+171% organic traffic and +137% conversions for online book store Valliza Book

valliza-book.com.ua

Objective: increase organic traffic and the number of conversions on the website of an online store.

Geo: Ukraine

Promotion period: January 2021 - January 2022.

Project status at the start of work

The site had a sufficient number of technical errors that prevented the normal promotion of the site in organic search results. The main technical problem was the Ukrainian version of the site, which did not contain content, as well as many duplicate metadata and unoptimized product pages. The following technical problems were also found on the site: low site loading speed, lack of breadcrumbs, incorrect markup for product and article pages, incorrect implementation of canonical, broken links, pagination errors, etc. In addition, there were visual imperfections in the layout of the site and the adaptive version for mobile devices. The project's traffic had a negative trend.

Some technical errors that were recorded at the start of the work: 

• Ranking of content in Russian in the Ukrainian version of the site.

• Absence of the canonical tag.

• There were duplicate meta tags on the site, and some descriptions were missing.

How we promoted the project

1. We analyzed competitors' on-page and off-page strategies.

2. We performed an in-depth technical audit of the website and identified a number of errors that prevented its effective promotion. We drafted a number of technical tasks for developers and content managers to eliminate them.

3. We monitored the correct implementation of the Ukrainian version of the website and helped to fill it with adaptive content.

4. We analyzed the site structure and made recommendations for its expansion.

5. Based on competitive analyses, we also drew up a technical task for the implementation of author pages.

6. We collected the semantic core and clustered queries.

7. We compiled terms of reference for category optimization: optimized title and description meta tags, H1 heading, and content on the pages.

8. We created template terms of reference for optimizing all products, and for all top products, we individually worked on optimizing them for relevant keywords.

9. We regularly worked with the link profile: we increased the number of links using a variety of links (outreach, crowd, summits, local directories).

Results.

As a result of our promotion efforts, we managed to steadily increase organic traffic. Despite the fact that this niche is affected by seasonality, and there was a decline in user interest in the summer, the figures as of January 1, 2022, are significantly higher than those as of January 1, 2021.

During the promotion period (1.01.2021-1.01.2022), the following dynamics were observed on the project.

• user growth by 171.57% (from 24002 to 65762 users)

• growth of new users by 181.95% (from 21979 to 61992 new users)

• Increase in sessions by 177.83% (from 24002 to 65762 sessions)

• Increase in conversions by 137% (from 409 orders per month to 1,078 orders per month)

The website ranks in the top 3 positions for more than 2.7 thousand keywords:  

The top positions are occupied, in particular, by brand requests:  

Dynamics of link building by project:

During the entire period of cooperation, we have collected the following: the search results for more than 100 pages of categories and subcategories, developed more than 65 technical specifications for content optimization on categories and in the blog, redesigned metadata for all categories, book collections, and product cards;

Currently, the promotion of the online store has been completed (due to the outbreak of a full-scale war), but thanks to good optimization and technical improvements, the site still has good performance.