Increase organic traffic by 165% in a year by expanding the site structure and creating new pages

  • Niche: laser epilation and cosmetics
  • Promotion region: all of Ukraine, +25 major cities of Ukraine
  • Target: increasing organic traffic to the site, increasing the number of conversions
  • The promotion period: July 2020 – June 2021

Carried out On-Page and Off-Page optimization. Found and fixed technical errors on the website. In 12 months, we achieved a 165% increase in organic traffic. We took top 1, top 3, top 5, top 10 in terms of the most frequent queries in a niche in Ukraine and 25+ regions.

Comparison of the dynamics of organic traffic for 2 years

Comparison of the dynamics of organic traffic for 2 years: before the promotion and during the work of SEO-specialists on the site

1 Task

Our client is a network of laser hair removal and cosmetology salons. The company owns 26 institutions operating in the largest cities of Ukraine. The client challenged the Netrocket team to increase organic site traffic, analyze competitors’ resources and do everything possible to appear in the top of Google search results for the main keywords.

2 What did we do

  • Analyzed niche and competitor websites
  • Complete SEO audit
  • Fixed technical errors on the site
  • Made the Keyword research for 25+ regions of Ukraine
  • Developed the most complete website structure
  • Landing pages created for each service in each region
  • We wrote SEO-optimized texts
  • Worked with a link profile

3 Results

Serpstat

After a complex of works on the site, Serpstat service recorded a noticeable increase in the visibility of the resource for the search engine, the number of keywords and organic traffic:

Growth of website visibility in Google between July 2020 and July 2021

Growth of website visibility in Google between July 2020 and July 2021

Website visibility dynamics over time

Website visibility dynamics over time

Change in organic traffic over the year

Change in organic traffic over the year

Ahrefs

The Ahrefs service also recorded the dynamics of the growth of keywords and organic traffic:

Organic traffic for the year

Organic traffic for the year

Changing the number of keywords in organic SERP

Changing the number of keywords in organic SERP

Off-page optimization and work with a link profile

In parallel, we carried out Off-Page website optimization. We analyzed the link profile of competitors, compiled a diverse anchor list, selected high-quality donor sites and posted links to external resources. As a result, the Domain Rating (DR) has increased from 5 to 15.

Ahrefs: dynamics of DR growth for the year

Ahrefs: dynamics of DR growth for the year

Google Analytics

Compared to the previous year, we received an increase in organic traffic by 164.23%:

Google Analytics organic traffic growth

This is how the dynamics of organic traffic looks in the period before the promotion and during the work of Netrocket specialists:

Dynamics of organic traffic before and after promotion

Organic traffic (July 1, 2020 to July 1, 2021) vs. prior period (July 1, 2019 to June 30, 2020)

How SEO works showed up in conversions

The conversion rate increased by 3.70%, and there were 133% more goals achieved on the site:

3.7 percent increase in conversion rate
Detailed goals:

  • Viber click: Conversions achieved increased from 105 to 1073 (922%!)
Viber click
  • Submitting a callback form — the number of conversions achieved increased from 442 to 4797 (985%!)

Submitting a callback form
  • Visits to the “Thank you” page (the page that opens after submitting a request for a consultation or an appointment) — the number of conversions achieved increased from 1446 to 7231 (by 400%!)
Visits to the “Thank you” page

What positions we got in the regions – Topvisor

Prior to the start of SEO work on the site, there was only one version – the main one, optimized for Kyiv. Pages of regions were not created, so we did not have positions for cities and geo-dependent queries anywhere except Kyiv.

At the request “laser hair removal” in Kyiv, we were in 35th place:

request
On request “laser hair removal in Kyiv” – at 22:

request

Positions now in Kyiv:

Positions now in Kyiv:

in Zaporozhye:

Positions now in Zaporozhye

in Odessa:

Positions now in Odessa

in Lviv:

Positions now in Lviv

in Ukraine:

Positions now in Ukraine

4 Conclusions

Comprehensive work on the website allowed us to achieve results in a highly competitive niche. Today, the site is successfully competing, and somewhere it has outstripped its opponents. We:

  • took top positions in cities and Ukraine in general for high-frequency, mid-frequency and low-frequency requests;
  • build a good link profile;
  • increased DR from 5 to 15;
  • received an increase in organic traffic by 164.23%;
  • increased conversions by 133%.

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