Details
Project: lori.com.ua
Area: sales of furniture made from natural wood
Region: Ukraine
Platform: WordPress
Domain age: number of registrations in 2015
Period of service: from 2020
Initial state of the site: organic traffic up to 1200 people/month, visibility of only 257 keys, of which 37 are in the TOP-10.
The goal of the work: to increase traffic to the site, as well as to bring the site to the TOP-10 for selected queries.
Project specifics: The company had already been promoting the website before our collaboration, but a failed migration to a new site caused a significant loss in rankings, with the decline continuing each month. It was necessary to urgently address numerous technical errors and clean up the poor-quality link profile. The challenge lay in the website’s structure, which was not originally designed with SEO in mind. Additionally, optimizing the necessary pages was difficult without altering the design.
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Interaction process with the team
We set up a shared chat with the client, where team members responsible for various areas on our side and the client’s representatives participated. This allowed us to promptly resolve all issues and maximize the return on the marketing budget. After discussing all the details, we established the following processes:
- Monthly task planning, discussing achieved results, and making adjustments as needed;
- Rapid approval and adjustment of content and other materials for publication, along with daily discussions on the reasons for changes and how to approach similar situations in the future;
- Coordinating requests, changes to the site, etc.
Stage 1
Project execution for website promotion
The website was new but not optimized and had multiple technical errors. Traffic was insufficient, and the link profile was of low quality. We started by collecting the semantic core and used it to create amendments to the site structure and catalog. Additionally, we optimized supplementary pages to cover more queries.
Internal site optimization
We analyzed the client’s needs and aimed to address the main objectives: high-quality content, SEO optimization of all pages on the site, and increasing the number of pages. We began by fixing errors and uploading content to the site, creating interlinking, and setting metadata.
Detailed description of the work carried out to promote the site.
The main tasks for internal website optimization included:
- Comprehensive site audit (with access) and verification of configuration correctness:
- Sitemap, redirects;
- Meta tags, headers;
- Microdata;
- Load speed check;
- Error checking for 4xx and 5xx codes;
- Content analysis: uniqueness, duplication, spam, and text length;
- Correct configuration of the main mirror site;
- Monitoring pagespeed indicators: load time, server response time, etc.;
- Monitoring h1, h2, h3 tags, with corrections as needed;
- Monitoring site’s manual actions indicators;
- Checking for duplicate title and description metadata and eliminating critical errors;
- Checking key sections of the site for a server response code of 200.
- Creating technical specifications for developers based on the full SEO audit results;
- Monitoring corrections by developers;
- Adding the site card to the webmaster’s panel;
- Developing and approving the site’s semantic core;
- Clustering and distribution of keywords across site pages;
- Approval of keywords, TOP 10 ranking, and monthly reporting. Queries are selected from the compiled semantic core;
- Developing new meta tags (title, descriptions) based on the approved semantic core for site categories and obtaining approval;
- Working with meta tags, writing, and editing tags for the main site pages;
- Categorizing products into relevant categories, which led to improved traffic distribution across the site and increased page relevance, causing rankings to rise;
- Managing duplicate titles and meta tags;
- Detailed verification and adjustment of the robots.txt file as needed;
- Setting up the hreflang tag correctly for various site versions;
- Verifying canonical tags and developing implementation requirements as needed;
- Scanning site pages, determining internal page weight, and comparing them with traffic and promotion priority. Based on the results, we created an interlinking plan for the site pages;
- Project manager organization and coordination (monthly communication with the client, work process coordination, proofreading and signing of agreements, invoice and act generation);
- Creating tasks for writing texts for landing pages or the blog section;
- Monthly report.
