From September 2017 to July 2018, revenue increased by 912.95%, and conversions by 1,167.50%
INITIAL DATA:
| Period | Sep 2017 – Present |
| Niche | Online store of shoes and accessories |
| Product assortment | Over 1,500 products in 56 product categories |
| Goal | Conducting a broad advertising campaign to inform the target audience about promotions and events at the shopping and entertainment center (mall). |
| Task | Increase organic traffic and achieve TOP rankings with the goal of increasing sales volume over the course of the year. |
| Effectiveness | Increase in organic traffic, reduction of bounce rate, advancement of positions to the TOP. |
Results of the advertising campaign in the Google Display Network (GDN)
| Metric | Value |
| Organic traffic growth | From September 2017 to July 2018, traffic growth increased by 1,057.52%. |
| Number of queries in the TOP 30 | Most high-frequency queries occupy the top positions in the search results. From September 2017 to July 2018, positions increased: in the TOP 3 by 2,600%, in the TOP 10 by 1,338%, in the TOP 30 by 375.00%. |
| Conversions | From September 2017 to July 2018, the number of conversions increased by 1,167.50%. |
| Revenue | From September 2017 to July 2018, the number of conversions increased by 1,167.50%. |
Work on internal website optimization, external promotion, and the chosen content strategy yielded positive results. The outcome of SEO promotion after a year of project work is an increase in unpaid search traffic by +1,057.52%. In quantitative terms, organic traffic grew by 11.5 times, which allowed July’s results to exceed the planned indicators for August 2018.
One of the qualitative indicators of the project’s promotion is the growth in the number of new users visiting the website. During the promotion period, the influx of new users increased by 712.92%. The ratio of returning users improved by 29.01%.
When developing the promotion strategy for the informational and educational portal, a method of promotion based on a broad semantic core was chosen, which includes low-, medium-, and high-frequency queries. The result of six months of work was the placement of 950 queries in the TOP-30.
Campaign summary: project at the start
The online store was on a subdomain, while the main domain hosted a catalog with a selective set of product pages. The store lacked an adequate structure and filters. The website did not have an SSL certificate installed.
Content optimization
➤ Collection of the semantic core for high-frequency, medium-frequency, and low-frequency queries;
➤ OnPage optimization across all site categories;
➤ Writing content for the website optimized for key queries using LSI (Latent Semantic Indexing) principles.
Technical optimization
➤ Creating the online store catalog on the main domain;
➤ Switching the site to https;
➤ Setting up redirects from subdomain pages to catalog pages on the main domain;
➤ Creating pages for popular filters and partially optimizing them;
➤ Closing product page duplicates;
➤ Closing technical pages;
➤ Adjusting the robots.txt file;
➤ Creating the sitemap.xml;
➤ Optimizing pagination pages.
External promotion
➤ Publishing articles with anchor links on authoritative thematic and news platforms;
➤ Posting information on Google My Business (GMB);
➤ Working with social signals — activity and reach on Instagram, Facebook, and other platforms;
➤ Crowd marketing — placing links and mentions on forums, review sites, and communities.
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