ELS Systems specializes in the production of garbage containers, offering solutions ranging from standard street bins to innovative underground autonomous systems.
Website: https://els.systems/
Start of promotion: March 2024
The state of the site before the start of work:
The site was submitted for promotion immediately after development, having a brand new domain with no previous history and no established authority. As a result, the initial traffic and visibility indicators were practically non-existent.
Вік сайту
Work that has been done
To effectively promote https://els.systems/, we conducted a comprehensive audit and implemented a number of technical and SEO optimizations. The main goal is to improve performance, eliminate critical errors, and ensure correct indexing of the resource. Below are the key works that we performed as part of the website optimization.
Deep technical audit:
Improved website performance
During the audit of the websitehttps://els.systems/, we found a low level of performance of the mobile version, which negatively affected the user experience and page loading speed. The initial performance score was 44 points, and key metrics such as First Contentful Paint (4.2 seconds), Largest Contentful Paint (9.1 seconds), and Speed Index (5 seconds) indicated the need for optimization
To
As a result, the mobile version's performance score improved to 89 points.
We made changes to Robots.txt and sitemap.xml: We fixed errors in robots.txt and sitemap.xml that prevented the site from being indexed correctly. We specified the correct sitemap, removed unnecessary pages, and set up automatic sitemap updates. This helped to improve the crawling of the resource by search engines and increased its visibility.
Fixed JavaScript rendering errors: a problem with JavaScript blocking was detected, which makes it difficult for search engines to crawl it. Some resources do not load. This may affect the indexing of pages.
Optimized site metadata:we removed duplicate descriptions and filled in missing meta descriptions on key pages. This improved the uniqueness of the content and contributed to better indexing of the site.
There was also an issue with missing H1 headings in the mobile version.
Conducted an on-page analysis of competitors' strategies
We conducted a comprehensive on-page analysis of competitors, exploring the main methods of their promotion. We selected the most effective approaches adapted for a young website in order to quickly attract the first customers and generate leads.
Expanding language versions
We implemented an alternative Russian version of the site, which allowed us to significantly expand the semantic core and reach an additional audience.
Optimization of internal linking
We set up end-to-end linking through the main menu, in particular, implemented drop-down lists for the main categories, which improved navigation and page weight distribution.
We optimized the content on the categories:
We filled the texts with keywords,
We optimized meta tags and H1 headings,
Added additional elements: tables, "other types of containers" block (to improve internal linking),
We added a block "Our work (case studies)" with real examples of product use.
Developing an alternative approach to product cards
It was decided not to create separate pages for products, but to implement pop-up windows for product cards in the relevant sections. They contain all the necessary information:
Description and specifications,
The "Order" button,
Form for a quick order.
Visualization of product features
We developed a block with unique characteristics of each trash container to improve information perception and increase conversion.
Developing blog pages and attracting information traffic
We conducted a study of demand and the competitive environment, identified the most relevant and potentially traffic topics that could attract the target audience and respond to their requests. We also started developing information traffic on the website and attracting additional traffic.
Development of a new section "Cases"
In order to demonstrate real projects and successful product implementation, a separate section "Cases" was created. It allows potential customers to get acquainted with the company's experience and view practical examples of using garbage containers in different conditions. This section includes:
Detailed description of implemented projects
Photo reports on the work performed
Used containers and their characteristics
Additional elements to increase conversion
Development of commercial traffic through blog pages
Since the site's product range is limited, it would be impractical to expand the structure of the main Products section. At the same time, an alternative approach had to be found to increase traffic and attract potential customers.
The chosen strategy:
It was decided to develop commercial traffic through blog pages, integrating elements typical of landing pages.
To do this, we:
Identified key thematic sections of the blog that have the potential to attract targeted traffic and meet the commercial needs of users.
We started developing commercial semantics, including targeted keywords that help generate leads.
We have built in the ability to add pop-up windows to any pages and text blocks using short codes, which makes it easy to integrate commercial elements into information content.
Create a page template for commercial traffic
To make blog articles as effective as possible in attracting potential customers, we have developed a page template that is close to the commercial format:
Block with product range - displaying the relevant categories and models of containers.
Using commercial keywords – optimizing content for conversion queries.
Block “Our work” – demonstrating real examples of product implementation.
Feedback forms - the ability to quickly order or consult.
Analysis of off-page strategies of competitors and our website
We conducted a detailed analysis of the link profile of the website and competitors. It was found that some of the competitors have weak and low-quality links, including a limited number of article links and minimal placement in authoritative directories. This opens up the possibility of quickly getting ahead of them with the right linking strategy.
At the same time, other competitors have a high-quality link profile that includes article links on reputable sites, placement in business directories, and a certain number of crowd links. This indicates the need for a systematic increase in quality link mass to increase the authority of the site.
In order to gradually increase the link mass at the initial stage, it was recommended to use the following types of links:
Article links on authoritative sites (from the second month).
Crowd links for natural profile growth.
Placing a company in directories with a link to the website.
Since the project is young, the number of links is distributed evenly over three months for safe and effective promotion.
The results we got
The website was launched in March 2024 immediately after development, having a completely new domain with no established authority. From the very beginning, it was necessary not only to increase visibility in search engines, but also to gradually increase organic traffic.
Below are analytical data demonstrating the dynamics of traffic growth over the period of work on the project, from the initial stages of optimization to the achievement of the first significant results.
Traffic growth of more than 10 times from March 2024 to November 2024.
After reaching its peak in November (1,324 visitors), traffic slightly decreased due to seasonal factors and the holiday season. At the same time, the level of traffic remains significantly higher than at the initial stages of promotion. The overall dynamics confirms the effectiveness of the implemented SEO strategy and indicates further potential for growth.
Below is the data from Google Search Console for the year
The site's positions are showing positive dynamics, which indicates the effectiveness of the implemented SEO strategy. During the analyzed period, there was a steady improvement in the average position in Google search.
At the initial stage (April - June), the site started from low positions, gradually improving its visibility in search. The first slight increase was due to the indexing of pages and basic optimization. In the period from July to October, the average position began to improve significantly, which indicates the effectiveness of SEO optimization and the beginning of work on the link profile.
Below, we will demonstrate the priority clusters and positions of the site by keywords:
Underground garbage containers:
Sorting containers
Street garbage containers
Containers for used batteries
Metal trash containers
Garbage can 200l
The development of the link mass demonstrates a steady positive growth, which indicates the effectiveness of the chosen strategy. The placement is gradual, with an emphasis on authoritative resources, which ensures the naturalness of the profile and increased trust from search engines.
Conclusions and effectiveness of the strategy
The results of the website promotionhttps://els.systems/ confirmed the effectiveness of the chosen strategy and its impact on the growth of organic traffic and improvement of search positions.
Main achievements:
A 10-fold increase in traffic between March and November 2024.
Steady improvement of positions in search results - the site gradually rose from low positions and gained a foothold in the TOP-10 for most key queries.
The chosen approach to SEO promotion proved to be effective for a young website with no history and authority. The main focus was on comprehensive development: technical optimization, high-quality content, link strategy, and work with commercial traffic through a blog. This allowed the site not only to increase its visibility but also to create the basis for further growth.