Online store promotion- an important component of business success. That is why Artjoker cultivates a full-fledged complex service, which includes not only website development, but also Internet marketing.
1 History
We have been working with the "Special Instrument" project since December 2013. The client came with the idea of opening his own representative office online, initially having one offline store. The task of the development team was to make a large retail store of special tools for summer cottages, gardens, and construction. The task of the marketing team was to make it so that after the site was released, customers would start coming to it as soon as possible. Therefore, while writing the technical task, we simultaneously compiled the semantic core of the project, and also worked out a structure that would appeal to search engines.
Case. Comprehensive promotion of the online store "Spetsinstrument" - image
The project managers on the client's side were maximally involved in the process and had high demands on the team's work and its results. From the first days, the client set the tone for active promotion and achievement of the set goals. The indicators by which the project was considered successful were announced. The first and main criterion for assessing the team's work was ROI - the return on investment indicator. In our case, investments inwebsite promotion. This is what it looks like:
ROI (the ratio of money invested in SEO to the income recorded in ecommerce)
Other tasks were also set, which can be divided into 2 groups:
1. Visibility and traffic:
Increase your website's visibility in search engines
Create a stable monthly traffic growth
2. Positions and conversion:
Bring priority keywords to the TOP
Increase website conversion
We faced quite serious and complex tasks, which made this project even more interesting.
2 Preparing a website for SEO
The site was prepared for SEO at the stage of drawing up the technical specifications.
At this stage the following works were implemented:
The semantic core of the web resource has been compiled
The structure has been developed based on semantics
Semantics are distributed across the site pages
Technical specifications for copywriters have been drawn up
A list of SEO requirements for a programmer has been compiled
A promotion specialist was assigned to the development team, which improved the quality of implementation of SEO requirements and also reduced the time required to implement edits.
3 Promotion after the site is released
Initial data of the project before its release:
CMS – MODX
site age – 0
Yandex TIC - 0
Google PageRank – 0
robots.txt file - no
sitemap.xml – no
number of indexed pages in Google.com.ua — 0
Google Analytics - no
Yandex Metrica - no
Google Webmaster - no
Yandex Webmaster - no
Basic website optimization - no
301 redirect - yes
Pros:
New, modern website. Let's be honest, not everyone is so lucky, usually they get an average website with a small reserve for improving the project. Clean website history. We will not stop here. (I think everyone understands that a clean history is better than a history with five friends like penguins, pandas and other heroes of the "magnificent seven" from Google).
Cons :
Young site. After all, a clean story is better only in comparison with an old negative one. But an old site has significant advantages over a young one.
Lack of link mass.
The traffic to our site was 12 people per month. Therefore, we started promoting it as quickly as possible.
START OF PROMOTION:
As mentioned earlier, analytics was installed on the site. Diagram in the first 7 days of our project's life:
Case. Comprehensive promotion of the online store "Spetsinstrument" - 2 - image
There was 1 visitor on the site and 8 sessions.
At the first stage we implemented:
Search engine audit of the site
We created an internal optimization plan (there were many categories and products, so they were processed in turn)
We have put together a content plan for the article section
Stage 1. Search audit
Thanks to the search audit, we identified the strengths and weaknesses of the project. So to speak, we “turned the project inside out”. A SWOT analysis of the project was compiled:
Strengths
Wide range of products
Thoughtful website structure
Your own warehouse with TOP products
Availability of offline store Delivery in Kharkov
Delivery by many postal companies in Ukraine
Quality service
Weaknesses
A large amount of non-unique content
Possibilities
Growing market
Growth of positions due to behavioral factors.
Increase in positions due to promotion strategy
Ability to effectively use other online marketing channels to increase sales
Threats
Activation of competitors
Failure of the client to fulfill obligations to fill the site with content and implement edits
What was included in the audit?
