Case «Spetsbeton»: how to increase organic traffic by 50 times and raise conversion to 7.86%

The company «Spetsbeton» is rapidly conquering new market shares in the production and sale of ready-mixed concrete and construction mixtures. To promote the brand, it uses modern digital channels: SEO promotion, contextual advertising and SERM.
Services: website development, SEO, Yandex.Direct, analytics.
Implementation period: 1 year
Developed a new website taking into account SEO and marketing tasks
Brought 70% of search phrases to the TOP-10 of Yandex and Google in 1 year
Received 620 leads
with a conversion rate of 7.86%
Project objectives
Attracting organic traffic from Yandex and Google
Bringing the site to the TOP-10 for agreed search queries
Additional traffic from Yandex.Direct during the season
Increasing website conversion into leads
Project Features
  • Promotion of a brand new, newly created website, without a reputation in search engines.
  • Seasonality of the business with significant dips in traffic and conversion in the off-season
  • Modest marketing budget of the project (both for SEO and Direct)
This project is important and indicative for our company, since we went the whole way with the Customer: from developing the structure of the future site to working with the conversion of incoming traffic from performance channels. The development process has been ongoing for more than a year, so we can analyze changes related to the quality of traffic and the number of requests, and say with confidence that these fluctuations are related to our efforts.
Julia, SEO specialist
Brief history of the project development
March-May 2022
Website development. The structure of the new website was created taking into account its future SEO promotion. It was important for us to immediately study the competitors' websites in the TOP of search results and formulate a technical task based on the elements of their structure, which will allow the new resource to reach the TOP-10 of Yandex and Google as quickly as possible. As a result, an option without a complex structure was chosen, since the niche itself implies simplicity of design and delivery of information.
June 2022
Creation and placement of SEO content on landing pages, primary website optimization.
"Spoiler: after 1 month we managed to bring the first search phrases into the TOP-10, after 3 months we consolidated the results. Thanks to the SEO preparation included in the very creation of the site, we were able to ensure a quick start to promotion and launch the influx of the first clients from the Internet."
— Julia, SEO specialist
July 2022
Analysis of competitors by advertising results, selection of optimal contextual advertising tools and launch of Yandex.Direct.

The regional concrete production market has already been divided between the main competitors who have an established reputation and established lead generation channels. To win back your market share, you need to work comprehensively:

  • - with hot traffic (which is currently looking for a supplier),
  • - with cold traffic (which has a supplier, but an attractive offer will make it hesitate),
  • - with a geo-audience (which is looking for suppliers and information about them by geolocation).

We decided to go the classic way of contextual advertising and Yandex geoservices:

  • - advertising on Search with payment for conversion into a lead (high CPC may not allow to fit into the economy, so we focus on CPA no higher than 1200 rubles);
  • - advertising in YAN + Campaign Master first with payment per click (to scale coverage);
  • - promotion of the company card on Yandex.Maps.
— Ekaterina, director
August 2022

A full range of work on SEO promotion and website development is underway, including internal and external optimization, website improvement on all fronts and its technical support.

To maintain a continuous flow of requests, we regularly monitor the functionality of feedback forms and maintain contact with the client himself to receive feedback on sales funnels.

September 2022
Results of the first 3 months of SEO promotion and analysis of the first positions in search engines.
A decision was made:
to expand the semantic core by informative queries.
A Blog section was created to accommodate informational texts. A thematic plan was developed for creating content in article format, but with selling elements. This approach subsequently increased not only traffic, but also conversion.
October 2022
Working on increasing the site's CTR in search results

Our experience in website optimization has formed the knowledge that the click-through rate is an important factor not only for contextual advertising, but also for SEO.

High CTR is a big plus in the piggy bank of behavioral ranking factors.

To improve the click-through rate of a site in Search — worked through text snippets and checked micro-markup. Of course, it is impossible to directly determine what the search engine will pull into the description, but the life hacks we developed allowed us to achieve an almost ideal snippet.

