The company was already a leader in the Lithuanian automotive industry, running an online store with second-hand car parts. Now, they reached out to us to help them win another European territory.
Ovoko aims at becoming an “eBay for car parts” and what they needed to get closer to this goal was to become more visible among potential customers.
Organic traffic was the core goal for both our client and us. The plan was to generate high-quality and converting traffic from organic channels.
This process was a tough one, not only because the automotive industry is really competitive but also due to the CMS limitations. Nevertheless, it was nice to be challenged this way – we couldn’t work with ‘classic’ technical optimizations and we had to get creative with the process. In the end, we delivered great results for our client – when there’s a will, there’s a way.
Right away we started with technical SEO optimizations. The first stop? Incorrect title tags and meta descpritions on the client’s website.
The website had a lot of unoptimized titles and meta descriptions.
The titles were either too long (wide) or too short and didn’t include relevant keywords.
A large group of titles and met were duplicated:
This was increasing the internal duplication metric that would harm the store’s visibility in organic search.
Similarly, the meta descriptions were incorrectly constructed. The vast majority of them were too long or too wide – they have been implemented automatically via CMS and led to duplication as well.
We suggested optimizing both titles and meta tags to fit the adequate length and include business-relevant keywords chosen for each subpage. For meta descriptions, we recommended adding CTAs to increase the click-through rate.
Another technical work was aimed at the heading structure. The website contained neither top-level headings nor had it keywords that would improve its SEO.
Each website should contain at least one H1 heading and two H2’s. The ideal structure should appear as follows:
There was an incorrect structure of headings within the website. Too many H1s, duplication within H2 headings, and lack of keywords in the text were the major errors.
We recommended adding H2 headings in an optimized form and extending them with relevant keywords.
The categories on our client’s store were too general. We knew that proper optimization of the names and hierarchy would contribute to the overall SEO effectiveness.
Ideally, each subcategory on the website should have a unique name that would tell search engine robots what can be found on a specific page.
The existing category tree wasn’t informing users about the targeted offer. In this case, robots would have trouble properly matching the page in search results – car brands are highly competitive, frequently-searched phrases. In addition – users could use those keywords for multiple purposes, so the site could not reach the target audience.
We suggested expanding each category with separate anchor text that would create a long tail keyword the target group would actually use, like in this example:
No one likes complicated and too-long URL addresses – Google crawlers too! Fixing this issue was another necessary part of our SEO strategy for this client.
One thing that Google definitely doesn’t like about e-commerce (and any other, really) websites are URL addresses that contain parameters, and underscores and are in general hard to read and remember.
That was the case with our client’s product URLs.
We recommended using canonical link elements and making the URLs user-friendly.
an example of suggested fixing incorrect URL addresses on Ovoko’s website
While often neglected, internal linking is equally important as the external backlinks we all want to obtain. During the SEO audit, we discovered a few internal linking issues that were harming link power and needed to be taken care of.
There were also slight problems within the internal linking element. In general, all URLs were directed to the same version of the site, which was correct. However, there were a few redirection chains that could weaken the power of the links – we suggested using 301 redirects from the first link to the last.
Having enough high-quality and keyword optimized content on your site is a game changer for all SEO strategies. Ovoko needed our assistance in this area.
The website didn’t have enough content that would support the SEO strategy. Even the product descriptions were generic and weren’t optimized in terms of keywords. We suggested implementing more content on the homepage and product pages.
Our team created a detailed Content Plan including a communication style analysis, recommendations, and a suggested schedule. We advised creating a separate blog for the store and planned the first publications.
While we always carefully plan all stages of our SEO plan there often are unexpected challenges to face on the go. Well, it happened in this case!
The major challenge we encountered while working with this client was the lack of access to the client’s CMS.
CMS used by Ovoko was a custom one – this made it hard to work with when it comes to SEO optimization. In addition, we couldn’t work on it due to limited access and we weren’t able to implement changes in real-time while working on the SEO strategy.
As a result, we prepared a list of recommendations and things that were crucial to implement on the website for the client’s team. As they were not implemented according to the initial schedule we needed to find out a way to achieve set goals for our process.
We decided to switch SEO strategy and focus on the Off-site process instead!
In the case of this cooperation, we definitely had a hard nut to crack. The CMS was difficult to work with SEO-wise & eventually we didn’t have access to implement the technical changes. We decided to put extra effort into link building as we knew it will pay off! It was a nice challenge and we could prove that off-site SEO when done right (focusing on the linking domains’ relevance and quality) is a solid pillar of the whole process and can bring great results.
Facing difficulties with implementing technical changes on client’s CMS, we started to look for another way to deliver best results of our strategy. Eventually, we decided to focus on the element we had impact on – link buidlign activities.
First, we went through the list of domains with strong parameters that were substantial to build a link base for our client. We have our own addresses base for that purpose, where we target:
The second step was the systematic creation of links from industry-related websites. We focused on a constant but natural increase of linking domains, topical relevance, and domain quality. Everything is within Delante’s quality guidelines. We prepared about 50 links per month.
Website parameters before cooperation:
Current website parameters:
Referring domains before cooperation:
Referring domains after 8 months of Delante’s link building process:
This process was a tough one, not only because the automotive industry is really competitive but also due to the CMS limitations. Nevertheless, it was nice to be challenged this way – we couldn’t work with ‘classic’ technical optimizations and we had to get creative with the process. In the end, we delivered great results for our client – when there’s a will, there’s a way!
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At this stage we run an in-depth analysis of your website. Having all the details, we map out the fastest route to meet your goals that can be achieved through SEO.
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