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SEO case: website promotion for a trading company

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Initial data

We have supported the client’s site for over a year on the following conditions:

  • Promotion form: traffic promotion (support of the previously achieved traffic indicators).
  • Guarantee: 4,000 absolutely unique visitors per month (AUP). AUP is understood as visitors recorded by the Google Analytics counter as absolutely unique, that is, those who first came to the site for a certain reporting period.
  • Promotion region: Novosibirsk / Siberia.
  • Reporting tool: Google Analytics.
  • The main sources of visitors: search engines, contextual advertising, and other sources.

And if in more detail …

The actual traffic to the site was slightly higher than the guaranteed traffic: 4,500-5,000 AUP per month. The main sources of visitors were contextual ads, search traffic from Yandex, and bookmarks. Contextual advertising was conducted in Direct and Begun. The content on the site was updated as new information about the goods arrived (prices were updated, new positions were added to the catalog, news, etc.). A monthly traffic report was generated with detailed information about visitors and traffic sources.

In December 2010, the client informed us about his readiness to increase investments in website promotion and asked to increase the traffic up to 10,000 AUP per month. Work on the new contract is scheduled to begin in the second half of January 2011.

I would like to note right away that the time for increasing the attendance was very difficult. Due to the many holidays and weekends, we have some difficulties that could have been foreseen in planning. But we will talk about this below – for the edification of everyone. 🙂

Promotion tasks

Tasks from the client

In general, the client had only two wishes:

  • increase attendance from 4,000 to 10,000 AUP during the reporting period. (The reporting period, depending on the month, is from 28 to 31 days. These days include weekends and holidays. Thus, every month there is a need to plan and track traffic in order to bring the planned number of visitors to the site by the end of the reporting period );
  • expand the regional coverage of visitors – from the Urals to the Far East.

According to the contract, the work was given 3 months.

Internal tasks

For us, the tasks set by the client meant:

  • work to promote a large list of search queries to the TOP-10 search engines;
  • development of a contextual advertising campaign for the Ural and the Far East regions.
Work was done

To fulfill the assigned tasks, we have identified several areas of work for ourselves:

  • Technical revision of the site – the implementation of additional optimization opportunities and improvement of the site usability.
  • Deeper internal site optimization.
  • Working with external factors – placing information about goods on trading floors.
  • Setting up contextual advertising (Direct, Begun) for regions – from the Urals to the Far East.

Now about everything in order.

Engineering works

To begin with, we needed to eliminate a number of technical flaws on the site.

The ability to write unique titles and texts in subsections of the site catalog has been implemented. This allowed us to optimize any of the catalog sections.

In addition, the navigation on the site was improved – a navigation line was added, which was not provided when creating the site.

This simple innovation in the first month allowed to improve the site’s position in terms of a lot of low-frequency queries, which positively affected the site traffic.

The usability of the site has also been slightly improved:

  • The navigation line already mentioned above has made it much easier to view the products in the catalog.
  • Pictures in the sections of the catalog were made by links to the corresponding sections. Previously, you could go to a subsection only by a text link, and people like to click on pictures more. I think that now the satisfaction of site visitors has increased. 🙂
  • The ability to go to the general sections of the left menu was implemented.
  • The top menu of the site has been redesigned – the menu items have been arranged in two lines, some of them have been renamed and new sections have been added.
  • The main page has been unloaded from the text with an extensive description of the company and products. The text was “broken” and rewritten to fit the corresponding internal sections of the site.
Working with content

Having received the opportunity to work with each section of the site, we began to actively fill the catalog with text descriptions.

The task included the description of the priority sections for the client with the maximum coverage of targeted search phrases.

In total, 18 product lines were identified. For each of them, a semantic core was compiled – only those queries were selected that actually corresponded to the range of products.

Relevant pages were selected for each group of queries.

For the texts of the promoted pages, technical specifications were developed with the optimal entry of keywords.

Summary data on the text content of the site:

  • 18 – the number of product lines of the site based on the catalog assortment;
  • 300 – the number of phrases included in the semantic core;
  • 134,930 – statistics of impressions for all key phrases of the semantic core (data from Wordstat.yandex for Novosibirsk);
  • 24 – the total number of written texts;
  • 46 250 – total number of characters (without spaces);
  • 60% – the percentage of requests that hit the TOP-10 after 3 months.
Working with external factors

In working with external factors, we decided to check the effectiveness of using third-party information resources and trading platforms.

