The project was made by:
Natalia Beresneva, Project manager
Anton Sinyavsky, Head of Performance marketing
Service: search engine business promotion.
Project: WeloveMebel.
Region: Ukraine.
Duration of work: 1 month.
The Goal: drive traffic from search to the website and increase conversion.
Our client was the online store WeloveMebel, for which we developed and implemented a project to improve the site’s visibility in search. In just a month of work, 20% of key queries improved.
Features of the company and the project
WeloveMebel is an online furniture and accessories store with over 1000 products. Here you can buy home furniture, as well as lighting and decor: carpets, mirrors, textiles, etc. Delivery is made to any address in Kyiv or another city in Ukraine. It is also possible to get acquainted with the goods in offline showrooms located in some cities.
Given that our client operates in a highly competitive niche, it was important to find a way to drive search engine traffic to the site and increase conversion. We decided on SEO promotion.
Our strategy
WeloveMebel set us several tasks at once:
- internal website optimization;
- improving its position in the search engine results;
- increasing the authority of the site.
To accomplish all these tasks, our specialists carried out a comprehensive SEO promotion. At the beginning of the work, we analyzed competitors. This allowed us to find growth points, identify the strengths and weaknesses of the project, and develop an effective SEO strategy.
Our specialists also did the following:
- eliminated technical issues that prevented the site from taking high positions in search results;
- carried out On-Page (internal) optimization of the online store, namely optimized title tags, meta descriptions, set up internal links;
- performed off-page optimization, namely, worked on the link mass.
This approach allowed us to gradually bring the site to higher positions in search results and increase conversions. Let’s look at each of the stages in more detail.
Step 1. Analyze and optimize the content on your website
Our team carried out a comprehensive audit and optimization of the site’s metadata. The key tasks included:
- Development of templates for automatic generation of meta descriptions for different types of pages.
- Setting up the Noindex and Nofollow attributes on search engine results pages.
- Integration of micro-markup for better data structuring.
- Solving the problem with more than 5000 pages that displayed a 404 error, including missing images, deleted products, and pages from irrelevant sections.
These measures were aimed at improving the technical characteristics of the website and its indexing by search engines.
Step 2. Technical optimization of the website
At this stage, our specialists did the following:
- We set up 301 redirects to optimize redirects.
- Implemented a mechanism for indexing filters by search engines.
- Fixed technical issues related to the generation of certain filters.
Our team also analyzed the website in detail and compared it with the websites of the main competitors. This was necessary to determine the optimal number of keywords for each page, their density, and the total amount of text content.
When working on the text content, SEO specialists focused on the following aspects:
- Correct filling of title and description meta tags, use of keywords.
- Optimization of the content structure using headings of different levels (H1, H2, etc.).
Step 3. Improve your link profile
Specialists systematically purchased links from reputable resources with a low spam rate. The platforms were selected based on the following criteria:
- The duration of the domain’s existence.
- The percentage of pages of the donor’s website indexed by search engines.
- Absence of sanctions or restrictions.
- The total number of outbound links, including both the main page and internal sections.
- Traffic on donor sites.
Special attention was paid to web resources whose topics most closely resonate with our client’s business. This approach has a positive impact on the overall effectiveness of the SEO strategy.
Expert comment
Anton Sinyavsky, Head of Performance Marketing
Before contacting our company, the client was developing its web resource on its own, focusing mainly on the existing base of potential buyers. Our team proposed a different strategy: to expand the website’s audience and increase brand awareness. The integrated approach we developed had a twofold goal:
1. To optimize the content for more efficient indexing by search robots.
2. Increase user awareness of the existence of this online store.
By implementing this strategy, we sought not only to increase the number of site visitors, but also to turn them into loyal customers. And thus expand the presence of the online store in the online space.
What results did we get
Within the first month of working on the project, our team made significant progress in increasing the visibility of WeloveMebel’s website in search engines. The results were as follows:
- Improved positions for more than 20% of targeted keywords.
- Increase in the ranking of certain keywords in the top search results. For some key queries, we managed to raise the positions by more than 60 units.
These results demonstrate the effectiveness of the chosen CEO strategy. Working on the project, we laid a solid foundation for the further growth of the client’s online presence.
