Working on the «StalNov Group» project required a truly creative approach from us! Judge for yourself: the client’s website was «built» on a website builder, which greatly limits the ability to work with meta tags and implement SEO tricks. In addition, the catalog contained thousands of product items, and the budget did not allow us to effectively cover all directions.
But we always look for opportunities, not excuses! Therefore, our specialists immediately began taking active steps:
Performed a technical audit
Prepared a promotion plan
Closed advertising links and fixed technical issues
Started filling the site with optimized articles
It turned out that the client’s website had good potential for development.
Brief About the Client’s Business
Sales of metal products, shut-off valves, and hardware, plus metalworking services.
Main Goal
Increase website traffic and improve conversion through better usability and a more convenient structure.
Tasks
Increase search traffic
Ensure growth in conversions
Improve usability
Conduct technical optimization
Challenges Encountered
1. Website on a builder
Slow page loading, limited capabilities for content creation and SEO promotion. Periodic server issues, unwanted ads, and links.
2. Catalog with a large number of products
A considerable amount of work was expected with a small budget.
Completed Work
1. Collection of the semantic core by priority groups (metal products, shut-off valves, etc.).
2. Technical audit, identification of site issues.
3. Adding new pages for SEO optimization purposes.
4. Content preparation: 70 articles published in 5 stages of 14 articles each.
5. Added a "News" section.
6. Placed contact information in the header for quicker and easier access.
7. Description of the company’s advantages and services.
Service Provision
Cargo Transportation
8. Setup of an informative 404 page with a search form.
9. Adding alt attributes to images to attract additional traffic from Yandex and Google Images.
10. Working with duplicate pages, eliminating broken links.
11. Formation of product cards.
12. Interlinking similar product groups to improve search ranking and behavioral factors.
Problem & Solution
The main challenge was the limited promotion capabilities, as the site operates on a website builder platform. As a solution, we carefully made adjustments (within the available functionality), with all optimization applied manually. Additionally, all unwanted advertising links that interfered with optimization were blocked from search engine crawlers.
Promotion Results
The task of attracting search traffic was successfully accomplished: the number of visits from search engines increased by 465% over 5 months. Behavioral factors also improved — page depth and average time on site increased (due to a more user-friendly catalog and better usability).
Since the start of our SEO optimization, the number of new visitors has grown 5-6 times.
Site traffic also increased from 828 to 4169 visits. This demonstrates audience interest and engagement.
Conversions:
Client site presence in search results:
Plans for Further Development
It is possible that the site may be migrated to a more advanced platform to improve functionality and increase optimization potential. For now, work continues within financial and technological limitations. Planned actions include:
1. Implementing mobile optimization.
2. Adding a product comparison module.
3. Adding promotions, offers, and sales triggers.
Overcoming Obstacles and Continuing to Move Forward!
Even a modest budget and technical limitations cannot stop true professionals! Comprehensive work on fixing errors, broken links, and duplicates, as well as adding new materials, has borne fruit.
The site began reaching the TOP-10 on Yandex and Google for a significant number of selected keywords. The influx of clients noticeably increased. Visitors started returning to the site more frequently after a certain number of days.
Traffic growth from 615 to 3480 visitors per month is not the only achievement! Conversions and behavioral factors (time on site, number of pages viewed) also improved. This lays a solid foundation for long-term search engine promotion.