To begin with, we decided to use the available free features of the trading platforms to evaluate their effectiveness in attracting visitors to the site. We were interested in how many clicks you can get from these resources (tracking direct calls from trading platforms to the client’s company was not part of our tasks).

How did we choose the marketplaces for placement?

We focused on sites that:

  • have already featured as traffic sources (for contextual ads); most often met in Yandex search results for “our” queries;
  • belonged to our (Novosibirsk) region, corresponded to the subject matter and allowed us to post information about the company on the website.

As a result, we got a list of 19 resources:

  • tiu.ru (TIC 3400)
  • price.ru (2600)
  • pulscen.ru (2500)
  • rosfirm.ru (1400)
  • 1nsk.ru (550)
  • avito.ru (550)
  • 1md.ru (500)
  • b2b-russia.ru (275)
  • novosib.ru (275)
  • gorodgid.ru (240)
  • dom.ngs.ru (170)
  • bis077.ru (140)
  • plus7.ru (110)
  • nsib.su (110)
  • nvb.ru (90)
  • market.ngs.ru (80)
  • newgorod.net (40)
  • magora-systems.ru (20)
  • skidki-nsk.ru (ten)

We postponed the use of some of these resources until better times and focused on three large portals: tiu.ru, pulscen.ru, rosfirm.ru… On these sites, we have posted information about the company with descriptions of some products.

Below are the results of attendance from these resources.

Comparative analysis of portals by traffic by month
Portals 0 month 1 month 2 month 3 month 4 month
pulscen.ru 1 49 106 55 46
tiu.ru 1 2 0 five 2
rosfirm.ru 0 0 0 0 1

Zero month – before the start of work; 1-3 months – active promotion work; 4 month – support of the achieved results

The site showed the best result pulscen.ru… I want to note that in addition to transitions, it periodically received applications from potential buyers, which speaks of the effectiveness of using this portal.

On all resources, we did not use all the available opportunities, however, even partial use of them can show their effectiveness in terms of attracting traffic (I repeat once again that we did not track calls and other calls from these portals).

In the future, we plan to test the capabilities of other selected resources, as well as the expanded capabilities of the portals.

Working with contextual advertising

Perhaps, working with contextual advertising turned out to be the least time-consuming task, which, however, took some time from us.

Since we already had a fairly effective advertising campaign in Siberia, we only needed to adapt it to other regions, add new and improve old ads, adjust bids so that the optimal number of visitors would come to the site at an acceptable cost.

We used Direct and Begun as contextual advertising tools.

The result of work on setting up contextual advertising was an increase in the number of transitions from the Ural and Far Eastern regions (which is what the client wanted).

Dynamics of changes in attendance from different regions for contextual advertising
Region 0 month 1 month 2 month 3 month 4 month
Far Eastern Federal District 0 270 364 558 629
Siberian Federal District 2294 1716 1926 2812 3326
Ural federal district 0 1080 1189 1712 1783

Zero month – before the start of work; 1-3 months – active promotion work; 4 month – support of the achieved results

Promotion results: traffic, sources, geography, keywords, page views

General data on the results achieved in 3 months with comments on the figures.

Attendance
Index 0 month 1 month 2 month 3 month 4 month
Attendance plan 4000 6000 8000 10000 10000
Percentage of plan completion 112% 107% 85% 99% 107%
The actual number of unique visitors 4499 6425 6815 9921 10725
The average number of unique visitors per day 158 231 274 320 358

Zero month – before the start of work; 1-3 months – active promotion work; 4 month – support of the achieved results

Working on bugs

According to this table, I would like to say that the 2nd and 3rd months of promotion turned out to be quite stressful for us. Despite the large volume of work performed, the targets were not achieved by 100%. The reason was that many days off and holidays fell on our reporting periods. Plus, 2 months were only 28 days.

This situation served as a lesson for us in terms of predicting results. We concluded that when drawing up a schedule and agreeing on the timing and results with the client, it is necessary to assess how many days off falls on the reporting period. If the number of days when user activity decreases is large enough, then it makes sense to reduce the planned indicators or provide for special conditions to assess the results achieved. I hope this remark is helpful to our readers. 🙂

Traffic dynamics graph – planned and actual indicators

Sources of visitors

One of the criteria for successful work for us is a significant increase in the number and number of referrals from different sources.

