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We were given the task: to develop a catalog website for the sale of lighting fixtures (lamps, floor lamps, chandeliers and other products) with its further preparation for promotion in search engines.
The client provided links to the current website and the supplier's website, which consisted of several pages. The site was indexed by search engines, but did not rank high for targeted keywords.
Launching an online store without products makes no sense, so it was necessary to plan in advance how to fill the site. It was important to choose a filling method that could be implemented at the site development stage. This process required a separate budget and prior approval from the development company.
An analysis of competitors showed that their websites presented a wide range of products, which required us to do similar work for the new website. The supplier had over 2,000 products that needed to be transferred to the new site.
Manually transferring so many items would take a long time and would significantly increase the cost of the project. It was decided to use a parser - a program for automatically transferring data from one site to another. This is the fastest and most economical way to fill the catalog, but it was important to approach the implementation correctly so as not to harm the SEO promotion of the site in the future.
Building the correct website structure is one of the most important aspects of SEO promotion.
To transfer the catalog from the donor’s website, it was important to correctly parse the products, ensuring partial uniqueness of the content. Otherwise, the site could be sanctioned by search engines, which would lead to loss of traffic.
A technical specification was drawn up for the programmer indicating the URLs of sections of the donor site, as well as the corresponding sections on the new site where the products should be transferred.
A template for changing page parameters was also prepared:
Based on this document, we were able to partially uniqueize product cards and carry out basic optimization. This helped show search engines that the site was useful to users and contained original content.
Proper optimization of product cards is the most important source of traffic. However, the result depends on the quality and convenience of the resource. An incorrect approach to website development can lead to loss of positions, even for low-frequency queries.
When developing a website and preparing it for SEO promotion, it is important to take into account the quality and age of the domain. In this case, the client's domain was quite mature and had several links. However, upon deeper analysis, it was discovered that the domain was under an affiliate filter, imposed due to the use of a regional subdomain of one of the providers.
Since removing this filter could take several months and was not always successful, the decision was made to purchase a new domain. A “stub” was prepared for it with a change in contact information in order to minimize the likelihood of search engine filters being imposed.
Before publishing the site, an audit was conducted to eliminate errors that could negatively affect search rankings. Basic SEO optimization was also performed, including the following actions:
The cost of the work included the following expenses:
Even without deep optimization, at the moment the new site already occupies positions in the TOP 10 for low-frequency and mid-range queries, as well as for several high-frequency queries.
The increase in traffic seen confirms that a properly prepared website can bring good results from the very beginning. It is important to invest time and resources on SEO at the development stage in order to avoid additional costs for correcting errors made at the layout and content stage.
If you have questions about SEO, write to our studio “SEO COMPUTER” at info@seo.computer, and we will help you with any aspect of promoting your site.
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