Promotion of the site for facing and building materials

We have been promoting websites in the field of construction and finishing materials for several years, and during this time we have accumulated a lot of experience. In this article we will share our approach and tell you how we worked on one of these projects.

Client: building materials store, including facing and roofing materials, paving slabs, building mixtures. The company has been operating on the market since 1999.

Website: baukeramik.ru

Task:

• Creation of a new website to replace an outdated one, with an incorrect structure and limited assortment. The work was completed at the beginning of the year.
• After developing the site, promote it for commercial queries in the top 10 search results.

WORK OF AN SEO SPECIALIST DURING SITE DEVELOPMENT

SEO optimization begins at the site development stage. It is very important to involve an SEO specialist in time to avoid the need to rework the site. This must be taken into account in order to avoid many problems in the future, which we discussed in detail in another material.

Basic work on analyzing the client’s activities, competitors’ websites and their structure

What happens on the SEO side of the development process?

• The client filled out the brief and sent a file with a list of products to be posted on the website.
• The correct structure of the new site was drawn up, which was transferred to the development department.

Preparing content taking into account the structure and semantics of the site

After development began, we began preparing content. On the old site, the content was not unique and not optimized. We have redesigned it according to the new structure. In particular, the following work was carried out:

• An internal linking scheme has been developed.
• A content plan for the next 6 months was drawn up for various categories and products, taking into account manually filled in content.
• Competitors' content was analyzed for key queries, meta tags were compiled, and tasks for writing texts for section and product pages were generated.

After completing the development of the main categories of the site and their content, we hid the empty sections until they were filled.

Work on the correct transfer of the new design and structure to the current site

When a customer decides to update a website and orders a redesign, it is important to maintain current positions and traffic. An SEO specialist should check in advance what positions the site ranks and what traffic it receives, so that in the event of a transfer, existing results will not be lost. If the site already has traffic and positions, you need to set up redirects from current pages to new ones to avoid 404 errors and loss of customers.

What should you do when transferring a new website to the main domain? We analyzed traffic in Yandex.Metrica and found that the main transitions occur through branded queries and low-frequency keywords. To minimize traffic loss, a list of 301 redirects was prepared so that users who click on old links do not end up on error pages.

After the initial filling with content and setting up redirects, the site was moved to the main domain.

Instructions for filling and editing products, as well as recommendations for optimizing pages, were prepared for the client. Priority sections and a minimum set of products for each of them were identified.

In the following months, work continued to fill the site with products and add new categories, focusing on requests of medium and low frequency. At the same time, external optimization was carried out and the link mass was increased.

PROMOTION RESULTS

A month after the launch of the new site, more than 80% of the keywords out of 300 queries were in the top 10 in Yandex. About 30% of the 300 keywords are in the top 10 on Google.

High-frequency queries remain in the top 5 in mobile and desktop search results in Yandex and Google.

At the initial stage, the number of visitors was about 140 people per week. After three months, that number had grown to 380 visitors per week—more than double what it was before the promotion.

If you need website promotion or consultation on a project, you can contact us.

You can write to the SEO studio "SEO COMPUTER" with any question at email info@seo.computer.

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