Determining the primary address of a website
Case insensitivity of website page addresses
Correctness of URL addresses
Website speed
Technical duplicates of website pages
Handling 404 errors
Presence of bread crumbs
Navigation menu
Navigation links
Absolute links
Result:
As you know, it is not the audit itself that is important, but what we did to improve the site. The conducted site audit made it possible to eliminate weak points and, as a result, the ability chinese overseas europe phone number list to more effectively promote the site.
Stage two. Internal optimization
A plan for internal optimization was also drawn up. Since the customer had a fairly wide range of products, the seasonality of product categories was taken into account when drawing up the plan. There was no point in grabbing all categories at once, for example: grass does not grow in winter, the section with lawn mowers can be postponed.
Seasonality chart for the query “petrol lawn mowers”:
Case. Comprehensive promotion of the online store "Spetsinstrument" - 3 - image
What did you do?
Conducted optimization of meta tags
Canonical links have been set up
We have optimized the images
Optimized the name of image files
Optimized headings
We made internal linking
Checked for duplicate content
Set up pagination of site pages
Written and optimized content
Micro-markup implemented
Checked for outgoing links to third-party resources
Result:
Optimized categories and product cards are now indexed faster and better by search engines, and keywords are promoted to the Top.
Stage Three. Implementation of the content plan in the "Articles" section
Our goal was to make the online store rank high enough. For this purpose, a content plan was developed for the "Articles" section. This way, even if a visitor came in for the first time and did not buy a product, when searching again, he will most likely visit our online store again.
We made a content plan for six months. Every month we agreed on topics with the customer, wrote articles for these topics and posted them on the site.
Here is an example of an article that was posted at the very beginning:
Case. Comprehensive promotion of the online store "Spetsinstrument" - 4 - image
Of course, the promotion did not end in the first month, but the SEO team’s work already showed significant results.
Analytics for the second month compared to the first:
Case. Comprehensive promotion of the online store "Spetsinstrument" - 5 - image
Organics "came to life":
Case. Comprehensive promotion of the online store "Spetsinstrument" - 6 - image
ADDITIONAL TRAFFIC CHANNELS:
Remembering that large stores often have goods that need to be sold quickly or goods that need to be emphasized because they are a priority for the client, marketers suggested additional traffic channels. In our case, these were:
PPC advertising
Price aggregators
Contextual advertisingwas set up and conducted in strict accordance with the seasonality of product categories on the customer's website. For example, it was profitable to advertise products such as snow removal machines in the winter. This significantly saved the advertising budget and increased its effectiveness.
Here are the first results of the context (advertising campaigns are disabled on Saturday and Sunday):
Clicks chart . Displays changes in the number of clicks over the reporting period:
Case. Comprehensive promotion of the online store "Spetsinstrument" - 7 - image
CTR chart. Shows CTR changes over the reporting period:
Case. Comprehensive promotion of the online store "Spetsinstrument" - 8 - image
Analytics. Google Analytics data. Website visit chart:
Case. Comprehensive promotion of the online store "Spetsinstrument" - 9 - image
Case. Comprehensive promotion of the online store "Spetsinstrument" - 10 - image
Schedule of achieved goals:
Case. Comprehensive promotion of the online store "Spetsinstrument" - 11 - image
New and returning users from paid traffic:
Case. Comprehensive promotion of the online store "Spetsinstrument" - 12 - image
Active advertisements:
Case. Comprehensive promotion of the online store "Spetsinstrument" - 13 - image
RESULTS:
ROI = 203%
Direct traffic increased by 223%
The site's transaction rate increased by 102%
Average cost per conversion decreased by 29%
For price aggregators, corresponding uploads were set up in the site admin panel. Here, there was a slightly different approach; the upload included those categories that not only had high marginality, but also for which there was an opportunity to reduce the price.
CONCLUSION:
During the work with the project, the online store has grown qualitatively in terms of promotion. The TOP for keywords was G - 31%, Y - 74%. The site visits increased from 381 visits per month to 18,742 .
