Promotion of a website for furniture production

In this case, I will tell you how you can effectively promote a website for the production of luxury custom-made furniture, using organic methods without cheating or buying links. Let's look at how you can develop a website and get traffic without involving expensive specialists.

Water data

• Website address: primer.ru
• Topic: Production of exclusive furniture to order
• Promotion region: Moscow
• Traffic at the start: 0 people/day
• Objective: increase targeted traffic and website conversion
• Product cost: from 60,000 rubles

As happens in most cases, the site did not bring in applications or calls. It was abandoned in terms of promotion before work on it began.

Project Features

The online store sold premium goods, prices for which ranged from 60 thousand to 1 million rubles.

The site was built on a CMS, with a custom module for the product catalog, which was difficult to adapt to the requirements of search engines.

All products were placed in one section of the catalog, which complicated traffic analysis.

Administrative rights were highly limited: only the manager had access, who could create and edit categories.

Categories were added manually, which also created some inconvenience. If a different structure had been chosen, this process could have been automated.

How did the promotion begin?

The promotion began with checking the site using a checklist. During the technical audit, the following problems were identified:

• Many technical errors;
• Lack of basic page optimization;
• Incorrect indexing of some sections by search engines;
• Lack of structure suitable for promotion;
• Product categories that were too unified, which made it difficult to promote different groups of requests;
• Poorly developed commercial factors;
• Limited assortment in catalogs;
• Lack of navigation and filters;
• Many other problems hindering progress.

What was done in the promotion process?

During the work the following actions were performed:

• Major technical errors have been fixed: broken links, redirects, duplicate pages, etc.;
• The correct region for promotion has been set in the toolbar;
• Basic optimization of all pages, including categories and product cards, was carried out;
• A semantic core has been assembled and queries have been clustered. Title and description meta tags have been adjusted;
• An analysis of competitors was carried out, recommendations were given on the number of products in categories;
• Micro markup has been introduced for bread crumbs, products, contacts, etc.;
• Based on competitor analysis and clustering, the correct website structure was compiled;
• Conducted a link audit of competitors, proposed recommendations for increasing the link mass;
• Recommendations for building internal linking are given;
• A commercial audit of the site was carried out and recommendations were given for adding blocks with advantages, work patterns, etc.;
• Companies are registered in regional directories to increase link mass;
• The traffic of categories and product cards was analyzed, taking into account seasonal fluctuations.

Results after 8 months of work

Analytics graphs show positive dynamics. Transitions from search engines Yandex and Google increased from zero to 350 people per week. For such a specific product as furniture costing from 70 thousand to 1 million rubles, this is an excellent result.

What influenced the increase in traffic?

• Prompt implementation of recommendations;
• Correction of technical errors;
• Correct site structure;
• Study of commercial factors;
• Registration of the company in catalogues;
• Ordering texts for promoted sections;
• Correct linking of categories and product cards;
• Increasing the range of products in categories.

I would like to add that for directory sites the work never ends. Development always continues, even if promotion has already started. For many clients, the work can span several years, and there is always room for improvement, from assortment updates to creating new landing pages for new requests.

Using a similar scheme, you can promote the websites of furniture online stores, factories, production facilities and other enterprises.

If you have any questions about website promotion or other requests, write to the SEO studio "SEO COMPUTER" by email info@seo.computer.

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