SEO Promotion for the Rental of Special Equipment
We often work with competitive topics where we have to compete for a «place in the sun». Website promotion for a company renting special equipment cannot be called easy — there are a lot of companies that provide these services. The experience of the Webnauts team allows even these search giants to be challenged.
About the project
Our client, special equipment rental service, needed competent website promotion in Google search engines. The site has an extensive catalog of construction and repair equipment. All positions are divided into non-thematic categories according to the types of machines provided for rent: «Truck cranes», «Manipulators», «Bulldozers», etc. For the convenience of the user, filters for selecting equipment by model and parameters are made in the catalog.
It should be noted that the work on the site was not smooth and had its own surprises, which negatively affected both the workflow and the results of promotion. But we will get to this story — it is better to tell about everything in order.
Preparatory work
Before starting to promote a commercial site, we must conduct not only an automated, but also a manual audit of the resource, as well as monitoring competitors in the search results. At this stage, we identify shortcomings in the internal optimization of the site, draw up a checklist for correcting errors by programmers.
Search engine optimization helps to:
- Find errors in code and layout;
- Detect functional flaws;
Analyze behavioral factors, bounce rate on the site (including from contextual advertising), create a checklist to improve engagement and user experience on the site; - Research and evaluate the content, its relevance to the search demand of users;
- Identify the strengths and weaknesses of competitors, develop a strategy and plan for further work.
Why is it important to pay attention to all these points in the context of SEO promotion?
Since search promotion is no longer just about preparing category descriptions and buying links, you have to work out all the search signals in a complex – only this approach can give results in 2021.
The beginning of the promotion and real difficulties
So, work on the site began with a series of standard and typical «rituals» of an SEO specialist — technical audit, correction of detected errors, collection of a semantic core, preparation of relevant content.
There was no rise in traffic in the first month, which is normal for a young site that just got into the index. However, after another month of work, we found that the site was still outside the TOP-100 for all targeted queries. There was still no traffic from the search — all our efforts did not give any result. This situation alerted us and forced us to look for possible reasons for the current state of affairs.
Soon, suspicious and unusual activity on the site was detected. A large percentage of visits to the site were made from direct hits, which is extremely atypical for a young site. Moreover, all direct visits had a high bounce rate:
The number of direct visits was carried out on an industrial scale, exceeding all other traffic. After analyzing the behavior of such traffic, it became obvious that these were bots. It was necessary to do something urgently , because in such cases the reputation of the site (especially a young site!) quickly «drains» and the resource simply becomes unsuitable for further high-quality organic promotion.
However, finding the problem turned out to be easier than fixing it. We are not alone in this issue, and there have been legends about such a problem for a long time.
Through trial, we managed to block such direct calls. However, it was necessary to make sure that the site was still able to «shoot» and would not have to move to a new domain. To do this, it was decided to send a signal to update the resource. At the same time, it was necessary to improve both the functional and content parts. All these actions led to the fact that the site finally began to appear in the search for the main queries and hits from the search started.
However, this work was not over…
Having eliminated the problem with behavioral factors and technical optimization, we continued to functionally improve the site, and also began to gradually increase the link profile for Google.
Summary
After a complex of works on the site, traffic has increased significantly. The resource shows a positive trend in the growth of traffic from search engines.
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