Objective: increase the volume of organic traffic, bring to the TOP 5 keywords
GEO: Kyiv and region, Ukraine
Period of promotion: 2021 - April 2024
Project status at the start of work
We, the marketing studio Idea Digital Agency, present our case study on the SEO promotion of a sushi delivery service. At the beginning of our work on the project, we conducted a thorough analysis of the technical aspects of the site and identified several key issues that required our attention and solution.
The main problems:
Errors in the Sitemap and Robots.txt file: During our first review, we found inconsistencies in the Sitemap and Robots.txt. These files are key for pointing search robots to the content and structure of the site. Incorrect configuration of these files could seriously reduce the indexing of the site and its visibility in search engines.
Lack of HTML (Human Interpretable URLs) on categories and products: The absence of CNC in URLs could make it difficult for both search robots and users to understand the content, as well as reduce SEO promotion.
Lack of micro-markup: The presence of micro-markup on the site could significantly improve the understanding of content by search engines, increase visibility in search results, and improve the user experience.
Duplicate H1 headings: The presence of two H1 headings on a page can be confusing to search engines and create confusion in the content hierarchy, which will negatively affect SEO performance.
Exceeding the size of images: Analysis of the size of images on the site revealed problems with their optimization. Images that are larger than 100 KB can slow down page loading, which negatively affects user experience and SEO performance.
Duplicate H2 subheadings: There were duplicate H2 headings and subheadings on all product card pages. This could confuse users and search robots, as well as negatively affect the relevance of the pages.
Duplicate Title and H1 headings: Duplicate meta tags and H1 headings on different pages of the site can lead to conflicts and reduce the relevance of content in the eyes of search engines.
The need to adapt the layout for mobile devices: An important aspect of improving user experience and SEO performance is the adaptation of the layout for mobile devices.
Links to unsafe connections in canonical tags: Links to insecure connections can give users the impression that your site is unreliable and negatively affect its search engine rankings.
Links to unnecessary external sources: Links to unnecessary or inappropriate external sources can degrade the user experience and reduce the credibility of the site with search engines.
Conclusion: These technical issues became the starting point of our work on SEO promotion of the website of a sushi delivery company in Kyiv. Solving these technical problems will improve the visibility and effectiveness of the website in search engines with the help of our experience and expertise.
How we promoted the project
The process of promoting the project was carried out in several stages, starting with competitor analysis and ending with recommendations for local promotion and the use of Google My Business (GMB). Here's how we did it:
Competitor analysis: We conducted an extensive analysis of competitors in the sushi delivery niche, identifying their strengths and weaknesses, promotion strategies, key requests, and tactics. This helped us understand the current state of the market and identify our growth points.
Technical audit of the site: We conducted a thorough technical audit of the site, identifying and analyzing all technical issues that could affect its visibility and performance in search engines.
Semantic core (SC) collection: We analyzed search queries related to sushi delivery in Kyiv districts, as well as key queries in the niche. This helped us identify the main areas of optimization and website expansion.
Work plan: Based on the results of the analysis and audit, we developed a work plan that includes technical optimization, expanding the site structure, improving the user experience, link strategy, content creation and optimization, and local promotion through GMB.
Refinement of categories and pages: We analyzed the existing content and categories on the site, identified the missing elements, and made the necessary changes to improve its relevance and visibility in search engines.
Improving the user experience: We focused on creating a user-friendly and intuitive user interface that provides a pleasant experience and helps to increase conversions.
Blog content recommendations: We offered strategies for creating and optimizing blog content aimed at attracting the target audience and increasing its relevance for search queries.
Expanding the product range: We recommended and helped to implement the expansion of the product range to meet the diverse needs of customers and attract new customers.
Local promotion: Taking into account the high demand for delivery closer to the place of residence, we developed a local promotion strategy aimed at attracting customers from specific districts of Kyiv.
Recommendations for GMB: We provided recommendations on how to optimize and use Google My Business to improve visibility and engage your target audience.
Link strategy: We have developed a strategy to attract quality backlinks to the site. This includes searching for authoritative resources in the field of food and food delivery to post guest posts. Crowd-sourcing links on forums, posting on review sites, maps, and articles by top Japanese food deliveries or delivery reviews can also prove effective. Listings in databases and company databases, as well as publications on news sites, will complement this strategy by creating a diverse and authoritative link profile that will help improve the site's reputation and its position in search results.
All these steps together helped us develop a comprehensive promotion plan aimed at improving visibility, increasing traffic, and attracting new customers to the sushi delivery website.
Results.
The following positive changes have been achieved as a result of website promotion:
From the beginning of the promotion to the current moment, there has been a significant increase in organic traffic to the site. In particular, the number of people visiting the site daily has increased from 75 to 2,300. This indicates an increase in interest in the site and improved visibility in search engines.
It is also worth noting that thanks to local promotion and optimization for queries by Kyiv districts, we managed to attract new customers from these districts, which helped to expand the customer base and strengthen the brand's position in the local environment.
Overall, the results of website promotion show positive dynamics and confirm the success of the marketing strategies and tactics used.
Conclusions.
Our success with the promotion of a sushi delivery website is just one of the many examples of our ability to achieve outstanding results in the world of digital marketing. Not only do we increase organic traffic, improve search engine rankings, and increase conversions, but we also create strategies that lead to real growth for your business.
Now that you see what opportunities open up with our services, we invite you to join the list of our satisfied clients. Entrust us with your project and we guarantee that together we will reach new heights in the online world. Get in touch with our digital agency today and give your business the boost it deserves!