Initial data
Website: viknanovi.ua.
Topic: installation of plastic windows, doors, and balconies.
Goals for the next year of promotion:
- Increase organic traffic and website visibility on the web;
- Get into the top 10 approved keywords in the search results for the city of Dnipro.
Region: Dnipro and Ukraine.
At the time of the start of SEO promotion, the site was:
- Created at the beginning of 2020;
- There was no thematic reference mass on the domain;
- There were a large number of spam links;
- Relevant landing pages were missing;
- Missing content, and meta tags throughout the site.
Features of promotion in a niche:
- Highly competitive niche. The TOP-10 are sites with a large number of landing pages and a strong link profile;
- There are seasonal fluctuations.
Brief information about the company
“ViknaNovi” is one of the largest plants for the production of metal-plastic structures in Ukraine, producing 200,000 structures per year. It was founded in 2003 in Donetsk, at the present time the production facilities are located in the city of Dnipro.
The ViknaNovi company continues to actively develop and expand the circle of permanent partners. To date, more than 500 dealers in central and eastern Ukraine cooperate with the company, as well as two branded salons have been opened – in Dnipro and Zaporizhzhia.
You can get acquainted with the mission of the company in a short youtube video.
Stages of SEO website promotion
Step 1. Analysis of the niche and competitors in the TOP-10 zone.
To get into the TOP-10 area of search engines, you need to become better than those sites that are already there. Therefore, the first stage was an analysis of competitors in terms of:
- Structure and landing pages;
- Link profile;
- Availability of content on landing pages;
- Domain age;
- The number of pages in the index;
- Traffic sources: activity in social networks, e-mail newsletters, contextual advertising, referral traffic, etc.
- Visual assessment of usability: the presence of feedback forms, “call the measurer” buttons, additional functionality “Calculator”, “Window lamination”, etc.
Useful fact. In this niche, the ViknaNov client has a large segment of the target audience made up of people over 50 years old who want to replace old windows in houses with new metal-plastic ones. During the analysis of competitors’ traffic sources, the maintenance of the Odnoklassniki social network was revealed. A recommendation was given to the client to create an account in Odnoklassniki. For 3 months, we managed to attract additional traffic to the site from this source:
After the analysis of the niche, a strategy for promoting the project was chosen and divided into several stages. The next step was to determine the state of the current site.
Step 2. Conducting a full audit of the current site.
During the audit, the following were identified:
- A large number of technical errors;
- Errors in existing content on the site;
- A large number of low-quality donor domains;
- Server-side errors.
Thanks to close cooperation and prompt communication with the developers, all technical recommendations were implemented on the site within one calendar month. A detailed check of backlinks to the site was performed, and spam domains were rejected.
After a full audit and the implementation of all technical recommendations, the next step was to collect the semantic core.
Step 3. Collecting the semantic core and working out the structure.
To form the correct structure of the site, keywords were collected and clustered, as well as competitors were additionally analyzed and several features of the niche were identified:
- The main page of most competitors in the TOP-10 zone was optimized on a turnkey basis “plastic windows”, so there was no need to create a separate landing page;
- The second after the Main page for competitors in terms of traffic is the “Windows Calculator” page, so the focus was on improving the functionality of this page.
Some of the collected keywords with frequency on the “Windows Calculator” page are given below:
After the SA was assembled and clustered at the audit stage, the final version of the structure for the next period of work was proposed and approved by the client:
Enlarged Imagestructurescan is viewed at the link.
In total, after over 6 months of working on the project, it was possible to increase and optimize the number of landing pages for targeted services from 23 to 49. At the moment, work is underway to create and optimize new landing pages with a lower priority for the client’s business (for example, components – ebbs, visors, accessories ).
Step 4. Filling with content.
On the basis of the collected SA, technical tasks (hereinafter referred to as TOR) for text content were developed, and meta tags were collected. Potential growth points have also been identified – pages on which it will be easiest to take high positions and get traffic from them with minimal effort.
- Content work. After collecting the SA, an analysis was made of the content of competitors in the TOP and the median was determined by the volume of content. This made it possible to save the client’s budget for the work of a copywriter since a sufficient minimum amount of text for each landing page was determined. For example, for the “Children’s window lock” page, it was enough to write the text of 3000 characters, compared to the “Balconies” page with a minimum of 5000 characters.
