SEO case - online clothing store

Project Promotion Strategy

Primary objectives of the project, which were completed in the first 6 months:

1. Technical audit
2. Competitor analysis (content marketing, link profile, directory structure)
3. Implementation of changes on the site
4. Creation of the semantic core
5. Link building strategy
6. Changing the design of the site – a new template
7. Setting up objectives in metrics and analytics
8. Creating and launching content marketing

Stages of optimization work

1. Technical and SEO audit of the new site

As part of the movement on the project, it was decided in the first place to conduct a technical audit of the site.

What worked in the first place:

• Creating a unified URL structure, setting redirects;
• Optimization of breadcrumbs;
• Markup crumbs and contacts page;
• Preparation and placement of correct meta-tag templates;
• Placement of correct canonical tags;
• Eliminating server errors (were soft 404 errors (blank pages));
• Adjusting the structure of the site (transferring sections, creating new ones);
• Installing SSL certificate.

2. Competitor analysis

Conducted a detailed analysis of competitors for:

• directory structure
• use of filters pages
• use of tag pages
• work on content marketing

On the basis of what formed a new and expanded structure of the site.

3. Preparation of the semantic core

Collected the maximum number of requests to achieve full coverage in the subject and conducted a query-by-query analysis to determine which queries are not targeted, which were excluded to eliminate defocus.

4. Creation of new tag pages and deployment of filter system

Prepared detailed terms of reference for generating tag pages with typed templates for tags and descriptions.

At the same time, implemented a system of static filter pages by:

• brands
• colors

5. Elaboration of content and creation of content marketing plan

Based on the information received, the next stages (iterations) of content optimization of key pages were carried out, as well as a content marketing plan for the next quarter to increase the site index by writing and placing new articles.

As a result, over the past 6 months, the site index has increased from 215 pages to 460 pages, an increase of 53%. There were:

• 117 pages for the blog
• 105 pages for training section
•  23 pages of services

6. Formation of reference strategy and monthly growth of reference mass by purchasing.

Given the fact that previously were obtained data on the volume of links from direct competitors, the preparation process was simplified. As a result, data was collected on:

• the dynamics of growth of link mass;
• type of links (articles, crowded links, etc.);
• the volume of links;
• link quality;
• exchangers

7. Changing the site design and setting goals in the analytics.

As a result of the analysis of competitors and identification of direct ones, it was decided to update the site design by changing the website template (the site on OpenCart).

Instead of a conclusion

As a result, we got a 5-fold increase in organic traffic. At the moment we are planning the next update on:

• improvement of usability
• development of content marketing for SEO (blog development)

If your business operates in the field of training (online or offline) – contact us, we will offer our vision for the promotion of your project.