Epstryk is an online electric online store that had never been optimized for the search engines. When they contacted us, their website was pretty large as it consisted of over 27,000 product pages. Despite such a wide offer, epstryk.pl got around 10,000 organic visitors a month, which constituted 29% of the overall web traffic.
Increase sales with organic traffic
Driving more unpaid traffic to the client’s website was supposed to grow more sales. To make that possible, we had to optimize category and product pages so that they appear high in SERP. We also had to optimize the product pages for the right keywords. This way they would appear at the top of SERP whenever someone was looking for an item offered by epstryk.pl.
Working with Epstryk was a genuine pleasure. The owner of the online store is a great guy who knows his products and industry inside out. His knowledge and responsiveness moved the entire SEO process forward way quicker. Although the industry the client works in is highly competitive, together we succeeded at achieving pretty impressive results.
Head of SEO
Changing Page URLs
When the SEO strategy for Epstryk was ready, we met up with the client to go through the plan and divide the tasks. Once everything was set, we started working on the technical aspects of search engine optimization. The very first thing we handled was the URL structure.
Why we did it
The structure of URLs should be easy to read for the users and Google bots. It can be done by removing insignificant numbers and other irrelevant characters from the strings. Crawlers may have problems with indexing long and non-optimized URLs, keeping those pages out of SERP.
Addresses that used to take prospects to product and category pages were too long and definitely too complex. Since URLs are one of the elements that crawlers analyze to determine the relevance of a page to the search, long strings of characters didn’t help the product pages show up in SERP. To change that, we had to make all of the 200+ URLs more SEO-friendly. Later, of course, we set redirections.
Here are four examples of the changes we made to the URLs for better indexing:
When the URL issue was fixed, we occupied ourselves with optimizing the main page of epstryk.pl. It was going to be a multi-step process.
Why we did it
The better optimized the homepage is, the more conversion it’s able to generate. Additionally, its rank affects the scoring given by Google bots to the remaining pages.
There were at least a few things we had to fix to improve homepage ranks.
Firstly, we spend some time rewriting meta descriptions and title tags. We had to make them more enticing and descriptive because only in this way were they able to bring more visitors from the Search to the client’s website.
Title tags and meta descriptions before we made them more SEO-friendly:
Secondly, epstryk.pl didn’t use any information hierarchy on the homepage. We had to add H1 and H2 headings, and there were two reasons for that:
reason 1: This way we helped Google bots understand the relationship between the individual pieces of content published on a page. And when the crawlers’ job is made easier, they tend to score pages higher.
reason 2: Headings split the information into separate sections, which helps the users scan the pages quicker, finding what they are looking for easier. Simply put, clear heading hierarchy improves UX.
Thirdly, we asked Epstryk to write a short piece of content for the homepage. Later, we optimized it, added more keywords and used it for internal linking.
Fourthly, the alt description for the company’s logo needed some tweaking, too. Generally, it’s advised to include the full name of the company in the logo alt text. Having this in mind, we changed
alt=”Sklep online – epstryk.pl” to alt=”Sklep elektryczny online – epstryk.pl”
(EN alt=”online store – epstryk.pl” to alt=”online eletrical store – epstryk.pl”)
Doing all that, and more, delivered desired results. One of the positive outcomes took the form of stronger keyword positions. For example, hurtownia elektryczna (EN electrical wholesaler) and sklep elektryczny (EN electrical store) made it to the 1st and 2nd position respectively.
Optimizing Category Pages
When the homepage was finally optimized for search engines, we focused our attention on the category pages.
Why we did it
Category pages have the potential to drive organic traffic to a website. To do that, they have to be optimized for appropriate keywords and, in general, made more SEO-friendly. Otherwise, their chance of improving their position in the search ranking is thin.
At the time we started working with Epstryk, their website had 19 category pages, each one divided further into a few sub-categories. To make the on-page optimization go smooth, we focused first on the pages that generated the most organic traffic.
Eventually, we optimized all pages for the keywords that internet users typed into the browser most often when looking for electronic equipment. Apart from that we also rewrote page titles, meta descriptions and headings. We also used the category pages and product pages to strengthen the internal linking within the epstryk.pl domain.
Here is a brief overview of what we did with each category page to help it improve the position in the Search:
making the URL SEO-friendly
writing new meta title
creating new meta description
publishing new piece of written content
adding internal linking
Fixing Issues on Product Pages
Finally, we could move on to the product pages. We had to make sure the items offered on those pages are easy to find by the searchers.
Why we did it
Product pages are basically the key elements of an online store. Their contents aim at informing the customers about a particular product, and make them click the “buy” or “add to cart” button. From the SEO standpoint, optimized product pages improve search engine rankings of a website and help bring the customers from SERP to the store.
When we started working with Epstryk, their regular offer was already pretty wide, yet it was constantly expanding. This means the website was growing larger, as each new product required creating a new page.
First, we aimed at optimizing the pages presenting the best-selling products. Later, we worked on less visited pages.
Here is a brief overview of what we did with each product page:
Establishing page and domain authority without running a thought-out off-site process is impossible. When those two metrics are low, a website has no chance of reaching the top of Search.
To help epstryk.pl become more trustworthy in the eyes of Google, our link building team created a strategy to drive more referral traffic to our client’s online store.
Here is the website score before we started the off-site process:
Here is the website score after a few months of running the off-site process for Epstryk:
RESULT 1 Increased organic traffic by 118% in 12 months
RESULT 2 Increased visibility
RESULT 3 Increased sales by 71% in 12 months
RESULT 4Stronger keyword positions
5k keywords made it to the top 10
almost 12.5k keywords made it to the top 50
Thanks to Delante I can see increases in both traffic and online sales of my online store. The optimization works are being carried out really reliably. Also, there’s been significant growth in links leading to my site since we started our cooperation.
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