SEO-optimization of a new online store of women’s clothing: how to increase traffic and positions. Case

Service: SEO-optimization
Region: Ukraine
Project: online store of inexpensive women’s clothing, a new brand, the main range – casual wear, knitted suits, dresses.
Objectives: increase organic traffic, improve visibility in search results

An integrated approach in e-commerce projects in the initial stages allows you to get the desired result faster, as well as spend less on optimization in the future. After all, the foundation for further effective work has already been laid. Planning and consistent implementation of certain steps provide positive dynamics even in highly competitive niches.
The project included SEO-optimization at the development stage, as well as further work on search engine optimization.

Organic orders received: 232
Traffic growth: +338.95%
Transaction growth: +93.33%
Income growth: + 157%.

Guideline works

  1. Analysis of the market and competitors.
  2. Preparation of a list of recommendations for search engine optimization at the stage of development (technical recommendations).
  3. Defining priority product categories for promotion.
  4. Creating the semantic core of queries, clustering.
  5. On-page optimization.
  6. Preparation of a content plan in accordance with search trends in women’s clothing.
  7. Crowd marketing.
  8. Linkbuilding.

Work progress

Analysis of competitors in the niche for search engine optimization is based on research:

  • site architecture, available landing pages, categories, filters and optimization of their pages;
  • domain history and age;
  • the volume and frequency of content updates;
  • traffic sources, their ratio;
  • mass of links and rates of its growth;
  • evaluation of the usability of the site for users.

After conducting such a comprehensive analysis, we proceed to the preparation of technical recommendations for internal optimization of the site at the development stage.

The basic list includes: creating a valid robots.txt and sitemap, SEO-Friendly URL structure, 404 page preparation, Page Speed ​​checking, micro-markup, hreflang, page structure, categories, breadcrumbs, pagination, restriction of indexing of individual pages, etc.

Internal optimization of the site, Page Speed revision

Fig. 1 – Page Speed revision

SEO-optimization at the development stage allows you to take into account all the important points and not spend time on their correction.

At the next stage of optimization the following works were performed:

  1. Defining priority product categories for promotion.
  2. Creating the semantic core of queries, clustering.
  3. Creating metatags for information pages, product categories and products.
  4. Check the structure of the site, recommendations for additions.
  5. Work with filters and product cards.
  6. Usability check.
  7. Recommendations for image optimization.
  8. Checking speed indicators.
  9. Preparation of a thematic content plan for the blog.
  10. Setting a technical task for copywriters to create an SEO-relevant description of categories.
  11. Implementation of internal relinking.
  12. Tracking and analysis of behavioral factors.

During the formation of the semantic core attention is paid to determining the type of search demand on the client path map.
For example, the search query “buy a dress cheap”:

  • in the TOP for this query are the results from Google maps, pages of the corresponding category of online stores and marketplaces, etc.
  • to optimize for this query, we used content on the category page with query inclusion, internal relinking, blog materials, and external links.
Internal optimization of the site, page speed analysis

Fig. 2 – Analysis of pages

In addition to working with category pages, we also paid attention to product cards. For a positive customer experience, vehicles were prepared to prepare descriptions of clothing models, quality photo content. After all, it is important for the user to understand everything about the product before he makes a purchase.
For this purpose, blog materials are also well suited, in which you can talk about the features of caring for fabrics or creating images with clothes that are offered in the online store.

Internal optimization of the site, application of the blog materials

Fig. 3 – Application of the blog materials

After carrying out internal optimization we pass to external works.

Within the framework of this block:

  1. Analysis of the external link profile of competitors.
  2. Development of external search engine optimization strategy.
  3. Preparation of a content plan for articles with identified key queries.
  4. Analysis and selection of resources for posting articles with links.
  5. Crowd marketing.
  6. Tracking and analysis of results, making adjustments to the work.

The results obtained for the period April-August 2021

Case results for Quester-September 2021, optimization

Fig. 4 – Results for April-August 2021

Case results, a list of popular requests

Fig. 5 – A list of popular requests

As can be seen from the results, optimization at the development stage and further work give good results. However, we should not forget that Internet marketing is a complex story. That is why you should use other tools, such as social networks, advertising, etc.

As part of SEO-work, it is important to constantly monitor the results, as well as monitor the activities of competitors and the market as a whole. This allows you to respond to changes in a timely manner and make the necessary adjustments to maintain success.

The project was worked on:

Vasily Voloshin, Author of Immodest Marketer channel 

Service: contextual advertising setup 

Region: Ukraine

Project: Internet-store of auto parts

The customer’s task: to increase sales

Workflow

The project was recommended by another contextual advertising specialist. It came to work from scratch. 

What was done: 

  1. Developed ToR for programmers, on some pages added conversion analytics codes, transaction tracking, and the like. 
  2. The site was finalized in accordance with the Merchant center rules. 
  3. Product names and descriptions have been optimized, as well as errors and recommendations for the Google Merchant Center have been eliminated.

Advertising is done only through Google Shopping, i.e. other traffic channels do not take part in the project’s overall result. 

Thus, two advertising campaigns were run on this project. First, a simple shopping campaign, and when it “broke” the account, a smart shopping campaign was included. In the section of each company, you can see the result by selecting the desired ones and clicking “Show on the chart”.

In the beginning, only the simple trading company worked: it gave a return on investment of 1700%. Then the smart trading company started to work, and the smart trading company sagged a bit in profitability. 

Next, we see that the smart and simple trading companies work great. One is 3000% profitable, the other is 2000% profitable, in June and July there was a slump in revenue, also the profitability dropped. 

But in September and October, indicators have returned to a good level, show normal profitability and income. 

Results for the last month of the project

Data for October:

Expenditure: 7,759.82 UAH.

Price per click: 0.94 UAH.

Orders: 53

Income: 104,080.18 UAH.

Screenshot of income campaign

+ 80 calls

Screenshot Calls

November started with a good profitability, more than 5 000%

The total traffic of this project: click on All traffic – Sources – Channel and you can see that the other channels of traffic are almost not involved in attracting visitors. 

Results by channel:

  • the main share of traffic is Google CPC; 
  • next comes Direct; 
  • then Google Organic; 
  • and after that, tagged traffic from Google Merchant Center. This is the same free Google traffic, but it doesn’t come from Google Organic, it comes from Google shopping. 

If those products are added to Merchant Center and it’s moderated, you can get free traffic from Google Merchant Center. 

So we can see that there were 741 users from Merchant Center free traffic and there were 8 purchases of 14 thousand UAH. Those users came for free and made a purchase. Such results can be achieved by using Google Shopping.

The project was made by:

Daria Churikova, SMM Specialist of ITForce Agency;

Tatiana Zhukovets, Project-manager of ITForce agency.

Service: setting up targeted advertising

Region: Ukraine

Project: IKEA online store

The task from the customer: increasing the number of purchases on the site

Promotion goal:

  • increase in targeted traffic to the site;
  • an increase in the number of transactions.


About client


IKEA online store: furniture for home and garden in Ukraine.
Before contacting us, the company has been working on the Ukrainian market for a long time. The client independently tried to set up advertising on the Facebook and Instagram social networks to the existing product catalog, but there was no effectiveness.

Work progress

Before starting the launch of targeted advertising we analyzed the existing advertising campaigns and wrote a strategy for promoting and expanding audiences.
The client provided high-margin site categories. After that, we collected and proposed audiences by interest who are most likely to make a purchase of these products.

The proposed groups consisted of:

  1. Audiences of parents looking for toys, textiles, furniture for children of different ages.
  2. An audience looking for home improvement products. Perhaps renovating or planning a house relocation. Either they are newlyweds/married couples who have recently moved from another city or changed their homes. Products that may interest them: bedroom furniture, kitchen products, bed linen, pillows and other products for the home and creating comfort in the house.
  3. An audience that has a summer cottage or a country house and is looking for furniture for the garden or for the street.
  4. An audience that is similar in interest to our website visitors (Look-A-Like audience).

The implementation of the strategy included the following steps:

Step 1.
Advertising campaigns, which were previously set up by the client, were supplemented by our specialist, and added to them special offers to attract the attention of users of the “cold audience”. Top 20 marginal positions of the site were used as product offers.

Step 2.
To attract new users to the site according to the groups described above, we have created ad creatives and launched them with the aim of optimizing “Buy on site”.

Case study creatives for SMM promotion

Fig. 1 – Creatives for advertising campaigns

Step 3.
The remarketing campaign was set up using the complete product catalog of the site, as well as the goal of optimizing the “Purchase” of the product. Thus, users who were previously on the site, but did not make a purchase, saw our ad again.

Image 2 to the case SMM promotion

Fig. 2 – Launch of advertising campaigns at the end of March

Step 4.
Our specialists carried out optimization for the site audiences Since later one of the audiences showed low results, we turned it off. On the contrary, the LAL audience performed the best, so we scaled it.

Step 5.
For the second month of working with the project, we monitored advertising indicators. Frequency of ad impressions and click-through rates were important factors. They showed us which ad groups to turn off, which ones to increase the budget, and which ones to replace altogether.

A feature of this setting is the value of conversions from “cold traffic”, that is, from users who first saw our ad and have not yet been on the site. This value turned out to be higher than from “warm audiences” who were on the site, but did not make a purchase.
That is, the number of purchases from Traffic was lower, but in terms of value, these purchases exceeded the number from the advertising campaign on Conversions.

Intermediate result:

During a month of testing audiences and campaigns, we found the highest quality option with a conversion cost of $ 1.39 per purchase.

In just the first month we received:

  • 319,719 ad impressions,
  • 5568 unique clicks,
  • 769 additions to the Cart,
  • 155 purchases worth $8,615.86.

The total cost per month was $746.23.

Social networks

It is worth noting that when targeted advertising is launched, users are active on social networks and can also write to Direct Instagram and Facebook Messenger to order. Like posts, write comments and subscribe to an account.
It is advised to take this factor into account and make sure not to miss a single message.

Image 3 to the case SMM promotion

Fig. 3 – Reaching pages on Facebook and Instagram

Results for 2 months of work with the project:

  • 319,719 impressions of the proposed advertisement;
  • 9868 unique clicks;
  • 1206 additions to the Cart;
  • 241 purchases worth $12,746.39.


Thus, we were able to use the testing method to find interested audiences that showed the highest results.
Targeted advertising is a great way to promote a website, where you can easily place an order and pay for it immediately on the website. Also, an important factor can be considered the speed of loading the site – users from advertising can “wander around the site” for a long time, and it is important that the pages are loaded quickly.