About The Business
‘UkrZoloto’ (Ukrainian Goal) is a Ukrainian network of multi-brand jewelry supermarkets that offers products and jewelry made from gold, silver, and gems. Today ‘UkrZoloto’ network has an online store and a number of offline stores located in the largest Ukrainian cities: Kyiv, Dnipro, Odesa, Kharkiv, Khmelnytskyi, Kryvyi Rih, Mariupol’, and Poltava.
The client gave us a task to increase the number of website visitors. During the first stage of our work, we analyzed the competitors and set up a Google Analytics account. When we’ve just started working, it was difficult for us to analyze the previous website attendance because of the following reasons:
the reporting’s setting wasn’t accurate;
Google Analytics chart had blank spaces.
That’s why we decided to use the results of the first and last months of our work in our before and after comparison.
Naturally, we analyzed the clients’ website state before we started working. Here’s what the analysis showed:
an average search result position was 77 for Google and 65,6 for Yandex;
26 search queries made it to Google Top 100 search results; 29 made it to the Yandex ones.
What Has Been Done
- We built a semantic core based on the website’s topic and features and used it to create Terms of Reference for writing articles for external resources.
- During the first month of our work, we purchased 13 temporary and 11 everlasting links and published a few articles on external resources.
- During the next month of promotion, we developed a work plan for page optimization in the ‘Catalog’ section (earrings, rings, necklaces, bracelets, etc.).
- Then we developed Terms of Reference for a copywriter and created a task to fill in metadata for the chosen categories.
- We also started working on increasing the purchases of reference weight to increase the website’s Trust Rate and improve its positions in search results.
- We conducted internal optimization of a website, optimized its sections, purchased external and internal links, and published articles.
- We optimized the ‘Journal’ section that contains informative niche-related articles. We added search queries to promote this section.
- We expanded the number of tracked and promoted search queries.
Judging from the data received after the first month of promotion, we understood what number of links we should purchase and what result we could forecast.
The website had one feature at that moment: it was designed as a catalog, not as an online shop. This catalog allowed visitors to learn more about the store’s assortment; however, visitors couldn’t learn about the prices, filter products, and use the other options that are necessary for the clients.
When we optimized this website, we recommended our client to divide the assortment by categories and materials. This was the minimal plan for technical work.
It’s not enough to merely lead a user to a website: one has to find a way to make users stay on a website, catch their attention, and turn them into buyers. Unfortunately, ordinary SEO cannot affect that until you start using additional tools.
Such things as clear and straightforward interface, intuitive buttons, FAQs, and integrated marketing, in general, can help you make the users stay on your website and turn into loyal clients.
Because Google Analytics was set up incorrectly, we didn’t have the attendance indicators for the previous period before we started working with a client. That’s why we used the data collected at the beginning of our work as an example:
- In September, traffic from organic search results increased by 4,91% compared to August (from 9526 to 9994 sessions in 30 days).
- The TIC (thematic index of citing) increased by 10 points (reaching rank 60). This indicator shows how often other niche-related resources quote a website.
- The bounce rate lowered by 45,8% (from 48,91% to 26,51%).
- The position average decreased from 77 to 58,63 for Google and from 65,6 to 42,26 for Yandex.
- 3 new search queries made it to Yandex Top 100.
- 8 new search queries made it to Google Top 100.
- In October, traffic from organic search results dropped insignificantly (by 9,61% since September) due to the decrease of seasonal activity. The number of main search queries also lowered.
Incorrect website migration from one server to another, and a decrease in website loading speed lead to traffic drop.
These are factors that negatively affect traffic growth. The website’s loading speed is one of the factors for search engine ranking.
- The website migrated to a secure https protocol. This factor also affected traffic drop; however, this is a natural reaction of search engines to the website’s migration to another protocol or domain. This happens because the search crawlers have to rescan and reindex the website’s pages. While the pages are reindexed, a website gets less traffic.
- In November, traffic growth resumed: it grew 49,5% since October, the number of new users increased by 55,3%, and the bounce rate lowered by 14,7%.
- The position average decreased from 52,62 to 39,39 for Google and from 27,93 to 21,53 for Yandex.
- 4 search queries made it to Google Top 10. 16 search queries made it to Yandex Top 10.
The traffic grew 100,5% for the overall period of work, and the number of new users doubled for that same period.