Buried competitors: how to increase sales in a monument making business using SEO - Case Study

In this case, we will tell you how to achieve dominance in the niche of monument making using SEO promotion.

Hello!

Client

The niche of the project is the production of monuments and tombstones. The project is a site "monuments-inexpensive". The period of work on the project is from the end of April to the present.

Here's what the site's positions looked like at the time work began:

?️ Albert, co-founder of a workshop for making monuments:

What problems were there on the site?

After conducting the audit, I identified the following problems:

• Product cards were designed better than product category pages, which are important for driving traffic. It was necessary to pay attention to optimizing category pages such as “double monuments”, “family monuments” and so on.
• The site lacked landing pages for important search queries. All catalog pages looked uncompetitive in search results.
• The blog had confusion between commercial and informational articles. Unnecessary pages interfered with the promotion of key commercial pages.
• The lack of link mass significantly reduced the chances of getting into the top search engines.

An analysis of competitors revealed that they often use certain key queries that should be transferred to the site structure.

What was done for successful promotion

Internal optimization

To improve internal optimization, I created a sorting of monuments (by price, by popularity), improved product cards, added a block with “Our works” and improved micro-markup on the question and answer pages.

I also created new categories based on key queries and semantic core:

• By price: budget, premium, discounted.
• Family monuments: for two, three and so on.
• By religion: Orthodox, Muslim, Catholic.
• In shape: monuments with an angel, full-length and other options.
• For whom: for men, women, military and so on.

In addition, I removed pages from the site that interfered with the promotion of the main categories, and improved the blog structure by adding thematic subsections.

The blog now has articles that now have a clear commercial and informational separation, which has contributed to better interaction with the target audience.

Blog development

In parallel with the optimization of categories and product cards, I was developing the blog, adding new subsections such as “How to choose a monument”, “How to save money”, “Funeral customs” and others.

To search for topics, we used the Semrush tool, which made it possible to determine the most frequent queries for which the site was not ranked, but already had positions among competitors. This made it possible to effectively fill missing content gaps.

External optimization

To increase the link mass, I started working with a link exchange, and also bought several thematic domains, making redirects to the main page of the site. I also prepared for the opening of a new office in Moscow and created the appropriate pages for this in advance.

Promotion results

As a result of these changes, the site's position has improved in both search engines. An increase in traffic was recorded, as well as the first leads from Moscow pages, even despite the fact that the office will only be opened in a few years.

The number of blog visits increased from 850 to 113,000 in a month, and the positions of the pages of the cities of the Leningrad region also improved significantly.

Conclusion

We have achieved impressive results thanks to well-coordinated work and active participation of the customer. It is important that the client was open to change, which played a key role in the success of the project.

Customer review

?️ Albert, co-founder of a workshop for making monuments:

Why did everything work out? Customer trust + SEO expertise

? Dmitry Damarnatsky, SEO specialist:

What's next?

At the moment, I continue to work on developing the project and preparing to enter the Moscow market this year.

My other cases

You can check out other successful projects and cases on our website.

Video case

Watch a detailed video about the project and its development on our channel.

For any questions, please contact the SEO studio "SEO COMPUTER" by email info@seo.computer.

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