How to increase traffic by 6 times through SEO

Promoting an online shop that specializes in selling household and travel goods is no easy task. We outperformed the competition in the top ranks thanks to a comprehensive approach and creative strategy, which we developed specifically for this client. Over the time during which this work was carried out, we managed to increase the number of visitors from search engines by 6 times and the number of orders on the site by 4 times. Below we tell you how we achieved these results.

BASIC INFORMATION

Dorami.com.ua is a rather young online shop that specializes in selling consumer goods (for travelers, household and sports). A characteristic feature of the activity is the offer of quality products at the best price.

What makes Dorami different from its competitors is its individual approach. The priority for the shop was to satisfy the needs of the customer, so the website had detailed photos and descriptions of products, video reviews and recommendations for choice, and feedback from real customers.

Despite the responsible approach, the owners still faced intense competition. Moreover, the competitors had a distinct advantage - more "adult" domains and excellent link mass, thanks to which their sites are well ranked by search engines. Even quality products, adequate prices and customer care did not help Dorami to outperform their competitors, so they contacted us.

OBJECTIVES SET BY THE CLIENT

For Dorami's successful promotion, multiple points of overlap on different products with other resources hindered the success of the promotion. Moreover, the client's online shop and the sites of direct competitors had an almost identical range of products. But Dorami was losing out on the number of orders from the search results. At the start of the partnership, most of the orders came from paid search.

Dorami’s representatives contacted us in the summer of 2019, when their domain was only six months old. The main task was to carry out SEO promotion and increase the number of orders from organic search.

FEATURES OF OUR STRATEGY

We clearly understood the scope of the difficulties we would face in promoting Dorami's website. Firstly, the shop is rather young. Secondly, there was going to be a confrontation in the search engine with some pretty serious competitors - developed resources and marketplaces. To achieve the goals set by the client, our team decided to resort to the following actions:

1. Initial optimization of the online shop and analysis of competitors. At this stage, it was decided to study the pros and cons of the competitors' resources and collect data on their structure and the quality of their content. To plan the work, we also had to calculate the number of visits to competitor sites, the number of pages indexed and how many quality sites were linked to them.

1. Creating a link building strategy. This would have allowed us to outperform our competitors and bring dorami.com.ua to the top, increase traffic from search engines and improve brand awareness. Competitors have long managed to form a quality link mass, through which they keep positions in the top. We, on the other hand, had to work carefully and create a purchasing plan so that the client's site would not be penalised.

1. Usability audit. For an e-commerce site, usability is one of the most important indicators, especially when you consider the similarity of the range to competitors. It is important for visitors to be able to get to the sections they need and place orders quickly. So we decided to focus our efforts on improving usability, hoping to increase conversion rates.

1. Building a semantic core and development of new pages. The analysis revealed that the lack of visitors from the search engine was due to problems with the semantics. This was compounded as well by poorly optimized landing pages. Therefore it was decided among the main objectives to expand the semantic core and work on the keys of different frequencies, thereby affecting the ranking of dorami.com.ua. In the next phase, we planned to create new pages and fill them with optimized content.

Having defined the work plan, we began to study the shop dorami.com.ua.

PROBLEMS WITH THE CLIENT'S WEBSITE

While working on the dorami.com.ua project, our team came across an interesting phenomenon: low organic traffic figures were due to insufficiently developed semantic core. Previous optimizers failed to make full use of this tool's potential. Among other problems encountered at the start of the work were:

• poorly executed optimization of landing pages;
• lagging behind the competitors in terms of the number of donors;
• inadequate usability.

To solve them, we have compiled a set of tasks for promotion. We will tell you about them below.

THE WORK WE HAVE PERFORMED

For SEO promotion of dorami.com.ua website we decided to use a comprehensive approach, which was based on performing tasks in different areas. We tell you what work we planned and performed.

STEP 1: AUDIT OF THE TECHNICAL PART OF THE RESOURCE, FIXING DEFICIENCIES

An audit of the online shop was the first step towards optimization. On the basis of the results we drafted the TOR for the programmers. The following works were required:

• increasing the loading speed, including for the mobile version;
• elimination of duplicate web pages.

In addition, it was decided to improve the filter system, so another task was set to expand it and make it more detailed.

STEP 2: ADAPTING USABILITY AND OPTIMISING COMMERCIAL FACTORS

Based on the results of an audit of the competitors' websites, we found problems in this part of the client's resource as well. To fix them, we decided to do the following:

• add a feedback button via messenger or phone call;
• set up a faster return to the top of page;
• display promotional and most popular products on the home page.

Work in these areas allowed us to increase the length of time visitors spent on the client's site and make the ordering process more convenient.

STEP 3:  LINK PROFILE OPTIMIZATION

In working through this area, we first selected donor domains. In the process of selection guided by their ranking, subject matter, % index pages and other indicators that are taken into account by search engines in the ranking.

STEP 4: WORK WITH SEMANTIC CORE

Work in this spectrum was necessary to optimize the rankings and attract the target audience. To achieve the desired result, we extended the construct of the client's resource, introduced filter pages and adjusted their promotion.

COMMENTS OF THE EXPERT:

"We studied demand for a number of priority website categories, and based on the results, we decided to create and optimize new landing pages. In total, with technical, usability and link building work, we managed to increase the number of transactions and search engine traffic by several times."

Kasparov A. SEO Specialist

PROJECT RESULTS

We began work on the dorami.com.ua shop in mid-summer 2019. At that time, the traffic and conversion rate were at the following level: 2,026 visitors (from search engine results) and 64 orders. 

A year after our work, in July 2021, the figures have changed significantly. Attendance increased by more by 6 times, and conversion by 4 times. As a result, the client got 1205 new visitors and 272 orders.

For the convenience of tracking the dynamic changes in traffic, we offer a chart:

FURTHER PLANS AND CONCLUSIONS ON THE PROJECT

The promotion of dorami.com.ua could not be called a simple matter. But the implementation of this order allowed us to demonstrate the ability to promote young resources in highly competitive niches. At the moment, the promotion of dorami.com.ua continues. In the future the task is to create pages for medium and low-competitive queries, thereby increasing traffic and the number of orders from the search.