Promotion of an online shoe store
About the website
The website is an online store for a chain of shoe stores offering a wide range of all types of footwear and accessories from the largest Ukrainian manufacturers. The chain has 41 brand stores across Ukraine.
Initial data
|
Initial organic traffic |
January 2023 – 5067 |
|
Website conversion |
2% |
|
Website age |
4 years |
|
Region of promotion |
Ukraine |
Project tasks
- Retention and growth of positions for key queries
- Get TOP-10 for new keywords
- Refinement of SEO filters for SM queries
- Increase in website conversion
- Increase in organic traffic
What was done in the process of promotion
- Comprehensive website audit
- Analysis of the website's top competitors
- Technical optimization of the website
- Collection of all potential queries for the niche
- Expansion of the structure to the maximum core
- Bringing conversion queries to the top 10
- Working with the external link profile
Basic information
The business niche of selling shoes is highly competitive, therefore, after a comprehensive audit of the site and analysis of competitors, we identified technical optimization of the resource, keyword research and optimization of site pages for the maximum possible semantic core, and improvement of the site's usability as priority areas.
Correcting technical errors on the site, setting up the CMS for SEO allowed us to get better page loading speed, Web Core Vitals, and improve the quality of indexing useful pages in search, for example, the number of pages with videos in the Google index has almost doubled (260/510).
The introduction of new functionalities has significantly improved the usability of the website, which has led to an improvement in user experience and behavioral factors. Thus, the bounce rate decreased from 65.3% to 48.7%, and the number of pages per session (browse depth) increased from 2.78 to 3.57 pages.
Works that were carried out on the site
Semantics
To identify priority clusters of queries for search optimization, a semantic study was conducted. Pages that needed improvement and those that needed to be created were identified.
A keyword study was conducted, semantic clusters were created, and pages were divided into groups based on topics and keywords. After that, the pages were checked and optimized for search engines.
Existing catalog sections were optimized, new categories were created, and filter pages were optimized, which allowed us to increase the number of key phrases and pages ranked in search results.
Content
An assessment of OnPage optimization was carried out, and improvements were made related to the optimization of content, media content, meta descriptions, and titles. Internal linking was configured, also with the involvement of informational materials in the site's blog. A content plan was developed and is being used to regularly update informational content.
Optimization of product pages and catalog categories and subcategories has significantly increased search traffic for low-frequency queries, leading to improved rankings for medium- and high-frequency queries, which have risen to the TOP 20 and TOP 30. In the first quarter of this year, we saw a 67% increase in organic traffic to the site.
Expansion of the structure
Optimization of existing filter pages according to objective parameters and the creation of new categories and sections according to subjective product parameters allowed us to significantly expand the structure of the site, i.e., to increase the number of key queries ranked in search results, and thus expand the reach of the target audience.
Link profile
We analyzed the link profile of the site and its competitors in search results. We identified existing low-quality links and donors, which we got rid of.
We developed a strategy for growing the external link profile, which we will implement using Outreach. When selecting platforms for placing external links, we consider thematic donor domains, whose quality and traffic we carefully check.
Results achieved
|
|
Before starting work 01/2023 |
After 3 months 04/2023 |
Difference |
|
Organic traffic |
5050 |
8450 |
+67% |
|
Website conversion |
2% |
3,5% |
+75% |
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About the website
The website is an online store for a chain of shoe stores offering a wide range of all types of footwear and accessories from the largest Ukrainian manufacturers. The chain has 41 brand stores across Ukraine.
Initial data
|
Initial organic traffic |
January 2023 – 5067 |
|
Website conversion |
2% |
|
Website age |
4 years |
|
Region of promotion |
Ukraine |
Project tasks
- Retention and growth of positions for key queries
- Get TOP-10 for new keywords
- Refinement of SEO filters for SM queries
- Increase in website conversion
- Increase in organic traffic
What was done in the process of promotion
- Comprehensive website audit
- Analysis of the website's top competitors
- Technical optimization of the website
- Collection of all potential queries for the niche
- Expansion of the structure to the maximum core
- Bringing conversion queries to the top 10
- Working with the external link profile
Basic information
The business niche of selling shoes is highly competitive, therefore, after a comprehensive audit of the site and analysis of competitors, we identified technical optimization of the resource, keyword research and optimization of site pages for the maximum possible semantic core, and improvement of the site's usability as priority areas.
Correcting technical errors on the site, setting up the CMS for SEO allowed us to get better page loading speed, Web Core Vitals, and improve the quality of indexing useful pages in search, for example, the number of pages with videos in the Google index has almost doubled (260/510).
The introduction of new functionalities has significantly improved the usability of the website, which has led to an improvement in user experience and behavioral factors. Thus, the bounce rate decreased from 65.3% to 48.7%, and the number of pages per session (browse depth) increased from 2.78 to 3.57 pages.
Works that were carried out on the site
Semantics
To identify priority clusters of queries for search optimization, a semantic study was conducted. Pages that needed improvement and those that needed to be created were identified.
A keyword study was conducted, semantic clusters were created, and pages were divided into groups based on topics and keywords. After that, the pages were checked and optimized for search engines.
Existing catalog sections were optimized, new categories were created, and filter pages were optimized, which allowed us to increase the number of key phrases and pages ranked in search results.
Content
An assessment of OnPage optimization was carried out, and improvements were made related to the optimization of content, media content, meta descriptions, and titles. Internal linking was configured, also with the involvement of informational materials in the site's blog. A content plan was developed and is being used to regularly update informational content.
Optimization of product pages and catalog categories and subcategories has significantly increased search traffic for low-frequency queries, leading to improved rankings for medium- and high-frequency queries, which have risen to the TOP 20 and TOP 30. In the first quarter of this year, we saw a 67% increase in organic traffic to the site.
Expansion of the structure
Optimization of existing filter pages according to objective parameters and the creation of new categories and sections according to subjective product parameters allowed us to significantly expand the structure of the site, i.e., to increase the number of key queries ranked in search results, and thus expand the reach of the target audience.
Link profile
We analyzed the link profile of the site and its competitors in search results. We identified existing low-quality links and donors, which we got rid of.
We developed a strategy for growing the external link profile, which we will implement using Outreach. When selecting platforms for placing external links, we consider thematic donor domains, whose quality and traffic we carefully check.
Results achieved
|
|
Before starting work 01/2023 |
After 3 months 04/2023 |
Difference |
|
Organic traffic |
5050 |
8450 |
+67% |
|
Website conversion |
2% |
3,5% |
+75% |