During our cooperation, the client opened 4 new stores in regions.
When the client turned to our agency, they didn’t have a website yet — only an offline store located in Kyiv. The website had to solve two tasks: drive traffic from the search engines and generate online leads.
Before we get to work, we create a promotional strategy. To do that, we analyze a niche and identify the websites that are leaders in this niche.
We analyzed the competitors’ websites that made it to the top of search engines. Our analysis was based on the main queries relevant to our client’s niche.
We figured out that competition in this niche is incredibly high.
The leaders in this niche were old websites that had a developed structure, significant reference weight, and a high trust rate.
We understood that our website, being a new one, won’t be able to get to Top search results for high-frequency (HF) queries in such a competitive niche. In the beginning, a new website has to work to generate low-frequency (LF) and mid-frequency (MF) traffic. Thus, we won’t be able to get a significant share of traffic during the first stage.
That’s why we decided to additionally work to grow the informational section of the website: to fill this section with useful articles oriented on informational queries.
The Blog section is an excellent tool for driving additional traffic to a website. It’s also an excellent way to communicate with your audience and increase their loyalty towards your brands.
What Was Our Strategy?
— During the first stage of our work, we focused on building LF and MF commercial traffic. To achieve that, we performed technical, internal optimization, and worked hard to build the website’s reference weight.
— We also wanted to drive additional traffic to the website with the help of informational queries (the Blog section).
Now let’s focus on each of these steps in detail.
Technical And Internal Website Optimization
- We developed a website’s structure that was based on the collected semantic core. Such a structure is crucial for SEO. We added filter pages to the structure right away.
- We created a list of requirements necessary for the website’s technical optimization.
- We conducted an internal optimization of the website’s pages, which was based on the collected semantic core. We also created Terms of Reference for the metadata and published optimized content on the website.
- We implemented an internal linking on the website, which enabled us to distribute static weight between the website’s pages.
- We implemented the semantic mapping of the content.
The biggest problem that we faced while working on this project was the slow implementation of our Terms of Reference by programmers. This significantly slowed down the result.
The Blog Section
The main goals for this section were:
- to make it to the Top search results for informational queries;
- to drive informational traffic to the website;
- to generate sales.
We created a content strategy that included information about the target audience we planned to write for, and a content plan with article topics that were based on the users’ search demand.
Our goal was to publish expert and useful articles. It takes a lot of time to create such content: we spend nearly 50% of all work time on growing the Blog section.
The articles published in the Blog matched the search engines’ requirements and were written on an expert level. That’s why the positions of the search queries relevant to these articles were in the Top 1-3 of search engines without any additional expenses.
We reached the first two goals. The blog’s articles made it to the Top of search engines and generated a significant amount of traffic.
To track the effectiveness of the third goal (which was to generate sales from the blog), we had to collect the information about which users that visited the blog afterward made a purchase.
Doing this is a difficult task (however, not for our analysts).
In this niche, it could take a lot of time between a user reads the blog’s article and makes a purchase.
That’s why our analytics department integrated Enhanced Ecommerce plugin to evaluate the blog’s influence on sales. We saw that the blog generates a significant share of profit for the website (around 15%!).
Video marketing is a powerful tool for online promotion of businesses. That’s why we decided to add it to the overall strategy.
We created a strategy for YouTube channel promotion. This strategy included a content plan with ideas for videos and recommendations on how to film them.
The client provided us with videos on the topics we selected. We optimized them according to YouTube’s requirements, uploaded them on a channel, and added to the promotion.
The optimization, along with the further promotion, helped the videos make it to Top 1-3 of YouTube search results for informational queries.
The blog’s article made it to the Top 1-3 of search engines.
The blog generates 15% of sales from the website.
The optimized YouTube videos made it to the Top 1-3 of YouTube search results for informational queries.