The task was to get the maximum number of customers at the lowest price.
The decision to start work was made after studying company cases and observing it ratings on different freelance platforms. Also, before changing our current vendors, we asked for audit real situation with the expected work plan.
Before starting work, we detailed the goals. What positions do you want to get in SEO. What is the maximum client price for campanies. What is the budget and how much we want to get customers. Within a week, the guys tuned the campany and we started work. By google ads we got the result instantly. Seo had to wait a bit. But when the traffic went we received more customers than we expected.
We had weekly phone calls for project statuses. But if necessary, all the guys were online and were ready to answer all questions.
I am absolutely pleased with the results of our work. I got the planned value of customers for cheaper than I had planned. For all key queries I took first place in the issuance of Google.
What the problem was?
During the technical audit, we identified many errors that had to be corrected in the future.
The main problems of the website at the very beginning of work:
- in external optimization: the presence of a large number of links from the .ru region, while the regional affiliation of the website refers to .ua;
- unoptimized text on category pages of main services: a large number of irrelevant keys in the text, which ultimately led to the problem of page irrelevance;
- poor structure of the website: a small number of service categories in comparison with competitors.
Also, in the analysis, it turned out that the company had an old website that was not used after the rebranding. We decided to use it as a donor to get the link weight of the old one.
Workflow
A pool of major work on the website, which was done to achieve results in the shortest possible time.
The ways to get SEO traffic quickly lead to filters and penalties from search engines. A reliable foundation is a must to achieve stable results in the promotion. Since the first days of work on the project, we began to actively analyze the main competitors in the niche in terms of external data.
Detailed analysis of the niche and competitors:
- analysis of basic website indicators;
- analysis of search traffic;
- analysis of the technical side of websites;
- analysis of competitors' content;
- comparative analysis of competitors;
- SWOT-analysis.
Later this allowed us to set a promotion strategy and determine a budget for external optimization.
We also conducted a detailed analysis of our website based on external data. SEO audit of the site showed the following problems:
- mediocre website download speed for mobile version and PC;
- lack of configured main mirrors on the website;
- lack of bread crumbs;
- duplicate pages for the upper and lower case of the website;
- meta tags - precise adjustment of metadata on the website pages was required;
- presence of broken content;
- lack of micro-markup OpenGraph for social networks;
- unoptimized external links on website pages.
Today snippet with updated metadata looks like this:
Fig. 1 — New project snippet
It should be noted that we were able to lay the foundation on which we could further build a promotion strategy. Unfortunately, not all mistakes from the recommendations have been fixed.
- Analysis of the link profile of our website:
Fig. 2 — Growth rates of backlinks since the beginning of work
The strategy of building a link profile consisted of a gradual smooth increase in the number of external links.
- Semantic core building and query clustering:
Fig. 3 — Number of key phrases in a year before the start the semantic core building and structure expanding
The website began to rank better by search engines after correctly collected extended semantics and grouping of queries.
Further step we finalized the structure of the website to fully cover all target queries, selected based on the analysis of competitors and their semantics.
- Formation of the website structure based on the analysis of competitors and the collected semantic core:
Fig. 4 — Example of the well-defined website structure
However, it was not possible to fully implement this version of the structure due to the lack of specific services provided and the Client's refusal to implement.
The intermediate result after the first month of work - we were able to increase the amount of organic traffic in general by 20%:
Fig. 5 — Result of the first month on the project
Deliverables:
For 5 months of work on the Client's project, we have achieved the following results:
- growth in organic traffic:
Fig. 6 — Rapid increase in traffic dynamics from the start of promotion
The website traffic was about 1500-4000 users daily. Since mid-March, we have seen a sharp surge in traffic - probably due to the extended quarantine and the desire of people to improve their English while in self-isolation.
- increase in traffic compared to the previous period:
Fig. 7 — Traffic compared to the previous period
The graph shows a significant increase in search traffic.
Progress on external optimization:
- Dynamics of link building:
Fig. 8 — Dynamics of link growth until the end of the project
The graph shows us an active growth of the pages referring to the website since the start of our work on the Client's project.
- Dynamics of growth of traffic, keywords and cost (data of Ahrefs):
Fig. 9 — Organic traffic growth dynamics
Fig. 10 — Organic keywords growth dynamics
The number of ranked keys in the top 3 has grown from 53 to 96.
Clear strategy in search engine promotion makes your success is real even in such a competitive business niche of services as English language courses.
