Service Station Website

👥Client Information

The owner of the website came to us for SEO promotion services in 2018 after the website had been moved to a new CMS and redesigned. Unfortunately, the site was not ready for promotion at that time. We recommended refining the current structure immediately and updated template with services, filling the site with content, setting up the CNC, etc. Once the site had been finalized, we decided together with the client on future tasks for promotion.

🎯Goals

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

an increase in organic traffic to the website from the Google search engine;
reaching the top 10 in 6-8 months for queries related to more than 40 priority services provided at the service station, as well as for repair of certain car brands;
increase brand awareness and customer loyalty;
an increase in conversions by 15% due to improved usability of the website.

💪Work Performed

What work has been done? Technical website optimizationWe carried out a full technical audit and drafted the terms of reference for programmers to eliminate all errors. During the work, we have found and eliminated the following problems:

setting up CNC and setting up 301 redirects;
removing broken links;
converting the site from http to https protocol;
optimizing image size;
creating correct robots.txt, sitemap.xml files etc.

We also found such a critical problem as a long server response time.To find out what is causing it, our team started looking for technical problems on the website itself. The most common causes of errors are:

incorrectly optimized site code, e.g. errors in the main code, theme, plugins or any extension;
lack of optimization of the database or requests to it: such errors are fairly common, not less frequent than a non-optimized site code;
website use of third-party resources or services that the site owner may not even know about.

Having analyzed all these points, the programmers resolved the defects, but the problem with the long server response time was not resolved.Therefore, our next step was to communicate with the technical support of the hosting. We sent a request to the tech support team to find out if the problem was related to the server performance. A few hours later we received a detailed reply from the experts that the server does not have enough resources to run the site. And we immediately received an offer with several hosting options, which would solve the problem with the lack of resources.After switching to new hosting the problem with a long server response time disappeared and did not appear during the whole period of work with the project.Internal website optimizationFor the main task, we assembled a semantic core of 830+ keywords for the car repair service pages.We also carried out such internal optimization work as:

writing and placing unique commercial and informational texts on the site;
optimization of pages with priority services;
drafting meta-data and titles of target and service sections.

In total, we have written and placed more than 250 texts on the site.External optimization of the siteAs part of the external optimization of the site, we have:

analyzed the existing link mass;
checked the status of links and removed low-quality links;
procured quality links according to the plan.

By the end of the promotion period, the number of referring domains increased to 200+.Improving the usability of the siteWhat we did:

increased loading speed;
replaced poor-quality images;
adapted the site for mobile devices;
added a sign-up form for services;
created clickable phone numbers for the mobile version, etc.

Together with the client, we developed a special calculator form to calculate the cost of car repair services. After it was placed on the landing pages, visitors began to actively use the calculator, which allows them to find out the approximate cost of servicing even before arriving at the service station.Working with commercial factorsWe developed conversion elements and created additional sections with useful information (certificates, guarantees, case study pages, etc.).

🏆Result

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

Traffic growth:

At the initial stage of the promotion works, the website traffic was 754 visits per month. By April 2022, the figure rose to more than 4,000 visits. Thus, during the year of website promotion, the traffic increased by 7.8 times, and in the following months exceeded 5,900 users.

* Data source – Google Analytics

During the promotional 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%.

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

In 12 months, 34% of the promoted search queries reached Google top 3. Initially, this figure was 10%.In 12 months, 82% of all queries reached Google top 1-10. Initially, this figure was 35%.

1. During the promotional period in Google:

90% of queries improved their positions in the ranking;7% of queries did not change their positions;3% of queries worsened their positions.

PROJECT TEAM

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