- Working with meta tags. Based on the collected SA, meta tags were optimized for the main target services of the client (categories: plastic windows, plastic doors, balconies, and accessories; after that, subcategories, sections “News” and additional pages), and emoji were added to increase the CTR in the search results. For example, for the “Windows Calculator” page, the meta tags look like this:
After filling the landing pages with content and meta tags, we moved on to finalizing the functionality of the second most visited page on the site – “Calculator”.
Step 5. Refinement of the functionality on the “Calculator” page.
Initially, the “Calculator” page of the project looked like this:
At the same time, there was no SEO text on the page filled with keywords relevant to the page title, and there were links to additional pages: Blind window, Double window, Three-leaf window. When analyzing user behavior on the site, one nuance was found:
— the user enters the site on the “Calculator” page (/RU/kalkuljator-vikon/) to find out the price of the window. It calculates the cost of the window – a failure rate of 26.74%;
– then the user goes to the page “Double-leaf window” (/dvostulkove-vikno/) – the bounce rate is 76%.
That is, in fact, the user leaves the site immediately after seeing the price. Therefore, recommendations were given for the development of new functionality for calculating the cost of windows using visual sliders, as well as adding SEO text and a call to action for the user “Leave a request on the site” to keep him on the page. For the possibility of prompt communication with the client added a chat bot.
Presently page “Calculator” is still in progress and looks like this:
The next step after working out the functionality and filling the main landing pages with content was working with information requests – with the Blog.
Step 6. Working with the Blog.
The Blog page looks like this:
First, an analysis of the Blog of competitors and demand by topic was carried out. Based on the information collected, a content plan was prepared and work was launched to implement it. One example posted articles available via the link.
For posting articles in the Blog were:
- Developed meta tags;
- Added unique images with alt, title;
- Content is placed with anchor links for ease of user navigation;
- Added text linking;
- Added sharing buttons.
The next step after working with the Blog was to work with internal linking on the site.
Step 7. Working with behavioral ranking factors.
To improve the behavioral factors on the site, several types of relinks were introduced:
- Relinking by type “pages viewed”. They are pulled from user cookies and can increase the time users spend on the site and increase the number of pages viewed per session;
- Added relinking of Breadcrumbs “Breadcrumbs”;
- A short video has been added to the “Profile systems” page as a link to the YouTube channel. Due to this, it was possible to increase the time spent by users on the page. Here is a comparison of the average pageview duration in August and June 2020;
- on all landing pages, an additional block “Other services” has been added on the right;
- Added linking block “New Articles”.
The next stage of work began to increase the quality of the reference mass to the site.
Step 8. External optimization.
At the beginning of work with the link profile, a complete analysis of backlinks and the rejection of spam links were carried out. In addition, work was carried out to evaluate competitors in the niche: the quality and dynamics of their link profile, as a result of which a strategy for increasing the link mass was developed with an emphasis on quality, thematic and regional domains. The process of buying links was divided into 3 areas: outreach, exchanges, and crowd.
This strategy provided the project with a smooth, most natural influx of links.
When placing outreach articles on external sites, a link was added to the client’s YouTube channel. Example of a posted video on the outside.
This made it possible to attract and retain users in reading the article, as well as get additional views, and subscriptions on the client’s YouTube channel and build user confidence in the brand.
In addition to the main placement of article links, work was carried out on the crowd. Also, to dilute the reference mass, various types of links are placed:
- Forum;
- Registration in directories;
- Comments on articles, etc.
For this niche, placement in thematic free and paid catalogs for the installation of plastic windows and balconies is extremely important.
Promotion results
In the course of working on the project, we received a smooth increase in organic traffic to the site, and this figure continues to increase even taking into account the decline in seasonality :
From 483 users in May 2020 to 891 users from the Organic channel in October 2020, i.e. growth was + 84.47% (data from Analytics are indicated at the time of publication of the case – not for a full month).
Regarding positions, at the moment we managed to enter the TOP-10 zone by midrange and low-frequency keys, for example, on the page “Windows for a private house”:
The site also entered the TOP-20-30 zone for some keys of the “Window Calculator” page:
Brief conclusions
To achieve your goals, it is important to develop the right strategy at the start of the project.
- A comprehensive analysis of competitors and the niche as a whole plays a key role in developing a promotion strategy.
- Content should be unique and useful to users, and it should also be relevant and updated periodically.
- The links are still working. Link building should be carried out on an ongoing basis, the link profile should be thematic. It is important to use all types of link building: directories, forums, crowds, comments, etc.
- The specialist must be immersed in the subject of the project in order to take into account all the nuances of the niche. The involvement of the business itself in the promotion process is also very important since the speed of implementation of the technical and content parts directly affects the speed of obtaining results.