SEO promotion of a bag and accessory store

Result of a 1 year systematic work:

  • Increase search traffic by 75%
  • Increase sales twice

What’s at the start?

Start of work: 09.2018

Client: online store of bags, wallets, belts

The site had good traffic, but the client decided to change the contractor due to the lack of positive dynamics.

Project task:

The main task was to increase SEO traffic on the site, especially in the priority areas – men’s, women’s wallets, men’s bags, and belts.

The working process

We always start working on a project from the preparatory stage. We need to understand what is main mistakes and shortcomings, what points of growth we have on the project. After it, we know what should we do at the beginning of the promotion, how to choose the optimal strategy.

To do this, we analyzed the current results, and also analyzed the main competitors in priority areas. As we saw, there are marketplaces and very large sites in the top for the highest-frequency keywords, which it is almost impossible to compete.

Based on this, we decided to concentrate on promotion mid and low-frequency keywords to the Google top – this is categories and filtering pages. For these keywords, Google’s top was more diverse and the competition was less + this traffic was more conversion, more chances to reach the TOP-3. We also saw growth points – competitors generate page headers for filtering by templates. Their pages do not contain exact content with main clusters keywords, there are not enough key entries, and texts are not everywhere.

Semantic core and content

We worked in detail with several categories every month:

  • collected the widest possible semantiс core
  • compiled an optimal structure for new filter landing pages and filter intersections
  • wrote h1  “manually” for old and new pages not to use the template. In this way, we optimized every page for the most frequent keyword in the cluster + made it more readable for users
  • created manual meta tags for filter pages to cover the cluster with as many keywords as possible. We also made the attractive snippet
  • we prepared technical specification for texts to each page, the copywriter wrote the texts according to it
  • analyzed existing texts – many texts had to be rewritten due to low uniqueness or overspam
  • prepared semantics for writing blog articles

On this project, the copywriter constantly wrote unique texts for product pages, it was an additional plus.

Internal optimization

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

  • eliminated duplicate meta tags
  • closed with the nofollow attribute sitewide links to service pages (Favorites, compare, login, registration …), external links were closed too
  • sort pages, search pages, and other duplicate pages were closed from Google indexing by the robots meta tag
  • removed products, categories, and brands that gave a 404 server response from the sitemap
  • corrected the robots.txt file
  • improved site download speed
  • removed the partial texts closing with the Read more button – implemented complete texts display on pages
  • removed the texts displayed on the sorting and pagination pages
  • made url lowercase, set up 301 redirects

Unfortunately, the client could not implement the Ukrainian version of the site due to the technical features of the CMS.

What was done on the project before the start of SEO work:

  1. Good technical implementation of filtering – correct URLs were implemented on the pages that have traffic. Other filtering pages were implemented on the site not by links (via a POST request), and a url with a get parameter was formed after click with closing from indexing via meta tag robots
  2. The product pages had internal links to the relevant low and medium-frequency filtering categories.
    The products in this niche do not bring traffic – so it is logical to transfer the internal weight to the relevant product filter pages.
  3. On the listing pages, the same data from point 2 was loaded in the list mode only without links – which made it possible to add additional keywords entries for filtering pages, which brings a positive effect to the site relevance

External optimization

We analyzed the existing inbound links in comparison with competitors and found the following shortcomings:

  • the site was partially promoted by low-quality links through the sape exchange (which, after leaving for another contractor, began to disappear)
  • a very high percentage of anchor links compared to competitors
  • links were built only on 9 pages of the site
  • very few links led to the main page of the site
  • only a small number of links from Ukrainian sites led to the site

As a result, we developed a plan for the link mass formation, taking into account previous disadvantages:

  • increased the percentage of links to the main page
  • on pages with a lot of anchor links and poor results for positions – increased the % of non-anchor links
  • turned on maximum randomness – formed links to medium- and low-frequency pages

What links did you build?

  • crowd links (forums, comments)
  • article links on trust Ukrainian sites (substantially media) through link services and outreach

They made an accent precisely on the quality of the links, and not on their quantity. After half a year of work, the budget for links was increased by 40%, because we used all high-quality donors with low prices and did not want to reduce the dynamics.

Result

After the implementation of a good h1, title, and text indexing, many keyword groups reached Google top-20 and after building 1-3 links they got  to the TOP-5. Higher frequency groups gradually began to grow too.

We should notice that this niche has significant seasonality – so it is worth comparing the results with last year’s traffic and sales, and also analyzing the dynamics by positions in google.

For a year of work, we managed to increase traffic by 75% – below is a screenshot of a comparison of monthly traffic in 2019 and 2018.

In some priority areas, the site has overtaken all competitors.

Conclusions:

Starting SEO work, it is very important to develop a general promotion strategy. In this project, we focused specifically on medium- and low-frequency requests for the most converting categories. This is especially important in the context of a trend when only aggregators and large sites occupy the google top in high-frequency categories.

At the same time, the emphasis on narrower categories allows you to take top positions quite quickly and with small budgets and brings targeted SEO traffic to the site.

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