Best People Movers: Organic promotion for a website of used vehicles

Details

Project: bestpeoplemovers.com.au

Area: family used cars shop

Region: Australia

Platform: WordPress

Domain age: 5 years

Period of service: >2 years 

Initial website traffic: website was poorly optimized, with low organic traffic – 500 persons/month

Work objective: audit website, optimize for search engines, increase organic traffic.

Project specifics: We conducted a basic analysis and found out that website was working on building up a link profile, but insignificant. Domains with low scores and poor quality were not rejected. Priority pages contained little text, many others had no text at all or were not unique.

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bestpeoplemovers.com.au

The team interaction process 

The main difficulty in communicating with the client was the time difference. We discussed options for cooperation and came to the conclusion that a team will work in a  + –  similar time zone, closing all issues on time. Next, we discussed the communication of our further work and agreed the following points:

  • Specially created 2-3 communication channels where quick questions, documentation, etc., can be addressed;
  • Regular phone calls to discuss news, results and set goals;
  • Correction and recommendations for published materials, if necessary;
  • Discuss and test editing software on a test domain before releasing on the main website.

Stage 1

The process of website promotion

We got to know the project more deeply and offered the client to audit the site, and then compare with competitors in the niche. 

Thus, we could have a complete picture and understand the strengths and weaknesses, and most importantly, how to reach the TOP positions in the search results.

Internal website optimization

After the above work, we proceeded to internal optimization, collecting the semantic core and optimizing meta tags. We did not forget about landing pages and chose them for each group of queries, started analyzing and optimizing content on priority pages and writing technical specifications for it.

Detailed works description 

Our main efforts in the area of internal site optimization included:

  • A robust audit (with permissions) and checking the proper tuning of:
    1. Sitemaps, redirect;
    2. Meta tags, headers;
    3. Micro-markup;
    4. Download speed checks;
    5. 4xx and 5xx error code checks;
    6. Site content analysis, namely uniqueness, duplication, spam, and text size;
    7. Site’s main mirror;
    8. Monitoring page speed metrics site loading time, server response time, etc.;
    9. h1, h2, and h3 header monitoring and correcting if necessary;
    10. Metric monitoring for site visits;
    11. Duplicate title and description metadata check and critical error elimination;
    12. Server response code 200 check for site’s main sections.
      • Defining terms of reference for programmers following the results of the complete site audit;
      • Monitoring of all technical edits by programmers;
      • Adding a sitemap to the dashboard for webmasters;
      • Building a semantic core that best represents the website;
      • Utilizing clustering and balanced keyword distribution across site pages;
      • Checking keyword agreement, getting into the TOP 10, generating a month-end report. Queries are selected from the compiled semantic core;
      • Formation of new meta tags (title, descriptions) based on the established semantic core. They are created right away for approved website categories and their agreement;
      • Working with meta tags and writing and correcting tags for site’s main pages;
      • Distributed products into the appropriate categories, after which the traffic began to be distributed throughout the site, the relevance of the pages improved significantly, after which the positions began to grow rapidly.
      • Resolving duplicate headers and meta tags;
      • Detailed file verification for robots.txt and tuning when needed;
      • Setting technical specifications for proper implementation of hreflang tag for different versions of the site;
      • Checking canonical tags and drafting technical specifications for their implementation, if necessary;
      • Scanning site pages, determining weight, and comparing them with traffic and promotion priority. Based on the results — developing a plan for re-linking site pages;
      • Organization of project manager’s work — Coordination (communicating with client monthly, coordinating workflow, proofreading and approving additional agreements, invoicing);
      • Defining terms of reference for landing page and/or blog section text;
      • Monthly report.



