Sale of roofing and facade materials: traffic growth by 3 times in six months of promotion

Promotion period:
6 months
Promotion region:
Kazan
Growth of search traffic (compared to last year):
17 830 → 58 630
TOP-10 Yandex:
70.4% (105 phrases out of 149)

Briefly about the client's business

Sale of roofing and facade materials, dormer windows, decking and drainage systems.

Main goal

Attracting search traffic, technical optimization of the project.

Tasks

  • Creating a convenient product catalog
  • Developing the semantic core
  • Natural increase in organic traffic
  • Accelerating website loading from mobile devices

What difficulties arose

1. A niche with high competition
Places in the TOP-10 are occupied by aggregators and old competitor sites with high weight. It is difficult to “push out” such competitors, given that the client's site is not optimized, has a zero IKS indicator and was previously promoted only in the Yandex.Direct contextual advertising system.
2. Extensive work with the catalog
The site has 13 main categories, each of which contains dozens of product items. Careful development and optimization of a large number of pages was required.

Works performed

1. Preparing semantics for promotion (149 phrases).
2. Improving the visual presentation of the site to increase competitiveness.
3. Improving the catalog to improve convenience and information content.
4. Writing 44 optimization articles to promote the collected key queries.
5. Removing duplicate descriptions and tags.
6. Adding the information section “payment” and delivery».
7. Changing the structure of page URLs to improve usability and visibility.

Problem and solution

The main difficulty was the presence of aggregators and "trusted» competitors in the search results, which are difficult to bypass. The work required significant time and funds, improvements were implemented in stages. The desired result was achieved through careful elaboration of semantics and expansion of the site.

Results obtained

Traffic increased 3-fold (compared to the year preceding the promotion)
Also, visits from search engines increased 2-fold
The client's website enters the TOP-10 for 105 key queries out of 149 collected phrases
We also managed to increase the information content of the site, achieve a significant acceleration of loading from mobile devices. A visual demonstration of a wide variety of products was provided to the visitor.

Plans for further advancement

1. Usability development. Adding filters that simplify the buyer's interaction with the catalog and internal linking blocks.
2. Adding a feedback form.
3. Creating new sections filled with text and graphic materials.
4. Tracking the uniqueness of the posted content.
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