SEO optimization and website promotion case for a wooden toy workshop

Client - wooden crafts workshop: children's toys and home decor

Target

• increase organic traffic
• introducing targeted queries to the site to bring targeted buyers from organic search

Issues:

• Trust. The client contacted us after an unsuccessful experience working with SEO optimizers, whose work did not bring the desired results.
• The site is developed on the platform well (does not have the ability to make all technical rights and improvements)
• User friendliness. Categories that are quite inconvenient for users are not displayed. (Because of this, you could lose your users). Illogical, inconvenient site architecture.
• Incorrect nesting in the URL (need to find a 301 redirect).
• Organic site search. The site did not have relevant semantics, accordingly, the site was not searched for relevant queries and therefore the site was not visited by target users from organic search. Content:
  • Hidden content from users
  • A problem was detected in html headings (headings were written with a <p> tag)
  • There were no key queries in the meta tags
  • The content design did not match the overall style of the site, but in general was no different from any other online stores.
  • Graphical content is not optimized.
  • There was no clearly defined target audience, and communication with it was not well-developed.
• The website has little information about the services it provides to the client.
• Irrelevant product item names (this problem is quite important for both SEO promotion and paid advertising on Google)
• Multilingualism of the site. Only one language (Ukrainian) was implemented on the site.

The client contacted the company in September 2021. The task for our specialists was:

• bring targeted buyers to the site from organic search results
• development and implementation of a logical and convenient site structure
• correcting all errors on the website

1. To begin, we identified the main competitors in the niche and conducted an analysis.
2. In accordance with all the data received, a detailed strategy was developed with a further work plan for the SEO team.
3. Through niche research and competitor analysis, semantics were collected for each site page.
4. A new structure was developed and implemented on the site, and category names were changed to be more relevant to the topic and more frequently searched.
5. An emotional brand concept has been created (Branding department), which expands the target audience and specifies the impact on it. Namely, touch points and more detailed explanations of how to use and play with the company's products have been created. And emotional communication stages have been prescribed, which will maximize the desire to purchase products and create the effect of brand memorability in order to enter the lives of the target audience on a permanent basis.
6. New information pages were created, which provided all the necessary information about the services provided by the client and listed relevant key queries for the skin from the newly created pages, and all content on the page was developed individually in the client's style and optimized according to Google algorithms.
7. All categories of the site have been optimized according to Google algorithms and the overall style of the site.
8. The names of product items have been correctly spelled out and changed on the website.

Next, let's go through the numbers

Dynamics of growth and decline of the average site position over 3 months of operation (October, November, December)

• From the graph we clearly see the growth in all indicators.

Next, let's look at a comparison of the site's performance during the Golden Web digital team's work (3 months: October, November, December 2021), compared to the previous period (3 months: October, November, December 2020)

CLICKS

SHOWS

SEMANTICS

Keyword dynamics (the graph shows the change in the domain's keyword phrases over the last year)

On the screen we can clearly see the list of key queries for the period of work.

Dynamics of growth in the positions of the site's key queries in the results over the last 3 months compared to last year:

and others…

New relevant queries received on the site in the last 3 months

and many others…

• Queries about the work of the published site rose to quite high positions for the entire SEO team in 3 months.
• Targeted, relevant semantics began to enter the site, and accordingly, it brings in the target audience.
• Many new queries have already reached high positions, which indicates that the site has high position indicators.

In the future, we continue to work with the main semantics of the site through internal and external optimization. We also take into account the translation of the site into another language (ru) in order to bring an even greater number of relevant queries to the site, due to which we will attract target users from all over the country to the site. We constantly conduct competitor analysis to develop new semantics.