Caring for the environment has become a popular trend! Employees of “ECO PROM” know this firsthand, as they engage in a noble endeavor—recycling used car tires into high-quality rubber crumb outdoor coverings.
But doing something useful alone is not enough for success. It's important to make yourself known to the client, and this was clearly a problem.
When we started promoting this company in March 2023, its website was practically invisible in search results—it could be found by only one keyword. Search traffic was almost nonexistent, and urgent action was needed! We focused on several goals:
Production of rubber crumb and outdoor coverings, recycling of used tires.
Main goal
Attracting traffic from search engines. Before promotion, the site had poor search engine rankings for several years.
Tasks
Increase search engine rankings
Improve usability
Implement analytics systems
Comprehensive technical optimization
Challenges faced
1. Seasonal business direction
The target audience’s interest changes depending on the time of year. Periodic adjustments to the semantics are required.
2. Complete lack of optimization
This prevents the site from being promoted. On the other hand, it represents a potential “growth point” that can be leveraged.
3. Narrow product focus
Sites focused on selling a single product are more difficult to promote in search engines.
Completed Work
1. Comprehensive audit — identification of errors and weak points.
2. Creation of the semantic core.
3. Preparation of optimized SEO articles (15 articles in the first month of promotion).
4. Adjustment of the site structure. Updating prices, highlighting advantages, adding information about the company group structure.
Block with description of advantages.
5. Tailoring the semantic core for different product groups to promote niche products (DIY kits, poured rubber coatings, etc.).
6. Migration of the site to a more stable and faster hosting.
7. Filling empty sections with thematic content to improve search engine ranking.
8. Setting up analytics (Yandex.Metrica) and goal conversions.
9. Implementing an SEO module on the site to aid promotion.
10. Updating privacy policy and implementing cookie notifications.
Problem and Solution
1. Seasonal demand drop.
To compensate for the decline, the semantics for different product groups were thoroughly worked out.
2. Low optimization.
A comprehensive approach was required: implementing analytics, optimizing meta tags, writing articles for key queries. The hosting was switched to a more stable one to avoid site accessibility issues.
3. Narrow niche.
For effective promotion of specialized products, we conducted a detailed study of the market and competitors and updated the semantic core.
Results Achieved
Work on optimization, structure improvement, and content preparation led to the expected increase in search engine traffic: from 900 to 1700 visitors per month. For many key queries, the site consistently enters the TOP-10 search results.
Despite the seasonal drop in interest, a positive traffic growth trend is observed:
Upper line — site in operation, lower line — traffic before promotion.
Seasonal visitors doubled. The chart shows the traffic ratio in November 2023 (during promotion) to November 2022 (before work started).
Presence in search results:
Results
Redesigning the site structure, writing SEO articles, updating and optimizing content — meticulous work, but routine for us. The efforts quickly paid off: traffic grew as expected, and the site began generating profit.
However, an external factor intervened — seasonal decline in product interest. We had to brainstorm and find a way to address this issue. The solution was found! We adjusted the semantic core taking seasonality and customer needs into account.
Currently, the site continues to grow steadily and attract its target audience.
Development Plans
The main efforts will focus on improving usability — the goal is to retain visitors and convert them into customers.
1. Add a "Reviews" section to build a positive company image.
2. Implement new menu items: "Guarantees", "Payment & Delivery".
3. Add a "Promotions" section.
4. Create a "How We Work" block to visually present the order process. This will make it easier for clients to make purchases, increasing conversions.
5. Add a "Certificates" section. Licensed companies approved by regulatory authorities enjoy greater customer trust.
6. Add an "Online Consultant" module and new communication methods.
