Svitlana Nikulina
Content manager, copywriter
Luck inspires only those who know how to fly.
© Tamara Kleiman
- removed duplicate pages;
- changed the menu;
- set up redirects and canonical pages;
- fixed sitemap;
- set up robots.txt;
- found 404 pages and removed from the search;
- filled in and corrected meta tags.
After the measures taken, it was possible to proceed to the promotion of individual positions.
Compilation of the semantic core
We analyzed the SEO solutions of competitors and assembled a semantic core with search suggestions, filtering from duplicates, non-targeted and junk queries. Requests were divided into groups for further content planning.
In addition, this allowed us to develop an element for generating landing pages with static URLs for low-frequency keywords. We have also prepared several sub-pages.
The results
Before the start of the promotion, visits to the site were of a branded nature: visitors purposefully searched for products by brand. We took previously unused semantic clusters (groups of low-frequency queries) and implemented pages by product type. Thanks to these actions, traffic began to grow for «non-branded» queries.
The overall site traffic increased from 12,500 visits in December to 22,500 visits in April. SERP Results:
The overall site traffic increased from 12,500 visits in December to 22,500 visits in April.
About the project
Our company Webnauts.Pro has been operating for a long time with the customer Caviar de Beluga, starting from the creation of an English-language website. Subsequently, it was necessary to redesign the online store and it was decided to «pump» the site — take several months for basic optimization of the project for the English-speaking audience, as well as SEO-promotion of the online store in Europe in order to «combine» the site from the point of view of search engines and give it an impulse for development in search engines.
2 months of SEO promotion
Despite the fact that initially the customer ordered 2 months of SEO (which is usually not enough to get bright results), the project showed a noticeable increase - during the promotion period and after its completion. This is easy to see in the attached charts.
The promotion was carried out immediately after the redesign of the online store, and at that time the traffic decreased a little due to technical work. However, once the redesign was implemented, October and November SEO work has been done.
In December nothing more was done with the site, but the results of the previous work were already the following:
- we managed to compensate for the traffic that significantly decreased after the redesign,
- …and reach a steady growth of traffic.
Growth continues to this day
Positions still continue to grow, we share the results below:
United Kingdom
Great Britain in general and specifically England and London are the «native» region for the company. Here is its main office and one of the retail stores. It was most important to achieve noticeable results here despite fierce competition.
Before:
After:
France
France is another key region for the company's presence. The second retail boutique is located here, and sales are historically even higher than in the UK.
Before:
After:
The problem of regionality
The client wanted to cover the whole Europe with their online store, however, in order to most effectively build promotion in different countries, it was necessary to create separate sites with the regional domain of a particular country, which the client was notified about in advance. Unfortunately, this proposal of ours did not find support from the business owner.
The domain zone of the site did not imply a regional affiliation to a particular country (com), it brought the first problem with SEO-promotion of an online store in Europe. Google could not assign a specific region to a web resource. As a result, a significant share of search traffic came from non-target countries — the USA, India, Iran, Thailand, China, etc.
Solving the problem of regional affiliation
Our task was to promote in two countries where the client's physical stores were located: Great Britain and France. In accordance with this, the site had a version in English and French, as well as multi-currency — the display of prices in pounds sterling and euros.
To resolve the issue of regionality, we manually assigned the region of England to the site in Google Search Console. To strengthen the position of the English-language site in the selected region, we also made a small purchase of links, which allowed us to reduce the number of clicks from the US and increase the share of British search traffic. We also placed links in special directories, registered and optimized our company in Bing.
Among other things, company registration in Google My Business with a unique description and photo, allowed the company to take an advantageous position in the local Google search results and achieve excellent ranking in the local search results.
Implementation of microdata
An important part of the strategy for SEO promotion of the caviar online store website in Europe was the development of snippets — the announcement and description of the site in Google. To make the information about Caviar de Beluga look neat and attractive in the search engine, we have implemented Product and Review microdata. This made the snippet more visible and informative, and therefore more clickable.
Getting feedback from buyers
Among other things, we needed to get more feedback from customers so that they interact with the company's Google account, leave reviews, and organically promote the products of the online store in their region.
We suggested to the customer to create the so-called «thanks» — flyers, which should be added to each order and ask the buyer to share their impressions of the purchase. It was planned to place a generated QR code on each leaflet, which automatically redirects Caviar de Beluga customers to Google Business to write a review.
Thanks to the QR code, the likelihood of a client refusing to interact was minimized with a company Google account. This solution is good because buyers do not have to make any effort to fulfill the seller's request. It is enough just to scan the code from a funny flyer and spend a couple of seconds on a review. In matters of local promotion, this is a very effective and inexpensive way of promotion.
Internal SEO-optimization of the online store
The internal optimization plan included a fairly standard set of activities that allows you to make the site as clear and transparent as possible for search engines:
- Filling in meta tags;
- Elimination of duplicates and garbage pages, incl. 404 errors;
- Carrying out technical refinement of the site to improve performance in search results;
- Speeding up the loading of the site and moving to a new hosting, which made it possible to ensure high-quality and well-coordinated work of the resource.
In the direction of English-language SEO optimization, the following block of activities was carried out in semantic design:
- a complete semantic core has been assembled with search hints and a focus on voice search;
- junk requests have been cleaned up ;
- clustering of requests for landing pages has been completed;
- content for the main pages of the site has been prepared and posted with filling in unique meta tags.
Results of SEO promotion in Europe
After a set of works carried out to assign the region, improve visibility in search engines, the site became more promising in terms of further SEO promotion. Also, despite the limited period, our team managed to achieve tangible results from the work done on internal optimization and basic SEO-promotion of the site in the English-speaking region.
Prospects for further work
The prospects for SEO-promotion of an online store in Europe are currently very wide, as well as the potential of the site as a whole. The most important areas today are:
- Reviews in google maps
- Store and blog content
- Finding quality backlink sites
- Find local bloggers to post physical store reviews and feedback
A few words about the project
The online store of modern accessories for electronics has been our regular customer since 2014. Over the years, we have developed a warm and trusting relationship with the customer, so we are happy to tell everyone about how we carry out a comprehensive promotion of this site, paying attention to several areas at once, among which we can note: SEO, crowd marketing, SMM, site speed optimization , content, usability improvement.
This online store has been maintaining its leading positions in many highly competitive queries in Ukraine for a long time and continues to strengthen its positions in search engines. All this is thanks to the well-coordinated work of our «Webnauts» team, from designers to copywriters.
How to achieve good results in search promotion for the Ukrainian region, how to promote an online store website, how much it costs and much more: all these you will learn from this case.
Features of promoting an online store in the region "Ukraine"
The key to the success of any online store lies in its comprehensive promotion, which we successfully demonstrated using the example of Bilka. Over several years of fruitful cooperation, we tried many different ways of promotion, but the main efforts and budget were eventually directed to long-term «slow» methods, the results of which were gradually displayed in increasing the traffic of the resource from organic search.
This method is the most time-consuming and costly, but also more reliable, because in this case the site confidently takes its positions and will not lose them even if the development of the project is suspended.
The peculiarity of promoting the site of an online store in the region «Ukraine» is that after the deterioration of the political situation and the ban on the use of many Russian resources and services (primarily this applies to the Yandex search engine), Ukrainian users prefer to look for answers to their questions in Google, therefore, the main emphasis in the promotion of the online catalog of accessories for mobile devices «Bilka» was placed precisely on this search engine.
It's no secret that Yandex and Google have different algorithms for the distribution of resource positions for a particular request, so the promotion of this online store is aimed at meeting Google's requirements in the first place. After blocking in Yandex (May 2017), the share of visitors from this service decreased to 5% of the total, although the popularity of the Russian service used to be very high in Ukraine (see chart).
A comprehensive approach to promoting an online store
Our SEOs and copywriters from Webnauts are constantly working to increase the attractiveness of the site not only for search engines, but also for visitors. We are regularly engaged in the creation of high-quality materials; in our list of priority work, SEO-optimization of the site occupies the first position. Among the most important procedures, the following is worth noting:
- creating SEO texts and meta tags in all sections of the site;
- filling out cards for new and existing products;
writing competent SEO texts for static pages; - creating a sitemap;
- creation and regular updating of the «News» section with relevant thematic materials;
- setting up the fastest indexing of new pages;
- integration with monitoring and optimization services of Google;
- adding an online store to all major business directories;
- optimization of code and images to speed up loading speed.
Features of filling the online store
An important factor in ranking an online store in search engines, including Google, is the quality content of the site. First of all, you need to pay attention to the main sections, resource categories, static pages, optimize not only meta tags, but also other textual information on each page.
Most online stores in Ukraine have filters in their product catalogs that help you quickly find the right product, compare and buy it. It is very important to organize SEO-optimization of these filters so that a potential buyer can find what they want in just one click from organic search.
Link building, link profile
One of the most important factors for the successful promotion of an online store in Ukraine is link building. And it should be good quality and natural. Since no one promotes online stores exclusively with natural links, we also used some tricks, among which crowd marketing is one of the most successful and effective methods of obtaining targeted visitors and natural links.
There are several people among the Webnauts staff who develop and maintain profiles on specialized forums on various topics. Depending on the tasks set, they make hidden advertising, describe the positive aspects of a particular site, store, advise, share their opinions and recommendations. Promotion through crowd marketing has proven itself in absolutely all areas, including electronics, accessories for which are successfully sold on the website bilka.com.ua
Article promotion also does a great job of building backlinks. This method has always been and remains one of the most effective, because you can choose which pages of the promoted site will have links, in which text (you can write it yourself), on which specific site they will be placed. It all depends primarily on the size of the budget, but even inexpensive links from articles will have a very positive effect on the attitude of search engines to the site.
Natural links speak for themselves, they are indirectly related to promotion, because they are an indicator of the quality of the site and its relevance in the selected category. In other words, if the online store is good, the site is fast and convenient for buyers, they will talk about it, reviews will scatter over the Internet, thereby increasing the number of natural backlinks. This is a nice bonus that every high-quality and optimized site receives. This factor increases the motivation to create a good online store, such as, for example, bilka.com.ua.
Social media also have a big influence on positions in search engines, so we pay a lot of attention to the development of store profiles in popular networks. Backlinks in this case serve as a source primarily of the target audience, which has a positive effect on the overall picture of the behavioral factors of the online store
Responsiveness, usability
Effective promotion of an online store today cannot do without adaptive layout and universal design. More than half of potential customers access search engines through their mobile devices (see statistics on the image), so the site should work correctly on absolutely all known display resolutions. We solved this problem successfully and bilka.com.ua looks great on any gadget, as evidenced not only by satisfied customer reviews, but also by screenshots next to this text.
Since behavioral factors are very important in the promotion of any Internet resource, we also tried our best in the case of Bilka — our designers have developed an excellent interface, which we regularly refine and make better, taking into account customer reviews.
Summary
Online store «Bilka» has been one of the best regular customers of «Webnauts» for several years, because it allows from the very beginning of our cooperation to use as many ways in promoting the resource as possible, which greatly facilitates achieving results. Over the years, we have done a lot of important and useful work, we continue to modernize and improve this online store. And even if the cost of such promotion is much higher, an integrated approach gives reason not to doubt the results, which are reflected in the growth of profits and increase in the growth of visitors (see the chart below)
The price of our services is justified by such results and we hope that SEO promotion of an online store in Ukraine will be of interest to many business owners and they will turn to real professionals in their field.
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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[post_title] => SEO Promotion for the Rental of Special Equipment [post_excerpt] => [post_status] => publish [comment_status] => open [ping_status] => closed [post_password] => [post_name] => seo-promotion-for-the-rental-of-special-equipment-in-2021 [to_ping] => [pinged] => [post_modified] => 2023-09-17 15:44:43 [post_modified_gmt] => 2023-09-17 12:44:43 [post_content_filtered] => [post_parent] => 0 [guid] => https://wnauts.com/?post_type=project&p=13961 [menu_order] => 0 [post_type] => project [post_mime_type] => [comment_count] => 0 [filter] => raw ) [4] => WP_Post Object ( [ID] => 16488 [post_author] => 10 [post_date] => 2022-08-02 12:15:45 [post_date_gmt] => 2022-08-02 09:15:45 [post_content] =>About the project
The consulting company Enercor operates on the international market of services for the management and restructuring of inefficient enterprises. Previously, the client cooperated with us in web development, and at the time of the request, he already had his own logo, corporate identity and design layouts of the site. After the completion of the project, the client turned to us again, only this time for the development of a company presentation in Microsoft PowerPoint.
By the way, we have quite a lot of cases when clients return. We don’t want to brag, but they say that it is pleasant and efficient to work with us.
The objective
So, following the new web design, Enercor decided to update the presentation about the company in order to refresh the look of the slides in accordance with the style of the site. A redesign is a good idea, because over time the appearance of digital products becomes outdated and needs to be updated, based on modern visual trends.
What we have
The client provided us with an old version of the presentation that needed a complete design upgrade. The content and structure of the text did not require any special changes, so the services of our copywriters were not needed:
What was required of us:
- to create a modern business presentation in a minimalistic European style;
- to maintain the corporate identity of the company, in particular, the style of the site;
- to save the text content and structure of the presentation;
- to use only light background for slides;
- to make a presentation in Power Point due to the wide possibilities of the program for animation and content editing on the client side.
Presentation development and design
The principle of content placement
All blocks on the slides are placed according to the principle of visual hierarchy: information blocks are logically grouped and connected in meaning, which makes it possible to distinguish between the important and the unimportant. We tried to organize all the content in such a way that it would be most convenient for the listeners of the presentation to perceive the information. And so that the presentation does not look boring, almost all slides are visually different from each other.
Before:
After:
Some points on the placement of content were additionally agreed with the client. So, one of the wishes of the customer was to place a logo in the header of the slides, and opposite it, where possible, an active link to the company's website:
Fonts
For the presentation, we used the same font as on the company's website: Plain is simple, versatile and quite flexible, as it has 12 styles and their corresponding italics.
Short and apt headlines are in large capital letters in the signature gentian blue color. The quotes are in italics, and the main text of the presentation is a moderately wide and saturated font, which will not allow the text to get lost or blurred when demonstrating slides on the projector screen:
Icons and illustrations
To save time and reduce design costs, some of the icons were taken from the corporate site or stock sites. However, we drew most of the graphic elements ourselves in the Adobe Illustrator vector graphics editor. Let's see what came of it.
Before:
After:
Background illustrations in the form of abstract elements similar to neural networks were part of the company's corporate style, so we had to correctly arrange them according to all the principles of composition:
Infographics
This is one of the most effective ways to visualize dry and complex information. Structured data in the form of infographics is perceived 30 times better than plain text. That is why we paid special attention to it and thought through all the details: the semantic placement of elements based on the convenience of perception, the consistency of the style and structure of the presentation, as well as the selection of suitable animation effects.
Before:
After:
Before:
After:
Images
At the request of the client, most of the images were taken from the Enercor website. In cases where there was a shortage of visual content, we turned to stock services and selected suitable photo options with a license to use.
In working with images, we used the Adobe Photoshop raster graphics editor, in particular, to remove unnecessary details and color correct portrait photographs.
Before:
After:
Animation
To bring a formal business presentation to life, we applied smooth animation effects, following the example of a company website. The difference is that the animation on the site is triggered when the cursor is hovered over an interface element, while in the presentation, the effects are applied to images and text and are played when the slide transitions.
The choice of animation was based on the existing effects of the corporate website in order to emphasize the unity of the brand in the digital (and not only) environment. As we already mentioned, there are no identical slides in the presentation, with the exception of those that carry the same semantic load. But at the same time, all 28 slides of the presentation are permeated by the unity of not only elements similar in style (for example, icons + description, headings + dice, etc.), but also similar animation effects: appearance, rise, movement, etc. As a result, the smooth movement of objects inspires a sense of calmness to the listeners of the presentation, and the competent setting of the direction of this movement (from left to right, top to bottom) creates a convenience for the perception of the presentation:
Slides also have a certain sequence of animations, implemented by adjusting the speed and duration of this or that effect. And on some slides, the animation gives a response to the user's action. So, on the slide showing the company's branches, you can see the gradual appearance of points on the map, as well as the flickering of the name of the country where it appears:
Summary
Consulting company Enercor can rightfully be called our regular client, because we managed to develop for them not only a stylish and functional website, but also a business presentation of a similar style that meets all the requirements of modern design and specific marketing tasks of the company. All slides of the presentation are designed in the corporate style, and the entire array of complex information is presented in a convenient format in the form of dynamic infographics. Smooth animation not only maintains interest, but also focuses the attention of listeners on the most important.
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SEO optimization of an online store is a common task for the Webnauts team, moreover, we have already worked in the mobile technology niche.
Also read:
E-Commerce SEO Promotion in UkraineThis time, the SMS online store got into our hands. The trouble spots were a lot of technical bugs, an incorrectly implemented language version and incorrect URL generation. In 4 months, we managed to correct the situation and get a tangible boost in traffic only due to competent internal website optimization. We will tell you more about how we did it in our new case.
Work on technical errors
Site indexing and nofollow links
After analyzing the main page, one of the most critical errors was found which prevented the correct indexing of the site — all links in the site menu were wrapped with a nofollow tag.
As a result, the Google bot did not follow the links of the main menu, did not crawl or index internal pages as it should.
As soon as we removed nofollow from menu links, site pages gradually began to be indexed.
The indexing of the site pages went up:
The next step was to analyze and work out the website URL. Since most of the site's URLs were formed incorrectly, contained Russian characters and parameters, this also prevented normal indexing. A number of works were carried out with the regeneration of new URLs for pages of products and site categories (with the correct setting of 301 redirects to new pages).
Another key issue on the site was the incorrectly implemented language version. The index included only the pages of the Ukrainian version of the site, while the Russian-language pages were not included in the search results. The language implementation entailed a lot of local errors. After editing the language versions, critical errors were fixed:
The reward for our efforts was a noticeable increase in the site's visibility in the very near future: the site's pages, including Russian-language ones, began to be actively indexed and started to influence the overall result.
Increasing the visibility of the site in the Google search engine:
On-Page SEO, or internal site optimization
At the very start of the project promotion, the sections Smartphones, Mobile phones and Tablets were designated as a priority. We have paid more attention to these sections.
After analyzing the TOP results, it was decided to move not through category pages, but through product pages. It is much more difficult to overtake the giants of the market by high-frequency and competitive requests than by medium- and low-frequency requests for a product card. And this strategy worked.
With a bit of magic, the pages of the site received not only visibility in the Google search engine, but also transitions and conversions:
It is costly to move up by category queries due to the fact that you have to compete with market giants who can afford to build a huge link mass to category pages. And our approach is more budgetary and no less effective — in the shortest possible time, you can bring the first sales from Google search!
Product cards are actively fixed in the TOP-10, bringing traffic and conversions after 4 months of work. The positions of products «lagging behind» from the TOP-10 are also growing and, obviously, some of them are guaranteed to fall into the desired top ten.
Traffic growth:
Now track the traffic from the start to the end of active SEO work.
Traffic for 28 days (BEFORE and AFTER the work on the site)
The number of clicks from the search per month (at the start of the project):
Monthly search clicks (after optimization):
Such indicators were achieved solely due to the internal optimization of the site, moreover, by low-frequency requests for specific products - models of mobile phones, smartphones and tablets.
Summary
Despite the fact that not much time has passed since the SEO-optimization of the mobile equipment online store, we have already seen significant results. The beauty of search promotion is its cumulative effect, because in the future the site will only grow and occupy more advantageous positions.
After 4 months, the client was not only satisfied with the results of website promotion, but also expressed a desire to continue cooperation. So, in the near future, we plan to strengthen the position of the site for high- and medium-frequency queries with the help of external SEO promotion, namely, by increasing the link mass — the number of external links that will lead to an increase in the position and more traffic.
[post_title] => Promotion of an online store of mobile equipment [post_excerpt] => [post_status] => publish [comment_status] => open [ping_status] => closed [post_password] => [post_name] => promotion-of-an-online-store-of-mobile-equipment [to_ping] => [pinged] => [post_modified] => 2023-09-17 16:01:38 [post_modified_gmt] => 2023-09-17 13:01:38 [post_content_filtered] => [post_parent] => 0 [guid] => https://wnauts.com/?post_type=project&p=17916 [menu_order] => 0 [post_type] => project [post_mime_type] => [comment_count] => 0 [filter] => raw ) )Worked on
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Promotion of an online store of mobile equipment
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