Repair of power tools, petrol tools and garden equipment: victory over competitors and growth of 329%

Promotion period:
4 years and 9 months
Promotion region:
Samara and region
Growing search traffic:
3400 → 11200 (per yearд)
TOP-10 Yandex:
88% of key phrases

Promoting service websites in some niches is a real challenge even for an experienced professional! Sometimes up to 90% of target traffic is "collected" by just 5-10 high-frequency keywords. Of course, search results for these phrases consist of monster competitors with huge budgets, respectable age and authority. This is the problem that Expert-63, a company engaged in the repair of gasoline tools, electric tools and garden equipment, faced.

At first glance, it is simply impossible to displace competitors who have been tightly occupying the TOP almost from the very beginning of the Internet. But we still managed to do it! Although we won't say it was easy, because we had to use:

  • Our own author's developments in SEO promotion
  • Increasing the authority of the resource, the company's reputation
  • Filigree collection of semantics - at the junction of the commercial and information niche
  • Technical optimization

And while we were still working, we transferred the site to another hosting and a more functional platform.

Briefly about the client's business

Repair of garden and construction equipment, boat motors, power tools.

Main goal

Attracting new clients from search engines. Ensuring visibility in the TOP-10 search results.

Tasks

  • Beat competitors in narrow semantics
  • Attract clients from search
  • Improve the site in technical terms
  • Get rid of factors that hinder promotion

What difficulties arose

1. Half of the informational requests
In addition, about 90% of all traffic comes from several high-frequency phrases, for which trusted competitors are present in the search.
2. High competition
The search results show a large number of sites specializing in on provision of services.
3. There was a need to move to a new site
This is due to the need to expand functionality. The move may be accompanied by the loss of some traffic, if special measures are not taken.

Work performed

1. Primary collection of semantics with subsequent adjustment and expansion.
2. Preparation and placement of optimization articles in the amount of 36 pieces.
3. Working with meta tags, implementing key phrases and removing duplicates.
4. Systematic analysis of competitors, audit of the site status.
5. Forming a sitemap.
6. Adding the «online consultant» module.
7. Formation of the block «our advantages».
8. Adding a feedback form.
9. Implementing a news section.
10. Adding a «question-answer» category.
11. Adding a section «Our employees».
12. Placement of certificates and diplomas.
13. Removing broken links and pages.
14. Price update.
15. Adding new services.
16. Implementation of the feedback module.
17. Tracking indexing of new pages by search engines.
18. Developing an adaptive version for mobile devices.

Problem and solution

1. Most of the traffic comes from high-frequency semantics
To overcome the difficulty, it was necessary to carefully work out the key phrases on the border of informational and commercial queries. A comprehensive competitor analysis was also performed.
2. High competition
The only surefire way to fight is to increase trust in the quality of services. This is the publication of reviews, examples of work, certificates. It is necessary to convince the customer of the competence of specialists.
3. Moving to a new site
To avoid losing traffic, we retained all the necessary tools, counters, functionality, and even the structure of URLs. A 301 redirect was also set up to transfer link weight. At each stage, a technical audit was performed, and meta tags and key phrases were monitored.

Achieved results

Even taking into account the seasonal drop in traffic and the move to a new site, the effect of the promotion is impressive. If in the first year of operation the number of visitors from search engines was 3400 people, then in 2023 it was possible to increase this figure to 11,200 visitors.
Share of traffic from search engines
Traffic from mobile devices is 60% (after the implementation of adaptive versions)
Conversions
Presence in search results for key phrases

Development plans

Our main task is to monitor the relevance of key phrases and meta tags. Competitors can introduce new useful options, services and services. In order not to lose in the fight for the client, you need to react in a timely manner.
1. Add promotions and special offers, a banner on the main page.
2. Add information on brands of equipment accepted for repair.
3. Reorganize the price list for a more visual and convenient presentations.

Continuing cooperation

Over the years of work, we have achieved significant success: increased search traffic by 329%, moved to another hosting and a new site to expand functionality and use a new platform. At the same time, we preserved the structure of URL addresses, transferred micro-markup, sitemap and robots.txt. Set up redirects, counters, all the necessary tools.

The client's site has become fast, convenient and functional - just like a modern web project should be! As a reward for our efforts, we received a stable growth in search traffic.

A lot has been done, but the potential for development remains! We continue to look for points of traffic growth and implement useful SEO tricks necessary for successful competition.

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