SEO case: Promoting an online store of dietary supplements from 3,500 to 30,000 visitors monthly

Project topic: sale of dietary supplements

Promotion region: CIS

Goal: restore traffic after Google algorithm changes and increase sales through search traffic

Tasks to be completed

• Implementation of E-A-T elements and growth drivers for effective ranking of a site related to the YMYL topic after Google update;
• Collection of semantics and expansion of the site structure corresponding to search demand and assortment;
• Landing page optimization and metadata improvement;
• Development of unique content that meets user needs and requests;
• External optimization and building high-quality link mass.

The main goal was to restore traffic and its subsequent growth, which required attention to the specifics of website promotion in the niche of biological supplements.

Initial data on the project

Before work began, the project had the following problems:

• Incorrect metadata on pages;
• The content on landing pages is not unique or expert enough;
• The site structure was not sufficiently developed;
• Low download speed;
• Low link quality and technical errors;
• The site fell under Google filters after algorithm updates (including Medical Update), which led to a drop in traffic.

Our actions

• Analysis of niche and competitive sites that did not suffer after Google updates to identify growth factors;
• Audit and implementation of changes in search engine optimization, technical optimization and commercial factors;
• Expanding the site structure taking into account the needs of the audience;
• Optimization and creation of new landing pages with expert content;
• Strategy for external link growth and promotion through crowd links and social networks;
• Implementation of E-A-T elements to confirm the website’s expertise;
• Work to improve the site's position, starting with queries in the TOP-20.

We created a comprehensive strategy focused on restoring rankings and maximizing user satisfaction, which ultimately led to improved search rankings.

Key points of SEO strategy

1. Analysis and implementation of commercial ranking factors

Commercial ranking factors include elements that help a user make a decision about a targeted action on a website, such as placing an order, filling out a form, or requesting a quote. In our project, we implemented the following elements to improve conversion:

• Convenient site navigation;
• Detailed product cards;
• Adding user reviews and ratings;
• Use of certificates and quality marks;
• Transparency in terms of delivery and return of goods.

2. Development of E-A-T (Expertise, Authority, Reliability)

In order to bring back traffic and increase trust in the site after changes in Google algorithms, we introduced elements that confirm the expertise and authority of the content. We have focused on creating quality and trusted pages by adding:

• Authors with expert qualifications to compile materials;
• Active work with user reviews and questions;
• Placing links to sources with a high reputation in the industry;
• Transparency and availability of information for visitors.

3. Site structure

Initially, the site structure was limited, which prevented it from scaling and aligning with the needs of search demand. To expand traffic, we have developed new categories, such as: dietary supplements for health, dietary supplements for disease prevention, and others. These filters helped structure the product catalog and improve user interaction.

We recommend regularly conducting a site audit to identify problems with content, link mass, technical errors and compliance with search engine recommendations.

Result

After the work, the site was able to get out of Google’s filters and restore traffic. Over 1.5 years of operation, traffic increased 10 times, from 3,500 to 30,000 visitors per month. Additionally, sales increased 12.5% ​​year over year, despite the site being sanctioned by Google much of the time.

Some examples of keywords that reached the top positions:

• Example 1: Keyword 1
• Example 2: Keyword 2
• Example 3: Keyword 3

Conclusion

Many years of experience in SEO promotion of online stores allowed us to effectively solve the project’s problems. The strategy was developed taking into account the specifics of the market and the requirements of search engines, and active cooperation with the customer helped to achieve successful results. We continue to monitor and adjust our strategy to achieve even greater traffic growth and sales.

If you have questions or would like advice on SEO promotion, write to us at info@seo.computer.

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