Objectives: increase in the number of sales of services, growth of positions for certain keywords, increase in the number of visitors.
GEO: Ukraine
Promotion period: May 2020 to November 2020
Project status at the start of work
At the very beginning of our work with the online dental materials and equipment store, we saw the need for technical improvements after the new website was completed. The technical errors found significantly hindered the normal promotion of the site in organic search results. The main technical issues included:
Layout: It was necessary to adjust the layout sequence so that the search bot could see the site structure in the proper order.
Technical and junk pages: Pages that are of no value to users and search engines were not excluded from indexing, which reduced the relevance of the site.
Duplicate metadata due to the conflict of language versions: The site had duplicate metadata (Title, Description, h1) due to a conflict between different language versions. This led to poorer rankings in search results and confusion for users.
Lack of meta tags: Many pages were missing Title and Description meta tags, which reduced their attractiveness in search results and negatively affected click-through rates.
Lack of 301 redirects: Some pages did not have correct 301 redirects, which could lead to duplicate content.
Website loading speed: The website had a slow loading speed, which negatively affected the user experience and search engine rankings.
Server response speed: The server had a high delay in responding to requests, which also affected the overall performance of the site.
Setting up the filter operation: Filters on the site were not working correctly, making it difficult for users to navigate and find the right products.
Product micro-markup: The product micro-markup needed to be revised to correctly display information in search engines and improve the visibility of products.
Thus, comprehensive technical and thematic optimization work was required to improve the site's position in search results and increase its efficiency.
We also provided a lot of recommendations on how to improve the Home page and Product Cards in terms of SEO.
How we promoted the project
To promote the online store of dental instruments, materials, and equipment, we developed and implemented a comprehensive strategy that included technical problem-solving solving, internal and external optimization.
Elimination of technical problems
We have fixed the main issues identified during the technical audit, such as two h1s, duplicate blocks on the page, missing descriptions for blog articles and doctor pages, availability of images via HTTP, missing H1 on the main page, etc.
Internal optimization
We conducted a study of competitors' promotion strategies.
We drew up a technical specification for technical improvements to the site after the move and the introduction of a new design.
We expanded the structure of the site by adding subcategories, which allowed us to cover medium and low-frequency categories.
We created a technical specification for the website's pages to be optimized: title and description, content, and product cards.
We expanded the semantic core and clustered it into categories, which significantly increased the site's visibility in search engines and increased traffic.
We launched a monthly blog update, publishing at least 3-4 articles per month. To do this, we drew up a technical specification for writing relevant blog posts.
We added automatic linking blocks to the service and blog pages.
We put internal manual linking in the texts of services and blog articles to distribute internal weight to the necessary pages by relevant anchors.
External optimization
We started building up the link profile by performing a detailed analysis of competitors' link profiles.
We regularly increased the number of links and expanded the link profile of the site (outreach, crowds, submissions, local directories).
We used different types of links: anchors, nofollows, anchor + brand, and images.
These steps made it possible to significantly improve the site's position in search results, increase its traffic, and improve the overall efficiency of the online dental materials store.
Results
As a result of the work carried out, the online store of dental instruments, materials, and equipment has significantly improved its position in search engines and increased organic traffic. In particular, from May to November 2021, the number of users visiting the site per day increased from 613 to 2145:
Elimination of technical problems, expansion of the site structure, regular work with content, and building up the link profile made it possible not only to achieve top positions for medium and low-frequency queries but also to start promoting high-frequency keywords, which ultimately led to an increase in the site's visibility and popularity among the target audience.
Conclusions
Promoting an online store of dental instruments, materials, and equipment has demonstrated the effectiveness of an integrated approach to website promotion. Achieving top positions for key queries confirmed the correctness of the chosen strategy and the need for regular analysis and optimization to maintain competitive advantages in the market.