Who will benefit from this case study: business owners in the e-commerce niche from the USA.
About the client: manufacturer of interior and entry doors. At the start of work: an underdeveloped structure, no work with the blog, poor off-page and on-page optimization of the site, poor usability.
Goals of SEO promotion of the door website:
- increase organic traffic to the site;
- increase conversions; increase the overall revenue of the business from the organic channel;
- improve ranking in Google search results.
Briefly
Before SEO: a small website for selling doors, in need of expanding the structure, poor UX/UI, low positions in search results.
What we did
- collected a quality semantic core;
- analyzed competitors;
- added new target pages for categories;
- created a content strategy for the blog;
- found errors and technical issues on the site, prepared technical tasks for their solution. We monitored the site for technical errors monthly;
- developed an effective link building strategy (guest posts, blogs, crowd marketing, local links, submissions) and increased the number of backlinks from trusted domains monthly.
- studied user behavior on the site, structures, and functional features of major marketplaces, developed and monitored the implementation of a new site design;
- launched PPC advertising, reconfigured it from scratch, launched merchant, and increased profitability from this channel.
After SEO: increase in organic traffic by 43.12%, increase in conversions by 20.37%, increase in the number of keywords. ROMI for the promotion period was 1400%.
Optimization works performed
Error and Technical Issue Resolution At the beginning of our work on the door store website project, we prepared a document for the programmers listing all technical issues on the site along with recommendations for addressing them. We conducted regular technical audits and monitored the technical status of the site.
Technical issues we encountered during the door store site optimization:
- META issues on pages;
- many broken links;
- sitemap.xml issues;
- page duplication;
- site loading speed issues;
- use of outdated HTTP protocol;
- lack of structured data.
There were numerous technical problems and errors that needed to be fixed to establish a solid foundation for the site's growth in search engine rankings. After addressing many of these issues, the site began to grow rapidly.
Valuable Note: It's important to regularly check your site for technical issues as they can arise due to programming errors, content management, etc.
Internal Linking Work Internal linking plays a crucial role in improving site indexing, distributing link equity among pages, and boosting rankings for target keywords used in anchor texts. Linking categories, blog posts, and products together encourages visitors to spend more time on the site.
Here's what we did: Used anchor texts with target keywords in SEO texts on commercial pages and blog articles; Added a related products section on product pages.
Working with Semantics and Expanding Site Structure
Through competitor analysis, we identified new categories that could be created on the door store website to target a larger number of additional keywords. By analyzing the client's site structure and competitor sites, we gathered target keywords and organized them into categories. Building the semantic core (SC) allowed us to discover additional categories that we could create and that competitors did not yet have.
Valuable Note: Starting with competitor analysis is important to understand the future structure of your site. Then, through in-depth keyword analysis, you can find additional clusters and then create target pages and categories for them. Each new target page can bring more customers to your site, giving you an advantage over competitors.
Working with the Blog
The site did not have a blog. Creating a blog on the site is essential to increase trust and expertise for search engines.
We developed an effective content strategy for promoting the door website, enabling us to publish informative articles. Popular topics for our niche include:
DIY articles; "Best..." guides; "How to make/choose/..." guides; Comparisons between different types of products. Working with the blog brought 667 new users to the site, introducing them to our client's company's products. Within the door store website optimization case, this result is just one of many successful examples of using content marketing to attract the target audience and increase interest in the company's services.
Valuable Tip: You can boost commercial conversions on the site by adding information blocks about products or services to blog pages. Through these blocks, customers can place orders or navigate to product/service pages to get more useful information.
Working on UX/UI
The site had many usability issues, so we prepared a document with recommendations for improvement. We analyzed the top 10 door manufacturers' websites in search results to identify issues and develop recommendations for improving target pages.
Here's a list of recommendations we made to increase door sales:
- Optimize the "Gallery" page by structuring photos by projects;
- Optimize the homepage by adding new blocks;
- Prepare specifications for optimizing the "About Us" page;
- Optimize the visual display of products, their prices, and availability in the catalog.
Off-page Strategy
To develop the right link building strategy for the door store website, we analyzed key competitors in the USA market. This analysis helped us create a successful strategy and determine the amount and type of unique links the client's site should acquire each month.
Outreach links: We contacted webmasters to negotiate terms for acquiring links from their sites.
Valuable Note: You can negotiate link acquisition for free by creating valuable content for the webmaster's site or engaging in link exchanges. This approach works well in the USA market.
Blog Networks: We created Web 2.0 blogs to publish additional articles linking back to our client's site. Crowdsourcing: We posted helpful comments with links to our site in relevant topics on interior design and home improvement forums.
Local SEO: We added our site's contact information to directories and catalogs in the USA.
Submissions: We included our site's link in forum profile descriptions and infographics.
Our off-page strategy for promoting the door store website involved gradually and naturally increasing the number of referring domains to the site. From January 1, 2023, to May 31, 2023, we acquired 180 new unique referring domains linking to our site.
Results The foundation of our comprehensive door store website promotion was fixing site errors and issues, deep content optimization, increasing trust and thematic referring domains from the USA region, and improving UX/UI.
Over 4 months (from January 1, 2023, to April 30, 2023), we achieved the following results: Increased organic traffic to the site by 43.12%. New organic users grew by 40.54%, sessions by 32.89%, and pages per session by 3.96%. Primary conversion rate (product orders) increased by 20.37%.
