Case on SEO promotion of a sewing machines website

10.09.2018

Project team
Initial situation
What was done
Next Steps
Results
Summary table of results

Promotion period: from March 2016 to the present

Client's goal: to attract 139,650 visitors from search engines during the period from May 2017 to April 2018

Project team

➤ SEO specialist;
➤ Link builder;
➤ Account manager;
➤ Analyst;
➤ Partially SEO and account department managers;

Initial situation

The project came with a number of serious issues:

➤ Insufficient landing pages for low-frequency queries.
➤ The Ukrainian version of the site is untranslated.
➤ Missing microdata.
➤ Many duplicates in the index.
➤ Overstuffing text and non-unique meta tags.
➤ Presence of affiliates in search results.
➤ Lack of mobile adaptation.
➤ Weak backlink profile.

What was done

A step-by-step internal optimization plan was developed and a project development strategy was written;

Content and structure:

➤ A complete semantic core has been compiled (HFC, MFC, LFC).
➤ Title, Description, and H1 generation has been configured.
➤ Texts have been implemented according to the LSI principle.
➤ Content has been translated into Ukrainian.
➤ A rewrite of low-quality texts has been done.

Technical optimization:

➤ Duplicate pages have been closed from indexing.
➤ The correct robots.txt file has been configured.
➤ The current sitemap.xml has been added.
➤ Microdata has been implemented.
➤ Logical interlinking has been set up.
➤ New landing pages have been created.
➤ The site has been switched to responsive design.
➤ Full technical optimization has been conducted according to a checklist of 200+ points.
➤ Affiliate links have been removed.

Link building:

➤ Publications on trusted media and thematic platforms.
➤ Active crowd marketing.

Next Steps

➤ Collect low-frequency semantics considering the growth of the voice search trend on mobile devices and optimize pages for such queries;
➤ Develop the site’s blog (informational traffic can always be converted, especially if the article topics are close to conversion!);
➤ Work on usability optimization of the site (since for customers, the priority is always sales);
➤ Innovations, experiments, and tricks that will forever remain a secret!)

Results

The website attracted 187,176 visitors from search engines for the promoted 4,000 keywords, exceeding the plan by 34%. Bottom line: we continue working, overdelivering on goals, and reducing the cost per click!