Increase in Organic Traffic:
17 830 → 58 630
Promotion Region:
Kazan
Top-10 Yandex:
70.4%
Time to Achieve Result:
6 Months
Client Business Overview
Sales of roofing and facade materials, skylights, decking boards, and gutter systems.
Main Objective
Attracting organic search traffic and technical project optimization.
Objectives
- Creating a user-friendly product catalog
- Developing a semantic core
- Natural growth of organic traffic
- Improving site loading speed on mobile devices
Challenges Faced
1. Highly Competitive Niche
Top-10 positions are occupied by aggregators and long-standing competitor websites with high authority. It is difficult to "displace" such competitors, given that the client’s website was unoptimized, had a zero TIC, and was previously promoted only through Yandex.Direct paid advertising.
2. Extensive Catalog Work
The website contains 13 main categories, each with dozens of product items. Thorough development and optimization of a large number of pages was required.
Work Performed
1. Preparation of semantic data for promotion (149 phrases).
2. Improved visual presentation of the website to increase competitiveness.
3. Enhanced catalog for better usability and informativeness.
4. Written 44 optimization articles to promote collected keywords.
5. Removed duplicate descriptions and tags.
6. Added informational section "Payment and Delivery".
7. Adjusted URL structure for better usability and clarity.
Problem & Solution
The main difficulty was the presence of aggregators and “trusted” competitors in search results, which are hard to surpass. The work required significant time and resources, with improvements implemented in stages. The desired result was achieved through careful semantic development and site expansion.
Results Achieved
Website traffic increased threefold (compared to the year preceding promotion).
Visits from search engines also doubled.
The client’s website ranks in the Top-10 for 105 out of 149 collected keywords.
The website’s informativeness has been improved, mobile loading speed significantly increased, and a clear presentation of a wide range of products to visitors was ensured.
Future Promotion Plans
1. Improve usability by adding filters to simplify customer interaction with the catalog and internal linking blocks.
2. Add a feedback form.
3. Create new sections filled with textual and graphic content.
4. Monitor uniqueness of published content.