Promoting an online store today is not only carrying out promotional events but also systematically constructed a strategy, generating ideas implementation of which brings maximum results.
Our SEO experts were looking for additional ways to increase the project visibility for a larger number of queries besides the hypothesis implementation.
Existing challenges
The initial technical audit of the website identified the main reasons that affect the lack of search traffic:
- lack of technical optimization;
- texts overspam;
- lack of internal linking;
- multiple 404 errors;
- incomplete set of keywords in categories;
- lack of filters for low-frequency queries;
- small number of external links in comparison with competitors.
These factors impeded the natural growth of website visibility in search engines. As a result, lack of traffic and conversions. The website was practically not ranked by any keys, visits were random and all by low-frequency queries.
20-30 users per day – this is the average traffic ranking in May 2018 (start).
Fig. 1 — Google Analytics Data. We’ve studied the business niche of this project.
So the first thing we did – we’ve started to audit.
Progress:
We understood the main problems of the web project after a technical audit:
- multiple 404 errors;
- duplicate metadata;
- missing metadata;
- not configured friendly URL of pages;
- errors in sitemap.xml sitemap;
- private styles in robots.txt file;
- low site loading speed;
- error to display the mobile version.
Traffic started growth after eliminating technical errors:
Fig. 2 — Beginning of traffic growth after fixing technical errors
The site is highly specialized. So, it was necessary to choose the right promotion strategy in addition to errors correcting. We studied the main leaders in the niche. The analysis showed their advantages, based on which we drew a document with a list of works for correction for the programmer. As a result, we:
- added CTA-button “buy”;
- characteristics of product cards were additionally presented in the schematic pictures;
- developed a banner with the site advantages and UTP;
- entered blocks with products linking;
- created a blog.
The initial project semantics was too narrow.
The SEO expert has collected a complete semantic core, including the entire spectrum of high-, medium-, and low-frequency queries. There were about 1500 key phrases total.
Based on an analysis of the competitors structure and the updated project core, we proposed to the Client create a series of new landing pages and introduce a filter on characteristics for low-frequency queries.
The website contained spam texts with an extremely narrow number of keys. We rewrote texts for the main pages given the expanded semantics.
After adding the blog to the site, we also wrote useful articles with ideas for interior design, tips for choosing the right curtains, etc.
The Client is engaged in tailoring and wholesale of curtains, so we decided to develop landing pages in these areas – we created pages with a portfolio slider for different types of curtains.
We focused on such actions during work on the project:
Key work on internal optimization:
- fixed errors;
- expanded semantics;
- created new landing pages;
- developed separate landing pages for filters;
- embedded business factors;
- optimized metadata and texts;
- set up indexing.
External Optimization Highlights:
- crowd marketing – posted links on forums, thematic blogs, and on other web portals with the required target audience;
- outreach on thematic sites about repair, design, etc.;
- posted links in articles on donor sites with relevant topics.
The work done on the site is simple and known to everyone.
The main thing is to systematically develop the project. Search algorithms are constantly improving, the same applies to sites.
The total visibility of the website for all TOP-3 queries:
Fig. 3 — Total visibility of the website for all queries
We regularly monitor new possible keywords and add it to the core – which happened on 09/20/2018 (jump on the chart).
Increased website visibility in search engines in Google Webmaster:
Fig. 4 — Increased website impressions and clicks
Deliverables
The outcome of the work carried out on the project has been observed since the first months. This inspired us and the Client for further implementation of all the plans.
Organic traffic and conversions increased after the planned implementation.
Fig. 5 — Growth dynamics of organic traffic Google Analytics Results after 7 months of SEO:
- website traffic increased by 1 026%.
That represented to approximately 200-250 users per day from search engines.
Fig. 6 — Data comparison Google Analytics
SEO promotion is one of the most effective, but labor-consuming and expensive services.
Using SEO we managed the main task of the Client – search traffic 11 times increase.
We made an activity plan for further promotion, according to which we are developing the website.
Want to achieve such impressive results? Put in an order for professional SEO promotion on our website!
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