We had to work extensively on kir23.ru to bring it up to modern standards! A complete update was required: redesign, improved usability, and organizing the semantic core. The domain was registered, a logo and color identity were developed, a new catalog was created, and technical optimization was carried out.
For this project, we involved not only an SEO specialist, a marketer, and a copywriter, but also a designer and a developer. Teamwork delivered excellent results! The website of LLC «KIRILLITSA 23»:
Became more recognizable, which is good for the brand
Started meeting the needs of both individual and wholesale clients
Eliminated technical errors
Acquired new clients from search engines
Brief about the client's business
Sale of rags (fabrics, felt, gloves, mittens, textiles) and household goods, purchase of clothing for recycling.
Main goal
Make the website more modern and user-friendly. Complete update for entering the TOP-10 search engines and attracting targeted traffic.
Tasks
Redesign
Improve usability
Attract clients from search engines
Reach TOP-10 positions in search engines by key queries
Project features and challenges
1. Mixed semantic core
Commercial and informational queries, retail and wholesale are combined within one project. This creates confusion and hinders promotion.
2. Narrow niche
Which does not allow occupying several niches in search engines at once.
What was done
1. Collection and clustering of semantics.
2. Competitor analysis to identify and eliminate weak points of the site.
3. Preparation and publication of SEO-optimized articles.
4. Website design from scratch. Color identity, logo, product cards, technical optimization.
Updated catalog:
5. Registration of a new domain.
6. Setting up the company's location on the map.
7. Connecting analytics systems (installing Yandex and Google counters), registration of webmaster account.
8. Switching the website to a secure HTTPS protocol.
9. Updating old price tables.
10. Preparation of informational articles for non-commercial directions (rag delivery).
11. Monitoring the uniqueness of published content.
12. Solving technical issues: checking page indexing in search engines, setting up sitemap, working with redirects.
Problem and solution
The main challenge was a mixed semantic core aimed at different target audiences (wholesalers and retail clients, informational traffic). To avoid confusion, we carefully processed the semantic core, distributed key phrases across several clusters and numerous optimization articles. Meta tags were also refined.
Results achieved
After SEO optimization and updates, website traffic increased by 223.5% — from 17,000 to 38,000 per year.
Conversions over recent months (including New Year holidays):
Share of traffic from search engines:
Visitor return rate increased 3 times:
The client's site ranks high in search engines, alongside major aggregators:
For some queries, we managed to surpass Yandex Market and Ozon:
Positions for queries aimed at wholesale clients:
Development plans
The client aims for steady and long-term project development without unnecessary rush. Currently, our team's efforts are focused on the following directions:
1. Adding an "online consultant" form.
2. Implementing an order placement option on the website (cart, product addition form, delivery cost calculation).
3. Posting thank-you letters and reviews to increase client trust.
4. Adding information about partners the company works with.
5. Creating an FAQ section — questions and answers.
6. Adding selling triggers and promotions to increase conversions.
Achievements
We consider the increased brand recognition due to the new logo, color identity, and comprehensive usability improvements as a clear advantage. Visitor return rate increased 3 times, indicating audience engagement.
During the collaboration, the client's website was completely redesigned — both in terms of design and usability. We moved the project to a more memorable domain and a secure protocol. Chaotic semantics were structured and "organized."
Our efforts were recognized by search engine bots, resulting in a twofold traffic growth. Equally important — conversions increased, making the site a powerful business tool.
