- Traffic growth: 100%
- Term: 6 months
The company’s website, “Svarcentr,” has been promoted on SEO for a long time. We achieved a stable level of traffic, which provided the necessary level of sales and successfully maintained it. However, some limitations prevented us from improving performance in the short and medium term.
However, half a year ago, we investigated the project’s growth opportunities, changed the strategy, and found new prospects for further development and promotion of the welding equipment website to increase its sales figures.
Revising and changing the structure of the site
Having analysed the site’s structure, we decided to change it to improve user experience and SEO performance. We received from the client a list of products for new and old categories and updated the product list and site menu.
Some duplicate categories have been removed from the site and new, relevant categories have been added to reflect the product range better and meet the target audience’s needs. These changes aim to improve the site’s navigation and increase its relevance to key search queries.
We also investigate the structure and architecture of the site for clients who decide to order an SEO audit from our company.
Brand optimisation
Initially, the brand pages on the site were closed from indexing. We decided to work through the existing pages and add new ones according to the basic rules of SEO promotion.
For each brand, we collected relevant key queries and developed and filled the pages with high-quality, informative texts oriented both to the needs of users and to the requirements of search engines. We compiled and updated metadata, implemented other work and opened the pages for search engines.
Each page was carefully designed and opened up for indexing, which helped attract new audiences and increase the site’s search engine visibility.
Semantic core update
Periodic updating of key queries is necessary to maintain the relevance and effectiveness of a website’s SEO strategy. It is important to regularly analyse and update your semantic core to reflect current queries and niche trends.
We conducted a complete review and update of key queries for the website’s priority section, welding machines. This allowed us to identify new opportunities to attract traffic and optimise SEO content when promoting the welding equipment website.
Ordering SEO promotion for your website at Around Web is enough to ensure that your semantic core is reliable and up-to-date.
Content Update
Based on the updated key queries, we set about implementing additional tasks to improve the site’s performance, which included two key areas.
Updating content in categories
After updating the keywords, we moved on to revising and optimising the content on the category pages, which included integrating new keywords and updating existing texts to improve their relevance. The goal of these actions was not only to improve the SEO positioning of these pages but also to make the content more useful and interesting for users. This approach helped to increase the target audience’s reach and improve the website’s user experience.
Working with product descriptions
Secondly, we focused on product pages when promoting the welding equipment niche. New, informative and SEO-optimised texts were created for products that lacked descriptions. This helped increase the informativeness of the pages and improve customer interaction and contribute to better search engine ranking. In addition, descriptions of popular products that attract significant traffic were thoroughly reviewed and updated. This increased the relevance of the pages to user queries and improved conversion rates.
Adding feedback
The strategy focused on adding reviews to product pages. Over the past few months, users have been actively encouraged to add reviews, resulting in around 50 new reviews for various products.
Relevant product page reviews not only increase customer confidence but also play an important role in SEO optimisation when promoting a welding equipment website. Reviews improve the content of pages, making them more informative and relevant to search queries. They also increase the attractiveness of the snippet, which has a positive impact on the site’s ranking.
Link optimisation
Since previous link-building efforts have already yielded good results, and given the limited budget, we decided to focus on minimal actions in this direction. Website promotion with perpetual links is a great practice, but it is important to allocate the client’s resources wisely.
This decision allowed us to focus more on developing and improving the quality of content on the site.
Launching Google Merchant Centre
We decided to launch the Google Merchant Centre to increase free website visits. Despite the blocking of goods in the first stages, we successfully set up and activated the service.
Since the launch of Merchant Centre, the number of visitors to the site has increased by more than a thousand people each month (a screenshot of the figures will be available in the next section).
Results
Over six months, we have seen a constant and stable traffic growth on the site. The positive growth of indicators results from a comprehensive approach. It shows the importance of constant analysis and adaptation of strategies by changing market conditions and user behaviour.
In six months, we managed to double the monthly website traffic: from 3,810 visits per month to 7,610 visits per month (6,290 from search + 1,330 from Google Merchant) per month.
Comparison of monthly traffic for September 2023 to February 2024:
Dynamics of traffic from Google Merchant Centre from the 5th of February to the 5th of March:
Traffic dynamics over half a year:
Conclusion
Knowledge, experience, and the ability to look at a project from a new angle often allow us to find new project opportunities, drive traffic, and improve key metrics to achieve new conversions and customer loyalty for our company.