Beauty shop e-commerce project

👥Client Information

The shop offers a wide range of products for face, body, hands and feet, shower and bath, hair, as well as tools, supplies and equipment. There is also a Healthy Nutrition section. The online shop offers its customers the opportunity to participate in training workshops, where they can learn how to carry out cosmetic procedures and understand the mechanism of action of a particular product.

🎯Goals

The goals for this project were determined before the work started:

• Increase organic traffic by 50% in the Google search engine;
• Improve the ranking of a young website and speed up its indexation in search engines;
• Increase brand awareness and customer loyalty;
• Increase conversion on commercial pages.

💪Work Performed

What work has been done?

Initial technical and commercial site audit. The following errors were found during the initial technical and commercial site audit:

• Basic redirects not set up;
• Incorrect sitemap.xml file;
• Incorrect robots.txt file;
• Site pages display 404 server code;
• Site with a non-optimized directory structure;
• No internal optimization of the site (metadata, headers, content);
• Developed promotion strategy.

At the start of cooperation, the domain was 1 year and 6 months old. In such a competitive niche as cosmetics, the site fell under the category of a young site. In this case, classic methods do not work – you need a more cautious and progressive promotion strategy for the search engine to perceive the development of the resource as natural. If you apply aggressive SEO methods, you can be sanctioned by Google – then you can forget about getting to the top and increasing site traffic for a long time.

Preparing the site for promotion and setting up analytics systems: installing statistical counters, setting up, adding the site to the accessibility monitoring system.

Technical optimization: technical audit of the site, elimination of technical errors (setting up basic redirects, removal of existing duplicates in the output, making correct robots.txt and sitemap.xml files, etc.).

Collecting a semantic core: manual collection of queries of different frequency, analysis of competitors and the expansion of the search queries list, analysis of the frequency and effectiveness of search queries;

Creation of an optimized catalog structure based on the collected semantic core.

Internal optimization: placement of unique commercial and informational texts on the site, work on product pages (allocation of products into created categories, optimizing product names, filling with text descriptions, etc.), work with metadata and titles of target and service sections.

External optimization: analysis of the existing link mass, removing low-quality links, buying high-quality links according to a drawn-up plan.

Work on site usability: adapting content for mobile devices, setting up a search form, setting up a validated feedback form, creating clickable phone numbers for the mobile version and logo, etc.

Work on commercial factors: installing an online consultant on the site.

🏆Result

As a result of the website optimization over 12 months of promotion, we achieved the following results.

1. Traffic growth

At the initial stage of the promotion work, the site traffic was 2,840 visits per month. By 31/03/2022, the figure rose to 10,030 visits. Thus, in a year of the promotion of a young site, the traffic increased by 3.5 times. Over the next 6 months of work, the traffic grew and by the end of the year reached 16,900 visitors per month. Therefore, in less than a year of promotion, the site traffic increased by 5.9 times.

* Data source – Google Analytics

2. During the promotion period, there was a constant positive dynamics in the distribution of the promoted search queries.

In 12 months, 17% of the promoted search queries reached Google top 1-3. Initially, this figure was 4%.

3. The dynamics of query positions in search engines top 1-3

In 12 months, 57% of the promoted search queries reached Google top 10. Initially, this figure was 26%.

4. The dynamics of query positions in search engines top 1-10

5. During the promotional period in Google:

96% of queries improved their positions in the ranking;

4% of queries did not change their positions;

0% of queries worsened their positions.

PROJECT TEAM

• SEO team;
• Web developers;
• Content manager;
• Copywriter;
• Project manager.