SEO promotion of IT products

What’s at the start?

Start of work 05.2017
71 visits per month

Client – the company “AI HELPS” – software developer for the beauty industry

Project – site of Beauty PRO Software – beauty salon automation service

Project task:
Getting organic traffic to the site for commercial and information keywords

The main difficulties of the niche:

  • Narrow niche with little traffic
  • Long decision-making cycle by site visitors, many touches are required
  • Limited number of topics for writing articles

Results:

Internal optimization

After a technical audit, we found and fixed a whole list of problems:

  • version with www gave the 404th server response instead of the 301st redirect
  • correct moving to the https version
  • urls without a language parameter gave a 302 redirect to the English version
  • urls of language versions had get-parameters and were poorly indexed by the search engine
  • the designation of the Ukrainian language version was indicated incorrectly in the language attributes rel = ”alternate” 
  • also rel = ”alternate” contains urls versions with get-parameters
  • errors in the h1-h3 heading hierarchy
  • errors in internal links (absolute / relative, with / without language parameter)
  • incorrect implementation of the 404 error page
  • configured cyclical redirects on some articles
  • some content of the main page did not get into the Google cache, so the search engine “saw” only the first half of the page

Working on projects, we identified critical errors:

  • open the dev-version for indexing during the development of a new site version
  • faulty closing site from Google indexing by company developer

This site was constantly evolving, new features were implemented all time, so it was important to control it from the SEO point of view. Client also made a site transfer to a new domain, which we also supported.

Semantic core and content

During the first stage of cooperation, we collected all commercial keywords for this site, and after that, we worked monthly on the formation of semantics for articles and new additional product landing pages.

Implemented:

  • new structure of landing pages
  • added new meta tags for all pages of the site
  • new texts or optimized current texts
  • improved visual layout of texts (illustrations, structure, lists, etc.)

Working with a blog

After 4 work months we also began to work with a site blog:

  • collected semantics for new articles monthly
  • choosing topics for articles, we focused on the needs and interests of the target audience of the site – the owners of beauty salons
  • wrote meta tags
  • analyzed competitors’ articles, not only in our geo targeting but also in more competitive countries, such as the United States. Based on the results of the analysis, we formed the technical specification for our articles
  • checked the texts written by copywriters
  • made technical specifications for updating articles that had lost their popularity and required updating
  • formed links to articles

External optimization

Before working with us, this project did not receive links, which made it possible to set up the work with links “from the beginning” and not to fix the link profile errors. We immediately started building links from sites with high SEO parameters. This allowed successfully surviving all the algorithm updates over the past 3 years.

What links did you build?

  • crowd links (forums, comments)
  • article links from trust Ukrainian sites (mainly media) through linkbuilding services and outreach (+- 8 domains per month)

We made an accent on the high-quality links, and not on their quantity.

Result

For 3.5 years of our work on the site, organic search traffic has increased from 71 visits per month to 29,598 per month. Most of the site traffic comes from the blog, but it also successfully brings quality leads.

We achieved this result by working together with the client. First of all, I want to emphasize that our client has an excellent service that is used in other businesses, including by our other clients and acquaintances. All decisions and changes were made and implemented quickly, the client approves our recommendations, and warned about the planned changes on the site.

In addition to SEO promotion, the client used other channels to attract traffic and customers – google and facebook advertising, offline market activities, which also positively influenced SEO results due to the growth of brand traffic and improved behavioral factors.

Customer review on clutch.co – https://clutch.co/profile/site24#review-1663565

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