Bereg.ua: SEO promotion of an online store selling fishing products and its technical support

Process of interaction with the team

We gathered the semantic core and, based on it, modified the catalog structure, distributing various queries to additional filter landing pages, which programmers created and opened for indexing.

We created a detailed technical specification for programmers to optimize all similar site pages and existing functionality, including loading speed, microdata, and other important elements for site promotion.

After discussing all details with clients, we established the following points:

• Regular meetings every few weeks, or as needed, where we reviewed completed plan items and set tasks for the next phase.
• To quickly resolve all issues, we created a chat in a messenger to stay connected and provide quick responses.
• We selected a copywriter who was well-versed in the topic and could write high-quality texts.
• When necessary, we discussed and adjusted published materials on a daily basis.
• Monthly planning and agreements on the next stage of work.
• We suggested additional tasks when we saw that they would bring extra relevant traffic.

First month of work

Site promotion process

The site was old, but prior promotion was poor, with numerous issues, causing it to lose visibility and traffic over the past few months. At the start of our work, it had lost half of its visibility from its peak level.

Conducted internal optimization processes:

We analyzed the functionality and identified quick growth opportunities through internal site optimization.

More detailed description of site promotion work conducted.

Main work carried out for internal site optimization:

1. Updating the previously collected semantics, clustering, and developing an updated structure.
2. A full site audit, preparation of a technical specification for programmers based on the results of a complete SEO audit and recommendations for improvement.
3. Updating the site map to facilitate page indexing by search engines.
4. Setting up 301 redirects to direct known URLs to new addresses after the structure change.
5. Optimizing meta tags and page headers to enhance attractiveness (increase CTR) and include keywords.
6. Adding microdata (Schema.org) to provide more detailed information on web pages, improve snippet appearance, and increase CTR, which positively affects ranking.
7. Analyzing website load speed and implementing relevant technical optimizations to improve speed.
8. Checking for and fixing server errors (4xx, 5xx) that could impact indexing and page display accuracy.
9. Content Analysis:
   • Checking uniqueness, duplicate content, and text size on web pages.
   • Identifying spam and low-quality content and implementing appropriate corrections.
10. Verifying main site mirror setup and ensuring its proper operation.
11. Monitoring pagespeed indicators:
    • Tracking page load times and server responses for ongoing control over site loading speed.
12. Reviewing and correcting h1, h2, h3 headers.
13. Monitoring manual or automatic actions that could negatively impact ranking indicators.
14. Checking the site for duplicate metadata titles and descriptions, addressing critical errors.
15. Checking site pages for server response codes 404, 403, etc.
16. Monitoring errors in the Console, updating the map, quick indexing, etc.
17. Working with meta tags and headers based on gathered semantics, writing and editing meta tags for site pages to improve ranking and attractiveness for visitors.
18. Handling duplicate headers and meta tags, identifying and eliminating duplicates to prevent issues with ranking and indexing.
19. Detailed check of the robots.txt file and adjustments as needed.
20. Setting up specifications for correct hreflang tag implementation for different site versions (multilingual site) to indicate alternative page versions to search engines.
21. Checking canonical tags, creating specifications for their implementation to avoid content duplication issues.
22. Scanning site pages, determining their internal weight, comparing with traffic and priority, and assigning specifications or manual work on internal linking.
23. Creating technical tasks for copywriters to write texts for landing pages or blog posts to attract user attention and improve SEO metrics, communication with copywriters.
24. Preparation of monthly SEO work reports, including analysis of key metrics, progress, achievements, and recommendations for further improvement. Approval of keywords, moving into the TOP 10.
25. Organizing the work of the project manager, coordinating communication with the client, organizing the workflow, signing documents (contracts, invoices, statements), forming invoices, statements, and reports.

Result:

The technical optimization was done correctly, and the site quickly began to index, generating traffic and increasing visibility on the Google search engine.

Starting from the second month, we began carrying out the following tasks:

We analyzed the client’s needs and tried to consider their preferences for the upcoming months. We developed a plan for the next month:
Technical optimization was done correctly, and the site quickly began to index, generating traffic and increasing visibility on Google search.

