s blog.
Referral profile
As a result of the research and analysis of external link profiles of the site and main competitors, a strategy was created to recruit and maintain the link mass of the resource.
Outreach is used to obtain external links and select the highest quality donors. Sites for placing links to the site were chosen from thematic donor domains to receive, in addition to static weight, also dynamic weight in the form of transitions.
The results
| Options | At the beginning of work | In 3 months | Difference |
|---|---|---|---|
| Traffic | |||
| Traffic | 2450 | 7260 | +196% |
| Organic traffic | |||
| Organic traffic | 890 | 6100 | +585% |
| Conversion | |||
| Conversion | 0,57% | 1,32% | 131% |
| Visibility | |||
| Visibility | 0 | 0,82 | 810% |
| The number of pages in the Google index | |||
| The number of pages in the Google index | 1600 | 4900 | 206% |
