Search engines promotion for a wristwatch website

The market in which the Client works is highly competitive. There are very large players in the watch niche, which are difficult to compete with.

Therefore, first of all, the SEO specialist focused on increasing low-frequency traffic.

What did we have at the start:

The initial technical audit of the website identified the main reasons that affect the lack of search traffic:

• lack of technical optimization;
• lack of landing pages with MF and LF queries (limited filter);
• large lack of keywords in categories;
• minimum of commercial factors;
• insufficient volume of external links in comparison with competitors.

These flaws significantly limited the website's visibility in the Google search engine. As a result, there is no growth in traffic and conversions.

The website was practically not ranked, visits were random and for low-frequency queries. 20-30 users per day - this is the average traffic in August 2019 (start of work).

Рис. 1 - Вихідні дані Google Analytics

Fig. 1 — Google Analytics inputs

Workflow

What have we done to fulfill the Client's task?

We studied the niche and made a promotion strategy for the next 6 months.

INTERNAL OPTIMIZATION

We have carried out a full technical audit. Based on it, we made recommendations for the programmer to fix errors:

• a lot of duplicate pages;
• duplicates of metadata;
• missing metadata;
• not configured CNC pages (URL - addresses);
• pagination pages are not configured;
• errors in micro-marking;
• errors in the sitemap sitemap.xml;
• private styles in the robots.txt file;
• low website loading speed;
• errors in displaying the mobile version;
• lack of filter structure;
• layout errors;
• other technical errors.

Our task was:

• correction of technical errors;
• development of the filters structure (creation of new filters for all categories);
• creating many new landing pages from filter variations;
• creating pages with manufacturers;
• improvement of product cards, adding commercial factors;
• improving the blog;
• development of website usability.

We have written high-quality unique texts for all new landing pages. Metadata templates were created for product cards and new sections of the website.

Key points to improve conversions:

• Expanding growth visibility. 

The main flaw of the website was the lack of filters, which is very important for the watch theme. We have significantly expanded filters in all categories to increase the number of keywords for which the site will be "visible" in search engines.

We created pages from filter variations and separate pages for each manufacturer. Implemented a metadata template and wrote unique texts. We also created a link for the filters. Due to extensiveness, we have introduced about 300 new pages. In addition, we managed to attract traffic to the website for a large number of low-frequency queries. 

• Usability. 

Now, after attracting visitors to the site, the main task is to make them buyers.

To do this, we improved the quality of the photo, fixed errors when placing an order, made linking from the characteristics of product cards to categories, the module "Similar Product", set up the url-addresses of the website, and other improvements.

All this allowed us to improve the behavioral factors on the website and convert visitors into customers.

• Info-content.

We have improved the blog to attract additional traffic. Introduced linking, metadata templates, and wrote popular and useful articles about watches. Improved behavioral factors. 

Such work on the website expands the number of keywords by which the online store could be found. That is, the visibility of a resource in search engines improves as it helps to solve the problem of the buyer. 

First traffic growth after implementation of audit recommendations:

Fig. 2 — Start of traffic growth after technical errors fixing

EXTERNAL OPTIMIZATION

Essential part of website promotion is the promotion by thematic links. To do this, we analyzed competitors in the search results and made a link acquisition strategy:

• thematic with one-time payment;
• crowd links - posting comments on forums, reviews, and other visited sites;
• outreach - link building through an agreement with bloggers and owners of thematic websites.

Uniform placement of links on quality resources led to an improvement in the website's ranking and competitiveness in the search results.

Deliverables

The results were not long in coming. From the first months of work on the website, we saw an increase in traffic. Continuing to work on commercial factors, we also increased the number of conversions.

• Total visibility of the website for all queries that hit the TOP:

Fig. 3 — Total visibility of the website for all queries 

• Increase of website visibility in search engines:

Fig. 4 — Increase in website impressions and clicks

• Organic traffic growth:

Fig. 5 — Dynamics of organic traffic growth from Google Analytics for 7 months

Result after 7 months of SEO work:

• website traffic increased by 323.55%.

Which amounted to approximately 125 - 155 users per day from search engines.

Fig. 6 — Google Analytics data comparison

By conversions:

Fig. 7 — Goals achieved

We got the effect in the course of regular and systematic work on the project: we generated ideas, built a strategy and looked at the result.

Do you want traffic growth? Order SEO promotion from us!