Case Study - SEO promotion for MrChili.ru online store

About the company: MrChili.ru is an online store specializing in the sale of knives, sharpening tools, and barbecue sets. The store runs on the Webasyst Shop-Script platform and is aimed at connoisseurs of quality goods for the kitchen and outdoor activities.

1. Goals and Objectives

SEO Promotion Goals:

• Increase organic traffic to the site.
• Improve positions for key queries related to store products.
• Increase conversion of visitors into buyers.
• Increase brand awareness in the market.

Tasks:

• Conduct a technical audit of the site.
• Optimize content for target queries.
• Improve site structure for user and search engine convenience.
• Improve the quality of the link mass.
• Optimize product pages to increase conversion.

2. Initial Data

Before the start of SEO work:

• Low organic traffic (about 200-300 visitors per month).
• The site had problems with indexing (e.g., duplicate content, lack of SEO-friendly URLs).
• Product pages were not sufficiently optimized for target queries.
• Lack of image and meta-tag optimization.

3. Stages of Work

3.1. Technical Audit

• Indexing Problems: Pages with duplicate content were detected, redirects to correct pages were missing, problems with SEO-friendly URLs.
• Speed Optimization: Images were optimized, lazy load for product photos implemented, caching settings improved.
• SEO Structure: Headings and meta tags were rewritten to improve page visibility in search engines.

3.2. Keywords and Content

• Market Analysis: Analysis of key queries on topics: "kitchen knives", "sharpening tools", "barbecue sets", "buy knives online".
• Content Update: Product descriptions were rewritten to include keywords. Blog articles and pages with useful information were created, e.g., "How to choose kitchen knives" or "Best tools for knife sharpening".
• Local SEO: Optimized store presence on maps (Google My Business) and other local platforms.

3.3. External Optimization

• Link Building: Launched a campaign to obtain high-quality external links through thematic sites and forums (e.g., culinary blogs, fishing and outdoor activities sites).
• Affiliate Programs: Creating partnership agreements with bloggers and culinary sites to promote products.

3.4. Conversion and User Behavior

• Landing Page Optimization: Category and product pages improved, customer reviews added, navigation improved.
• Buyer Psychology: Psychological trigger elements introduced, such as "Popular Products", "Discounts", "Top-Rated Products".

4. Results

3 months after the start of SEO work:

• Organic Traffic: Traffic grew from 2000 to 3600 per month.
• Keyword Positions: Positions for important queries improved:
• "kitchen knives" — 1-3 place in search results.
• "sharpening tools" — 2-4 place.
• "barbecue sets" — 3-5 place.
• Conversion: Conversion increased by 15%, thanks to improved site structure and more relevant product pages.
• Sales Volume: Sales increased by 20-25% due to improved visibility in search and increased traffic.
• Reviews and Trust: Reviews on the site become more visible, which improved brand trust and increased the number of orders.

5. Conclusion

SEO promotion for MrChili.ru led to a significant improvement in search engine positions and growth in organic traffic. With a comprehensive approach including technical optimization, content work, and link building strategy, we managed not only to improve the store's visibility but also to increase sales and enhance customer trust.