Case Study: Promotion of the "Katana" Trademark Website

Inputs.

Business profile: brand manufacturer of ingredients for Asian dishes

Region of promotion: Ukraine

Promotion period: November 2020-November 2021 (12 months)

Website status: An unoptimized React JS website with almost zero organic traffic, no internal and external optimization, long page loads, and code errors.

 katana.ua

Objectives.

Increase organic traffic from Google, brand awareness, and the number of conversions to websites selling the brand's products (Prom, Rozetka, Zakaz.ua)

Special task: The client expected the results of an increase in organic traffic by at least 30% per month.

What we did

1. We developed a technical specification for migrating the website from React JS to WordPress.

2. A technical audit of the site was conducted:

   • Improvement of page loading speed.

   • Recommendations on how to protect the site from viruses.

   • Elimination of errors in the code.

   • Making recommendations on the use of blocks for SEO texts.

   • Recommendations for the implementation of META tags for all pages of the site (Title, Description, H1).

   • Elimination of errors in communication between language versions of the site.

   • Elimination of errors related to Canonical.

   • Creating the correct structure of headings on the site.

   • Development of the correct "Contacts" page.

   • Recommendations for the implementation of the necessary types of micro-markup were made.

   • Recommendations for redesigning the structural blocks of the recipe and life hacks landing pages were made.

3. Terms of reference for technical improvements to the site after the move were drawn up.

4. The semantic core of queries was collected.

5. An extended site structure was developed.

6. Based on the developed structure, the technical specifications for new pages (product categories) were drawn up.

7. The main pages of the site, categories, and product cards were further optimized.

8. Relevant content was written in accordance with the terms of reference for category pages based on the semantic core.

9. Systematic content filling of the "Asian Recipes" and "Asian Life Hacks" sections was introduced.

10. We conducted a link audit of the website and competitors.

11. A strategy was developed to increase the link mass with the help of links: eternal outreach links, crowd, local (registration in regional directories).

Results of the work

Since the beginning of the promotion, the number of keywords has increased by more than 15500.

Organic traffic increased approximately 8 times, from 528 to 4,388 users per month:

The organic channel accounts for 59.71% of the site's total traffic:

We took into account the wishes of the client, who wanted to receive a monthly increase in organic traffic indicators by 30% more than in the previous month, and came up with the following indicators:

• June-July 2021:

  

• July-August 2021:

  

• August-September 2021:

  

• September-October 2021:

  

After implementing the goal activation analysis in March 2021, the number of conversions was 554:

The conversions achieved include the following goals:

Growth in Google rankings by core queries

Below are some of the queries that ranked in the TOP 5 positions in the Google search engine:

*performance results for 12 months of promotion

Example of output for the query "What is needed for sushi" with a frequency of 590 queries per month:

Increasing the link mass

The site's link strategy was aimed at obtaining links from high-quality sites with high search engine trust and high monthly organic traffic.

Different types of links were used to promote the site:

• crowd;

• eternal;

• links from regional directories.

Links were purchased both to the main page and to the pages of product categories, recipe pages, and life hacks. We used both anchor and nofollow links to make the link profile as natural as possible.

In the process of optimization, we obtained:

• 81 high-quality external links;

• 94 crowd links;

• 49 links from regional directories.

  

Conclusion on the project

This project is specific since it is not an online store in the direct sense of the word - the company's products are not sold on the site itself. The site is one of the user's steps to make a purchase and, first of all, introduces the client to the brand, and also provides an opportunity to familiarize themselves with the range of products from the manufacturer, so that in the subsequent steps they make a purchase.

The main component of the site's content promotion strategy is the publication of high-quality content in the blog sections of the site "Asian Recipes" and "Asian Life Hacks". These sections brought most of the traffic to the site and made it possible to introduce a larger number of customers to the brand. At the same time, the processing of products and product categories was also not lost but was not a priority.

Also very important was the task of implementing all the necessary types of micro-markup on the site to obtain extended snippets in search results:

• For recipes (cooking time, calorie content, cooking steps, title image, number of servings…).
  

  

• For life hacks (implementation of structured lists, life hack author, publication dates...).
  

  

• Implemented the "Breadcrumbs" micro-markup.

• Implemented the Local Business micro-markup for the "Contact" page.

In addition to publishing new content in these information sections from month to month, we also worked on optimizing the content already published on the site, as well as improving the positions of the site pages using an effective link strategy. All the work done led to a significant increase in the project's search engine rankings:

• Organic traffic growth of 8 times.

• Since the start of the promotion, the number of keywords has increased by over 15,500.

• The site has significantly increased brand traffic and recognition.

• 554 conversions have been achieved.