Quad bikes, all-terrain vehicles, boats and motorboats: effective search engine promotion «from scratch»

Promotion period:
5 years and 11 months
Promotion region:
Voronezh
Search traffic growth:
0 → 2000 (per month)
TOP-10 Yandex:
82% of search phrases

Even premium brand products Suzuki, Yamaha, Tohatsu, Nordik will not be in demand if your site is on the outskirts of search results. When we started working on the Alta-Sport project, the site had many technical errors and problems. What it didn’t have were visitors from Yandex and Google search engines.

To promote the site to the TOP-10, it took a comprehensive effort by professionals. First of all, we focused on the following tasks:

  • Creating a modern, "catchy" design
  • Developing usability, convenient website structure
  • Eliminating duplicates, "broken" links, spam and other problems
  • Technical and "SEO" optimization

Briefly about the client's business

Sale of equipment for active recreation: ATVs, all-terrain vehicles, boats, outboard motors, boats (PVC and inflatable).

Main goal

Make the site visible in search engines, ensure growth of traffic and conversions.

Tasks

  • Get traffic from Yandex and Google search
  • Increase visitor/client conversion
  • Fix technical errors
  • Adapt the site for mobile devices

What difficulties arose

1. For large-sized equipment — price on request
The absence of a price tag reduces the customer's interest, there is a risk that the visitor will go to competitors.
2. Large assortment
Large sites often have poor architecture and require careful development of the technical part. It is necessary to provide convenient navigation, get rid of duplicates and broken links, analyze usability and make the site more convenient.
3. Seasonal decline in interest
Loss of demand for certain product categories in turn causes a decrease in search traffic to the site.

Completed works

1. Collection of semantics. In the process of promotion, the core was expanded and adjusted.
2. Preparation of optimized articles — 67 pieces.
3. Working with meta tags: adding key phrases, eliminating duplicates.
4. Market research, competitor analysis.
5. Correction of photographs and cards representing products.
6. Removal of "broken" links and duplicate pages.
7. Adjustments to headings on existing pages.
8. Evaluation of content for spam, reduction of phrase density.
9. Adding banners, promotional offers.
10. Technical setup (robots.txt, sitemap).
11. Monitoring indexing of pages in search engines.
12. Setting up canonical pages (rel="canonical" attribute).
13. Adding a «service/repair» section.
14. Adapting the site to mobile devices.

Problem and solution

Price on request for the bulk of goods.
In order not to lose potential customers, we made the feedback forms as convenient as possible. Now it is easy for the visitor to get the information they are interested in. In addition, the emphasis is placed on the availability of certificates and documents for the equipment  in order to increase trust.
The seasonal drop in demand (and traffic)
was compensated for by more thorough development of the semantic core. Before each season, we analyze the entry and exit pages of visitors, and put the corresponding sections in order.

Results achieved

We accepted a site without search engine traffic. After implementing optimization, we managed to increase the number of visitors to 2000 visits per month. A small drop during the New Year period is compensated by stable growth after the holidays.
Now the majority of visitors to the site are brought by search engines. This graph reflects the efficiency of the web project compared to the first year of promotion:
The site's conversions are even higher than the set goals:
In search results, the client's site is second only to the largest aggregators:

Plans for further development

We are going to completely change the presentation of products on the site in order to reach a new level of usability and technological compliance. A move to a more advanced engine while maintaining SEO optimization and the results achieved is not excluded. The following activities are also planned:
1. Add more information about the company and customer reviews to the website.
2. Implement a module that allows you to compare products by characteristics.
3. Improve internal linking to evenly distribute the "weight" of the pages.
4. Provide information about guarantees.
5. Increase page loading speed (primarily mobile version).
6. Update the assortment by adding new products.

Continuing to work on the project

Increasing search traffic “from” zero” to”2000” visitors per” month” is an excellent result even for professionals with many years of experience in SEO promotion! We managed not only to bring the client's website to the&ndquo;TOP of search engines, but also&ndquo;to ensure a good visitor/buyer conversion. The viewing depth reaches 7 pages per person, which indicates the interest and involvement of the audience.

Competitor analysis, careful study of semantics, preparation of a large number of optimized articles, adaptation of photographs and product cards to modern requirements - that's what helped to achieve success. But we do not stop at what has been achieved, because in the world of business, only those who constantly move forward and look for new opportunities win!

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