Notino is a big, international online drugstore selling perfumes and cosmetics. For the company, we have been conducting a part of the SEO process – link building activities.
See how the link building strategy helped to introduce the most relevant keywords to the TOP3.
We were conducting Notino’s link building process from April to December 2020. Earlier we cooperated as a part of copywriting service – we supported the company in creating content for the drugstore categories.
The company has an internal SEO team that works on increasing the website’s online visibility.
Managing Link Building Service
The client has an internal SEO team
Highly competitive industry
General keywords of high search volume
Managing one part of all SEO process
Link Building Strategy
In the beginning, we want to point out that link building is just a part of the SEO process. It’s about 30% of the whole process and it affects final SEO results accordingly. Therefore, to bring the best possible effects it needs to be strongly correlated with the on-site process. That’s why it was crucial for us to cooperate with the client’s internal SEO team when creating link building strategy for them.
Link building in Delante is a meticulously designed strategy tailored to the client and industry.
At the beginning of cooperation, the client provided us with a list of keywords and URL addresses that were relevant from the business point of view, and which the SEO team was currently working on. Then we selected phrases resulting from our keyword research, added them to the list, and focused on provided URLs when creating:
exact match links,
links containing keyword and brand,
links containing part of the exact match,
clear URL links.
Keyword phrases and URLs were updated every 3 months. An off-site process conducted in that way proves to be the most effective tactic.
For Notino we were creating 20 links per month.
Links we are creating:
have strong parameters (stronger than the client’s website),
are created manually,
are thematically relevant links,
are being obtained from different sources: social media, catalogs, bookmarking sites, articles, forums,
have unique content,
are encased with adequate content,
are being additionally indexed by external tools.
At this point, it’s high time to answer the question – “how to measure link building effectiveness?”. In the linking strategy, we take into consideration effects like:
increase in ranks of keywords used in the link building process,
increase in the number of links and their parameters.
In addition, we pay attention to a number of views, sessions, and visibility of particular subpages, however, it’s important to remember that these elements are also affected by other activities on- and off-page.
Link Building Process For an Online Drugstore
We worked in 3-month intervals, during which we made links to selected subpages and set keywords. Every 3 months after consultations with the client, we would change URLs and keywords that were most relevant to the business at the very moment. This way, we could well organize weekly tasks and work with phrases in the longer perspective that would later translate into visible results.
Links already created were also additionally supported by other links to make them stronger and fasten the indexation process. This approach in SEO is called Link Pyramid.
First, we focused on general phrases, such as Online perfumery
Perfum(a keyword with incorrect spelling in polish language that was important for the client as many users would make the query with mistake)
Examples of changes in the position of linked general phrases
All data are obtained from external, independent sources.
Keyword: online drugstore
Initial rank: 11
Best rank: 1
Initial rank: 16
Best rank: 1
In the next stages, we were linking to main categories and constantly were strengthening the main page.
Examples of changes in the position of linked phrases matched to the category
An increase in the number of links for the linking category:
Keyword: original perfumes
Initial rank: 6
Best rank: 1
Keyword: face serum
Initial rank: 3
Best rank: 1
Keyword: cream for men
Initial rank: 14
Best rank: 1
Examples of changes in the position of linked phrases matched to the products
Keyword: Farmona Herbal Care Lavender
Initial rank: 5
Best rank: 2
An increase in the ranks of linked keywords and linking domains combined with on-site activities conducted by the client’s internal SEO team resulted in a stable and constant increase in website visibility:
SEO Specialist Comment
Cooperation with Notino was a really interesting challenge – keywords that we together selected for the link building process were very competitive and of high search volume. We had to compete with equally large players in the market, whose domains had a longer history, higher parameters, and SEO budgets. Despite the fierce competition and the fact that we were responsible for just a part of the SEO process, we achieved really good results and increased the most important keywords’ ranks to the TOP3, even TOP1. All possible with a well-structured strategy in which every link was carefully thought through and had its place.
SEO Team Leader
Supporting SEO Link Building Specialist Comment
Notino is a client whose strategy was based entirely on linking. With the SEO specialist’s help, we were selecting subpages with the best potential – those that could bring the greatest value to our client. Each month the link building strategy was 100% thought through and linking places always varied and thematically related to the website.
In the first months, we focused on building links to the homepage and categories, then we moved on to product pages with high potential. The process was based on proven link sources showing better parameters than Notino’s website. It wasn’t the easiest task to find such places, however only this was we could ensure an increase in ranks for competitive keywords and were bringing desired results that would motivate us for further work!
Junior SEO Specialist
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