Case: comprehensive website promotion for Foodex24 in Poland

Content 

- General information about the project:

- Strategic objectives of the project

- Main problem that the client faced

- Our plans for developing the client's website

- Our actions

- Comment from our expert

- Project results

- Conclusions and further plans for the project

Thanks to our comprehensive approach and experience in promoting online projects in the West, we managed to increase the search traffic of the young Foodex24 website by 35% in 4 months. More than half of the approved keywords were placed in the Top 10 of Google.

General information on the project:

Foodex24.pl is one of the websites in Poland that specializes in selling goods from Russia, Ukraine and other countries. The range is in demand among consumers in Poland. After the successful launch of the Ukrainian Foodex24, the Polish project required the company to reconfigure many processes, retool its online platform and take into account the requirements of many European automation systems. Although there were a number of technical and legal nuances associated with promotion in the West, 2 months after the launch of Foodex24.pl the average bill was at the same level as in Kiev - 45 Euros.

Today the Foodex24.pl catalogue contains about 2,000 items, most of which are produced in Ukraine. Customers are offered products from beloved brands such as Roshen, Torchin, Kvas Taras and others. The company pays special attention to internal control. It cooperates only with verified suppliers and complies with all conditions of transportation, storage and delivery of products to consumers.

For the convenience of customers, an online platform has been developed where an up-to-date product catalogue is available. Visitors can add their favorite products to their wishlist or shopping basket in a single click. On the website it is easy to place an order, arrange delivery and make payment. In the "My account" the customer has the ability to track the completeness of the product. There he can also track the delivery of the goods.

The company contacted us to promote an online project and a website in Poland. It was possible to achieve their goals in a limited time with the help of SEO optimization of the web resource. Our experts had already worked on the promotion of sites for local promotion in European countries, so this was not a new matter for them, they had some experience.

Strategic objectives of the project

Promotion in Poland requires knowledge of the niche and peculiarities of working with online projects in the Western market. In particular, our team had to deal with the relatively high competition in the niche and the stringent requirements for the quality of the content on the part of the target audience. In addition, the range of products on the site was constantly changing, which also had to be taken into account. As it was a new brand for the region, its positioning depended on the quality of our work.

The main objectives the client set for us were:

• increase in website traffic;
• increase in conversions;
• bringing 50% of queries to the top of search results.

On the one hand, promotion in the retail niche in the West is a challenging task, but on the other hand, it was interesting because it was possible to participate in the entry of Ukrainian brands into the European market.

The main problem the client faced

The website Foodex24.pl was a rather young project. Almost immediately after launching it, the client contacted us for SEO promotion. It is only natural, that the traffic figures were low compared to those of other market players. The link mass was much lower than that of the main competitors.

Other features of the project include the following:

• is a young site with a newly registered domain, search engine promotion has not yet been carried out;
• the brand, which was launched on the Polish market, was also new to consumers;
• technical deficiencies were detected during the due diligence;
• most of the category pages and product cards were not optimized for the regional search engine.

Our team planned its work with these features in mind and achieved good results.

Our plans for the developing the client's website

To achieve high positions when ranking a young site in a competitive niche in another region, it is necessary to act comprehensively. In Foodex24.pl search engine optimization strategy the following directions were the main ones.

Internal optimization

SEO for Poland, as well as for other countries, is not possible without a thorough study of all the details on the site, adjusting its work in accordance with the requirements of search engine algorithms. It is important to pay attention to the technical parameters of the web resource and the quality of the content. Initial adjustment and elimination of technical errors greatly improve the visibility of the site, speeding up its work. On the quality of the content depends displays in the results and the formation of the attitude of consumers to the brand. So this has become one of the key areas for us.

Detailed analysis of the niche and work with external factors

Our team was required to achieve high results in the Western region, which has its own rules, and there are many details that are not met in the promotion of sites in Ukraine. Therefore, a detailed study of the retail niche in Poland, the analysis of SEO studies carried out by the competitors, study of their top pages - all this became the basis for the specification of our future plans. In addition, we had to find authors who would be able to prepare textual content, taking into account the peculiarities of perception of the foreign consumer. On the whole, promotion in Poland required us to do some serious analytical work.

Monitoring and retention of results

Monitoring results is one of the main features that distinguishes our team. We clearly understand that without regular monitoring it is difficult to make positive changes. This is the only way to check whether the strategy is successful, whether there are any shortcomings in it. With information in hand, you can quickly make a decision and adjust your actions. The client himself could watch how the work was going on, because he was given access to the SEO-cabinet.

Our actions

Step 1: Technical optimization

We started promoting the website in Poland with a detailed check and the formation of TOR to correct technical deficiencies. In particular, we:

• we deleted broken links, corrected 404 errors;
• updated the sitemap;
• eliminated duplicate meta tags on the product pages;
• analyzed the indexing. All detected errors were eliminated.

In addition, our specialists have created a checklist for improving usability indicators. This becomes important in view of search engine algorithm updates.

Step 2: Competitor analysis

In the process of implementing SEO for Poland we analyzed in detail how the retail trade is organized in the region. Special attention was paid to such parameters as:

• the position of competitors in search engines;
• content and its structure on the landing pages of the top sites;
• the need for online sales of food products in the region;
• nuances in the perception of the target audience in Eastern Europe.

This research gave us the opportunity to obtain reliable data in order to compile and then adjust a successful SEO strategy. We are now fully convinced that we took the right approach in promoting Foodex24.pl in Poland. We will use this experience in other projects.

Step 3: Internal optimization

This stage was the key to achieving our objectives. Within its framework we carried out the following work:

• made as full as possible semantic core;
• optimized meta tags for all pages of the site;
• added cross-linking from product categories;
• prepared TOR and texts for all product categories to be promoted;
• optimized the homepage and landing pages by first priority. In this way, the coverage of commercial queries was extended;
• started filling the blog with articles. In doing so, we tried to expand the number of informational keywords;
• added micromarking to product pages;
• implemented Google AMP.

Next, our experts developed a plan for usability changes and started adding external links from trusted donor domains.

Comment from our expert

Our client was not expecting search engine rankings to improve in the short term. He realized that, given the young age of the website, it would take time for the brand to enter a new regional market and for SEO optimization to be effective. In Poland, the online retail niche in the Top 10 of Google had websites that had a long history and consistent link profiles. So it was quite difficult to beat the competition. Our team was able to achieve their goals on time.

We realized that in the specific situation for Foodex24.pl, SEO is the most effective way to increase the flow of sales leads to the website. Initially the traffic was at the level of 3 thousand people a month. We set a goal: in 3 months the figures should increase to 4 thousand. The result was to exceed the plan by 1.5 times.

Alexander Vostretsov, SEO Team Lead

Project results

In fact, we had to start from a fairly low base. In just the first month of implementing our strategy, Foodex24.pl increased search traffic by 15%.

Then the number of visitors increased to almost 4.5 thousand and sales began to grow accordingly. During the 4 months of promotion to the new market, the number of visitors was 35% higher.

Another important achievement was that the top 10 keywords, which were identified as priority ones for promotion, were included in the top 10.

The positive changes in the dynamics of the positions can be seen in the following diagram.

The total number of users has reached almost 30,000 and the number continues to grow.

Thanks to the efforts of our team, the website's link profile has also improved.

Conclusions and future plans for the project

The experience of promoting the website in Poland confirmed once again that work in this area should be done regularly. It is important to take into account the niche theme and analyze the actions of the main competitors. Then, SEO provides results. The site manages to keep its position at the top of Google for a long time.

The first positive results of Foodex24.pl promotion appeared already after a month of work on the project. After 4 months, our client became one of the leaders in terms of growth of search traffic in Poland. This conclusion was made based on the analysis of most of the topical high-volume keywords.

We are still working on the project, so in the long term we expect the monthly increase of 30-50% of the search traffic. All the main indicators of the web resource are in the zone of our utmost attention. If necessary, we will be able to adjust our strategy quickly and point by point.