Hello! The owner of a music store approached me with the task of achieving high positions in the Yandex search engine for key queries in categories such as the sale of guitars, karaoke, studio equipment, Hi-Fi and others. Next, I will describe in detail the activities that helped achieve my goals.
Promotion result
For clarity, screenshots of the site's positions in Yandex for mobile devices are provided.
Guitars
Electric guitars
Acoustic guitars
Classical guitars
Music store
This case study is not a complete guide, but rather a summary of key work that has led to positive results.
What has been done
Internal optimization of an online store
- I created a site structure in XMind, where, using the “Guitars” section as an example, the pages that need to be added are indicated.
- Generated 1432 tag pages for categories and subcategories through SEO Smart Filter.
- Developed text templates for most category pages. For example, for the guitar subcategories it looks like this:
Buyer Information
✔ Select and buy {=this.Name} In your city, information about the brand, materials, number of frets, scale length, pickups and other characteristics of the goods will help.
✔ We deliver in your city through a courier service, and also ship throughout Russia through SDEK, PEC and other courier companies.
✔ We sell goods in installments or interest-free loans through popular services.
✔ An official manufacturer's warranty is provided.
- Expanded the filter on category pages by adding additional parameters such as difficulty level for beginners or professionals, country of manufacture, body type, orientation, number of frets and other characteristics.
- Redesigned the buttons, replacing graphic ones with text ones, for example, the “Buy” button on category pages.
- Added display of product characteristics on the preview when hovering for text optimization of pages.
- Implemented quizzes to improve user behavioral factors.
- Used the Google Indexing API to quickly index pages, using multiple accounts to increase the limit for submitting pages to the index.
- Used transcription from the client's YouTube channel to add text to category pages, improving their uniqueness.
- I configured the correct region in Yandex.Webmaster, setting it to Moscow for correct indexing.
Technical optimization
Used the Screaming SEO Frog tool to solve many SEO problems on the site.
- Fixed a bug with canonical where a website with www would redirect to the non-www version, creating a closed loop.
- I checked and corrected the sitemap.xml files, eliminating links with extra www.
- Configured the correct 404 response code for non-existent pages, which improved crawling and search engine budget allocation.
- I used Clean-param in the robots.txt file to optimize crawling of pages with GET parameters.
- Added MusicStore micro-markup to all pages of the site, as well as Product micro-markup to category pages and product cards.
- Implemented breadcrumbs to improve site navigation.
External optimization
- Uploaded and analyzed all external links through Yandex.Webmaster, Google Search Console and Semrush. Disavowed toxic links using Google's disavow tool.
- I purchased links through the Miralinks exchange and used drop domains to add them to pages with low positions.
- I restored an old domain related to the sale of drum kits and redirected it to the appropriate category, which led to an increase in positions in search results.
My promotion goals in Yandex have been achieved, and I am currently continuing to work on improving my position in Google.
For consultations on any issue, you can contact the SEO studio "SEO COMPUTER" by email: info@seo.computer.
ID 7842
