Promotion of an Online Musical Instrument Store from Scratch: Our Results After 2 Years

Service

SEO and promotion of an online store specializing in the sale of musical instruments and audio equipment in Ukraine.

Goals and Objectives

Optimizing and promoting a young website in a competitive niche.

Website Before the Start of Work

Initial Data (April 6, 2021):

When the website came into our “hands,” it was virtually invisible to search engines. The link profile was empty, and the domain rating was zero. With such metrics, it was impossible to attract good traffic from interested users, despite having some indexed pages. Therefore, the project required comprehensive work on optimization and promotion.

Project Activities

As part of the website's promotion, we adopted a strategy that involved working on core content categories and acquiring high-quality backlinks.

We performed the following tasks:

• Comprehensive site analysis, including manual examination of the structure, analysis of promotion reports, and evaluation of the initial state of promotion.
• Content and semantics: This work included creating and analyzing content for landing pages, keyword selection, uniqueness checking, and content placement.
• Link building: We analyzed external and internal links, including anchor text verification, studying natural links, and developing a link-building strategy.

At each stage, we conducted analytics and reporting. We monitored user behavior, site navigation, and conversion analysis. This process also included an analysis of promotion and traffic performance metrics.

Current State of the Website

Data as of June 17, 2023 (2 years and 2 months after the start of work):

More about what we achieved

In 27 months, we built a broad link profile, increasing the number of external links and referring domains.

The acquisition of high-quality thematic links from article resources, focusing on links from authoritative and relevant websites, paid off. The domain rating increased to 15, which is impressive for a relatively young niche online store. The site's visibility increased from nearly zero to 2.21. This means that the store's pages began actively appearing in search results:

Thanks to the addition of numerous new optimized materials that match the interests of the target audience, the site began ranking for a significant number of new keywords. The initial 1,043 queries turned into 75,089.

Search engines now see and index almost 5 times more pages on the site. If there were 2,990 pages in the index before, now there are 14,600.

Conclusions

We see a confident, dynamic growth in the visibility and traffic of the online store.

Over the past year, we have observed a solid increase in the key project metrics, indicating the achievement of the client's main business goals:

1. The number of site visitors has increased by 112%.
2. The total number of sessions has increased by 113%. This means that visitors spend more time on the site, view more pages, and interact with content.
3. The site welcomed 19.1 thousand new users. This is 130% more than a year ago.
4. Revenue from the site increased by 87%. Our optimization and promotion efforts have positively influenced the commercial metrics of the resource.

Through this project, we can see how an integrated approach to SEO and site promotion can deliver real and tangible results. Starting almost from scratch, we built a fully functional selling resource with quality content, proper structure, and strong visibility in search engines.