Roofing and walling material e-commerce project

👥Client Information

The company is one of the world’s largest manufacturers of steel tiles and trapezoidal profiles. The company has been selling roofing and wall materials, guttering and fence systems, ferrous and non-ferrous metals for almost 10 years. It has its own dealer network of 25 points of sale.

🎯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

Construction is one of the most competitive subjects. This is a niche with high competition, which in turn affects the speed at which the site reaches top 10. Moreover, competitors do not always compete for the top positions in ‘white’ ways. All traffic promotion was built on:

• technical website optimization;
• internal optimization;
• external optimization;
• technical optimization and improvement of site usability;
• full technical audit of the site.

Major errors identified include:

• non-unique texts;
• no H1 in some categories;
• wrong url structure;
• headers in service elements, sorting, filtering and search pages, which were not closed in robots.txt;
• incorrect sitemap.xml;
• layout errors, etc.

Writing TORs for technical fixes:

• setting up redirects;
• removing broken links;
• adding canonical tags;
• optimizing the size of images;
• creating proper robots.txt and sitemap.xml files;

While working on the website, we encountered some unexpected difficulties: during the transition to the https protocol, the addresses of all internal links had to be changed. The change from http to https was carried out by our experts, as the site’s position in the search engine rankings began to drop and the client’s IT department was under a lot of pressure.

🏆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 8,726 visits per month. By November 2022, the figure rose to 22,067 visits. Thus, in 10 months of promotion, the site traffic increased by 2.5 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, 34% of the promoted search queries reached Google top 1-3. Initially, this figure was 10%.

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

In 12 months, 55% of the promoted search queries reached Google top 10. Initially, this figure was 0%.

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

5. During the promotional period in Google:

92% of queries improved their positions in the ranking;

2% of queries did not change their positions;

5% of queries worsened their positions.

PROJECT TEAM

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