Case study of an online store of a wholesale cosmetics supplier
In July 2024, the IT company Golden-Web Digital began working with an online store specializing in wholesale cosmetics. The SEO optimization revealed a number of serious errors that were hindering growth.
Issues:
- The site structure is incorrectly constructed and inconvenient for user usability, division only by brands, users who came to the site searching for a specific category of products by meaning, for example, “lip cosmetics”, could not find it because the site structure was not logically constructed
- the site had a large number of high and medium priority technical errors, which also affected the site's visibility in search results
- the site did not have a single, unique style that would distinguish the site from competitors and be memorable to the user, logo elements were not used, graphic content was not optimized
- the site had almost no text content
- many garbage queries were made that were not relevant to the topic
Goal:
- forming a logical and understandable site structure for the user
- correction of technical errors on the website (Khoroshop platform)
- development of a single, unique site style, graphic elements and their optimization
- creating relevant and targeted queries for the site
- regional (local) issuance
- increase in the number of orders from the Organic traffic channel
- increasing search rankings for key keywords
- increase in clicks and impressions
- increase in average CTR (average of impressions and interactions on the site)
Site results before the start of cooperation (July 2024)
Number of clicks 859
Number of impressions 35.5 thousand.
Average CTR 2.4
Average position 6.5
Before the start of cooperation, Google Analytics recorded 713 users from the Organic traffic channel
The number of purchases from the Organic traffic channel was 19 for a total amount of 153,380.60 UAH
Stages included in SEO optimization of the site by Golden Web Digital
In accordance with the issues, an individual SEO strategy was developed, which included several areas:
– First of all, SEO search engine optimization was carried out, which covers both the technical and content components. Technical audit of critical errors that affected the indexing and accessibility of pages in search engines.
- The next stage was to correct errors on the site and implement a new, logically constructed structure. This helped to create clear navigation for users and allowed the target audience to find the necessary products by category faster.
- Golden Web Digital, Ternopil, paid special attention to graphic content and visual components. The site design was redesigned taking into account the client's corporate identity: logo elements, color scheme, illustrations - everything was optimized both for user needs and for fast page loading.
- Comprehensive SEO optimization of the site allowed us to create unique texts optimized for target key queries, which allowed us to increase the relevance of the pages. Eliminating duplicate content and replacing irrelevant queries helped to clean the site from junk pages.
Results after implementing 4 SEO strategies (six months)
Comparison over a 6-month period
The number of clicks increased - 32.1 thousand.
The number of impressions increased - 1.17 million.
Comparison over a 3-month period
The number of clicks increased - 18.4 thousand.
The number of impressions has increased - 642 thousand.
Data from Google Analytics for the last 3 months compared to the previous period from the Organic traffic channel
We see that over the last 3 months, compared to the previous period, the number of purchases and profitability from the Organic traffic channel have increased:
Number of purchases: was 434 - became 570
Revenue increased by 21.63%
It was - 3,627,523.30
It became - 4,412,291.50
Comparison of the six-month period (from the beginning of cooperation/today) after implementing 4 SEO strategies
Total revenue from the Organic traffic channel increased by 120.94% and the number of purchases increased by 126.32%.
Data from Serpstat
This screenshot shows a gradual and organic increase in keyword dynamics during the period of working on planned SEO strategies.
In July 2024, the IT company Golden-Web Digital began working with an online store specializing in wholesale cosmetics. The SEO optimization revealed a number of serious errors that were hindering growth.
Issues:
- The site structure is incorrectly constructed and inconvenient for user usability, division only by brands, users who came to the site searching for a specific category of products by meaning, for example, “lip cosmetics”, could not find it because the site structure was not logically constructed
- the site had a large number of high and medium priority technical errors, which also affected the site's visibility in search results
- the site did not have a single, unique style that would distinguish the site from competitors and be memorable to the user, logo elements were not used, graphic content was not optimized
- the site had almost no text content
- many garbage queries were made that were not relevant to the topic
Goal:
- forming a logical and understandable site structure for the user
- correction of technical errors on the website (Khoroshop platform)
- development of a single, unique site style, graphic elements and their optimization
- creating relevant and targeted queries for the site
- regional (local) issuance
- increase in the number of orders from the Organic traffic channel
- increasing search rankings for key keywords
- increase in clicks and impressions
- increase in average CTR (average of impressions and interactions on the site)
Site results before the start of cooperation (July 2024)
Number of clicks 859
Number of impressions 35.5 thousand.
Average CTR 2.4
Average position 6.5
Before the start of cooperation, Google Analytics recorded 713 users from the Organic traffic channel
The number of purchases from the Organic traffic channel was 19 for a total amount of 153,380.60 UAH
Stages included in SEO optimization of the site by Golden Web Digital
In accordance with the issues, an individual SEO strategy was developed, which included several areas:
– First of all, SEO search engine optimization was carried out, which covers both the technical and content components. Technical audit of critical errors that affected the indexing and accessibility of pages in search engines.
- The next stage was to correct errors on the site and implement a new, logically constructed structure. This helped to create clear navigation for users and allowed the target audience to find the necessary products by category faster.
- Golden Web Digital, Ternopil, paid special attention to graphic content and visual components. The site design was redesigned taking into account the client's corporate identity: logo elements, color scheme, illustrations - everything was optimized both for user needs and for fast page loading.
- Comprehensive SEO optimization of the site allowed us to create unique texts optimized for target key queries, which allowed us to increase the relevance of the pages. Eliminating duplicate content and replacing irrelevant queries helped to clean the site from junk pages.
Results after implementing 4 SEO strategies (six months)
Comparison over a 6-month period
The number of clicks increased - 32.1 thousand.
The number of impressions increased - 1.17 million.
Comparison over a 3-month period
The number of clicks increased - 18.4 thousand.
The number of impressions has increased - 642 thousand.
Data from Google Analytics for the last 3 months compared to the previous period from the Organic traffic channel
We see that over the last 3 months, compared to the previous period, the number of purchases and profitability from the Organic traffic channel have increased:
Number of purchases: was 434 - became 570
Revenue increased by 21.63%
It was - 3,627,523.30
It became - 4,412,291.50
Comparison of the six-month period (from the beginning of cooperation/today) after implementing 4 SEO strategies
Total revenue from the Organic traffic channel increased by 120.94% and the number of purchases increased by 126.32%.
Data from Serpstat
This screenshot shows a gradual and organic increase in keyword dynamics during the period of working on planned SEO strategies.