+617% increase in organic traffic
in 9 months

One of the biggest obstacles that hindered the client’s website from appearing at the top in the SERPs was the insufficient amount of content that was published on the pages. From what we could see, the homepage and category pages needed to be filled with more keyword-rich texts – that was our priority. Later, we had to expand the product descriptions as they were definitely too short and non-optimized for the right keywords.

Naturally, our copywriting team handled this task, preparing unique pieces of content for our client. When all texts were ready, we sent them to the client, so they could publish the content on the destined pages.

Luckily, we didn’t have to wait long to see the positive outcome of adding more content to the website. Take the buty online (EN shoes online) keyword for example, which we used to optimize the homepage for.

Before we started working on lubiebuty.pl, this keyword had been in the 65^th position in the search results. After adding the homepage content and indexing, the same phrase got to the 10^th position, and kept crawling up. Eventually, buty online keyphrase made it to the 2^nd SERP position.

Once the content prepared for the homepage was ready and published, we could move on and add more texts to the category pages. Since the number of those pages was pretty large, we focused first on the pages with the highest impression rank. We added around 20 texts, each one being more or less 300-word long. Soon we could notice growing web traffic coming to the client’s website from the unpaid search results.

Take botki na słupku (EN block heel ankle shoes) for example. Before publishing more web content, this phrase was displayed as the 68^th result. However, once we started optimizing the client’s website, the same keyword moved up, jumping into the 42^th position. Later, when the content was published on the category pages, botki na słupku made it to the 12^th position.

Eventually, the category page optimized for botki na słupku appeared as the 2^nd result.

Here is another example of a keyword whose position strengthened considerably after we added more content on the espadrilles category page. It was optimized for espadryle tanie (EN cheap espadrilles) keyword:

From what we could see, there were no header tags used on the client’s website. That was a pity because H1s and lower-level headings are one of the key elements of an effective on-site SEO strategy. Naturally, to every single piece of content that was published on lubiebuty.pl, the web admin added appropriate headings.

Each page featured one H1 at the top, and at least one H2:

Additionally, more H2s were added to the web content published at the bottom of each page:

It’s also worth noting that H2s were added manually, whereas H1s were generated automatically – they were uploaded from the category names.

Once this change was implemented, which took place at the beginning of November 2017, we noticed a significant improvement in the keyword ranks. Take modne botki (EN fashionable ankle shoes) for example:

The audit revealed that there were two major issues with meta descriptions and page titles. When it comes to the latter, each one featured the homepage title. This caused two problems: title tags were too long and often duplicated.

Meta descriptions were generated automatically from the page content. Since the category pages didn’t have any text published, the meta descriptions featured the information taken from the web footer. As a result, most meta descriptions were duplicated and practically useless for the searchers.

As our goal was to drive more organic traffic to the client’s website, we had to work on those two SEO elements. To use the full traffic-boosting potential of meta descriptions and title tags, we modified every single one of them manually.

This is how those two elements look before our modifications were introduced:

and after: