Promotion of an online store selling building materials
About the website
The website is a specialized portal: an online store for building materials and tools, useful materials on the use of goods for construction and repair, videos, reviews, and detailed product specifications.
Primary indicators
|
Initial organic traffic |
January 2023 – 11300 |
|
Website conversion |
NDA |
|
Website age |
7 years |
|
Promotion region |
Kyiv, Ukraine |
Project objectives
- Maintain TOP 3 position for the first group of target queries
- Reach TOP 3 position for the second group of queries
- Refine the structure for the widest possible range of key queries
- Enter the season with maximum position indicators for target queries
What was done during the promotion process
- 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 largest possible core
- Bringing conversion queries to the top 3
- Refinement of the website for maximum convenience
- Work with the external link profile
Basic information and issues with the website
The company's chain of stores is quite extensive (Kyiv and 29 cities in Ukraine), and the network's search localization is implemented using subdomains. Therefore, first of all, we resolved the issue of existing competition in the search for the main domain with the subdomains of the online store for a specific promotion region.
Technical optimization of the website, correction of errors in the code, and CMS configuration allowed us to achieve better Web Core Vitals and page loading speed indicators. The quality and speed of indexing useful pages in search engines also improved. For example, the number of pages in the Google index doubled (40,900/89,950), and the number of pages with videos in the Google index increased by almost a third (30,100/38,800).
Work carried out on the website
Semantics
Semantic research was conducted to identify priority clusters of queries for search engine optimization. Pages that needed improvement and those that needed to be created were identified.
We conducted keyword research, identified and created semantic clusters, which we divided into groups of pages based on topics and keywords. We performed verification and SEO optimization of the pages.
We optimized existing catalog sections, created new categories, and optimized filter pages, which allowed us to increase the number of key phrases and pages ranked in search engines.
Content
We checked the quality of content optimization for the website pages, corrected meta tags, and optimized media parameters. We updated the content for all priority pages of the website. We analyzed the existing content and developed and are working on a content plan to fill the site's blog with informational materials, as well as adding relevant photos and videos.
As a result, the site's visibility in search results has improved due to an increase in queries to the TOP-3 and TOP-10. In the first quarter of this year, we saw a 107% increase in organic traffic to the site.
Expansion of the structure
The site structure was expanded by configuring search engine optimization for filter pages and based on the results of a niche semantics study. We also configured the site's CMS for SEO optimization of pagination, filters, and sorting pages.
Based on the developed content plan, we publish new information materials in the site's blog.
Link profile
We created a strategy for growing the site's link profile based on research and analysis of the site's external link profiles and main competitors.
We select donors for placing links only from thematic donor domains in order to obtain not only static weight, but also dynamic weight in the form of transitions. We use Outreach to implement the external link strategy.
Results achieved
|
|
Before the start of work 01/2023 |
In 3 months 04/2023 |
Difference |
|
Organic traffic |
NDA |
NDA |
+107% |
|
Number of pages in Google index |
40900 |
89950 |
+120% |
|
Number of pages with videos in Google index |
30100 |
38800 |
+29% |
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About the website
The website is a specialized portal: an online store for building materials and tools, useful materials on the use of goods for construction and repair, videos, reviews, and detailed product specifications.
Primary indicators
|
Initial organic traffic |
January 2023 – 11300 |
|
Website conversion |
NDA |
|
Website age |
7 years |
|
Promotion region |
Kyiv, Ukraine |
Project objectives
- Maintain TOP 3 position for the first group of target queries
- Reach TOP 3 position for the second group of queries
- Refine the structure for the widest possible range of key queries
- Enter the season with maximum position indicators for target queries
What was done during the promotion process
- 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 largest possible core
- Bringing conversion queries to the top 3
- Refinement of the website for maximum convenience
- Work with the external link profile
Basic information and issues with the website
The company's chain of stores is quite extensive (Kyiv and 29 cities in Ukraine), and the network's search localization is implemented using subdomains. Therefore, first of all, we resolved the issue of existing competition in the search for the main domain with the subdomains of the online store for a specific promotion region.
Technical optimization of the website, correction of errors in the code, and CMS configuration allowed us to achieve better Web Core Vitals and page loading speed indicators. The quality and speed of indexing useful pages in search engines also improved. For example, the number of pages in the Google index doubled (40,900/89,950), and the number of pages with videos in the Google index increased by almost a third (30,100/38,800).
Work carried out on the website
Semantics
Semantic research was conducted to identify priority clusters of queries for search engine optimization. Pages that needed improvement and those that needed to be created were identified.
We conducted keyword research, identified and created semantic clusters, which we divided into groups of pages based on topics and keywords. We performed verification and SEO optimization of the pages.
We optimized existing catalog sections, created new categories, and optimized filter pages, which allowed us to increase the number of key phrases and pages ranked in search engines.
Content
We checked the quality of content optimization for the website pages, corrected meta tags, and optimized media parameters. We updated the content for all priority pages of the website. We analyzed the existing content and developed and are working on a content plan to fill the site's blog with informational materials, as well as adding relevant photos and videos.
As a result, the site's visibility in search results has improved due to an increase in queries to the TOP-3 and TOP-10. In the first quarter of this year, we saw a 107% increase in organic traffic to the site.
Expansion of the structure
The site structure was expanded by configuring search engine optimization for filter pages and based on the results of a niche semantics study. We also configured the site's CMS for SEO optimization of pagination, filters, and sorting pages.
Based on the developed content plan, we publish new information materials in the site's blog.
Link profile
We created a strategy for growing the site's link profile based on research and analysis of the site's external link profiles and main competitors.
We select donors for placing links only from thematic donor domains in order to obtain not only static weight, but also dynamic weight in the form of transitions. We use Outreach to implement the external link strategy.
Results achieved
|
|
Before the start of work 01/2023 |
In 3 months 04/2023 |
Difference |
|
Organic traffic |
NDA |
NDA |
+107% |
|
Number of pages in Google index |
40900 |
89950 |
+120% |
|
Number of pages with videos in Google index |
30100 |
38800 |
+29% |