Car tire and wheel suppliers have to fight for customers not only with aggregators and large companies. An unexpected "surprise" was a competitor that is located at the same address (literally in the same building) and has the same name!
In short, it was necessary to use both our own SEO promotion developments and imagination. In addition to the usual preparation of semantics, content and elimination of technical errors, we did the following:
Set up the most detailed presentation of the company on maps
Implemented a form for selecting products by characteristics
Installed an analytics system for tracking conversions
Worked on usability, added a form for ordering a call back
Practice showed that the site had good potential for growth!
Briefly about the client's business
Sale of tires and wheel rims, batteries.
Main goal
Promotion in search engines, audit and correction of technical errors.
Tasks
Getting into the TOP-10 search engines for keywords
Attracting the target audience
Technical optimization
Moving to a new hosting
What difficulties arose
1. Competitor with a similar name
located in the same building as the client's company. Risk of losing part of the target audience due to confusion.
2. Technical problems with hosting
There were errors when transferring to the server, even before collaborating with us.
What was done
1. Preparation of the semantic core with subsequent expansion of semantics for new cities.
2. Analysis of the usability and technical part of the site.
3. Moving the project to a more stable hosting.
4. Establishing a secure connection (SSL certificate).
5. Filling in meta data that was missing on most of the site's pages.
6. Forming a correct hierarchy of headings.
7. Configuring sitemap.xml and robots.txt.
8. Preparing and publishing SEO-optimized articles.
9. Increasing the uniqueness of client texts by adding key phrases.
10. Implementing Yandex and Google Analytics counters, defining conversion goals.
11. Setting up the presentation of prices on the website taking into account the selected region.
12. Modernization of product cards.
Catalogue example for the Saratov region:
13. Updating contact information.
14. > Adding a callback order form.
15. Improving usability - updating the shopping cart, simplifying the ordering process and paying for goods.
16. Setting up a site search, selecting products by characteristics.
Problem and solution
The presence of a non-standard competitor (with the same name at the same address) prompted us to make the only possible decision to optimize the site's presentation as much as possible. The following was done:
Setting up the presentation in maps, confirming the address for Yandex, adding information about the company on the site.
Setting up external optimization, posting on third-party resources.
Adding contact information: current address, email, phone numbers.
Errors with hosting on the server were fixed by our programmers. DNS zones and SSL certificate were configured.
Results
The site is showing steady growth, the expected traffic influx falls on the fall and spring seasons (when car owners change tires en masse):
As the web project has improved, the number of failures has noticeably decreased:
Conversions throughout the year exceed the set goals:
Indicators in comparison with the market.
The client's website successfully competes with aggregators, even for high-frequency queries:
Seasonal queries:
Presentation on Yandex Maps:
Development plans
1. Adding and filling the "reviews" section in order to increase customer confidence.
2. Creating the "news" section with subsequent filling with relevant information.
3. Adding a page with guarantees and product return conditions.
4. Cross-linking product cards to improve navigation and distribution of "weight" pages.
5. Expanding functionality through a module for comparing products by characteristics.
Our team managed to prove its effectiveness once again, even in unusual conditions. Neither Avito and other aggregators, nor the insidious competitor located next door, managed to “take away” the targeted traffic from our client.
At the very beginning, we eliminated technical errors and all factors that hindered development. Over several months of promotion, we managed to achieve a steady increase in traffic. At the same time, bounce rates were steadily reduced, visitors began to stay longer on the site and show interest in products. But most importantly, conversions increased, which had a positive effect on business!