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Major supplier of commercial equipment: reached TOP-10 in Yandex within 6 months, increasing organic traffic by up to 430%

Search Traffic Growth

220 → 946

Promotion Region

Rostov-on-Don and 2 more regions

TOP-10

86%

Result Achieved In

7 months

Brief About Client’s Business:

Supplier of commercial, refrigeration, and heating equipment for retail stores and HoReCa establishments

«TEKHNOTORGSTROY» — Major Supplier of Commercial Equipment

Main objective: Increase the website’s organic traffic

Objectives

Develop a relevant semantic core

Build a website development strategy

Enhance the website’s visibility in search engines

Additional Complexities

01. High Bounce Rate

A behavioral factors audit revealed a high percentage of initial bounces. This means that a large proportion of users, upon landing on a website page, decide to close it. This behavior tells search engines that the website does not meet user expectations. This is a bad factor for SEO.

02. No Mobile Version

Today, the share of mobile traffic for any topic is huge. At least 50% of users search for products and services from mobile devices, so the lack of mobile adaptation of the site is critical for promotion.

03. Overspam

The site pages contained SEO content that negatively affected the ranking. During the analysis, critical overspam and the lack of necessary factors for integrating optimization content were identified. This means that search engines have already recorded the "unnatural" content of the site and we will have to restore the reputation of the resource.

How we worked on the project

Collected the current semantic core

Wrote optimization

Made changes to existing content

Eliminated spam on landing pages

Conducted technical optimization: removed 404 errors, duplicates, adjusted meta tags

Speeded up site loading

Configured file robots.txt with instructions for search robots

Set up a site map with a list of all pages on the site that are subject to indexing by search engines

Checked the Site for malicious code

Integrated webmaster panels

Conducted an in-depth analysis of user behavior on the site, identified the main problems

Conducted an analysis of the usability and functionality of forms

Finished the main website page: placed the "Cart" button, the Advantages Block, integrated intelligent search on the website

Correctly configured the Metrica dashboard, connected goal tracking, integrated key goals into Yandex.Direct

+ 125 more SEO optimization points

Results

86% of queries entered Yandex TOP-10 in 6 months

Phrase	Yandex
trading system price	1
buy trade equipment showcases	5
buy trading system	8
buy trade furniture	9
buy museum showcase	6
buy a showcase for trade	7
counter with beveled edge	1
sale storage	8
net for a store	3
hanging on a trade net	6
fencing system for a store	8
buy a marker sign	2
marker plate price	3

Organic traffic increased to 430%

Dynamics of achieving conversion actions

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