Stage 2
Starting in the second month, we implemented the following activities:
During the first month, we studied the client’s needs and made the following adjustments:
- Analysis of website content (uniqueness, duplication, spamminess, and text length);
- Ensured correct configuration of the main site mirror;
- Monitored PageSpeed indicators (site load time, server response time, etc.);
- Monitored headers (h1, h2, h3) and made adjustments as needed;
- Monitored manual actions on the site;
- Analyzed and removed outbound and hidden links;
- Checked for duplicate title and description metadata and resolved critical issues;
- Checked main site sections for server response code 200;
- Monitored for affiliates, providing instructions for closing them if found (+ support);
- Monitored previously optimized pages and adapted them to relevant search engine conditions as needed. For instance, if search relevance changes due to behavioral factors, we adjust keywords and modify SEO texts accordingly;
- Analyzed the site’s semantic core and made necessary adjustments;
- Created technical requirements (TR) for programmers to address identified issues;
- Optimized main landing pages on the site;
- Checked main pages’ validity using the W3C validator;
- Implemented internal linking throughout the site;
- Adjusted or generated descriptions for pages with missing meta descriptions;
- Worked on microdata;
- Set TR for error corrections;
- Managed incoming domains and disavowed “toxic” ones using the disallow tool;
- Monitored site positions and promotion dynamics;
- Created TR for landing page or blog section content.
All these steps were effectively executed, leading to rapid position gains, increased traffic, and greater visibility on Google.
External site optimization
Our team then focused on enhancing the website’s backlink profile. Starting with competitor analysis, we identified the strongest competitors, examined their sites, content, and backlink profiles.
The next step was developing a unique backlink strategy tailored to the client’s online store. We focused on article-based promotion and press releases, selecting high-ranking niche platforms to reach our target audience. This approach proved successful, as our metrics began to grow rapidly and continue to rise.
Activities for external website optimization:
- Niche market analysis;
- Comprehensive competitor and backlink audit;
- Strategy creation focusing on quality backlinks;
- Selection of work platforms;
- Placement of backlinks to diversify the profile (directories, forums);
- Posting SEO articles on external blogs and other sites;
- Ordering and placing press releases;
- Backlinking from satellites.
Internal and external optimization (additional work):
Alongside the general plan and strategy, we performed additional tasks to enhance search results and improve user behavior on the site, including:
- Analysis of competitors’ menu structures (in headers and footers);
- Improvement of the client’s existing menu and site navigation (added rubricators, Table of Content);
- Analyzed priority pages of competitors (meta-tags, microdata, content);
- Added thematic articles to the client’s content plan to attract users;
- Analyzed low-CTR snippets and enhanced snippets.
SEO Results:
The results of the collaboration showed that the significant factor influencing the visibility of search queries was the site’s content filled with unique material, which, in turn, improved the domain ranking and increased the site’s citation count several times.
At the start of the promotion, organic traffic was up to 1,200 visitors/month, with visibility for 257 keywords, 37 of which were in the top 10. Currently, we receive an average of 4,200 visitors/month from organic traffic, with 2,569 keywords visible, 416 of which are in the top 10.
Overall, the site’s visibility has increased and continues to grow steadily throughout the collaboration, currently standing at 2.4.
Each year, we increase the site’s visibility several times.
Traffic sources to the site include social networks and organic search. The main organic traffic comes from top 1-3 queries, with search results for keywords like horeca, lori furniture, wooden tables, wooden table, wooden beds.
Data from Ahrefs.:
The dynamics of the link mass growth on the site (the graph shows the growth of referring domains to the site):
The dynamics of keyword growth in organic search (the graph shows the growth of keywords in organic search):
The dynamics of organic traffic growth (we managed to significantly increase organic traffic, and it continues to grow):
Note:
The promotion showed that we managed to significantly increase organic traffic to the site: the number of users grew by 94.43%, new users increased by 92.62%, sessions rose by 82.16%, and page views grew by 80.54%.
Everything that was useful for the client’s site was analyzed, studied, and implemented. These tasks are ongoing on a regular basis, and the site is improving every month.
For continuous growth of organic traffic, we plan to keep working on studying and monitoring interesting topics, writing engaging and useful content, and consistently increasing the growth of the link mass.
The client has significant competition in the thematic niche, and we are working to make them stand out from the rest by creating functionality, content, design, and text structure that will encourage readers to stay on the page as long as possible and, in the end, complete the conversion, which provides the potential for continuous traffic growth on the site.
If you already know what kind of business you want to open online, are planning to create an online store, and don’t know where to start, write to us! We will analyze the potential market, competitors, and help launch the project from scratch to the start of sales!