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Today we have a small case on SEO-promotion of the website of a furniture shopping center, one of the largest in Ukraine. The shopping center provides a selection of home goods on the site: furniture, mattresses, lamps, doors and stairs, decor and textiles, carpets, tiles, household appliances and plumbing.

  1. Service: internal website optimization and external SEO promotion;
  2. Promotion region: Kyiv and Ukraine;
  3. Promotion period: the case shows a segment – 31.08 – 25.11
  4. Budget: $800 was spent on link promotion (client-side copywriting).
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So, at the time of the start of work, the traffic was 740-760 users per week.

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Analysis of competitors in the furniture industry

Before starting work on promotion, the SEO-Studio team conducts a full-fledged pre-launch analytics, which is divided into 3 main parts:

  1. Niche business intelligence;
  2. General marketing analysis (traffic channels);
  3. Detailed analysis of competitors in the search.

Prelaunch analytics should be carried out in order to understand in which direction to move and what methods to use in promoting the project. The analytics took into account the number of pages in the SERP, all external links, traffic (organic), the features of each competitor that can be borrowed.

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Semantics

In order to determine the promotion strategy, we have collected all the semantics of the niche. The client, following our recommendations, expanded the structure and added new categories.

A team of copywriters on the client side wrote SEO texts for new categories according to our terms of reference.

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SEO audit

After collecting the semantics and expanding the site structure, we conducted a full SEO audit of the project. This made it possible to draw up a TT (technical task), according to which all the main errors of the site were corrected.

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What bugs we fixed (in short):

  1. The site found links with a 404 response code. Links were replaced with correct ones with a response code of 200 or deleted (if the links were no longer needed);
  2. Found many duplicate pages. The scheme for working with duplicates was recently described in the blog, by reference;
  3. Found a lot of pages with blurry tags Title, H1;
  4. We found technical pages that were not closed from indexing;
  5. There were no texts on the category pages (we prepared TT for copywriters);
  6. Found that the texts on the site were not unique (prepared TT for copywriters);
  7. Found pages with missing products. It was recommended to write a rule – if there are no products in the category, then you need to make a 301 redirect to the main page and remove the link from the navigation menu;
  8. Found that h2-h6 tags were used incorrectly on many technical pages;
  9. Closed from indexing the search page “search”;
  10. Closed from indexing bookmarks page;
  11. Gave recommendations to improve site loading speed.

What intermediate result did we see after the implementation of the terms of reference and bug fixes:

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Optimized filters

In a separate document, we have prepared recommendations for creating optimized filters. In short:

  1. It was recommended to make all filters physical pages (including brand filters);
  2. Gave recommendations on url generation;
  3. We recommended to implement filters for all product characteristics, correctly implemented the checkbox;
  4. Set up auto-generation of meta tags for wildcard filters.


Usability audit of the project

After the implementation of the terms of reference, we conducted an user experience audit .
The Home page of the site has been improved, the following blocks have been added:

  1. Text block on the Homepage;
  2. Block with the latest added articles;
  3. Block with the latest products added to the site.

It was recommended to add a fixed menu, which is an important element of the site’s usability, as it allows you to keep important information about the purchase in front of the customer at all times.

They also gave recommendations on improving the search performance on the site, recommended adding product comparisons, setting up communication with potential buyers, introducing reviews and implementing open-graph markup (a protocol that structures page information in a social media post when a user shares a link).

The full usability audit was over 20 pages long.

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Link profile analysis

SEO-Studio specialists, before purchasing external links to the site, analyzed the link profile of the project. We have seen that the profile does not meet the following requirements:

  1. Lot of referring donors with non-natural anchors;
  2. Links were purchased for the most part to the main page of the site;
  3. A small number of nofollow links.

To correct the situation, we built a strategy. In short:

  1. We put links from different sources: blogs, forums, news and thematic sites;
  2. Links from forums will even out the ratio of dofollow and nofollow links;
  3. We buy links for categories of sites, which will entail a natural increase in links;
  4. We compose an anchor list based on the current state for each link to which the donor will link.
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Results

At the time of launch, we had 740-780 visits per week. 3 months after the implementation of our recommendations, they received 1900-2300 visits per week ($800 was spent on link building).