Case: Construction of turnkey country houses
Website address: example.com
Target audience: people who want to build a country house, land owners, companies involved in the sale of land.
Services:
- development of a website and company slogan;
- preparing photographs for the catalogue;
- development of the administrative part of the site for catalog management;
- preparation of texts;
- conducting contextual advertising;
- website promotion in search engines.
FINAL STATISTICS
About the company: The company is engaged in the construction of turnkey country houses. As part of the cooperation, a website was developed and promotion work began. Current traffic on the site averages 15,000 visits per month.
The situation at the time of the start of work: the site already had positions in the TOP 10 in a number of construction areas. Positions for the key request “frame houses” were in the TOP 30-50 at the time of the start of work.
Result: thanks to the work performed, positions for the key queries “frame houses” reached the TOP 10 of Yandex, and traffic increased 2.5 times (from 800 to 2000 visitors per month).
Position growth chart (frame houses)
Visibility growth chart
Positions by most frequently asked queries
Summary statistics on requests
Growth chart - comparison
PROMOTION STRATEGY. HOW DID WE ACHIEVE RESULTS?
- Competitive intelligence. Search for leaders in the field of “frame houses”. Analysis of leading competitor sites. Building an “ideal” page prototype, taking into account all the necessary blocks, functionality and elements for ranking.
- Building a hybrid section structure based on competitor data.
- Collection, analysis and clustering of semantics. As a result of the work, a semantic core of 1,300 queries was compiled, of which 318 priority ones were identified.
- Implementation of a branched section structure on the site. 70 new pages were created, implemented and optimized.
- Correction of basic optimization errors.
- Design and implementation of additional blocks on pages.
- Text analysis, optimization of text content based on data from analytical services to increase the relevance of the page for key queries.
- Other work to improve the site (redesign of the reviews section, introduction of commercial pages).
The most important role for the growth of positions and increasing visibility was played by the development of the semantic core and the introduction of a branched category structure. However, to achieve success it was necessary to work comprehensively to improve the site as a whole.
STAGE 1. COMPETITIVE INTELLIGENCE. PREPARATION OF PROTOTYPE PAGES
At the initial stage, the “frame houses” category was a page with a small list and SEO text, without subsections. To understand what should be on a page for successful ranking, a competitive analysis was carried out. We analyzed 20 sites from the TOP 10 for the query “frame houses” and identified several leaders in the field. The results of the analysis were presented in the form of a summary table.
Main conclusions on the structure and functionality of the page:
- Implementation of a project filter;
- There must be a minimum of 21 projects on the listing;
- The page must contain SEO text of 1500-2500 characters;
- Adding videos and additional blocks for user convenience.
STAGE 2. BUILDING A HYBRID SECTION STRUCTURE
Based on competitor analysis, a hybrid section structure was developed, including 70 subcategories that were to be embedded on the page using tag tiles.
Main areas of subcategories:
- Size: 23 pages;
- Area: 7 pages;
- Number of floors: 4 pages;
- Design: 11 pages;
- Style: 13 pages;
- Type: 7 pages;
- Price: 5 pages.
STAGE 3. COLLECTION OF SEMANTIC CORE, CLUSTERIZATION AND ANALYSIS OF QUESTIONS. CREATION AND OPTIMIZATION OF NEW PAGES
Using the developed structure, key queries were collected for each subcategory. After cleaning the semantics, 1,300 queries remained, which were clustered by the service for analysis.
Basic steps:
- Determining the main queries for each page;
- Creation of optimized titles and meta tags;
- Adding frequency keys to the system to track positions;
- Creation and optimization of new subcategories;
- Implementation of LSI words to improve relevance;
- Sending pages for faster crawling and adding them to the site map.
STAGE 4. FIXING BASIC OPTIMIZATION ERRORS
To successfully promote the site, basic errors identified using analysis services were eliminated. In particular:
- Setting up auto-complete alt tags for pictures;
- Fixing redirects;
- Removing broken links;
- Changing the URL structure;
- Setting up 301 redirects.
STAGE 5. DESIGN AND IMPLEMENTATION OF ADDITIONAL BLOCKS ON THE PAGES. IMPLEMENTATION OF ACTIVE SEMANTICS AND LSI WORDS
Based on the page prototype, new blocks were introduced to improve the user experience and increase relevance:
- Project filter and tag tile;
- Block “Built houses”;
- Additional blocks for ease of navigation;
- Block with video and distribution of text among tabs.
STAGE 6. TEXT ANALYSIS, INCREASING PAGE RELEVANCE
After implementing the new structure and blocks, text analysis was carried out to improve relevance. Changes have been made to the content, the number of projects on the listing and meta tags.
Text edits:
- Adding key phrases to project names;
- Increasing the number of projects on the page;
- Optimization of SEO text and meta tags based on competitor analysis.
CONCLUSION
This strategy is suitable for promoting sites in the TOP 10 of Yandex in various commercial niches. Key success factors are:
