The project was made by:
Natalia Bersenyova, Project Manager
Vladyslav Zakharevych, PPC optimizer
Oleksandr Kantur, SEO specialist
Service: comprehensive business promotion.
Project: Skay.ua.
Region: Ukraine.
Niche features: high competition in the niche, the presence of different target audience groups with different needs.
The Goal: to increase the number of conversions and reduce the price for them.
Skay.ua contacted our agency to increase business profitability. We approached this issue in a comprehensive manner, using the possibilities of SEO promotion and PPC. Traffic to the website increased by 127%, the number of conversions — by 3.1 times. At the same time, the cost per conversion decreased by 180%.
Features of the company and the project
Skay has been operating in Ukraine for over 12 years and offers customers gadgets from leading manufacturers at attractive prices. The company has 5 physical stores in different regions of Ukraine and the online platform Skay.ua. The online store offers more than 10 thousand items: smartphones, tablets, laptops, home appliances and other gadgets. Skay is a distributor of well-known brands such as Apple, Lenovo, ASUS, ACER, and Samsung. The company also provides repair and maintenance services.
At the time of contacting us, the company already had a website with a detailed structure, which featured many products. The main problems were a drop in traffic and a decrease in the site’s visibility in search.
Our goal was to:
- improve the visibility of an online store in organic search;
- increase organic traffic to the website;
- to increase the number of conversions and reduce their cost.
To improve the website’s position and increase sales, we suggested implementing an integrated promotion strategy.
Our strategy
To achieve our goals and remedy the current situation, our experts have carefully planned their work, focusing on the following key aspects:
- optimizing the technical characteristics of the web resource to improve its performance and usability;
- expanding the semantic core to cover more relevant search queries;
- improving the link profile of the website by attracting high-quality external links from reputable sources.
Let’s take a closer look at the key stages of our work.
Step 1. Competitor analysis and website audit
Competitive analysis of the industry is a mandatory starting point for all our projects. During a thorough audit, our specialists found that the client’s web resource receives insufficient traffic from search engines compared to its main competitors, due to existing technical problems and low visibility of pages in search results. Based on the data obtained, an individual SEO promotion strategy was developed.
Step 2. Expanding the site structure and internal optimization
We developed a new, broader semantic core and prioritized keywords based on their relevance and traffic potential. After that, we clustered the keywords and compared the resulting groups with the existing structure of the website. The comparative analysis showed what additional pages needed to be created to increase the site’s visibility in search engines.
We also customized meta tags by preparing unified templates for page titles (Title), descriptions (Description), and H1 headings for different types of pages. Our specialists carefully ensured that there was no duplication of meta tags on the site, which could have a negative impact on the correct display of pages in search results.
Step 3. Making recommendations for improving usability and eliminating technical problems
The technical condition of a website is one of the key factors affecting its ranking in search engines. However, since all the necessary technical changes to the website were made by another team, we prepared a detailed list of recommendations for eliminating the identified technical shortcomings.
The main tasks on this list included setting up pagination and redirect pages, optimizing page loading speed on mobile devices, fixing errors on filter pages, etc.
We also recommended creating a customer feedback section on the website and correcting existing localization errors to increase user engagement and improve interaction with them.
Step 4. Implementing an external optimization strategy
During the audit, we found periods of sharp spikes in the number of backlinks. Such fluctuations could have a negative impact on the website’s ranking in search engines. Therefore, we set a goal to increase the number of quality backlinks smoothly and gradually, avoiding sudden spikes in activity.
To do this, we created a carefully selected list of reputable donor domains and developed a plan for regular backlink purchases on a monthly basis. We also carefully considered the relevance of the content and the subject matter of the target domain when writing the linking texts to ensure maximum naturalness.
Step 5. PPC-promotion
We used an additional channel to engage customers — PPC ads. To effectively implement this area, our specialists acted according to the following plan:
- We conducted a thorough analysis of the client’s existing advertising campaigns, identifying their strengths and weaknesses.
- Optimized active advertising campaigns in Performance Max to increase their effectiveness.
- Launched new advertising campaigns and made changes to the structure of existing ones, taking into account the opportunities for improvement identified during the analysis.
An integrated approach allowed us to maximize the potential of PPC advertising to attract additional traffic and expand our customer base.
Expert comment
Eric Klyuev, Head of SEO
We took an integrated approach by combining two different strategies — SEO and PPC ads. This allowed us to once again make sure that the use of various methods and techniques can significantly increase the overall effectiveness of an online project. Thanks to the smooth and gradual improvement of the key indicators of the web resource, we managed to positively influence its ranking in search engines.
In total, over 9 months of comprehensive work in various areas, we have achieved a 1.56-fold increase in the number of users on the website. In addition, there was an increase in the number of conversions while reducing their cost, which indicates an increase in the quality of the traffic attracted.
What results did we get
Thanks to the efforts of our specialists, we managed to significantly improve the site’s position in Google search results. The number of key queries that brought the resource to the TOP-3 increased to 5% (at the beginning of the work it was only 2%), to the TOP-5 — to 9%, and to the TOP-30 — to 70% (compared to 51% at the start of the project). The volume of traffic to the website from organic search increased by 157%. The site’s link weight also increased significantly — the number of donor domains doubled during the promotion.
According to Google Analytics 4, the total number of users of the web resource increased 1.56 times.
The number of conversions also increased by 3.1 times, while the cost per conversion decreased by 180%. In general, the revenue from the launch of search engine promotion increased almost 6 times, while the budget increased only 2.5 times. ROAS tripled to 3080%.
