- Traffic growth: 5280%
- Promotion time: 2 years
Glassartstories is a unique company that is based and manufactures goods in Ukraine but sells them in Western markets, mainly in the USA. The company’s website, glassartstories.com, has one language and is focused on sales in solvent countries.
Promotion of online shop in the USA and Europe
The Glass Art Stories website differs from other websites in several ways. First, the company manufactures its own products and has no suppliers, which makes expanding the range of products very difficult. Second, the site’s structure and number of products were inferior to those of competitors. Third, it was developed on the Shopify CMS, which limits some technical implementations.
Looking ahead, we got pretty good results which allowed us to increase sales from the Organic Traffic channel, increase brand awareness, and grow the site in the future.
Graph of website traffic growth in Ahrefs:
The work was suspended in early 2022 due to military operations in Ukraine.
Site semantics and structure
At the first stages of an online store’s search promotion, we started to study keywords and analyse competitor structures. We faced some difficulties in studying competitors due to the lack of similar assortment sites in the Google rendition. Most of them were ranked aggregator sites such as Amazon and Etsy, as well as large shops, the assortment of which contained not only stained glass items but also other, not thematic for us, products.
Still, we studied the keywords and proposed implementing changes in the structure, creating new product categories, and expanding the product range with the maximum number of items.
A partial solution to the small number of items was to create separate cards for items of different colours.
The structure of the site is now as follows:
Technical promotion of online shop in the USA and Europe
A site technical audit was conducted in the first month of operation, with repeat audits every six months.
Our website development specialists worked on the project mostly, as SEO implementations are quite specific, and the Shopify engine has its own peculiarities.
We were able to eliminate all critical and average errors in the work of the site, as well as implemented optimisation measures, added sitemaps, robots.txt file and other system files, set up automation of some processes and launched the blog. We also removed duplicate site pages created due to different protocols, customised breadcrumbs and <h> tag formation, and added rules for pagination pages and other implementations.
Content promotion of online shop in the USA and Europe
As you know, the complex promotion of an online store involves work with content. Therefore, after studying keywords, we formed and placed metadata on the site. This was carried out at the end of the first month of work, and immediately after indexing, we received an increase in key indicators—traffic, impressions, and the average position of the site in the Google search results.
Gradually, we filled the site categories with text descriptions and started filling out the blog. The site’s products are quite beautiful and, among other things, are in the “aesthetics” category, so in the second stage of text optimisation, we introduced more graphic elements to create a positive image for the customer and dilute the dry text with beautiful images of the customer’s products.
We also actively worked with the pages’ content to get extended snippets in Google’s SERPs, and we achieved good results.
Look at one of some of the snippets we managed to get:
Link promotion of online shop in the USA and Europe
It is very important to promote your site with perpetual links, especially in Western niches. We started with a relatively small budget and working time (as for Western markets), but with the help of a small number of outreach links and their dilution with other types of links, we achieved excellent results—we reached the 3-6th place in the output for all promoted query clusters. Some clusters were a bit behind, and some came in TOP 1-3, overtaking competitors like Amazon and Etsy.
Results
The solution order SEO promotion from Around Web has paid for itself. Unfortunately, we can’t share conversions and amounts, but in two years, we managed to increase traffic from 52 to 2750 in a period of 28 days. According to Ahrefs per month, the estimated traffic in dollars is $3400.
Screenshot traffic for 28 days in December 2019:
Screenshot of traffic for 28 days as of December 2021:
Graph of average position growth in keyword tracking service:
