Task: promotion of a website for the sale of agricultural products in the Google search engine
Geo: all of Ukraine
Promotion period: April 2021 - February 2022
State of the site before the start of work
At the start of the project, the website had a basic presence in the Google search engine, but faced a number of technical and structural problems that limited its potential for organic growth. Key performance indicators demonstrated moderate results, but were far from optimal for a competitive agricultural market.
Website positions at the beginning of the work:
Positions by key to the section “Herbicides”
Key positions for the section “Fungicides”
Positions by key to the section “Wheat seeds”
Positions by key to the section “Barley Seeds”
Organic traffic first 3 months of operation
Work on the website
As part of the project, we carried out comprehensive work aimed at improving the technical condition of the website, increasing its visibility in search engines, and achieving a steady increase in organic traffic. The main goal was to eliminate technical errors, optimize the structure of the resource, prepare high-quality content, and develop a strategy for long-term SEO promotion.
We checked the connection of GSC and GA, as well as the connection between these services
Set up and verified Google Search Console (GSC) and Google Analytics (GA) accounts.
Ensured proper communication between services for full data exchange and accurate tracking of key performance indicators (KPIs).
We checked the transfer of data on traffic, traffic sources, indexing errors, and page performance.
In-depth technical audit of the website
We performed a comprehensive analysis of the technical condition of the site, including checking the page loading speed, mobile adaptability, and correctness of the HTML/JS/CSS code.
We checked for errors in sitemap.xml and robots.txt.
We analyzed the status of page indexing, duplicate pages, redirects, and canonical URLs.
We found technical errors that prevent effective indexing and ranking of the site.
Broken links were found on the site
The site was available at several addresses with and without www
We provided recommendations for the correct operation of filters on the site. Previously, they were performed using ajax, respectively, the url does not change when choosing a filter and there are no additional landing pages
Link analysis of the site and analysis of competitors
The external link profile of the website was analyzed to assess the quality, quantity, and relevance of links.
Competitive analysis was performed to identify key link promotion strategies for niche leaders.
Opportunities for obtaining high-quality backlinks were identified.
We checked the website for technical errors with a crawler + GSC + search engine results analysis
Specialized tools (e.g. Screaming Frog, Ahrefs, SEMrush) were used to scan the website for technical errors.
We checked Google Search Console reports to identify critical indexing errors and page issues.
Analyzed positions in search results for key queries and identified opportunities for improvement.
Developed a project promotion strategy
An individual SEO promotion plan was developed, taking into account business goals, the competitive environment, and the technical condition of the website.
Priority areas of work have been identified: technical optimization, content strategy, and link promotion.
Key KPIs for evaluating the effectiveness of the promotion were set.
We collected the semantic core for the website
Analysis of targeted search queries using specialized tools (Ahrefs, Sersptat).
A complete list of keywords was collected, taking into account frequency, competition, and commercial intent.
Keywords were clustered based on search results for further page optimization.
Website structure developed
We created an optimized website structure based on the semantic core and user behavioral factors.
Priority sections and subsections are identified
TOR + OBJECTIVES for priority sections have been drawn up
We created terms of reference for copywriters and content managers with clear recommendations for content filling.
We developed unique Title, Description and H1 headings for the key pages of the website.
These stages provided a comprehensive approach to optimizing the site, improving its visibility in search engines, and achieving the project's business goals.
From the second month of work, we began a smooth development of the link profile. The linking strategy envisaged a gradual increase in the number of domains that link to us every month. We focused the linking strategy on obtaining article perpetual links, forum links, and links from directories (to dilute the linking strategy), as well as to obtain an additional source of referral traffic.
Results.
Organic traffic on the website increased by 46% during the promotion period
The site is experiencing positive organic traffic dynamics, which indicates the positive impact of the optimization and re-optimization work.
Website positions
The percentage of growth/decline:
Key distribution diagram:
Positions by key to the section “Herbicides”
Positions by key to the section “Sunflower seeds”
Positions by key to the section “Wheat seeds”
Positions by key to the section “Barley Seeds”
Key positions for the section “Fungicides”
Positions by key to the section “Plant protection products”
Conclusion:
The Eridon website promotion case study shows the effectiveness of an integrated approach to SEO optimization:
Technical audit: we eliminated errors, optimized the loading speed, customized sitemap.xml and robots.txt.
Content strategy: we created unique meta tags, optimized the site structure in accordance with the semantic core.
Linking strategy: we increased the number of high-quality backlinks to increase the credibility of the site.
Growth of indicators:
Number of users: +12.32
Number of new users: +13.74%.
Steady improvement of positions in search results.
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