1. Content analysis covered key aspects such as uniqueness, duplication, spam content, and the size and color of the text. This process includes the use of specialized tools to check for uniqueness, detect duplicates, and assess the quality of textual material.
2. Optimization of meta tags and page headings to enhance attractiveness (increase CTR) and include keywords.
3. Adding microdata (Schema.org) to provide detailed information on webpages and improve snippet appearance and CTR, as well as positively influence ranking.
4. Website load speed analysis and implementing technical optimizations to improve speed.
5. Checking for and fixing server errors (4xx, 5xx) that may affect indexing and page display accuracy.
6. Website content analysis:
   • Checking uniqueness, duplication, and text size on web pages.
   • Detecting spam and low-quality content and implementing necessary corrections.
7. Monitoring pagespeed metrics:
   • Tracking page load times and server response to continuously control the site’s loading speed.
8. Checking and correcting h1, h2, h3 headings.
9. Monitoring manual or automatic actions that negatively impact ranking.
10. Checking the site for duplicate title and description metadata and fixing critical errors.
11. Checking pages for server response codes (404, 403, etc.).
12. Tracking errors in Console, updating the sitemap, and ensuring quick indexing, etc.
13. Working on meta tags and headings based on the gathered semantics, writing and editing meta tags for website pages to improve ranking and appeal for visitors.
14. Addressing duplicate titles and meta tags, detecting and removing duplicates on the site to prevent ranking and indexing issues.
15. A detailed check of the robots.txt file and adjustments as needed.
16. Checking the validity of the main pages through the W3C validator and assigning tasks for correcting errors to developers if needed.
17. Monitoring previously optimized pages and adapting them to relevant search conditions as necessary. For example, if keyword relevance changes due to behavioral factors, we adjust phrases and make corrections to SEO texts and optimization.
18. Checking canonical tags and drafting a task specification for their implementation to avoid content duplication issues.
19. Work on inbound domains, disavowing “toxic” ones using the disallow tool.
20. Scanning website pages, determining their internal weight, comparing them to traffic and priority, and drafting tasks or performing manual work on internal linking.
21. Creating technical tasks for copywriters to write texts for website landing pages or blogs to capture users’ attention and improve SEO metrics, and communicating with copywriters.
22. Preparing a report on SEO results each month, including analysis of key metrics, progress, achievements, and recommendations for further improvement. Coordination of keywords, bringing them into the TOP 10.
23. Organization of the project manager’s work, coordinating communication with the client, organizing the workflow, signing documents (Contracts, invoices, and reports), and preparing invoices, reports, and documents.

We also began work on external optimization.

External site optimization

After this, the team began working on improving the site’s link profile.

The first step involved checking and disavowing low-quality inbound domains using the disavow tool.

A large number of low-quality domains were linking to the site.

The second step was a competitor audit. The most successful competitors were selected, their backlinks analyzed, and the best link sources were chosen. A custom linking strategy was developed for promoting the online store. Link profile work was conducted through outreach (placements on trusted platforms with good traffic and visibility in search engines) and crowd links (pre-prepared postings, forums, directories), which significantly increased both the quantity and quality of the site’s backlink profile.

This strategic approach proved successful. Over the course of the year, despite the war and off-seasons, the site’s traffic grew by 10% every month.

Tasks completed for external site optimization:

• Market analysis of the client’s niche
• Full competitor audit and backlink analysis
• Development of a promotion strategy based on quality backlinks
• Selection of platforms for link placements
• Preparation of anchors and surrounding anchor text
• Placement of links for link dilution (directories, forums)
• Publication of SEO articles on external blogs and other sites
• Ordering and placement of high-quality press releases
• Placement of links on owned satellite sites

Internal and external optimization (additional work):

In addition to the overall plan and strategy, we carried out extra tasks to improve search engine rankings and increase user engagement on the site, specifically:

• Analysis of competitor menu structures and implementation of the best solutions to enhance internal linking on the client’s site.
• Improving site navigation by adding rubrics, a Table of Contents, etc., which directly impacts organic promotion.
• Analysis of competitors’ priority pages, content expansion, internal linking, etc., which helped to rank them faster on an individual basis.

SEO Work Results:

The project started with negative dynamics, with many pages not indexed at all, dropping rankings, and declining traffic.

We managed not only to stop the decline but also to establish a positive traffic growth trend almost immediately. Despite taking on the project during challenging times when competitors were losing significant traffic, we grew and ensured consistent monthly traffic growth throughout the collaboration.

Backlink growth dynamics for the site:

Data from Ahrefs.

Traffic dynamics, Ahrefs

During our collaboration, organic traffic to the site and the number of keywords in organic search grew significantly.

Growth in organic search key phrases (showing a marked increase in keywords from 2022 to 2023):

Our promotion efforts led to a substantial increase in organic site traffic: the number of users rose by 20,000 compared to 21,000 at the start. We created or updated the site’s functionality, content, and navigation, making it much better than before.

Content plays a crucial role. We selected additional traffic-generating topics, focusing especially on optimal text structure. The text included headings, subheadings, and was divided into easy-to-read paragraphs, with quality images in the articles. Articles were also interlinked to maximize the impact of internal link weight.

If you’re ready to digitize your business, create an online store, or build a corporate website but don’t know where to start, reach out to us! We’ll analyze the potential market and competitors and help you launch a project from scratch to the start of sales!