Service: SEO promotion
Client: AKSON
Topic: Online store of construction products
Region: Central Federal District, Russia
Campaign duration: 6 months
Monthly budget: 500$
About the client |
AKSON is the largest domestic, dynamically developing DIY network of the central federal district with an omnichannel sales system and a high level of logistics service |
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In the summer of 2018, the site owners conducted a global refactoring, the site runs on Bitrix CMS. The main traffic was from search engines, before the start of optimization it was about 400 visitors per week, approximately the same from Yandex and Google. Website optimization was not carried out, SEO-specialist in the design and launch of the site was not involved. The site was not ranked for major commercial requests; several low-frequency queries were in the Top 30 and Top 50.
Russia has never been a country with a developed Internet service. However, everything is changing: public awareness in this matter is growing, and every month there are new search queries related to the purchase of building materials online. For quality search engine optimization necessary constantly monitor requests, their frequency, the dynamics of changes in their nature, make constant changes. Some optimizers use artificially generated semantics that have nothing to do with real demand. An appropriate landing page is created for any possible request, and theoretically if someone really turns to a search for such a request, the site can receive traffic. But this way creates a huge number of garbage pages that do not attract traffic in principle. They are not just useless: pages that do not attract organic traffic become a factor affecting the overall pessimization of the site.
There is no ideal content management system (CMS), and sites are not always designed with the participation of a specialist in search algorithms. Everything counts: the URL settings, the operation of filters in the directory, the ability to work with related content, speed and flexibility. The faster technical recommendations are implemented, the better.
It is important to understand that now the assortment of a store determines the expediency of search promotion of a product category. A dozen products in a single brand’s product category cannot compete with thousands of products from multiple brands. The small product categories in the competitive market segment do not correspond to the perceptions of search algorithms of relevance. It’s possible to promote them, but it’s difficult, and each time this implies tricks, and no guarantees of success.
During the initial audit, the following shortcomings were identified, which should be addressed first.
There was no elaborate semantic core, and accordingly, the site structure was created in accordance with the “natural development syndrome”. Thus, a lot of potentially conversion and traffic requests are lost, the site loses the ability to effectively move forward in the search.
After refactoring, we didn’t make basic technical improvements important for indexing the site:
– redirect settings to avoid duplicates;
– incorrect page setup 404;
– use 302 (temporary) redirects instead of 301 (permanent);
– broken links to internal pages of the site that violate the principles of internal linking and crawling budget;
– numerous 503 server errors resulting from an excessive number of calls to the server and database;
– errors in the settings of the directives file for the robots.txt search engines and the generation of a site map containing erroneous URLs.
A list of technical recommendations has been prepared for webmasters and client developers. The customer took the recommendations with all responsibility. Errors and shortcomings were eliminated as soon as possible and ceased to interfere with indexing the site and ranking it in search results.
Configured site indexing using Robots.txt and Sitemap.xml utility files. These files contain instructions for search robots that establish the rules for indexing the site, as well as a list of pages that need to be indexed with a given priority. Errors of such settings lead to the appearance of duplicates, service and technical pages in the issue, prevent the timely indexing of new content.
A primary semantic core has been compiled containing basic search queries by which the site should be ranked in the search. Since AKSON stores are primarily located in the Central Federal District, the main emphasis was initially placed on the respective groups of inquiries from this region. After that, we began an in-depth study of semantics, adding new landing pages for unreached search queries and adjusting the directory structure.
Text edits have been made in accordance with promoted search queries.
The client was offered a number of interface edits designed both to improve navigation, internal linking, UX, and to optimize interaction with the site of search robots. The mobile version of the site has been improved according to the principles of usability, the recommendations of Google and Yandex for the adaptive version of the site.
Work was carried out on external sites: Yandex-Directory, Yandex-Maps, Google Maps, feedback, questions and answers services, providing a clear, useful for visitors and corresponding to the company profile in the search issuance and online services.
Since the start of site optimization, a steady increase in traffic from both Google and Yandex has been achieved
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Improved brand visibility through work on external sites and crowd marketing. Working with brand queries is an important part of modern SEO, influencing the results of promotion more and more
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Since the start of work in November 2018, significant growth has been achieved in the positions of tracked search queries in Yandex and Google. We are talking about non-zero commercial requests that match the store’s offer.
As can be seen from the screenshot, for a period of 4-5 months, the site received positions in the top for requests that ranked outside the Top 50 or did not rank at all. And the opportunities for the growth of relevant commercial traffic and positions are far from exhausted. We use only white SEO tools in our work in strict accordance with the recommendations of search engines, without tricks and attempts to manipulate search algorithms that can more harm the website promotion than give positive results. Start SEO Promotion of your site right now:
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