SEO case: +300% increase in traffic — promotion of industrial equipment store

Stage 1: Defining the promotion strategy:

During the 1st month of promotion the following works were performed:

1. A full technical audit of the site was performed (a full list of what we analyze can be seen here);
2. Analysis in Google Search Console;
3. Analysis of the output, the main sample of competitors was determined;
4. Analysis of competitors’ promotion strategy (structure, internal optimization);
5. Analyzed the link profile of a sample of competitors (identified donors, approximate costs, placement schedule);
   – Prepared a sample of competitors in organics
   – Collected a list of competitors’ donors
   – Determined the format of used links
   – Analyzed the trust of the selected donors
   – Conducted a visual assessment of each site on the checklist
   – Analyzed competitors’ anchor-list
   – Formed an anchor-list for placements
   – Determined the order of placement

On the basis of the obtained data 3 reference points of the promotion strategy were determined:

• Expansion of the catalog in the index. Improvement of the filter system – creation of static filter pages with personalized automatic tags, with the creation of a system of automatic closing from indexing and scanning of unnecessary pages and combinations of filters.
• Optimization of product pages. On the basis of competitors it was determined that a significant part of traffic goes not to subcategories, but to product positions.
• Link profile.

Stage 2: Preparation and launch

In the second month of work with the project the following works were done:

On technical optimization:
After the audit, we prepared and launched the following tasks for the programming team:

1. TOR on eliminating duplicate pages;
2. TOR to create a multi-level .xml sitemap;
3. TOR on micropartitioning of product microdata, breadcrumbs, contacts;
4. TOR to increase the speed of loading the site;
5. TOR on changing the robots.txt file;
6. TOR on fixing breadcrumbs (elimination of errors).

On semantic core:

1. The 1st iteration of the semantic kernel was prepared (more details about the preparation of the semantic kernel);
2. Clustering and grouping of queries;
3. Distribution of queries by pages;
4. Position tracking system is formed.

Catalog and structure:

1. Developed SEO technical requirements for static pages of catalog filters;
2. Developed requirements for the system of meta tag templates generation – description, title;
3. a set of requirements for the robots file – closing from scanning, as well as a set of requirements for closing from indexing certain combinations of filters;
4. A set of requirements for generation of multilevel site map xml.

On internal optimization:

1. TOR for text optimization of the product card page was derived;
   – TOR for title optimization
   – TOR for meta-description optimization
   – TOR for optimization of the title h1
   – TOR for optimization of page text
   – TOR for optimization of graphic elements of the page
2. TOR for category page optimization;
3. Prepared and launched a number of TOR on internal product relinking.

Stage 3: Functionality implementation and external works

In the second month of work with the project the following works were performed:

Functionality implementation:

1. Implemented the system of static filter pages;
2. Changed product cards;
3. Implemented the system of relinking of product and category cards;
4. Issued new TOR for the implementation of brand pages.

Link Profile:
Started reference works on the project: placement of reviews, articles and commercial links according to the previously developed reference program

Semantic core and site structure:

1. Preparation of the 2nd part of the semantic kernel (2nd iteration) has been completed
2. New categories of queries were defined

Promotion results:

Dynamics of search traffic:

Results:
Promotion period: 8-9 months
Results: traffic growth +300% from 3,000 to 10,000/month

Index History:

Results:
Reduced 45,000 low quality pages
Reduced about 150,000 non-canonical pages

Dynamics of the volume of category pages in the index:

Results:
Increased the volume of indexed pages from 73,000 to 95,000 pages

Dynamics of index growth:

Results:
The index index score increased to 140 (*according to the index algorithm update)

Keyword trend for 1 year according to serpstat:

Three small theses instead of a conclusion:

1. About luck. We were lucky to have a team of developers on the client side who quickly and most importantly with detailed feedback implemented our specifications and suggested alternatives where it was impossible to fulfill something.
2. About forecasting. We underestimated the scope of the changes to be implemented and the necessary resource of programmers – the implementation of the functionality took longer than we had planned.
3. About synchronization. In large projects – feedback and common movement of the client’s team and the agency’s team is part of success, always.