- Daily traffic growth: from 100 to 400
- Promotion Deadline: 5 months
Vintage Sports Fashion Shop is a company specialising in selling vintage sportswear in Europe, the USA and worldwide. The company approached us to conduct a technical website audit.
Technical audit of the site and developer’s work
We estimated the audit time and set aside some time to check the technical component, content, and links. Thus, our client received a full-fledged SEO site audit.
During the exercise, we saw huge potential in the site and compiled 25 full-length bullet points on which work could already be done. These points were filled with recommendations for the site’s developer/owner and had non-bulleted instructions that could be used for implementations.
The document was also supplemented with paragraphs with a general description and recommendations, this did not relate to the problems of the site, but by implementing the described work it was possible to optimise the site for key queries and improve its position in the search results. We called this section of the audit “Growth Points” and suggested considering it as part of a full-fledged SEO promotion of an online store if the customer decided to order this service.
Technical promotion of a sportswear shop: Audit implementation
During the audit, we did not work on the site, but the client contacted us to check the correctness of the implementations, and after a month, when the site’s performance increased – we ordered the service complex site promotion.
Performing the audit allowed the site to grow quickly, while some other projects needed to be promoted for more than six months to achieve the same growth.
The basis for growth were the site’s age and history, existing link indicators, and NOT using the site’s basic recommendations for metadata. So, by setting the right metadata template, we have already received tremendous growth, which was visible not only in traffic but also in sales.
Working with growth points
When we started full-fledged SEO promotion of the site, we took care of regular works and growth points from the audit: composing short descriptions in the category (there was a block above the products for about 100-200 characters of text), content autogeneration, optimisation of the product metadata template and technical changes of the product pages, complex changes in the site’s structure, and rejection of toxic links.
During the 3-4 months of promotion, we provided most of the planned work on the site, and traffic growth was already 300% of the initial values.
Most of the implementations were done by the site’s developer one-time and on a large sample of pages. This allowed us to provide growth so quickly that we only had to index all the changes in time, for which we used Google Index API.
Works with toxic links
Unfortunately, the site is in a pretty competitive niche, and it was constantly subjected to constant link spam from third parties. Our new link tracking services, such as SEMRush, detected about 1,500 third-party links from low-quality sites with commercial anchors per month during the entire promotion.
In fact, there were probably more such links, as the services only see a fraction of such links.
The solution to this problem was to reject toxic links on a weekly basis so that it wouldn’t take long to get the site out from under Penguin’s filter and build new links from high-quality sites with NO commercial anchors.
Content promotion of a sports shop and other works
We didn’t forget about regular work and site content, we regularly provided SEO copywriting and other work until all categories of the site were completely gone:
- keyword collection and clustering;
- Writing and posting unique keyword metadata;
- composing text descriptions for categories and products of the site;
- placement and indexing of new elements.
Results
For 5 months of work from traffic about 100 clicks per day we reached 400 clicks per day, further work on the site was suspended and now we are engaged in supporting the project without serious implementations, as well as tracking new toxic links. We believe the decision to order SEO promotion was great for this site.
Traffic screenshot for 5 months of promotion:
