Case Study - SEO promotion for a sports goods and nutrition online store: 4x traffic growth and 8x revenue increase.

Client

A large online store of sports goods and nutrition based in St. Petersburg. The store has about 9000 products and has been operating since 2004.

The Challenge

We were engaged in the development and support of the client's website, while search promotion was handled by another contractor. The client asked us to conduct an express audit, where we discovered a number of problems and proposed to take over SEO promotion. The client agreed.

What was the problem?

1. Large query clusters were not covered; souvenirs are not always searched for by name. The catalog structure and product cards did not correspond to these queries.
2. There was little targeted traffic in the home region; the interest was in the whole of Russia and major cities. To promote across Russia, we needed to choose a strategy and implement it.
3. Many technical errors: broken links, empty or non-unique headings, errors in page descriptions, etc.
4. Problems with functionality, mobile adaptability, and Usability, which affects conversion.
5. WEB analytics were not configured: e-commerce in Yandex Metrica and e-commerce in Google Analytics. Without this data, it is extremely difficult to make decisions about the effectiveness of store promotion.

Search Engine Promotion in Ecommerce has many nuances that many specialists forget because they work with many directions. We deal only with online stores and have extensive experience to see many problems. The result of the work is a comprehensive approach - usability of desktop and mobile versions.

What was done?

1. Changed the design theme.
2. Improved the mobile and desktop versions of the site.
3. Boosted scores in Google Page Speed.
4. Added regions for Yandex (million-plus cities) on subdomains.
5. Improved the shopping cart.
6. Removed broken links.
7. Configured e-commerce analytics.
8. Worked on site content - information pages, products, and categories.
9. Reassembled semantics.
10. Worked on headings and meta descriptions.
11. Configured all Webmasters tools.
12. Improved business accounts in Yandex Directory and Google Business.
13. Accelerated site loading.

What is the result?

Index Growth

Increased the index volume from 1400 to 12,000+ pages, covering 90% of the target semantics.

Traffic Growth

Increased the volume of targeted traffic from 4000 to 18,000 unique visitors per month.

Below you can see on the graphs that the growth was 4x, which pleases both us and our client!

• SEO promotion
• Design theme change
• Site acceleration
• Google Page Speed optimization