Search engine optimization for an online metal products store
About the project
Online store selling rolled metal products, with a metal warehouse near Kyiv. The company specializes in selling a wide range of metal products.
Work objectives
- Increase conversion and sales
- Promote priority keywords in Google's TOP
- Increase organic traffic
- Expand the structure and optimize pages
Problems and general strategy
The site already had certain positions in search results, but after terminating work with the previous SEO company, it suffered a significant decline in visibility. The client was faced with low-quality work and a lack of reporting, which led to dissatisfaction with the results and a loss of positions. From SEO, he wanted to increase organic traffic, improve conversions, promote key queries to the top of Google, and ensure proper reporting and transparency in the work performed.
The initial audit showed low website visibility and a weak link profile, which contributed to a decrease in organic traffic effectiveness. The website was in the process of expanding its structure, which required additional attention to the optimization of new pages and the correct configuration of the internal architecture.
The main directions of the promotion strategy were:
- optimization of old and new pages of the site to ensure high visibility for important queries;
- improvement of the link profile to the level of competitors in order to strengthen the authority of the domain;
- despite the site's atypical CMS, technical fixes were still implemented, which ensured correct indexing and increased SEO efficiency.
Our goal was to regain lost positions as quickly as possible and bring the site to stable growth in organic search traffic.
What was done
Technical optimization
For the first time, we implemented comprehensive technical SEO, which included a series of adjustments to improve the site's indexing and overall performance. The main changes included:
- Indexing — we ensured the correct indexing of all important pages on the site.
- URL optimization — we optimized the URL structure, which improved usability for users and search engines.
- Speed — we worked to improve the loading speed of the site's pages.
- CSS — optimized CSS codes to reduce loading time and improve the overall performance of the site;
- implementation of additional blocks — added new elements to the site to improve usability and SEO;
- micro-markup — implemented micro-markup to improve the display of the site in search engines, in particular for products and categories;
- Other errors — we fixed other technical errors that negatively affected SEO.
In addition, indexing was performed via the Google Index API, which accelerated the process of including new pages in the search engine index.
Semantics
At the start, the site already had a certain ranking for some queries, but needed to expand its semantic core. Competition for these queries was average. We collected complete semantics for all categories and products, which improved the site's visibility for priority search phrases.
Structure
The structure of the site was limited due to the small range of products. In addition, there were separate pages for different cities in Ukraine. It was decided to first focus on optimizing product categories and then work on pages for major cities to expand coverage and attract new traffic.
Content
Before the work began, there was little content, consisting mainly of text at the bottom of pages or in text blocks, with images placed within the text itself. We significantly increased the amount of text content by writing unique SEO texts for important pages, many of which were optimized or created from scratch.
Usability
We analyzed competitors and proposed changes to improve the user experience. We added conversion elements such as buttons, feedback forms, and pop-ups to facilitate interaction with users and increase conversions on the site.
Structured data
Micro-markup was proposed and successfully implemented on the website, which improved the display of products and categories in search engines and made them more attractive to users (for example, adding ratings to snippets).
Link profile
To improve the visibility of the website in search engines, a link building strategy was implemented, which included outreach and crowd marketing. This improved the link profile of the website, which in turn helped to promote the top categories and queries. The strategy was focused on long-term results and improving the overall authority of the website.
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About the project
Online store selling rolled metal products, with a metal warehouse near Kyiv. The company specializes in selling a wide range of metal products.
Work objectives
- Increase conversion and sales
- Promote priority keywords in Google's TOP
- Increase organic traffic
- Expand the structure and optimize pages
Problems and general strategy
The site already had certain positions in search results, but after terminating work with the previous SEO company, it suffered a significant decline in visibility. The client was faced with low-quality work and a lack of reporting, which led to dissatisfaction with the results and a loss of positions. From SEO, he wanted to increase organic traffic, improve conversions, promote key queries to the top of Google, and ensure proper reporting and transparency in the work performed.
The initial audit showed low website visibility and a weak link profile, which contributed to a decrease in organic traffic effectiveness. The website was in the process of expanding its structure, which required additional attention to the optimization of new pages and the correct configuration of the internal architecture.
The main directions of the promotion strategy were:
- optimization of old and new pages of the site to ensure high visibility for important queries;
- improvement of the link profile to the level of competitors in order to strengthen the authority of the domain;
- despite the site's atypical CMS, technical fixes were still implemented, which ensured correct indexing and increased SEO efficiency.
Our goal was to regain lost positions as quickly as possible and bring the site to stable growth in organic search traffic.
What was done
Technical optimization
For the first time, we implemented comprehensive technical SEO, which included a series of adjustments to improve the site's indexing and overall performance. The main changes included:
- Indexing — we ensured the correct indexing of all important pages on the site.
- URL optimization — we optimized the URL structure, which improved usability for users and search engines.
- Speed — we worked to improve the loading speed of the site's pages.
- CSS — optimized CSS codes to reduce loading time and improve the overall performance of the site;
- implementation of additional blocks — added new elements to the site to improve usability and SEO;
- micro-markup — implemented micro-markup to improve the display of the site in search engines, in particular for products and categories;
- Other errors — we fixed other technical errors that negatively affected SEO.
In addition, indexing was performed via the Google Index API, which accelerated the process of including new pages in the search engine index.
Semantics
At the start, the site already had a certain ranking for some queries, but needed to expand its semantic core. Competition for these queries was average. We collected complete semantics for all categories and products, which improved the site's visibility for priority search phrases.
Structure
The structure of the site was limited due to the small range of products. In addition, there were separate pages for different cities in Ukraine. It was decided to first focus on optimizing product categories and then work on pages for major cities to expand coverage and attract new traffic.
Content
Before the work began, there was little content, consisting mainly of text at the bottom of pages or in text blocks, with images placed within the text itself. We significantly increased the amount of text content by writing unique SEO texts for important pages, many of which were optimized or created from scratch.
Usability
We analyzed competitors and proposed changes to improve the user experience. We added conversion elements such as buttons, feedback forms, and pop-ups to facilitate interaction with users and increase conversions on the site.
Structured data
Micro-markup was proposed and successfully implemented on the website, which improved the display of products and categories in search engines and made them more attractive to users (for example, adding ratings to snippets).
Link profile
To improve the visibility of the website in search engines, a link building strategy was implemented, which included outreach and crowd marketing. This improved the link profile of the website, which in turn helped to promote the top categories and queries. The strategy was focused on long-term results and improving the overall authority of the website.