Online store selling fireplaces, hearths and fireplace surrounds
👥Client Information
This is a reputable online store selling fireplaces, hearths and fireplace surrounds. The company specializes in supplying high-quality products such as: gas fireplaces, electric fireplaces, and fireplace accessories.
The company also specializes in custom limestone and marble fireplaces.
🎯Goals
The goals for this project were determined before the work started:
- Increase in organic traffic by 50% in the Google search engine;
- Increase the visibility of the site for 150 promoted search queries;
- Increased brand awareness and customer loyalty.
💪Work Performed
In the course of the primary technical and commercial audit of the site, the following errors were found:
- Incorrectly compiled sitemap.xml file;
- Broken pages on the site;
- The usability of the site needs to be improved (no characteristics in the product cards, no filter implemented on the site);
- Non-optimized catalog structure;
- No internal optimization of the site (meta data, titles, page content).
Developed a promotion strategy
- Technical optimization: technical audit of the site, eliminated technical errors (set up basic redirects and broken pages, introduced correct robots.txt and sitemap.xml files, etc.);
- Collected the semantic core: manually collected queries of different frequencies, analyzed competitors and expanded the list of search queries, analyzed the frequency and effectiveness of search queries;
- Created an optimized catalog structure based on the collected semantic core;
- Internal optimization: placed unique commercial and informational texts on the site, worked on product pages, worked with the meta data and headings of the target and service sections;
- External optimization: analyzed existing link mass, removed low-quality links, purchased quality links, drew up a plan;
- Worked on the site usability: added characteristics to product cards, created a filter on category pages, created clickable phones and email, etc.
🏆Result
As a result of the website optimization over 12 months of promotion, we achieved the following results.
- Traffic growth
At the initial stage of the promotional works, the website traffic was 4,187 visits per month. By May 2022, the figure rose to 8,817 visits. Thus, over a year of promotion, the site traffic increased by 2.5 times, and in the following months it exceeded 10,000 users.
* Data source – Google Analytics
The following is the dynamics of organic traffic growth for 12 months of promotion.
* Data source – Google Analytics
- During the promotion period, there was a constant positive dynamics in the distribution of the promoted search queries.
In 11 months, 17% of the promoted search queries reached Google top 1-3. Initially, this figure was 1%.
- The dynamics of query positions in search engines top 1-3
In 11 months, 52% of the promoted search queries reached Google top 10. Initially, this figure was 10%.
- The dynamics of query positions in search engines top 1-10
PROJECT TEAM
- SEO team;
- Web developers;
- Content manager;
- Copywriter;
- Project manager.