Even premium brands like Suzuki, Yamaha, Tohatsu, Nordik won’t be in demand if your site is buried in the search results. When we started working on the “Alta-Sport” project, the website had many technical errors and issues. What it lacked most of all was visitors from Yandex and Google.
To promote the site to the Top-10, a comprehensive professional approach was required. First of all, we focused on the following tasks:
Creating a modern, “catchy” design
Working on usability and a convenient site structure
Eliminating duplicates, “broken” links, over-optimization, and other issues
Make the website visible in search engines, increase traffic and conversions.
Tasks
Get traffic from Yandex and Google
Increase visitor-to-client conversion
Fix technical errors
Adapt the site for mobile devices
Challenges Faced
1. For large equipment — price on request
Lack of pricing reduces client interest and creates a risk that visitors will go to competitors.
2. Large assortment
Large websites often have poor architecture and require thorough technical work. Navigation must be convenient, duplicates and broken links eliminated, usability analyzed, and the site made more user-friendly.
3. Seasonal drop in interest
Loss of demand for certain product categories leads to a decrease in search traffic to the website.
Completed Work
1. Semantic analysis. The core was expanded and adjusted during promotion.
2. Preparation of 67 optimized articles.
3. Working with meta tags: adding key phrases, removing duplicates.
4. Market research and competitor analysis.
5. Adjusting photos and product cards.
6. Removing broken links and duplicate pages.
7. Adjusting headings on existing pages.
8. Content evaluation for over-optimization, reducing phrase density.
9. Adding banners and promotional offers.
10. Technical setup (robots.txt, sitemap).
11. Monitoring page indexing in search engines.
12. Canonical page setup (rel="canonical").
13. Adding a “service/repair” section.
14. Mobile adaptation of the site.
Problem & Solution
Price on request for most products
To avoid losing potential clients, we made contact forms as convenient as possible. Visitors can easily get the information they need. We also emphasized certificates and documentation to increase trust.
Seasonal drop in demand (and traffic)
Compensated by more thorough semantic core work. Before each season, we analyze entry and exit pages of visitors and organize the corresponding sections.
Results Achieved
We started with a site that had no search traffic. After optimization, traffic grew to 500 visits per month. A small drop during the New Year period is compensated by stable growth afterward.
Now, most visitors come from search engines. This chart shows the effectiveness of the web project compared to the first year of promotion:
Website conversions even exceed the set goals:
In search results, the client’s site ranks just behind the largest aggregators:
Future Plans
We plan to completely change the presentation of products on the site to reach a new level of usability and technological compliance. Moving to a more advanced CMS is possible while maintaining SEO optimization and results achieved. The following steps are also planned:
1. Add more information about the company and client reviews.
2. Implement a module for comparing products by specifications.
3. Improve internal linking to evenly distribute page “weight”.
4. Provide information about warranties.
5. Increase page loading speed (especially mobile version).
6. Update the assortment by adding new products.
Summary
Growing search traffic from zero to 500 visitors per month is an excellent result even for seasoned SEO professionals! We managed not only to bring the client’s site to the top of search engines but also to ensure a good visitor-to-customer conversion. Average page depth reaches 7 pages per person, indicating audience interest and engagement.
Competitor analysis, thorough semantic work, preparation of many optimized articles, adaptation of photos and product cards to modern requirements — these measures helped achieve success. But we don’t stop there, because in business, only those who constantly move forward and seek new opportunities win!
