Suppliers of car tires and wheels have to compete for clients not only with aggregators and large companies. An unexpected "surprise" appeared in the form of a competitor located at the same address (literally in the same building) and having the same name!
In short, it was necessary to use both our SEO expertise and creativity. In addition to preparing semantics, content, and fixing technical errors, we did the following:
Configured a detailed company representation on maps
Implemented a product selection form by characteristics
Installed an analytics system to track conversions
Worked on usability and added a callback order form
Experience showed that the website had good growth potential!
Brief about the client's business
Sale of tires and wheel rims, batteries.
Main goal
Promotion in search engines, audit, and fixing technical errors.
Tasks
Reach TOP-10 in search engines for key phrases
Attract the target audience
Technical optimization
Migrate to a new hosting
Challenges
1. Competitor with a similar name
located in the same building as the client company. Risk of losing part of the target audience due to confusion.
2. Technical problems with hosting
There were errors when moving to the server, even before collaborating with us.
What was done
1. Preparation of semantics with subsequent expansion to new cities.
2. Analysis of usability and technical aspects of the website.
3. Migration of the project to a more stable hosting.
4. Installation of a secure connection (SSL certificate).
5. Filling in meta-data that was missing on most website pages.
6. Formation of a correct heading hierarchy.
7. Setup of sitemap.xml and robots.txt.
8. Preparation and publication of SEO-optimized articles.
9. Increasing uniqueness of client texts with added key phrases.
10. Integration of Yandex and Google Analytics counters, defining conversion goals.
11. Configuration of price display on the site based on the selected region.
12. Modernization of product cards.
Example of catalog for the Saratov region:
13. Updating contact information.
14. Adding a callback order form.
15. Improving usability – updating the cart, simplifying order and payment process.
16. Site search configuration, product selection by characteristics.
Problem and solution
Presence of an unusual competitor (with the same name at the same address) prompted us to take the only possible solution – maximize website representation. The following was done:
Configured maps representation, confirmed address for Yandex, added company information on the website.
External optimization setup, placement on third-party resources.
Added contact information: current address, email, phone numbers.
Server placement errors were fixed by our programmers. DNS zones and SSL certificate were configured.
Results achieved
The website demonstrates steady growth in search engine traffic – 310% growth in 5 months:
Number of new visitors increased 9.5 times, as shown in the weekly graph:
As the web project improved, bounce rate noticeably decreased:
Conversions over 5 months exceed the set goals:
Metrics in comparison with the market.
The client's website successfully competes with aggregators, even for high-frequency queries:
Seasonal queries:
Representation on Yandex Maps:
Development plans
1. Adding and filling the "Reviews" section to increase client trust.
2. Creating a "News" section with subsequent updates with relevant information.
3. Adding a page with guarantees and product return conditions.
4. Internal linking of product cards to improve navigation and distribute page "weight".
5. Expanding functionality with a product comparison module by characteristics.
Our team once again proved its effectiveness even under unusual conditions. Neither Avito nor other aggregators, nor the tricky competitor located next door, were able to "take" the client's target traffic.
At the beginning, we fixed technical errors and all factors that hindered development. Within a few months of promotion, we achieved steady traffic growth. Bounce rates gradually decreased, visitors stayed longer on the site and showed interest in products. Most importantly, conversions increased, positively affecting business performance!
