Contents of the case
Media
Initial data
Whole works
- /01Development of a site promotion strategy
- /02Expansion of the site structure for LF and MF requests
- /03Refinement of the site page structure
- /04Work with the reference profile
- /05Implementation of a blog with the necessary parameters
- /06Promotion of requests in the TOP-10
Main problems and strategy
The main problem of the project was that the competition, although not great (in the issue of the order of 20-30 relevant sites), but these are either sites selling software (such as software online stores), or sites of large programming companies that have a large number of different solutions (services). Both the first and the second are large sites with which we cannot compete with our three pages.
Therefore, it was decided to move immediately in 3 directions:
- Expanding the structure by increasing the semantic core for more detailed aspects of using the customer’s software and adding articles to the blog to receive “warm” and interested traffic for informative and semi-informative requests.
- Refinement of page structure elements to improve appearance and usability, as well as to add blocks necessary for effective promotion.
- Active, as much as possible, work with the referral profile. Before the start of the work, there was almost no work with the link profile of the site, there were only organic links of dubious quality and in a minimal amount. Therefore, at the initial stages, it was better not to “overstep the mark” with the number of links, because it is better to start more discreetly and not arouse suspicion, than to work with it very actively and receive sanctions from the search engine.
What was done
Content
In order to correctly use relevant keywords on pages, it is necessary to integrate them as organically as possible into the content on the page, but the page before that was filled with purely technical information, and you simply cannot physically “stuff” the keys there so that they look organic to the user and search engine.
Therefore, it was decided not to scare off potential tech-savvy customers with SEO texts, valuable technical content was placed on the page, and SEO texts that are optimized for key queries were hidden under the FAQ block. In this way, we expanded the page with an additional block and made additional micro-markup, which, unfortunately, is not displayed in the extended snippet by the search engine itself.
Semantics
There is very little purely commercial semantics for the project. Having collected it, we created the basis of the site structure. It was about 10 main pages. But as with all software projects, the majority of user requests and activities on the site come from the blog itself. Therefore, it was decided to work not only with commercial keys.
It was necessary to expand at the expense of keys, which, in fact, were of an informational nature. But as a result, the client could order our software. These keys could be entered by our potential customers during the phase of familiarization with various solutions. That is, a kind of funnel was built for “warm” customers. They visited the info article, and only then we dragged the traffic to commercial pages with the help of relinking. This made it possible to cover more keys and make a wider structure, which Google loves so much. For this purpose, a blog was developed on the site with articles optimized for requests with an indication of the authorship of the materials.
Expanding the structure
The expansion of the structure was implemented in 2 directions:
- The main commercial component of the site was created, the purpose of which is sales and closing of the lead.
- A blog is developed and designed, according to the canons of the search engine, which brings semi-commercial “warm” traffic to the site.
Referral profile
After analyzing the referral profiles of the site and TOP competitors, they formed a strategy for recruiting the referral mass of the site.
The link profile of the site was weak, so we started very smoothly, so that everything looked as natural as possible, and Google did not think that the link profile was increased by paid links.
For this, anchor links with thematic texts on technically high-quality sites were used. Also, crowd links and links from various directories, blogs, etc. were used to dilute the link profile.
All for the sake of a single goal – to gain reference weight and do it as naturally as possible.
Results
| Options | At the beginning of work | After 6 months | Difference |
|---|---|---|---|
| Keywords (KW) | |||
| Keywords (KW) | 0 | 1130 | +1130 |
| Keywords (KW) in TOP-3 | |||
| Keywords (KW) in TOP-3 | 0 | 10 | +10 |
| Keywords (KW) in TOP-10 | |||
| Keywords (KW) in TOP-10 | 0 | 70 | +70 |
| Keywords (KW) in TOP-50 | |||
| Keywords (KW) in TOP-50 | 0 | 790 | +790 |