— Yulia, SEO specialist
November 2022

The first season of contextual advertising is ending, let's sum up the results. Despite the very limited budget, which practically put an end to the use of strategies with conversion optimization, we managed to achieve excellent dynamics of indicators and increase CR from 4.07% to 8.28%, reducing the cost of a call from 1488 rubles to 1057 rubles.


Result on Search with hot traffic:


Result in YAN with audience segments:

This data allowed us to propose increasing the advertising budget in order to increase the volume of calls.
December 2022

The systematic routine work on SEO promotion continues. The technical condition of the site is improving: fixing broken links, problems with canonical, duplicate meta tags, etc., since not only we work on the site, but the client himself periodically makes changes.

The following activities are carried out on a regular basis:

  • Search and elimination of invisible elements and texts on the site.
  • Checking website pages for correct internal linking, identifying cases of spam and correcting gross linking errors.
  • Monitoring and eliminating fatal, critical errors on the site.
  • Identification of the lowest quality pages for search engines and implementation of measures to improve them.
  • Analysis of website position dynamics.
  • Analysis of website indexing in Yandex/Google search engines.
During the promotion work, we encountered a situation in which the initially specified metadata for the "Reinforced Concrete Products" section did not produce the expected result and we made a prompt decision to strengthen this page with additional optimization content.
— Julia, SEO specialist
February 2022
By the 12th month of cooperation, we have achieved excellent results. 70% of search queries reached the TOP-10 of Yandex and Google.
Start of cooperation Positions for August 2023 Position dynamics
buy concrete 78 7 +71
buy concrete with delivery 45 5 +40
buy concrete price 56 8 +48
buy a cube of concrete 33 7 +26
buy concrete price per cube 65 6 +59
buy a cube of concrete with delivery 50 9 +41
buy a cube of concrete with delivery price 44 4 +40
buy concrete mix 23 6 +17
buy ready-mixed concrete 35 4 +31
buy concrete m300 49 6 +43
buy concrete m3 70 6 +64
buy construction concrete 45 5 +40
cement mortar m200 price per m3 55 9 +46
concrete expertise price 89 1 +88
concrete quality control laboratory 100 1 +99
concrete laboratory services 100 2 +98
independent concrete expertise 100 1 +99
concrete analysis laboratory 100 2 +98
concrete according to GOST delivery 100 1 +99
testing concrete strength laboratory price 100 1 +99
mortar m100 price 33 7 +26
mortar m150 price 73 12 +61
mortar m200 price 27 12 +15
cement mortar m100 price 44 4 +40
cement mortar m150 price 42 13 +29
concrete well cover price 100 5 +95
ready-made solution m150 100 9 +91
ready-mix cement mortar price 42 4 +38
delivery of concrete m300 cubic meters by delivery 53 3 +50
order concrete with delivery 79 6 +73
buy solid foundation blocks 100 10 +90
concrete laboratory price 82 1 +81
concrete quality laboratory 100 1 +99
concrete control laboratory 100 2 +98
concrete m100 price 55 10 +45
concrete m100 price per m3 63 10 +53
concrete m200 price 35 13 +22
concrete m300 price 33 13 +20
concrete m300 price per cubic meter 85 10 +75
cubic meter of concrete m200 price 48 9 +39
buy concrete m150 36 7 +29
price of concrete m150 61 11 +50
price of a cube of concrete m200 44 10 +34
price of a cube of concrete m300 77 11 +66
RESULTS OF THE WORK:
The new season started in March 2023. The site occupied high positions in the TOP of Search Engines and had good organic traffic, the budget for contextual advertising was expanded based on excellent results and accumulated historical data on conversion and call cost. We connected Yandex geoservice to attract geolocation traffic and increase the total volume of requests. As a result, in the first 6 months of 2023, we managed to boost the development of the project and consolidate a stable site conversion of 7.86% and receive 425 requests.

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