Why can’t you stop SEO and how not to lose traffic during the off-season?

Case of search engine promotion of an online store for motorcycle equipment

About the client

An online store specializing in the sale of motorcycle parts, consumables and motorcycle equipment with delivery throughout the territory. Before working with SEO specialists, the online store did not carry out SEO optimization.

How did it all start?

The cooperation began in August, and within several months of work, SEO specialists managed to achieve noticeable results. Over five months, traffic from search engines grew by 22%. In particular, the number of visits increased from 3,489 in August to 4,260 in November. It is important to note that the seasonality of goods had already come to an end by November, but thanks to the efforts made, traffic remained at a high level even after the end of the season.

In addition, after optimization, the site’s position improved significantly. The site was in the TOP 3 for 23 search queries, which was a noticeable improvement compared to previous indicators.

The customer was pleased with the results, and, despite the seasonality, he was given recommendations to continue SEO work during the off-season period. However, it was decided to suspend work in order to save money for several months.

What problem did you encounter?

Continuing to monitor the site, the team of SEO specialists noticed that without continuing SEO work, the site began to lose its position and traffic.

Although the seasonality of goods was important, continuing work even during the off-season period could help increase traffic. However, without regular updates, the situation worsened:

• Reduced traffic from search engines by 21%.
• A decline in the site's position in search results.

To prevent further deterioration of the situation, it was decided to develop a work plan and present it to the client earlier than planned.

Solution

SEO specialists developed a work plan for three months, which was a continuation of the previous optimization and was aimed at eliminating the problems that had arisen:

• Selection of additional key queries to expand the semantic core.
• Checking and eliminating errors in auditors.
• Adjusting the indexing of site pages.
• Creation of additional landing pages.
• Preparation and placement of texts on website pages.
• Optimizing content on website pages.
• Optimization of title+meta tags.
• Optimization of h1-h3 headings.
• Checking indexing, link mass and optimization.
• Posting articles on third-party thematic resources.
• Repost content to social networks to improve social signals.
• Forum marketing to increase links.
• Updating information in Yandex.Business and Google.Business.
• Placing reviews on product cards.
• Adding Q&A content for landing pages.

The work plan was agreed upon with the client, and SEO work was resumed in February.

Result

After the resumption of SEO work, the site began to significantly gain positions in search results and increase traffic:

• Search engine traffic increased 20% in February compared to January.
• In March, traffic increased by 77%, and in April - by 110%.

Table of search traffic growth since the resumption of work

• A noticeable increase in the site’s position in search results.

Case conclusions

• Resuming SEO work on time allowed us to minimize losses and speed up traffic recovery.
• The strategy implemented allowed us to bypass competitors who did not actively promote during the winter months and significantly increase traffic.
• Thanks to a quickly adopted strategy and prompt resumption of SEO work, the site was in a leading position in its niche by the beginning of the season, and further growth is predicted.

Recommendations

Despite the seasonality of some products in online stores, we do not recommend taking breaks in SEO work.

Continuous work in SEO is an excellent opportunity to take positions from competitors who pause promotion during the off-season period, without increasing SEO costs.

If you have any questions about SEO promotion, contact the SEO COMPUTER studio. We will help you with any questions. Write to us by email: info@seo.computer.

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