SEO promotion of an online store selling household appliances

Client's goal:

At the end of 2019, the owner of teploradost.com.ua contacted DIGIANTS to analyze the potential of website promotion. The company specializes in heating equipment, climate control devices and related products.

Despite being sceptical about the effectiveness of SEO due to previous unsuccessful experiences with freelancers and other contractors, the client recognized the global trend of selling products online and the potential for finding new customers. Determined to find a company that could deliver results, they turned to us for help.

Initial website audit

We faced the task of promoting a store offering a vast variety of heating equipment for every preference. The website had been around for a long time and featured an extensive number of product sections and related pages.

During the initial stages, we did the following:

• We conducted a full audit of the website;
• After the analysis of the website's structure, we compiled a list of priority pages;
• We analyzed search queries and prepared a list of keywords to target ;
• We took note of the website positions and traffic for a further comparison.

Initial metrics:

• Keywords (search queries) tracked: 14,026
• Pages with high traffic potential: 405 pages
• Overall traffic potential: 1,597,190 clicks per month (according to Adwords)

Website positions at the start:

• (The table shows the position of the website in the TOP 100 of the Google search engine results. The positions were determined using a specialized service that analyzed the website's semantic core for promotional purposes. For example, the TOP 1 row shows that the website in the beginning had 118 out of 14026 keywords ranking first in Google search results).

Given the extensive size of the online store, we worked with the client to identify priority pages that are in demand and have the potential to attract users organically.

Building an SEO growth strategy

Armed with proven SEO methods from numerous successful projects, we developed a custom SEO strategy for promoting the Teploradost website. Given that the project had previously been promoted by another company with unsatisfactory results, we conducted a comprehensive analysis to identify changes that would ensure guaranteed growth.

SEO promotion in steps:

• Improved crawling and indexing rates of pages;
• Corrected website errors based on search engine recommendations;
• Enhanced the website's performance as an online store;
• Wrote and placed targeted content on promoted pages;
• Formed useful blocks to increase the website's quality;
• Fixed technical issues with product filtering and catalogs;
• Improved website speed;
• Optimized the mobile version of the website;
• Increased the number of pages with traffic potential.

Problems and solutions

During our work, we faced several challenges that required additional solutions.

The website had a long history and its internal functionality affected loading speed and overall website health. We did extensive work to enhance performance and optimize the website's code, making it competitive in speed. The search engine can now quickly analyze the website's pages.

Unclear content. Initially, the search engine did not accurately understand the website's content, showing irrelevant pages for specific search queries. For example, a search for "Buy a boiler" would show the page for double-circuit gas boilers, which did not fully meet the user's intent. By refining the content and metadata, we fixed this issue.

Complex structure. The website's extensive number of pages complicated the navigation. Numerous filter parameters made it difficult for users to find the desired products. We worked step-by-step with the client to improve navigation and filters, which reduced the bounce rate and improved page loading speed.

Ukrainian version of the website. In December 2020, the need arose to create a Ukrainian version of the site. The old functionality of the website made this a complex task to add another language. Despite this, our team successfully developed the Ukrainian version. Our developers completed the full language version within 20 hours using our company's internal tools.

Results achieved with our SEO strategy

The owner of the online heating equipment shop Teploradost, along with his team, got convinced of the SEO promotion effectiveness after just one year of working with us. We not only achieved the primary goals but also made significant improvements to the website itself. Our coordinated efforts and clear communication allowed us to accomplish what other companies had not. Most of the pages reached the TOP 3 positions in search results, which led to significant traffic growth. The client was confident enough in our work to entrust us with ongoing SEO promotion and strategy development.

• Keywords in tracking: 14,026
• Pages with high traffic potential: 405 pages
• Overall traffic potential: 1,597,190 clicks per month (according to Adwords)

Overall ranking position growth:

Keyword position improvements:

• Volume - the number of searches per month.
• Initial position - position of the keyword in Google identified during the initial audit.
• Current position - position of the keyword in Google after the implementation of our SEO strategy.

Website visits in December YoY:

Clicks per year (Google Analytics data):

• 59,423 clicks - December 2019
• 161,033 clicks - December 2020