Case: +180% of key phrases — promotion of a cookware and tea store

About the project

Online store of tableware and tea, the project came into operation at the peak of traffic drop.

Data at the start: incorrect modification of the site and removal of important pages led to a decline in site positions and a significant loss of organic traffic. There was also a problem with the presence of duplicate product pages.

Type of project online store
Niche online store of tea and tableware
Terms 9 months
Pochatkovyi stanstvo site a sharp decline in organic traffic
Promotion tasks stabilization of traffic, growth of positions

Problems and goals

Problems of the project

Problem #1
Technical errors on the website. Removing duplicate pages
Problem #2
Lack of functionality for creating filter pages
Problem #3
The need to expand the semantic core, change the site structure, ON-Page optimization
Problem #4
Lack of a link strategy

Project objectives

Goal #1
Elimination of internal technical errors of the site.
Goal #2
Positions in top 10 by exact set of queries
Goal #3
Expansion of the site structure, creation of new landing pages
Goal #4
Recovery and growth of organic traffic (commercial, informational)

Description of the strategy and solutions

Promotional strategy and work accomplished

1. Strategy reference points:

Promotion on a wide core of commercial queries
Increase of infotraffic, preparation of new information pages 30+, as well as page optimization of existing publications 25+
Expanding the link profile of the site (increasing the number of quality inbound links)
Optimization and promotion of product pages.
Expansion of semantic kernel for goods and information traffic
Creation of new promoted pages by programmatic modification of the catalog filter.
On-page optimization of catalog sections.

2. Semantic kernel development

What was accomplished:

Identified target competitors in organics
Collected semantics of 4 competitors
Collected the maximum number of queries by topic
Clustered the queries by type of variety, color and name of tea
We cleaned the core: removed null queries / not our queries
Determined a landing page for each group by relevance
Conducted query-by-query analysis of competitors from the top 5 outlets for targeted queries, weeded out non-targeted queries.

The result of preparation:

Semantic core of 1000+ key phrases.

3. Analyze the output and competitors in organic.

What was accomplished:

Conducted query analysis, corrected landing pages in SL
Collected data on meta-tags and texts of competitors in the SN.
Determined the % of sites of manufacturers and portals in the top 10.
Analyzed the seasonality of queries.

Result of preparation:

Expansion of the semantic kernel on the basis of competitors’ data from the top 10.
Prepared recommendations for the preparation of meta-tags, titles.
Prepared recommendations for the preparation of texts

4. Content preparation

Prepared a plan and TOR for content manager to fill the site with content, based on the analysis of competitors. As well as a number of ToRs for the designer.

The result of the preparation: