Ovoko is a Lithuanian online store offering second-hand car parts. The company, after becoming one of the leading online stores in its industry and origin market, expands the business to new countries.
See how we overcame the challenges of the client’s CMS and increased the store’s monthly revenue by 624% in just 6 months.
This cooperation was qualified for the European eCommerce Awards 2022, Global Search Awards 2022, and European Search Awards 2022 finals.
increase in 6 months
increase in monthly organic traffic after 6 months
We teamed up with Ovoko in August 2021. The company was already a leader in the Lithuanian automotive industry running an online store with second-hand car parts. The company itself aims at becoming “eBay for car parts” and successfully moves toward its objective day by day. After achieving a great position in Lithuania, the next market to introduce Ovoko’s store was Poland. And that’s where we come into play.
The client wanted us to help them introduce a new brand on the market, increase the store visibility among polish users, reach the target group that would drive sales, and create stable organic traffic to the store.
As it turned out – it wasn’t all bread and butter.
Custom CMS that didn’t support any SEO changes
We didn’t have direct access to clients’ CMS
Competitive industry – automotive
The whole SEO process was eventually based on link building
Problem 1. Internal duplication of title tags and meta descriptions
The website has 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.
Problem 2. Incorrect category tree
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:
Problem 3. Incorrect heading structure and optimization
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.
Problem 4. Incorrect Product URLs
One thing that Google definitely doesn’t like about e-commerce (and any other, really) websites are URL addresses that contain parameters, 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.
Problem 5. Poor internal linking chain
There were also slight problems within the internal linking element. In general, all URLs are directed to the same version of the site which is 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.
Problem 6. Not enough content on the website
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.
Problem 7. Technical optimizations were not implemented
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 focus on the Off-site process instead!
SEO Specialist’s Comment
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
Due to limited access to the client’s CMS, link-building became the pillar of our SEO strategy. Here’s what we did:
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:
Popular social media platforms
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 domains 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:
The total increase in traffic on the website: 82%
Increase in monthly organic traffic by 63% in 6 months – August 2021 (start of cooperation) vs.February 2022
808% increase in total revenue of the store and 624% increase in revenues generated through an organic traffic channel.
Total transactions on site increased by 74% and only those generated via organic channel – by 53%.
Visibility increase – we introduced over 2k new keywords to TOP10
Our link building resulted in introducing the most business-relevant keywords to top positions:
SEO Specialist’s Comment
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!
SEO Team Leader
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