Sources that have made a certain contribution to site traffic
Sources and channels of visitors 0 month 1 month 2 month 3 month 4 month
ads 2521 3570 3923 5709 6635
Yandex 1116 1745 1944 3491 3364
Bookmarks 1115 1760 1663 1821 1371
Google 216 246 271 360 396
mail.ru 91 190 97 209 226
forum.sibmama.ru 0 0 sixteen 40 219
poisk.ngs.ru 52 95 67 144 158
Rambler 57 37 45 63 81
nsk.pulscen.ru 1 49 92 55 46
Bing eleven five 33 24 28
mebelleft.ru 8 ten nine 13 17
skidki-nsk.ru ten 24 13 nineteen sixteen
bis077.ru 3 18 sixteen 13 15
search.qip.ru 1 6 five 21 15
nigma.ru fourteen nine 2 ten eleven
list.ngs.ru 15 40 20 12 ten
webalta.ru 6 3 0 8 6
dom.ngs.ru nine nineteen nine ten five
nsk.shoone.ru fourteen 8 4 five 0
spshka.ru 0 0 0 26 0

Zero month – before the start of work; 1-3 months – active promotion work; 4 month – support of the achieved results

Among the listed sources, I would like to draw your attention to search engines: positive dynamics are observed not only in the main search of the Runet – Yandex but also in other PSs. I especially want to notepoisk.ngs.ru – according to statistics, the most loyal visitors come from it.

Comparative data on traffic sources by month
Index 0 month 1 month 2 month 3 month 4 month
Total visits associated with all traffic sources 5331 7967 8576 12377 12868
Total sources and channels of visitors 90 147 144 214 391

Zero month – before the start of work; 1-3 months – active promotion work; 4 month – support of the achieved results

Growth in the number of sources of visitors

Geography

I would like to return once again to the review of visitors from the regions of Russia.

The dynamics of the growth of visitors from various regions was observed not only for contextual advertising but also from search engines. Therefore, some of the visitors were users from the Volga and Central regions.

Attendance table for different regions (context + search)

Region 0 month 1 month 2 month 3 month 4 month
Far Eastern Federal District
Vladivostok 3 153 196 236 301
Khabarovsk 4 93 157 288 276
Blagoveshchensk 44 55 48 70
Yakutsk nineteen 36 34 75 64
Total: 26 326 442 647 711
Siberian Federal District
Novosibirsk 2271 3180 3 361 4838 4607
Krasnoyarsk 412 281 371 512 675
Omsk 518 739 396 442 501
Kemerovo 252 289 171 303 413
Barnaul 298 204 460 390 400
Irkutsk 191 187 204 276 316
Novokuznetsk 99 84 104 420 179
Chita 42 56 49 73 110
Prokopyevsk 39 22 26 52 93
Abakan 43 45 64 66 79
Ulan-Ude 25 24 48 96 72
Biysk 35 34 79 75 65
Total: 4225 5145 5333 7,543 7 510
Ural federal district
Yekaterinburg nine 521 545 714 696
Chelyabinsk 4 319 406 582 570
Tyumen 3 157 177 258 314
Tomsk 165 147 212 278 308
Magnitogorsk 31 39 54 86
Mound 60 57 86 75
Nizhnevartovsk 21 35 48 54
Surgut 3 39 67 78 111
Total: 184 1295 1538 2098 2214
Volga Federal District
Penza 33 42 52 78 115
Nizhny Novgorod eleven eleven 17 52 48
Permian 185 264 71 66 36
Total: 229 317 140 196 199
Central Federal District
Moscow 268 465 279 372 284
St. Petersburg 24 37 52 95 77
Total: 292 502 331 467 361

Zero month – before the start of work; 1-3 months – active promotion work; 4 month – support of the achieved results

Graph of traffic dynamics from various regions of Russia

Key phrases

Another important aspect of website promotion is an increase in the number of clicks on search phrases and an increase in the number and variety of search phrases themselves, by which users got to the site.

These indicators indicate an improvement in the site’s position in search results and good results in attracting traffic for low-frequency, unique queries.

Index 0 month 1 month 2 month 3 month 4 month
Total hits on search phrases 1521 2239 2353 4106 4049
Total search phrases 810 1121 1298 2301 2409

Zero month – before the start of work; 1-3 months – active promotion work; 4 month – support of the achieved results

Graph of the dynamics of conversions for search phrases and the number of search phrases bringing visitors

Summary

Summarizing the results of the work, we want to say that the results achieved are not final and at present, the site and business of our client are actively developing. Our future plans include:

  • improvement of site positions for promoted queries;
  • improving the effectiveness of contextual advertisements;
  • work with trading platforms and information portals.

We hope for the further initiative of our client in terms of the development of his site and we want to express our gratitude to him for the quick response to our proposals, making practical comments in the process of work, and active participation in the promotion of our site.

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