SEO Marketing for IT Products

Beginning of the Project

The project commenced in May 2017 with an initial traffic of 71 visits per month.

Client: AI HELPS, a software developer specializing in the beauty industry

Project: Development and optimization of the website for Beauty PRO Software, a salon automation service.

Project Objective:
To drive organic traffic to the website using targeted commercial and informational keywords.

Challenges in the Niche:

The beauty industry niche faced specific difficulties, including:

    1. Limited traffic due to its narrow focus.
    2. Extended decision-making process for visitors, requiring multiple interactions.
    3. Restricted range of topics for article creation.

Results:

Internal optimization

After conducting a comprehensive technical audit, we identified and resolved several issues within the website:

  1. Corrected the issue where the WWW version of the website returned a 404 server response instead of a proper 301 redirect.
  2. Ensured a smooth migration to the HTTPS version of the website.
  3. Rectified the problem where URLs without a language parameter redirected to the English version using a 302 redirect.
  4. Improved the indexing of language-specific URLs by search engines, as previous versions had GET parameters.
  5. Corrected the incorrect designation of the Ukrainian language version in the rel=”alternate” language attributes.
  6. Removed URL versions with GET parameters from the rel=”alternate” attribute.
  7. Resolved errors in the hierarchy of H1 to H3 heading tags.
  8. Fixed issues with internal links, including absolute/relative URLs and inconsistencies with language parameters.
  9. Improved the implementation of the 404 error page.
  10. Addressed cyclical redirects on certain articles to prevent redirection loops.
  11. Resolved the problem where some content on the main page was not being indexed properly by Google, causing only the first half of the page to be visible in search results.

Additionally, we identified two critical errors that were promptly addressed:

  1. Opening the development version of the site for indexing, which was rectified to prevent indexing incomplete or non-functional pages during the development process.
  2. Ensuring that the site was not erroneously blocked from indexing by the company developer, ensuring proper visibility on search engines.

Given that the website was constantly evolving with new features being implemented regularly, it was essential to maintain strict control from an SEO perspective. We also supported the client during the site transfer to a new domain, ensuring a smooth transition.

Keyword Research and Content Strategy

During the initial phase of our collaboration, we conducted comprehensive research to gather all the relevant commercial keywords for the website. Subsequently, we focused on monthly efforts to develop the semantic framework for articles and additional product landing pages.

The following actions were implemented:

  1. New Landing Page Structure: We restructured the landing pages to optimize their effectiveness and alignment with user intent.
  2. Enhanced Meta Tags: We created new and improved meta tags for all pages of the website, ensuring better visibility and relevance in search engine results.
  3. Content Optimization: We either created new content or optimized existing texts to improve their quality and alignment with targeted keywords.
  4. Visual Layout Improvements: We enhanced the visual presentation of the texts, incorporating illustrations, improving structure, and utilizing lists, among other elements.

Blog Development

  1. After four months, we initiated work on the site’s blog section, which involved the following steps:
    • Monthly collection of semantic keywords for new articles.
    • Selection of article topics, carefully tailored to the needs and interests of the target audience, specifically salon owners.
    • Crafting meta tags for each article.
    • Analysis of competitor articles, both within our geographical target and in more competitive markets like the United States.
    • Development of detailed technical specifications for our articles based on the analysis results.
    • Thorough review and verification of the texts written by copywriters.
    • Creation of technical specifications for updating articles that had lost their popularity.
    • Implementation of relevant internal and external links to support the articles.

By focusing on semantic core development and content strategy, we aimed to enhance the website’s visibility, engagement, and relevance to the target audience.

External Optimization

Prior to our engagement, the project had not acquired any backlinks, providing us with an opportunity to establish a strong link profile from the start and avoid addressing any existing link-related errors. We immediately initiated link-building activities, focusing on obtaining links from websites with high SEO authority. This approach ensured the project’s resilience to algorithm updates throughout the past three years.

The types of links we built were as follows:

  1. Crowd Links: We acquired links through forums and comments, strategically placing them in relevant discussions to drive traffic and improve visibility.
  2. Article Links: We obtained links from reputable Ukrainian websites, particularly media platforms, using link-building services and outreach techniques. We secured links from approximately eight domains per month.

Our emphasis was on acquiring high-quality links rather than pursuing quantity alone.

Results

Over the course of our 3.5-year collaboration, organic search traffic experienced a substantial increase from 71 monthly visits to 29,598 monthly visits. The majority of the website’s traffic is now generated through the blog, which has proven successful in attracting high-quality leads.

These achievements were the result of our collaborative efforts with the client. We were fortunate to have a client with an excellent service that was utilized by other businesses, including some of our other clients and acquaintances. The client demonstrated a prompt response to our recommendations and promptly informed us of any planned site changes, enabling us to quickly implement necessary adjustments.

In addition to SEO promotion, the client leveraged other channels to attract traffic and customers, such as Google and Facebook advertising, as well as offline marketing activities. These efforts positively influenced the SEO results by generating increased brand traffic and improving behavioral factors.

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

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