+172% traffic in 5 months for gardening equipment and construction tools online shop promotion

About the Customer:

The retailer of construction and gardening tools and spare parts.

Main product mix:

• Chain saws and electric saws spare parts
• Grass trimmers spare parts
• Gasoline and electric saws
• Saws and grass trimmers
• Electric hand tools

Brief outcomes:

344%
Transaction growth

172%
Traffic growth

171%
Income growth

Site before optimization

The Customer contacted us in January 2021

Input data before site optimization:

Optimization work

• Category names have been corrected. It was hard to understand from the name what the visitor will see after further linking.
  
• A template to generate meta tags for the pages of categories and product cards set up, as the client did not display any of the intents of the query, or the competitive advantages of the company.
• The site had duplicate tags H1 - this could affect promotion (more about the problem).
  • In the categories, this bug fixed by selecting relevant keywords and renaming.
  • We added a unique identifier to the item after its name.
• The "About" page has optimized (headings, pictures, some text revised). Previously, the page looked like a blanket of text.
• A seasonal matrix developed, and pages selected for elaboration solely based on statistical data.
• Gradually, specialists increased the link mass and carried out optimization of category pages.

  IMPORTANT. The Customer subtracted each text, entered its edits, thereby increasing the content expertise. No one, especially the copywriter, knows the business as the owner.

• To understand whether the site is being promoted in the right direction, it is necessary to perform regular checks. For this purpose, it was connected Google Analytics and Google Search Console.
• Data collection on purchases and transactions (e-commerce) was set up in analytics.
• The business has been registered on Google My Business. If the business has a physical address, it should be present on Google Maps.

The dynamics of visits to the site for the first month of promotion (no data available for the previous month, as there was no analytics on the site before).

• Systematic increase of the link mass
  • Analysis of traffic-generating queries;
  • Selection of requests and draw up specs for external articles;
  • Control over the placement of articles on donor sites.
• At the same time we added useful text and images for the user on the category pages in the online store
  • Textual analysis of queries (volume, relevant keywords, and phrases)
  • Selection of key phrases
  • Selection of related keywords
  • Select anchors for backlinks
  • Check the text for compliance with the specification
  • Spell check
  • Uniqueness check
  • Content check
  • Placement
  • Compulsory reindexing

Outcomes of the work performed

During the internal optimization, there was an increase in traffic from search engines.

Traffic dynamics per year

Keywords dynamics per year

Traffic from analytics data during the promotion period

After 5 months of service, the Customer suspended the activities - the graph shows how it affected the visiting of the resource

Dynamics of positions for the last period

Traffic and Revenue Comparison: February 2021 and June 2021

Traffic and Revenue Comparison: February 2021 and June 2021

As a result of the site promotion for 5 months, we see an improvement (in June 2021 vs February 2021):

1. Organic traffic incrementally increased ( from 239 up to 651 per week, +172.38% of growth)
2. Number of potential customers coming to the site grew. The fact that buyers are buying is evidenced by the checkout of orders through the shopping bag. In addition, visitors began to interact more actively with the company's contact information;
3. The link profile of the site was strengthened: 56 links from 21 trusted donors were received.
4. SEO is a constant, systematic approach and if there are gaps in payment led to delay the production of content and link profile, then the results are slowed down, and in the worst-case - rolled back...

Worked on project

Timur Bondarenko
SEO Tech Lead

Vlad Skorik
SEO Senior

Volodymyr Bulava
Account manager