CasesSEO
How Changes in Site Structure and Link Strategy Doubled the Website Traffic and Revenue of an Online Retailer
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SEO and promotion of an online retailer specializing in wholesale sales of hosiery, socks, and home textiles.
The pressing objective was to identify the reasons behind the stagnation of the website, despite ongoing promotional efforts, and even displaying negative trends in specific metrics. The task was to pinpoint solutions to these issues and subsequently boost website traffic while attracting a larger pool of potential customers.
At the commencement of the project on December 6, 2019, the website had been existing for nearly two years. It had been promoted previously and had garnered a certain number of backlinks. However, the website exhibited limited activity. Traffic was minimal, resulting in low online sales. The need arose to delve into the reasons behind this situation and rectify it.
Initial Data (December 6, 2019):
| Number of links by Ahrefs | 2650 |
|---|---|
| Number of donors by Ahrefs | 76 |
| Domain rating by Ahrefs | 7 |
| Number of links by Serpstat | 969 |
| Number of donors by Serpstat | 44 |
| Visibility by Serpstat | 0,05 |
| Number of phrases Serpstat | 5018 |
| Number of pages in the index | 4620 |
To commence, we analyzed of the website's structure and reviewed the client's data. We established the initial visibility and position metrics.
We then focused on technical optimization: inspecting page indexing, scrutinizing indexing dynamics, and rectifying errors that hindered site indexing and accessibility. Updating the robots.txt and sitemap.xml files was a pivotal part of this process.
The subsequent phase involved content optimization. We scrutinized content quality and saturation, pinpointed key phrases aligned with the client's objectives.
Moving forward, we proceeded with the analysis and optimization of the link profile, encompassing a study of its dynamic shifts, verification of donor page indexing, and analysis of competitor attacks on the link profile. We also worked on determining the share of natural anchors and selecting queries for external articles.
As a result, we identified vulnerabilities in code, content, and usability. We constructed a new hierarchical structure for the store, enabling us to optimize pages for search queries and enhance navigation for both users and bots.
We populated the new pages with unique content, underwent error and uniqueness checks, and ensured compliance with search engine requirements.
At each stage, analytics and reporting were conducted. We monitored user behavior, their navigation paths on the site, and analyzed conversions. This process also encompassed the analysis of promotion effectiveness indicators and traffic.
| Number of links by Ahrefs | 662 |
|---|---|
| Number of donors by Ahrefs | 76 |
| Domain rating by Ahrefs | 9 |
| Number of links by Serpstat | 192 |
| Number of donors by Serpstat | 72 |
| Visibility by Serpstat | 1,48 |
| Number of phrases Serpstat | 34404 |
| Number of pages in the index | 7830 |
By the spring of 2020, following our internal optimization efforts, we observed a confident and dynamic growth in search visibility and website traffic for the online store.
Traffic over the entire domain existence:
The optimization and promotion project for the website was launched on December 6th, 2019, and since then, we have achieved significant progress. Today, on June 17th, 2023, we are pleased to share the results of our work:
We revamped our link strategy, focusing on the quality of links rather than their quantity. Analysis of the backlink profile over the past year using Serpstat:
As a result, the domain rating increased from 7 to 9, and the site visibility surged from 0.05 to 1.48. This indicates that the store's pages are now appearing much more frequently in search results.
Visibility over the entire domain existence:
The number of phrases for which the site appears in search results has multiplied by more than 6 times, and the number of indexed pages has almost doubled. This has led to a substantial increase in organic traffic.
Number of key phrases over the entire domain existence:
Moreover, the site has entered the top 10 for 2,000 key phrases:
Distribution of key phrases in SERP:
The conducted SEO efforts have led to significant and noteworthy outcomes, as demonstrated by the following results achieved within the last year:
Results of promotion over the past year
All of these results collectively underscore the success of our optimization strategy, the attraction of a larger user base, and the achievement of our business objectives.
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