Task: organic traffic growth, increased sales, increased positions for certain keywords
GEO: Ukraine
Promotion period: from March 2024 to present
Client's website: https://opticaluxor.ua/
Project status at the beginning of work
During the analysis of the website of the online optics store, a significant number of technical and content shortcomings were identified, which significantly limited effective SEO promotion and reduced the site's potential in organic search results. Key technical problems included:
Page loading speed
Site pages were loading with delays, which negatively affected the user experience, increased the bounce rate, and limited the effectiveness of SEO promotion.
Problems with robots.txt file
Incorrect rules were found in the robots.txt file, allowing search engines to crawl pages that should be closed from indexing. This resulted in inefficient spending of crawling budget and could negatively affect the quality of crawling and indexing of priority pages of the site.
Fix Sitemap.xml
A significant portion of the site's pages were missing from the sitemap, which prevented search engines from receiving a complete list of priority URLs for indexing. This limited the site's crawl efficiency, slowed down the appearance of new and updated pages in search results, and negatively impacted the overall visibility of the resource.
Meta templates
Some of the site's pages lacked the necessary meta tags, such as title and description. This reduced the relevance of the pages to search queries, worsened the quality of snippets in search results, and negatively affected the site's clickthrough rate and position.
Micromarkup errors
Errors in the site's micro-markup were discovered, which resulted in incorrect or incomplete structured data being passed to search engines. This limited the capabilities of rich snippets, reduced the informativeness of search results, and could negatively impact the site's visibility in search results.
Language version connection
Switching between language versions of the site was done via 302 redirects, which created the risk of incorrect perception of the language structure by search engines. The use of temporary redirects made it difficult to correctly index language versions and could negatively affect the distribution of SEO signals between pages.
Pagination settings
Pagination pages displayed the content of the first page, which led to duplication of content and made it difficult to correctly index subsequent pages. This implementation reduced the value of the first page of pagination for search engines and could negatively affect the distribution of SEO weight within the sections of the site.
Canonical settings
Pages on the site were found to be missing the canonical tag, which created the risk of duplicates and blurring of SEO signals between similar URLs.
Duplicate pages
Duplicate pages were detected on the site. This led to a loss of SEO weight, made indexing difficult, and reduced the overall effectiveness of the site's promotion in search results.
Broken URLs and 3xx
Links were found on the site leading to pages with response codes 404, 302, and 301, which negatively affected the user experience and made it difficult for search engines to crawl the site correctly.
Thus, to improve the site's position in search results and increase its overall efficiency, it was necessary to implement comprehensive technical and content work aimed at eliminating identified errors, improving the site's structure, and increasing its relevance to search engine requirements and user expectations.
Experience in SEO project promotion in the optics niche
To develop the online optics store, a comprehensive SEO strategy was developed and implemented, aimed at eliminating the technical limitations of the site, as well as conducting internal and external optimization to increase its visibility in search results.
Troubleshooting technical issues
During the initial stage of SEO work, all identified technical and content problems were consistently eliminated. The optimization allowed us to stabilize the technical condition of the site, establish correct indexing, improve the user experience, and create a solid foundation for further growth in search visibility and SEO promotion effectiveness.
Internal optimization
Pages with duplicate content were identified and then optimized. This allowed us to correctly distribute SEO weight between priority pages and improve the quality of the site's indexing in search engines.
The client's priority pages were refined and re-optimized, taking into account search demand and commercial factors. This allowed them to increase their relevance to key queries, improve their positions in search results, and enhance the contribution of these pages to attracting targeted organic traffic.
We created a TOR for the implementation of the blog
We launched a monthly blog update, publishing at least 2-3 articles per month.
An analysis of the site was conducted taking into account AI factors, which allowed us to identify priority pages and content areas that are most promising for increasing visibility in search and appearing in AI answers. This made it possible to adjust the content of the pages taking into account the new requirements of search engines and user behavior.
External optimization
We began work on building our link profile, having previously conducted a detailed analysis of our competitors' link strategy.
Link building began with a moderate volume of 12 donors per month, after which the number of backlinks was gradually increased. Various link types were used, including anchor and non-anchor placements, which allowed for the formation of a natural and balanced link profile.
The work performed allowed us to achieve stable growth in the site's search engine rankings, increase organic traffic, and improve the overall efficiency of the online store of dental materials.
Project results
As a result of the work carried out, the online optics store significantly improved its positions in search engines and increased organic traffic.
During the promotion, a significant increase in user activity was recorded: the number of commercial events increased by almost 86%, and the share of users who completed targeted actions increased by 37%This indicates an increase in the quality of traffic and an increase in the conversion potential of the site.
Positions
Optimization of website pages taking into account AI factors is already demonstrating positive dynamics and making an additional contribution to increasing the visibility and effectiveness of the project.
Site pages have become more frequently used by chatbots and AI systems as a source of citations, which indicates an increase in their authority and correct content structure.
At the same time, the first purchases are already being recorded, which confirms the growth of user engagement and the effectiveness of the optimization carried out at an early stage.
Conclusions
Comprehensive SEO promotion of the online optics store allowed us to systematically eliminate critical technical and content limitations that at the start of the project were holding back the growth of search visibility and commercial performance of the site. The work carried out formed a stable technical and structural basis for further scaling the project in organic search.
An additional factor in growth was page optimization with AI factors in mind, which increased the receptivity of the content to search engines and increased its citation in AI responses and chatbots. Taken together, this had a positive impact on user behavior and commercial metrics: the number of items added to the cart increased and an increase in completed purchases was recorded.
The case demonstrates that a consistent and comprehensive approach to SEO promotion in the e-commerce niche allows not only to increase organic traffic, but also directly affects the growth of sales and the effectiveness of online business in the long term.
The promotion of the online optical store clearly demonstrated the effectiveness of comprehensive SEO promotion for website development. Achieving high positions for priority search queries confirmed the correctness of the chosen strategy, as well as the importance of regular analysis and optimization to maintain and strengthen competitive advantages in the market for optical goods and services.