Source data:
Client: Center for training cosmetologists "JES Cosmetology".
Objectives: increase organic traffic, and sales of video courses through the website.
GEO: Ukraine
Promotion period: February 2021 - August 2021
Project status at the start of work
At the start of the promotion of the JES Cosmetology website, it was decided to conduct a technical audit of the site. After a thorough audit of the site, we identified technical aspects that needed to be optimized. A complete list of recommendations for improving the technical component of the resource was compiled. At the same time, we conducted a competitor analysis, which allowed us to understand the client's current market position and determine a strategy to achieve competitive advantages.
An important step at the start of the work was also the registration and connection of Google Analytics and Google Search Console accounts, as well as their interconnection for further monitoring and performance analysis.
Content optimization was also a priority at the start of the work. We conducted a complete collection of the semantic core of the cosmetology training center's website, identifying keywords and phrases for further promotion. Based on this, we developed a project optimization plan, including structural changes to the website and an anchor strategy for link building.
Thus, at the start of the work, we carried out comprehensive work to analyze and optimize the project, which allowed us to start the process of website promotion with confidence in its effectiveness and prospects.
How we promoted the project
When promoting the JES Cosmetology training center, we conducted comprehensive analytics and optimization based on big data and research. Here are the main steps we took:
1. Competitor analysis: We carefully studied the on-page and off-page strategies of competitors, identifying their strengths and weaknesses.
2. Technical audit of the site: After conducting an SEO audit of the site, we developed a detailed technical task for programmers and content managers, focusing on the key tasks:
Improving website loading speed;
Fixing errors in the sitemap, including removing technical pages and closing them with the noindex tag;
Fixing 404 errors on site pages;
Setting up meta tag generation for blog category pages and author pages;
Eliminate unnecessary H1 tags;
Solving problems with duplicate meta tags on lesson pages within courses;
Correct setting of translation into Ukrainian;
Fixing problems with the display of breadcrumbs.
3. Setting up goals and conversions in Google Analytics: In order to record success in promoting priority areas (sales of video courses, distribution of drugs), goals and conversions were set up in Google Analytics.
4. Optimization of content and meta tags: We have worked on optimizing the content, correcting typos, adding meta tags that are missing on blog and category pages, as well as removing duplicate meta tags and unnecessary headings.
5. Work with the semantic core: The semantic core of the site was fully formed for optimal positioning.
6. Create a Google My Business account: To increase your visibility, we created and optimized your Google My Business account.
7. Building up the link mass: We systematically increased the number of links to the site using a variety of methods, such as outreach, crowdsourcing, and submissions to local directories.
8. Work with the blog: We actively worked with the blog, creating optimized articles in accordance with the ToR to attract additional information traffic.
As a result of our efforts, we were able to significantly improve the position of the JES Cosmetology project in search engines and attract additional traffic to the site.
Results.
After 7 months of active promotion of the training center for cosmetologists "JES Cosmetology", we have achieved impressive results. The site underwent a full technical optimization, as well as competitor and semantic core analysis, which allowed us to accurately determine the promotion strategy. We successfully improved the website's position in search engines, attracted additional organic traffic, and increased its visibility on Google My Business.
Setting up goals and conversions in Google Analytics helped us track our success in video course sales and drug distribution. Link building and blogging complemented our strategy and helped to increase the traffic and authority of the website. In general, the results of the promotion over the past few months were significant and confirmed the effectiveness of our efforts in developing the JES Cosmetology training center.
The dynamics of referring domains can be seen on ahrefs: since February 2021, the number of referring domains has increased by 26 quality donors.
After the promotion stopped, the site continued to show steady traffic growth. This is due to quality content that attracts organic users, as well as improvements in SEO optimization made earlier. Traffic growth can be seen using Serpstat:
In addition, we have seen a significant increase in the number of keywords for which our website began to rank in search engines. This is confirmed by the data presented in the graph, which shows how the number of keywords steadily increased even after the promotion was stopped.
Conclusions.
The JES Cosmetology project demonstrates the successful implementation of an integrated approach to website promotion. In general, the training center for cosmetologists "JES Cosmetology" is a vivid example of successful cooperation with our company, which is able to provide high-quality and effective promotion in the online environment.
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