Stage 2

From the second month we connect the following work activities:

To the second month, our specialist completed setting up all the technical errors on website and we started checking the technical specifications. The work has been done accurately. Website was not inferior to competitors and fully complied with the technical requirements. The next stage was decided to qualitatively work out internal and external optimization, increasing the link mass according to the previously developed strategy. Detailed works description:

  1. Analyzing site content (uniqueness, duplication, spam, and text size);
  2. Site’s main mirror;
  3. Monitoring page speed metrics (site loading time, server response time, etc.);
  4. h1, h2, and h3 header monitoring and correcting if necessary;
  5. Metric monitoring for site visits;
  6. Identification and closure of leaking and hidden links;
  7. Checking site for duplicate Title and Description metadata and eliminating critical errors;
  8. Server response code 200 check for site’s main sections;
  9. Monitoring for the appearance of affiliates and, if detected, providing instructions and support for their closure (+ assistance);
  10. Monitoring previously optimized pages and, if necessary, updating them to better meet relevant search result conditions. For example, say the relevance of some key queries has changed because of a behavioral factor. In this instance, we change phrases, edit SEO texts, and tune the optimization;
  11. Analyzing site semantic core and adjusting it if necessary;
  12. When errors are detected, either terms of reference are compiled for programmer or a  proposal drafted for overcoming the highlighted difficulties;
  13. Optimizing the site’s main landing pages;
  14. Validating main site pages through the W3C service.
    • Internal site re-linking;
    • Working with site meta tags and writing or generating Descriptions for pages with blank descriptions;
    • Working with micro-markup, defining technical specifications for addressing errors;
    • Working with incoming domains, including the rejection of “toxic” ones with a disallow tool;
    • Monitoring site positions and promotion dynamics;
    • Defining the terms of reference for landing page and/or blog section text.

All processes have been done correctly and the site began to be indexed very quickly, traffic and visibility in Google rose.

External website optimization

Constant monitoring of the state of the project, tracking changes in search engine algorithms gives its results, so we can quickly respond and make site’s improvements.

In the second month, we also decided to analyze the link strategy of our main competitors, which gave us the opportunity to improve the link building strategy. Working on the link profile, we used outreach and crowd links, which increased the quantitative and qualitative control of website.


The main works performed for the external website optimization:

  • Client’s market has been analyzed;
  • A full audit of competitors and their links has been performed;
  • Based on quality links, a promotion strategy has been built;
  • Platforms for work have been selected;
  • Promoted the store using SEO articles,
  • Made a priority on internal optimization and relinking.

Results of SEO work

After 4 months of work, we already had very good results in terms of traffic and positions from 10 to 70 visitors per day. And throughout our cooperation, the site continued to grow and occupy one of the TOP positions in the search. From the screenshots you can get acquainted with the smooth growth of the reference mass.

Data by Ahrefs.

Dynamics of growth of key phrases in the Google search engine:

There was a positive increase in organic traffic:

We also see a dynamic growth of the keywords for which website is ranked:

Link mass – positive growth dynamics of incoming links:

Note:

All that we have done for internal and external optimization has helped us to raise our positions in the search results and increase website traffic. All our efforts were thrown into bringing website to a promotion that will be better than that of the main competitors. This strategy gave us the opportunity to pull up users who have already converted on the resource, convince them of the need for the product and place an order.

Also, unique and high-quality content played a significant role. Being meticulous about the details of the content improves the site’s visibility for keywords, which results in increased trust and citations. A deep audit of the link profile helped determine a further work plan to find high-quality and suitable sites for us and identify low-quality links. Analysis of competitors contributed to the improvement of the promotion strategy, we chose for ourselves which interesting features we can borrow and which ones will not lead to a good result.

First of all, with the help of a technical audit, we were able to identify errors and shortcomings, which were promptly corrected in the future:

  • Errors in meta tags and headings (writing and structure);
  • Compression of images and Alt attributes;
  • Setting up redirects, as well as other errors that were found.

If you are working in a similar area, planning create your own site and have no idea how to start and need help in developing your project, contact us! We will analyze the potential market and your competitors and help you launch your project from scratch to first sale!

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