Objectives: Increase the agency's online presence, increase traffic to the site, and increase conversion
GEO: Dnipro and Kyiv
Promotion period: March 2021 - January 2022
We worked with an outdoor advertising agency that wanted to improve its visibility in search engines to attract new customers and increase sales. When we started working with the agency, the client had a website with minimal traffic. In this case study, we will look at SEO promotion strategies for an outdoor advertising agency that allowed us to strengthen our market position and attract new customers.
Project status at the start of work
When we started working on the project, it was obvious that the agency's website needed a redesign to improve both user experience and SEO performance, so our team first developed a technical task for the development of a new website and oversaw its implementation.
The terms of reference included the following key points:
Improved site structure: We optimized the structure of the new site with the best SEO practices in mind to ensure easy navigation and improved indexing by search engines.
Optimized loading speed: The new design uses the best technical solutions to speed up page loading, which has a positive impact on user experience and SEO performance.
Mobile adaptation: Taking into account the growth of mobile traffic, we focused on mobile adaptation to ensure the convenience of viewing the site on all devices.
Technical SEO: We conducted a thorough analysis of key SEO factors, such as meta tags, URL structure, loading speed, sitemap, micro-markup, and other technical aspects to ensure proper indexing and high visibility in search engines.
Content migration and redirects: We developed a content migration plan with the organization of 301 redirects from the old site to the new one to preserve and redirect search indexing and old links.
Thanks to this approach, we managed to immediately take into account all the technical nuances important for successful website promotion in search engines and effectively implement the redesign. As a result, we were able to achieve a significant improvement in SEO performance in a short time, which had a positive impact on attracting new customers in the competitive environment of outdoor advertising.
How we promoted the project
Based on the identified problems, we developed a promotion strategy, starting with a thorough audit of the site and ending with the creation of optimized content and improvement of technical indicators.
Competitor analysis: We conducted an extensive analysis of competitors in the OOH niche, examining their promotion strategies, keywords, link profiles, and overall visibility in search engines. This analysis helped us to identify the strengths and weaknesses of our competitors and determine our competitive advantages.
Technical audit of the website: We conducted a thorough technical audit of the outdoor advertising agency's website, identifying and analyzing all technical issues that could negatively affect its visibility and effectiveness in search engines. We paid special attention to page loading speed, meta tags, URL structure, mobile optimization, and other important aspects of SEO.
Collection of the semantic core (SC): We analyzed search queries related to outdoor advertising, as well as key queries in this niche. This helped us to identify the main areas of content optimization, select keywords for each page, and create a content marketing strategy.
Creation of technical specifications and meta tags: We developed the terms of reference for optimizing the site's pages, including the creation of effective meta tags (titles, descriptions) that take into account key queries and attract users' attention in search results. We also developed a technical specification for creating new pages and blogs for further optimization.
Selection of topics for blog articles: We analyzed the interests of our target audience and current search engine queries to identify relevant topics for blog posts. This allowed us to create content that would be useful and interesting to our potential customers.
Content and page optimization: We optimized the content on the main pages of the site and in the blog, including the correct use of keywords, improving the structure of texts, adding internal links, and other measures aimed at improving SEO performance.
Selection of platforms for placing perpetual links: We analyzed and selected platforms where you can place perpetual links to improve your website's link profile. This included assessing the authority and relevance of potential link partners.
Placement of Local SEO and Eternal Links: We placed the site on local platforms and directories to increase visibility in local search queries. We also placed permalinks on relevant and authoritative resources according to the developed anchor strategy.
Preparation of the terms of reference for crowd links and their placement: We prepared the terms of reference for the placement of crowd links and selected suitable platforms for link placement in order to further improve the link profile and authority of the site.
Results.
After implementing a comprehensive promotion strategy for the outdoor advertising agency, we achieved the following positive changes:
Increase in organic traffic: There has been a significant increase in organic traffic to the site. The daily number of visitors increased from 0 to 550 people.
Increased positions in search results: The site has significantly risen in search engine rankings. We noticed an improvement in positions for the main key queries, which led to an increase in page click-through rates.
Growth of authority and link profile: Thanks to active work on the link profile of the site, we have achieved an increase in the number of external links from reputable resources, which has had a positive impact on the growth of the site's authority in the eyes of search engines.
These results demonstrate the successful implementation of the SEO promotion strategy, which has led to an improvement in the visibility and effectiveness of the outdoor advertising agency's website.
Conclusions.
The project has demonstrated the importance of SEO optimization even for companies specializing in offline services such as outdoor advertising. The results of our Digital Agency showed that the right SEO strategy can significantly increase the online presence of a business, attract new customers, and increase sales. Important success factors included a systematic approach to optimization, regular monitoring and analysis of data, and adapting the strategy to changes in search algorithms and user requirements.