Organic traffic, February 2020 to October 2020
1 Task
Our client is an official representative of well-known European brands of electrical goods for industrial use. The company operates in the B2B niche, sells concert equipment, electrical equipment for industries and industrial facilities. One of the company’s competitive advantages is a wide range of quality products.
The client contacted us at the final stage of website redesign. The current domain name already had an old online store that brought organic traffic to the company. But within six months, while the development work was being carried out, all traffic and positions were lost, because out of ignorance the client simply put a stub on the domain name.
And only now, after the launch of the “new” online store, it was decided to find a contractor to optimize the resource and SEO promotion of the site. After analyzing the situation, our experts suggested using the classic SEO promotion methods.
2 SEO Work List (Basic SEO Nodes)
- Before the release of the new site, a full technical SEO audit of the site was done and technical requirements for correcting technical errors were listed.
- We made keywords research for the entire site.
- Developed the website structure based on keywords research.
- Created unique meta tags for first, second and third level categories.
- Formed templates for meta tags for filtering pages.
- We worked out the internal linking of the site.
- Created content plans (task for creating SEO friendly texts) for texts for categories and subcategories.
- Created content plans for filtering pages.
- An analysis of the competitors’ link profile.
- A link building strategy (4 types of links were used: outreach, crowd, submissions and Tier 2).
- Regular linkbuilding profile improvements.
Analytics:
- Daily and monthly monitoring of organic traffic changes and conversions with results tracking.
- We analyzed the technical condition of the site and carried out regular technical monitoring in the Google Search Console.
- Tracked the position of the site across the entire list of our target keywords.
3 Nuances of website optimization and SEO promotion
We paid maximum attention to those sections in which the customer has a clear competitive advantage. We are talking about electrical equipment of European brands, which are well known in the B2B niche. Since our client is their official representative, he can offer buyers the most favorable terms.
We created main categories and subcategories in the product catalog. We used mid volumed and low volumed keywords to create filtering pages that are open to search engines. For the filter pages, short but concise texts about the quality of products and their characteristics were also written.
As the next step, we worked on meta tag templates based on medium and low volumed keywords and LSI keywords, and worked on off-page optimization.
4 Results
Google Analytics Data:
During the promotion period, the site underwent two major Google updates.
Semrush — visibility in Google:
Ahrefs traffic and keywords data:
Google’s December update for the site coincided with the low season. Therefore, the graph shows how traffic dipped during this period. A month later, the previous indicators returned, and the traffic continued to grow gradually, smoothly.
5 Conclusions
The work on the project showed that the classic methods of SEO promotion and a regular approach always give a gradual, stable increase in organic traffic from Google.
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