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Content:
1 Analysis of the initial situation
2 Strategy and stages of work
3 Promotion results
4 Conclusions and recommendations
Imagine that you have an online store that specializes in selling stun guns for self-defense. The market is quite competitive, and demand for the product varies seasonally. Despite launching advertising campaigns and being active on social media, the results were not as expected.
One of the owners of online stores faced this situation. Despite constant efforts, the amount of traffic through search engines remained at the level of 5200 clicks per month, and only 300 queries were in the TOP 10 search results.
To increase sales and attract more target users, he decided to seek help from a professional SEO specialist. The main goal was to comprehensively optimize the site and promote it to the TOP of search engines in the shortest possible time.
In this article I will tell you how this problem was solved, and how we managed to increase traffic from search engines by 277%, from 5200 to 14400 transitions per month, and the number of queries in the TOP 10 increased by 22%, increasing their number up to 416.
Before starting work on optimization, it was necessary to conduct a detailed analysis of the current state of the site, its strengths and weaknesses, as well as understand the specifics of the market and the needs of the target audience.
Analysis of product seasonality and traffic
One of the key factors determining the success of an online store is the seasonality of demand for goods. The first step was to study the statistics of transitions to the site over the past year.
The results showed a clear seasonality with peak periods in August, April and January, consistent with search trends for stun guns.
Knowledge of seasonal fluctuations in demand allowed us to correctly interpret current data and effectively plan further work.
Technical audit of the site
The next stage was a comprehensive technical audit of the site. Several key issues have been identified that require immediate correction:
Such technical problems significantly reduced the chances of a site ranking high in search engines, deteriorated usability and, as a result, reduced conversion.
Link Strategy Analysis
An important aspect of SEO is the external profile of the site. To analyze it, existing external links that were directed to the site were examined. The following data was identified:
While these numbers may seem pretty good, they don't tell the whole story. It is important to understand the quality and relevance of external links, and based on this, make decisions about the need to work with the link profile.
Page content analysis
Content uniqueness and quality play a major role in SEO. To assess the current state of the content, an automatic analysis of the online store pages was carried out. The results showed that most pages had a high percentage of similarity, which indicated problems with uniqueness and required content reworking taking into account SEO recommendations.
Competitor analysis
The next important step was to study competitors in the stun gun niche. This allowed us to identify best practices in structure, navigation, content and other aspects of SEO. These data formed the basis for developing an optimization strategy.
After a comprehensive analysis, a clear picture of the current state of the project was drawn up, which made it possible to develop a further work strategy.
Based on the analysis, a promotion strategy was formulated, divided into several key stages:
Let's look at each of the stages in more detail.
Stage 1: Fixing critical errors
The first step was to fix the most serious technical problems, including:
Stage 2: Optimizing structure and navigation
After correcting technical errors, work was carried out to improve the structure and navigation of the site. The main focus was:
Stage 3: Content and metadata processing
Particular attention was paid to metadata and content. A set of optimal titles, descriptions and keywords was developed for each page. The content has also been redesigned, making it more unique, informative and useful for users.
Stage 4: Improve your link strategy
At the last stage, work was carried out to improve the link mass, including registration in industry directories, posting articles and active work with specialized resources.
The implemented SEO strategy allowed us to achieve the following results:
The greatest success was achieved in promotion for highly competitive key queries, such as “Electroshock gun”, “Buy a stun gun” and “Electric stun guns for self-defense”.
Work on the project showed that an integrated approach to SEO promotion can lead to impressive results even in highly competitive conditions. The following points are important to achieve success:
Recommendations for successful promotion:
