Center doors: development and promotion of the online store for the sale and installation of doors

Details

Проект: center-doors.com.ua

Area: store for the sale and installation of doors

Region: Ukraine

Platform: Magento

Domain age: was registered in 2015

Period of service: since 2016

Initial website traffic: almost no organic traffic, 1-3 persons/month

Work objective: to maximize search traffic to our client’s website and bring the site to the top-10.

 

Project specifics: Our task was to develop a complex and multifunctional online store that allows for most effective conversion of the incoming traffic flow to the website (which was also configured by us) into visitors to the company’s offline stores represented in different cities of Ukraine (Kyiv, Odessa, Lviv).

Більше

The team interaction process 

Our team was engaged in the development of the website, which was technically optimized for search engines. We’ve collected a semantic core and based on it created the correct catalogue structure, distributed different, regional queries to three different websites that worked through one product database. This allowed for covering regional queries as much as possible and giving trust to the main website.

Having immediately discussed all the details with the customers, we established the following points:

  • Weekly calls where we discussed which items from the plan were completed and how to move forward.
  • A specially created chat in the messenger where quick questions can be addressed as soon as they come in.
  • Prompt correction of published materials, if necessary, daily discussions of the reasons for the necessary changes and how to work with similar ones in the future.
  • Discussion and verification of software changes on a test domain before release on the main website.

Stage 1

The process of website promotion

The website was new, there was practically no traffic, there was also no reference mass to the website, all the work on building a reference profile had to be started from scratch.

Internal site optimization

We’ve analyzed the needs of the client and tried to take into account three main factors in the development: reliability, information content and ease of management. First, it was necessary to make an internal site optimization: to write and post content, to make re-link and set metadata.

A more detailed description of the work performed for website promotion

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 SEO 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;
      • 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 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 connected the following work activities:

We’ve analyzed client’s needs and have listened to the wishes in the next months of work. The plan for the next month has been drawn up:

  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 programmers 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 terms of reference for landing page and/or blog section text.


The technical optimization has been done correctly and the website began to be indexed quickly, the traffic started moving and the visibility in the Google search engine began growing.

External website optimization

At the same time, the team started working on the website’s link profile and improving it. The first stage is competitor audit. The most successful ones were selected, their websites, content, reference mass, and relinking were analyzed.

The second stage is the compilation of your own link algorithm for promoting the online store. Work on the reference profile was performed through outreach (we housed on  trust sites with good traffic and visibility in search engines) and crowd links (ready posting, forums, directories). Which significantly increased the website reference profile both quantitatively and qualitatively.

This strategy has been successful. Throughout the cooperation, the website has shown a steady growth of traffic.


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;
  • Sites for work have been selected;
  • Placing links to break down the reference profile (catalogues, forums);
  • The store has been promoted using SEO articles;
  • Ordering and placing a press release if necessary.


Additional work on internal and external optimization: 

In addition, the general plan implementation, we performed additional work on improving the output display (snippets) and increasing behavioral factors on the site:

  • The menu structure of competitors (in the website header and footer) has been analyzed;
  • The existing menu and navigation on the client’s website have been improved (by adding headings, Table of Content);
  • Competitors’ priority pages (meta tags, micro-markup, content) have been analyzed;
  • The client’s content plan has been supplemented with thematic articles, which are interesting for users;
  • snippet CTR has been analyzed and low-performing snippets have been improved.

Results of work with SEO:

We have worked on the project from scratch. At the beginning of the work, there was no organic site. At the moment, the target traffic has reached 800 users per day.

Filling the website with unique content has significantly affected the visibility of search queries, increased the domain rating, and also increased the website citation by several times.   

The sources of traffic on the site mean organic search.

The main organic traffic comes from queries in the top 1-3, search results for 1427 keywords emanate.

Data from Ahrefs.

Dynamics of growth of the reference mass to the site:

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During our cooperation, organic traffic to the site and the number of keywords in organic search have grown significantly.

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Dynamics of growth of keywords in organic search (significant growth of keywords in the period from 2018 to 2020):

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Site visibility has grown tremendously since 2018:

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Distribution of keywords by positions in organic search (2590 words in top 1, 5850 words in top 2, 5700 words in top 5, and 13980 words in top 10):

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Organic traffic growth dynamics, we have managed to significantly increase the organic traffic and it continues to grow:

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Comparison of organic traffic for the whole 2021 with the start of promotion (2017):

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Note:

The promotion has demonstrated that we managed to increase the organic traffic to the site significantly: the number of users increased by 1340.04%, compared to 2017 with 2021. We created the website functionality, content and design that was better than on competitive websites.

We have adapted and implemented all that was useful for the client’s website; moreover, this process lasted throughout the works and has continued on an ongoing basis.  The website has been improving as much as possible.

Content plays a major role. We have selected traffic generating topics.  In particular, we have worked on text formatting.  Texts included headings, subheadings; they were divided into easy-to-read paragraphs, so that the articles contain high-quality images, drop-down menus of materials in relinking. Also, the articles are relinked in such a way that the user stays on the website as long as possible.

Besides,

  • we’ve worked on simplifying the online order (which ultimately increased the purchasing conversion rate),
  • added social media buttons (which encourage users to share content), feedback forms and news subscriptions;
  • we’ve implemented everything that helps users to give feedback (reviews, comments, personal account, a quick form for contacting the operator on the website). Such sites are given display priority by search engines.

In order for the website to show smooth organic growth, it is planned to continue working on monitoring new interesting topics, writing unique content, as well as increasing the reference mass.

The thematic niche is interesting to the audience; this gives the prospects for a constant increase in traffic to the website, which as a result will be converted into new customers.

If you already know what kind of online business you want to open, plan to create an online store and don’t know where to start, 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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