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The Client contacted us with the purpose of promoting a new website in the TOP 3-10 for keywords in the Google search engine.
SEO-search promotion
Security agency in Mykolaiv
Ukraine
Entering the website in the TOP-10 for 56 key queries
Attract new customers through organic traffic
Promotion of a new website in the TOP 3-10 for key queries in the Google search engine
Search engine promotion is an effective service in the long run. It gives the best result in case the Client immediately optimizes the website for the requirements of search engines during development. After the release, the website from first seconds starts working for the Client.
In other cases which happens the most often a website is created first, and only then after a while, the owner realizes that the created resource still needs to be tidied up. First, the website should be seen by search engines. Then they crawl the pages, and this does not happen in one crawl, because the crawl budget is exhaustive for each website. Further, the work must provide the website with some kind of rating so that it gets on the search results pages. And only then the resource is seen by users. This is a time-consuming process. We worked with such a Client’s website – newly created and not optimized for search engines.
In December 2021, a security company in Mykolaiv contacted us just to bring the new website to the requirements of the Google search engine. Let’s see if the ITForce team managed to bring the website to the top positions for certain queries.
The Client contacted ITForce in December 2021. Our Client is a security agency providing services in Mykolaiv.
List of company services:
Client benefits:
The main feature (aka complexity) of promoting the Client’s website is that the company offers its services only in Mykolaiv. That is, our geo is narrow, it is one big city. In this case, the website will receive a limited amount of traffic.
Plus, the Client’s website is new, and competition in the region is strong. Since military actions are going on in the Mykolaiv region the demand for services has decreased significantly since February 24. Therefore, we are faced with the fact that traffic to the website is growing slowly, but the position of the website is improving and the website’s performance is also growing.
The Client’s site is new, so search engine optimization work has not been done before.
Let’s look at the position of the website before the start of work (keywords in Russian and Ukrainian):
Fig. 1 – Positions of the website by the start of work on key queries in Ukrainian and Russian
The Client’s website has low positions for key queries so our task was to increase them.
At the start, we had to carry out some preparatory work for the proper further SEO promotion of the website. Therefore, one of the first main tasks of an SEO specialist was the transfer of the website from the nk.xxx.com.ua subdomain to the xxx.com.ua domain. Then we continued to work with the main domain.
Transferring the website is not a fast process, and after the transfer, the resource takes a lot of time to reindex all pages. In addition, the Client’s website is new, and this is an additional difficulty with page indexing. The process needed to be accelerated, and we used the Google Indexing API to add pages to the index. Thus, we were able to speed up the indexing and promotion of the site in the search.
Work on website promotion begins with a technical audit. List of corrected errors on the site after technical audit:
The usability of the website has also changed. We added:
After collecting the semantics, new landing pages were added to the site and the structure was corrected, since the website previously contained only 4 services, and there was no menu on the website. These days the Client’s website has 17 pages of services.
The main difficulty in developing a content marketing strategy was that the client was not ready to provide information for new services, and thus we had to rework the existing site content for each new service. But we accomplished this task.
Let’s look at the result of the innovations of the SEO specialist on the Сlient’s website:
Fig. 2 – Website menu before and after the start of work on SEO promotion
We registered meta tags with the occurrence of keywords and added them to all pages of the website. Also, according to the collected semantics and the TS compiled by the SEO specialist, the copywriter wrote the texts for the priority pages that we added to the client’s website. These are 13 pages in Ukrainian and 13 pages in Russian. First of all, we took high-frequency requests (HF) into work, and we also worked with midrange and bass.
In March, the website’s promotion was suspended due to a full-scale invasion of Ukraine. The budget had to be reduced since April, we have been working with a minimum budget for 6 months. And we managed to achieve a result, which is why you are now reading this case.
Since there are already fewer requests in Mykolaiv than in Ukraine as a whole, and during the war, demand in Mykolaiv fell even more, now it is important to promote the site by high-frequency queries in order to retain at least some organic traffic and attract more users.
Traffic depending on the type of device:
Рис. 3 – Traffic per website depending on the type of device
We see that mobile traffic prevails over desktop traffic. This is another emphasis that it is very important to have a responsive version of the website or its separate mobile version. Consumers are more comfortable using the phone. And remember the importance of mobile-first for Google – this is a new indexing model when Google takes into account the mobile version when ranking websites.
Therefore, when introducing a blog on the Client’s website, we took this moment into account and made the blog adapted to mobile.
To date (October 2022), we have developed a content plan for the company’s blog and are working on it. Thus, we increase the amount of traffic to the customer’s website and gain the loyalty of new users.
The next step is to work with a set of mass links to the website. This is especially important for new websites because they must earn the trust of both users and search engines. New websites do not have a pool of regular customers and a loyal audience. At the same time, search engines are extremely picky about them, and work on expanding the link mass should be carried out with caution so as not to receive sanctions from search engines.
First of all, the incoming links to the new site must be of high quality, that is, from websites that already have the authority of search engines and the trust of users.
Increasing the mass of links to the Client’s website was started in the second month of cooperation, that is, in January. Our team analyzed the link mass of competitors, as a result of which we realized how many links we need to purchase. We made a strategy for the next 3 months and stuck to it until February 24th. Since the project was on pause during March, and we resumed work in April, we immediately adjusted the link strategy, focusing on raising positions for those keywords that were already in the TOP.
As soon as we started working on the website, the domain rating began to grow gradually. By increasing the mass of links the number of donors is increasing every month. Now we are aiming for DR 30 to beat the main competitor.
We increase the mass of links with the help of eternal links, crowd marketing, and submissions. The only negative is the limited geo since it is not so easy for Mykolaiv to find donors.
We will remind you that in Mykolaiv military actions proceed, therefore demand services of security agencies decreased. Our main task was to improve the position of the website in the search for key queries and increase the mass of incoming links.
First of all, we managed to return the number of conversions. Data for December 2021 and August 2022.
Fig. 4 – Conversions at the beginning of work with the website
Let’s look at the position of the website for the same period:
Fig. 5 – Website positions in December 2021 and August 2022. Overall growth
Comparison of resource positions of a security company in Mykolaiv for 8.06 and 7.10 (example for pages of new services and in general):
Fig. 6 – Comparison of the positions of the site of a security company in Mykolaiv
During the war, we managed to increase the site’s domain rating from 0 to 7:
Fig. 7 – Domain Rating (DR) of the Client
The number of donor domains over the past year has also increased from 38 at the beginning to 95 today:
Fig. 8 – Number of donor domains per year of cooperation
Note that due to hostilities in the territory of the Mykolaiv region since March, visits (traffic on the site) have fallen, because the services are out of time, and today we maintain the achieved traffic volume and try to bring new users with the help of good organic positions.
In December 2021, the website was ranked for 8 keywords and was not in the TOP. In October 2022, the website ranks for 153 keywords and is in the TOP-10 for 56 keywords.
Work plan for the following periods:
Therefore, during the war, the ITForce team managed to increase the visibility of the website in search, improve positions and enter the TOP for selected key queries. This is an excellent result, given that the Client’s website is new, and we had a minimal budget for promotion.
Are you interested? Fill out the consultation request form below, our specialists will try to help with the selection of a search promotion strategy.
The Client came to us to set up advertising campaigns to increase sales on the website.
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