Contents of the case
Media
Initial data
Whole works
- /01Development of a website promotion strategy in a competitive market
- /02Expansion of the site structure for commercial and information requests
- /03Finalization of the structure of commercial and information pages of the site
- /04Work with the reference profile
- /05Implementation of the blog
- /06Output of priority requests in the TOP-10
Main problems and strategy
This project is very special because it had very few commercial pages. This is due to the fact that there is a main group of keys that is associated with the service, and there are literally 3-5 such clusters. All recent requests are either semi-informational or purely informational. That is why it was necessary to make the main commercial pages, and then work very actively with the blog and maintain it at a high level.
The main problem of the project was that the competition in the niche consisted of both informational medical sites with millions of traffic and a simply “cosmic” link profile, and commercial sites with smaller informational blogs. Therefore, we would definitely not be able to do anything with just a structure or just links.
Therefore, we started work with the site in several directions at once and worked out all aspects gradually:
- Expansion of the structure due to the creation of a small group of commercial pages with an emphasis on high conversion and a large number of pages with information requests – these were informative articles on all issues surrounding the topic of surrogacy.
- Extending the structure of the pages to improve the appearance and conversion, as well as to add blocks necessary for effective promotion. Creation of the structure of the article page, according to all Google requirements for informational texts.
- Active, taking into account the novelty of the site, work with the link profile. Before the start of the work, the link profile of the site was almost not dealt with, there were only organic links, but not even from the target region, so they did not take part in the ranking.
What was done
Content
The creation of content for the site was divided into 2 groups:
- Commercial pages. Competitors were analyzed here based on the content structure of competitors, and blocks were made based on this and filled with professional content and features of our company’s work. But since it was necessary to distribute the keys, they also made blocks for the SEO text.
- Pages for articles, where all information requests will be sharpened, which in the niche are much more than commercial ones. The structure of the page and its functionality were formed on the basis of competitor analysis and requirements for medical informational articles, which is very important for good ranking. Texts for articles were written on the basis of clustering of adjacent groups of requests and breakdown into blocks based on the structure of the text of competitors in the TOP.
Semantics
There is not a lot of purely commercial semantics for the project, after collecting it, we created the main backbone of the site structure, there were about 4-6 main pages. But due to the specifics of the niche, the emphasis was placed on informational semantics in order to warm up the potential audience for a long time beforehand.
This service applies to those who do not buy infantile. They learn about it for a long time, read it, make an informed decision in a sufficiently long period of time. That is why the information component of the site is so important, perhaps even more important than the commercial component.
Expanding the structure
As written above, the expansion of the structure was carried out in 2 directions:
- The main commercial component of the site has been created, the purpose of which is to sell and close the ice.
- A properly designed and designed blog, according to the canons of the search engine, which brings semi-commercial warm traffic to the site and closes all information requests in the niche.
Referral profile
It was not necessary to analyze the links of our site, because there were 1-2 of the necessary GEOs, and others simply do not participate in the promotion of America, so it is important to work with regional links.
After analyzing our competitors, we saw that we have 2 groups of sites: commercial sites with a serious link profile and informational ones from medicine, which had thousands of sites and tens of hundreds of thousands of links – we definitely could not compete with them. That’s why we initially focused on commercial sites, which, in fact, are our competitors.
We analyzed their profiles, averaged them, developed a strategy taking into account the fact that we have a young site with a minimal link profile, and the fact that you can’t buy hundreds of links, but you need to gradually build them up.
Results
| Options | At the beginning of work | In 5 months | Difference |
|---|---|---|---|
| KW | |||
| KW | 230 | 2230 | +969% |
| KW in TOP-3 | |||
| KW in TOP-3 | 12 | 82 | +583% |
| KW in TOP-10 | |||
| KW in TOP-10 | 68 | 450 | +561% |
| KW in TOP-50 | |||
| KW in TOP-50 | 362 | 181 | +402% |
