Promotion of the manufacturing metal nets and fences site

Semantics

A feature of the site promotion is that part of the site is made as an online store with the possibility to order individual products, and the other part of the site for the same goods is made as service pages with descriptions, etc. Therefore, it was very important to work correctly with semantics: more informational keys and general keys – on the “services” pages, and commercial keys – on the catalog pages. Therefore, the correct distribution of keys on the site was a primary task.

Collected keys from Search Sole, Ahrefs, Serpstat and Keywords Planner. We measured frequencies over the past 4 years to build seasonality, measured relevance to pages and measured positions on the site. This gave us a clear understanding of the distribution of keys on the site, its correctness and a plan for our further actions.

Content

The problem of placing content on the pages was that the site owners absolutely did not want to place “standard SEO texts” on the pages of the catalog and categories, so it was necessary to invent options for distributing the texts on the page. Turning texts and adding texts through FAQ blocks helped here. Small texts were written on the pages of the catalog, since there were already some informational and descriptive texts there, so some of the keys were included in them. And part of it was distributed according to the new ones.

For category pages, all texts have been hidden in FAQ blocks. Therefore, we had no particular problems with accommodation.

Emphasis was also placed on the meta – keys were organically incorporated into the names of products, metatags of pictures, etc.

Expanding the structure

This site was structurally made very well for the initial stage, so at the beginning of the work, it did not make sense to update and expand the structure, since to begin with it was necessary to correctly work out the semantics for those pages that were already on the site.

After all pages on the site were optimized, we began to expand into lower frequency filter queries in product categories. Our task was to find semantics for the filter pages, form these pages and optimize them for the found keys. This direction was very similar to the promotion of a standard online store. For example, the “Mesh” category, there were different types of mesh – masonry, fencing, for aviaries, for screed, etc. Variations on the theme of size also gave their keys.

And all this gave good results in terms of traffic growth on the site.

Referral profile

Since the site already had a good link profile, and it needed to be built up, the purchase of links was quite aggressive from the very beginning.

The first thing that was done was to analyze all the donor domains of our site in order to select the bad ones and reject them. So that these donors do not have a negative influence on the link.

The next stage was a competitor analysis to calculate the “hospital average” in the niche and try to follow it and do better. After conducting a detailed analysis, they realized that the previous budget for links was too small for dynamic growth, so they proposed a less aggressive strategy for the first months, and then increased the budget and more aggressive work.

Interestingly, the niche had a very high percentage of anchor links, which really surprised us.