Case: from 0 to 5.5 traffic — promotion of SAAS service — auction aggregator

Project objectives and description

The site is a bidding and auction aggregator. We got involved in the project at the stage of its development.

Starting stages of the project promotion:

1. Analyzing the niche in organic search;
2. Preparation of technical and SEO requirements for the developer;
3. Development of the semantic core of the project;
4. Preparing the structure of the site;
5. Analysis and development of link strategy.

Difficulties encountered

At the beginning of work with the project – there was no website. The first thing we started with was competitor analysis. After sampling the key players, we prepared:

• SEO specifications;
• recommendations for filtering systems;
• requirements for creating static pages.

The development process began, in parallel we started to prepare:

• site structure;
• semantic kernel;
• link strategy.

The main difficulty of the project is a large number of similar pages of bidding lots, which were not indexed in Google. How we solved this problem:

– Determined that there were empty pages, closed them from indexing;
– Typed the main bidding pages (output photos, characteristics, descriptions, other information).

Due to this we managed to increase the number of indexed pages by 120%.

Project promotion strategy

After analyzing competitors, we defined a strategy with two main points of growth:

• ыcaling the bidding catalog;
• launching a system of pages by regions;
• launching a system of pages by tags;
• creation of the project’s link profile.

Tasks accomplished at the project preparation stage:

• technical requirements for the developer were formed;
• the structure of the site was formed;
• CNC structure was prepared and implemented;
• tag templates for typical pages were formed;
• header requirements were formed;
• system files were prepared;
• requirements to the site map system were prepared.

Stages of optimization works after the project launch

After the launch of the site, we started the following work:

1. Formation of link profile. The link strategy was formed on the basis of competitors’ link profile, donors were selected and the plan of purchases was made;
2. Preparation of semantic core. We conducted several iterations on collection and grouping of queries (the main semantic core was collected before the project launch);
3. Prepared technical tasks for writing text descriptions;
4. Optimization of the site functionality

In parallel, technical works were carried out:

1. Technical audit of the new site (mandatory procedure after the actual launch);
2. Adding the site to VM and Analytics;
3. Adding site maps in webmasters;
4. Checking the robots.txt file;
5. Other

After debugging the technical part we started to content, scaling landing pages and functionality:

1. Creating an advanced filter system. Filters were added to the priority pages according to the queries for convenient search on the site, as well as to increase the static landing pages.
2. Creating tag pages. Implemented tag pages based on existing keyword query groups.
3. Conducted usability and content audit of competitors, formed and implemented technical tasks for project development.

General dynamics of the semantic kernel

Starting indicators

At the start of promotion on the collected semantic kernel site had the following positions:

• top-50 – 0%
• top-20 – 0%
• top-10 – 0%
• top-5 – 0%
• top-3 – 0%

Dynamics of results after 12 months

By key query groups:

• top-50 – 93 average index (+93%)
• top 20 – 60 average (+60%)
• top 10 – 41 average (+41%)
• top-5 – 23 average (+23%)
• top-3 – 13 average (+13%)