Littlescholars: SEO promotion of the site of the children’s training center in the USA region

Details

Project: littlescholarsnyc.com

Area: Childcare Learning Centre

Region: The USA

Platform: WordPress

Domain age: 6 months

Period of service: >6 months

Initial website traffic: organic traffic, 6-10 persons/month.

Work objective: creation of targeted traffic to the website to local queries, first priority is to obtain traffic from locations. 

Project specifics: The project is not new, but the issue was that the site had traffic only to the main page, while local pages had no promotion. 

Thus, our cooperation consisted in a complete optimization of the website.

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littlescholarsnyc.com

The team interaction process

The client has its own development department, we’ve been involved with. It is very important to build the right communication at the very beginning of cooperation, so that developers understand how the website progresses.

Having discussed all the details, 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

Before the start of cooperation, the website was not fully optimized, there were no external links. Our team prepared the content distribution on landing pages according to search queries and set titles and metadata (Title и Description).

Internal site optimization

First, we collected the semantics for all locations, clustered and set the titles according to the regions. We started searching for local directories and registered the company in them. After that, we started seeing a growth in local positions, and an increase in conversions. 

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:

Website monitoring – watching the parameters so that they were normal after their optimization and settings in previous month:

  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 behavioural 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

Website’s link profile was the following stage. The first and the most important thing is competitor audit. The most successful ones were selected, their websites, backlink mass, content and relinking were analyzed. 

The second stage included the creation of a link algorithm to promote centre local pages. We settled on article promotion.

We placed the content on thematic sites with a high rating and target parent audience. The growth was achieved through high-quality resources that brought the most targeted traffic.

Such a strategy proved to be the most successful.


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:

The result turned out to be very successful, the client began to receive targeted orders from the right pages. The growth of keywords by which the website is ranked increased; excellent results were achieved in just 2 months. For example, some of the queries from the TOP 30 got into the TOP 5; moreover, even the most frequent and competitive queries rose by several positions.

Key positions:

Backlink mass

There is a positive growth dynamics of incoming links:

 

Note: 

In order to locally bypass competitors and increase local traffic, we needed to implement something new on the client’s website. By analysing the features of competing sites we understood why users choose these resources, what exactly attracts them and makes them stay there.

In addition, we determined the tools that customers do not use for promotion and included this also in the strategy, thereby adding new competitive advantages to our website.

In order to maintain the website positions, we checked the semantic core regularly, expanding the list of keys, added expert content on the site, according to new key queries.

We recommended the client to continue working on improvements, gave advice on expanding the semantic core, how to fill the site’s blog with high-quality content, maintaining the website’s top positions in the search! The site can be brought to the top even in one of the most competitive niches!

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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