About the client
Sporting goods and running store with nationwide delivery.
Features of working on the project: identifying strengths and weaknesses
Initially, the site had good characteristics, which contributed to successful promotion:
- No critical technical errors;
- Correctly setting up the template for generating tags and meta tags for product pages;
- Dynamic Schema.org markup for product pages;
- Main categories and subcategories with the ability to add content, tags and meta data;
- Ability to create subsections by brand, gender and product characteristics;
- Large range of products;
- Correctly working filters for selecting products;
- Availability of a section with information articles.
However, there were also problems that required improvement:
- Low loading speed on mobile devices;
- Lack of conversion buttons on category pages and product cards;
- Lack of content on category pages;
- Lack of pages for popular brands and seasonal products;
- Optimized tags, metadata and H1 headers;
- Lack of internal linking;
- Incomplete micro markup for products and other pages;
- The info section was disabled and the posted articles were not useful for SEO;
- Company profiles in directories were blank;
- Problems with page indexing.
After identifying these problems, we began to solve them, with a focus on preparing the site for the season, which begins in March-April.
Our goal was to quickly prepare the important sections, starting with “Running Shoes”, and then work on the “Running Clothes” section.
What work was carried out
- Initial analysis of the site (technical, marketing, usability), as well as competitor analysis;
- Correction of minor technical errors;
- Development and expansion of the semantic core;
- Filling main landing pages with useful content;
- Internal optimization (linking, optimization of tags and meta tags, Hx headings);
- Creation of additional landing pages to attract traffic;
- Setting up micro markup to increase click-through rates;
- Working with "Excluded" pages in Google to improve their indexing;
- Updating information in Google and Yandex directories;
- Registration of the site in thematic catalogs and directories;
- Preparation of technical specifications with recommendations for further promotion.
What results were obtained
The results became noticeable after 4 months.
Significant increase in organic traffic to the site from search engines
Significant increase in the share of queries in the TOP 10 in the Google search engine (~4.5 times)
Growth from 14% to 64% of requests in the TOP 10
Query positions in the priority section “Running shoes” in the Google search engine
Improvement of average position in Google search engine (~2 times)
Rising from 35 to 14 positions
It is natural that with the addition of new queries that were outside the TOP 10, the average position fell slightly.
Significant increase in the share of queries in the TOP 10 in the Yandex search engine (~2.2 times)
Growth from 35% to 80% of requests in the TOP 10
Positions of queries in the priority section “Running shoes” in the Yandex search engine
Improving the average position in the Yandex search engine
Rising from 14 to 11 positions
As with Google, the addition of new queries that were outside the top 10 caused the average position to decline slightly.
Steady growth in the number of new visitors to the site
Let's sum it up
We are currently continuing work, including SEO optimization of the information section and the creation of new landing pages to further improve the functionality of the site.
We are following the project and preparing a new case!
If you have questions about SEO promotion, you can contact the SEO studio "SEO COMPUTER" for any question by email info@seo.computer.
ID 4537
