Promoting Online Tire Store: How Webcom Doubled Website Traffic In One Year
Season periods: March-May, October-December.
Reporting analytics system: Yandex.Metrica.
Below is a graph comparing traffic from the organic channel for the year of work with the project.
#1 Competitor Analysis
Competitors were selected on the basis of Serpstat data (Domain Analysis → SEO Research → Competitors) as well as based on the results of manual analysis of Google and Yandex SERP for high, middle and low-frequency queries.
The results of the analysis revealed the following points of traffic growth to the website:
- sizes (for example: "205/55 R16 tires»);
- brand + size (for example: "Hankook 205/55 R16 tires»);
- delivery cities (for example: "buy tires in Vitebsk").
The analysis showed that competitors have more than ten times as many links.
A detailed analysis of the backlink profile suggested the following growth points:
#2 Creating new pages
Pages were created if at least 1 product is available in stock. Otherwise, the pages were not created.
As a result, more than 1,100 pages were created along with separate sitemap.xml files for each page type. Sitemaps were added to Yandex Webmaster and the Google Search Console for detailed tracking of indexing of each page type.
Since the task was to attract regional traffic, it was decided to create 112 pages to directly target the largest cities in Belarus with a wide range of products, which had a positive effect on traffic from those areas. The business has delivery throughout Belarus, which makes it profitable to attract traffic from the targeted regions.
#3 Link building
The result of working with the link profile appears in the graph below (using the graph from Serpstat for the number of referring domains/pages. The arrows indicate the start of work).
The site quality index indicates how useful your site is for users according to Yandex.
The quality index is based on the size of the site's audience, the degree of user satisfaction with the site, the level of trust that users and Yandex place in this site, and other criteria. The calculation uses data received from Yandex services. The index value is updated regularly.
Map of domains is presented below.
The distribution of backlinks by Dofollow/Nofollow indicators is in the ratio of 279/57 according to Serpstat, there are no links from .edu and .gov sites .
The work on building links from forums gave good, but not outstanding results. Working with Facebook groups, on the other hand, turned out to be very fruitful, as it allowed us to attract targeted traffic with good behavioral indicators and led to several conversions.
The image below shows the results of working with a social network during the spring season.
#4 Meta tags optimization
An example of page templates for tire sizes is presented below:
#5 Technical optimization
After opening the content for indexing and fixing the cart, we have noticed significant improvements in traffic from search engines and behavioral factors.
The content of product card pages is generally not unique, but useful. This did not prevent the growth of traffic to the product card pages for low-frequency requests.
Other optimization work was standard:
- configuring sitemap.xml and robots.txt files;
- setting the rel="canonical" attribute of the <link> tag;
- setting the redirects from duplicate pages;
- setting the correct server response for non-existent pages.
#6 Changing product card preview structure
- Season (winter, summer, all-season).
- Tire brand (previously only the tire model was displayed).
- The word "Price".
The preview of such pages also displayed a price in the From-To format.
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