Promoting an English-speaking business requires understanding the mentality of foreign users who need to be converted into customers. The markets of the CIS and the West are different, therefore, complex SEO promotion requires a deep study of the niche specifics.
Promotion in competitive niches for high-frequency queries is unprofitable due to its high cost. These are the most used search keywords and usually denote general concepts: game, buy a game, buy an online game, etc. Such queries mean a product or service that is usually provided by many companies in the region.
It is almost impossible to break into the first positions for such keys. At the same time, there is a possibility of draining the budget for promotion, because traffic from search engines will come inappropriate.
Focusing on low-frequency queries will allow you to bring solvent customers to the Client's website, and even if there are 10 of them, they will be more predisposed to make a purchase, in contrast to the non-target audience, which will surpass the quantity.
In this case, we will talk about the strategy for increasing the visibility of the Client's website in search engines and how to correctly highlight the accents in search engine optimization.
1. About the Client
The Client's website provides services for boosting accounts in online games. Players can place an order to receive for real money:
- artifacts;
- unique armor and weapons;
- passage of locations, etc.
The website cooperates with high-level players who complete these tasks. Thus, players of lower levels gain access to items and events that they themselves could not have passed or received.
This type of activity is popular (quickly and legally) in the English-speaking environment so the promoted project initially has already had promoted competitors.
The Client had a bad 2 month SEO experience before contacting ITForce. At the beginning of the promotion (November 2020), organic traffic to the website was minimal.
Fig. 1 – Main page
The main task from the Client is the website development in organic search results.
2. Niche analysis
You need to know and understand the logic of the search, the characteristics of competitors to understand how to promote a project in a narrow niche. The audit made it possible to compile a list of recommendations for entering a niche and development.
We took such competitors for the analysis:
- lfcarry.com;
- skycoach.gg;
- carrysquad.com;
- blazingboost.com.
We analyzed the traffic to these resources, TOP pages by traffic and keywords. The analysis revealed that most of the traffic and orders come from product queries (for example, buy the exotic lament sword, buy dark aether camo). At the same time, informational articles are relevant for Call of Duty and Apex games. We realized that in this way you can also attract near-targeted traffic to the promoted website.
There was a need for an information blog. If users see the usefulness in the posted texts, then the order will be made on the same site.
Competitors use small text as descriptions for product pages. But Google's SEO measures the relevance of textual content in terms of authority, relevance, and usefulness to the reader. You need to reveal the topic in the text, which will affect the volume.
Competent internal linking matters for a blog.
3. Website audit
During the audit, errors are revealed that customers do not know and do not even suspect.
- For example, site rendering is the process of processing and rendering site content. At the audit stage, it turned out that JS scripts were not loaded on the promoted site, therefore, going to the main domain, everything looked like this:
Fig. 2 – Incorrect rendering of content
- Lack of canonical tag, which avoids duplicate content. With its help, the search engine distinguishes the page that needs to be indexed among several with similar or identical content.
- The absence of a robots.txt file. It contains instructions for the search robot about which pages and site files are allowed to be indexed.
- Lack of XML sitemap. It contains a list of pages available for indexing.
- Optimization of download speed. If the page is loaded for more than 2-3 seconds, the user will leave it in 90% of cases.
- Lack of micro-markup for Contacts and Product Cards. It is designed to communicate more information about the site to a search bot, and is involved in the formation of a snippet in the search results.
Fig. 3 – Micro-markup helps to create an attention-grabbing snippet
- Absence of Description and H1 on some pages of the site.
In fact, these errors are found on most projects. But the website should be useful for people and understandable for search engines. The faster the mistakes are corrected, the faster the growth of traffic and orders will go, as it happened in our case.
Deliverable
The Client's traffic was minimal at the start of work on the project. The attendance began to grow due to the implementation of the recommendations of the audit developed by us and the correction of technical errors:
Fig. 4 – Traffic growth in November-December 2020
Search engine optimization brings results to this day:
Fig. 5 – Change in traffic for November 2020-March 2021
The number of users increased by 1.5 times when comparing the period February-March 2021 with the previous one:
Fig. 6 – Growth of users by 1.5 times
Attendance versus December 2020 and March 2021:
Fig. 7 – Growth of users by 2.36 times
Optimization results will not appear the next day. But if you follow the recommendations, growth will smoothly begin to occur from next month. In highly competitive niches, the first shifts can be seen in a few months.
Conclusion
SEO success depends on a willingness to move forward, trust the team, and collaborate with it. Our client is interested in promoting the project as much as we are. Therefore, we grow smoothly and in one team.
Comprehensive promotion gave us a steady increase in traffic to the client's website, the number of orders and positions in the search.
SEO optimization helps the website to move to the first positions in the search results, but this can be achieved faster than in a few months - it is worth starting to optimize the website at the development stage. Then the TOP will be much easier to occupy.
We know what to do - contact us!
