Fur outerwear manufacturing and sales company

👥Client Information

The company has created a brand of fur outerwear. An unconventional approach, natural materials, attention to detail, handicraft and modern technology are the brand’s calling card. The company uses the highest quality materials. Making fashion accessible to everyone.

🎯Goals

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

  • Increase the visibility of the site for 112 promoted search queries;
  • Improve internal behavioral metrics on the website;
  • Increase brand awareness and customer loyalty.

💪Work Performed

What work has been done?

  1. Developed a promotion strategy

To develop a site promotion strategy, we carried out a competitive analysis and assessment of the site’s suitability for search engines. As a result, the following points of growth were identified:

  • Creation of new categories and subcategories in the catalog and their optimization. It gives an opportunity to promote the site for additional queries, which means to attract more traffic to the site;
  • Creating a Blog section and writing informative articles. Blog allows you to use informational queries to attract additional target audience;
  • Buying links to quality sites, thereby:
  • Increase the confidence of search engines towards the site;
  • Attract additional visitors from other resources.
  1. Performed technical optimization of the site

Technical optimization is needed to adjust the site to the technical requirements of search engines, so they can easily scan, index and display the site.

Technical optimization work we have done:

  • technical audit of the site;
  • correction of technical errors:
  • setting up basic redirects;
  • removal of the duplicates due to pagination pages;
  • setting up the convertible value of goods in USD, EUR;
  • creating correct robots.txt and sitemap.xml files etc.
  1. Collected a list of promoted queries

The construction of a semantic core is the most important part of the optimization, which affects the effectiveness of further promotion. To do this, you need to analyze and find specific keywords that help users find the site in search results. The result of the analysis of search queries will be a semantic kernel, which will be used when writing content for the site, compiling metadata and buying links.

Semantic kernel collection work we have done:

  • manual collection of queries of different frequencies;
  • analysis of competitors and the expansion of the search queries list;
  • analysis of the frequency and effectiveness of search queries.
  1. Created an optimized catalog structure based on the collected semantic core

After collecting search queries for the site, we discovered that there were groups of queries that could be used to create additional categories in the catalog, thereby creating new points of entry for buyers;

  1. Conducted internal optimization of the site

Internal optimization is the optimization of the site internally, so that the site is as relevant to the promoted queries as possible.

Internal optimization work we have carried out:

  • 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.
  1. Conducted external optimization

External optimization – a set of all activities carried out outside of the site to improve its reputation. In particular, through external optimization you can build up your external link mass.

🏆Result

As a result of the website optimization over 8 months of promotion, we achieved the following results.

  1. Traffic growth

At the initial stage of the promotion works, the website traffic was 632 visits per month. By November 2022, the figure rose to 4,144 visits. Thus, in 8 months of promotion, the site traffic increased by 6.5 times.

google analytics
* Data source – Google Analytics

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

In 8 months, 51% of the promoted search queries reached Google top 1-3. Initially, this figure was 5%.

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

positions top 1-3
In 8 months, 79% of the promoted search queries reached Google top 10. Initially, this figure was 49%.

  1. The dynamics of query positions in search engines top 1-10
    positions top 10
  1. During the promotional period in Google:

semrush positions
94% of queries improved their positions in the ranking;

4% of queries did not change their positions;

2% of queries worsened their positions.

PROJECT TEAM

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

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