Ovoko - case study SEO

808% revenues increase
in 6 months

Automotive eCommerce SEO

This case study was nominated for:

european search awards finalist

Client Goals

1.

Entering a new Polish market

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.

2.

Increasing store visibility

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.

3.

Creating stable organic traffic

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.

SEO Team

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.

Gosia Kwiecień
Gosia Kwiecień Head of SEO

On-Site Strategy

Fixing Internal Duplication of Title Tags & Meta Descriptions

Right away we started with technical SEO optimizations. The first stop? Incorrect title tags and meta descpritions on the client’s website.

Why we did it

Both title tags and meta descriptions are crucial elements of every page. They are the first element a potential visitor sees in a search engine, and it plays a big role in evaluating the site by robots.

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.

title tags and meta description optimization case study

optimizing title tags and meta descriptions seo case study

A large group of titles and met were duplicated:

duplicated content fix SEO case study

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.

Fixing & Optimizing Heading Structure

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.

Why we did it

Headings give your website content a proper structure. They inform both users and Google crawlers on the relevance of different parts of the content. From an SEO perspective, it’s important to pay attention to both the number and optimization of particular headings (H1, H2, etc.)

Each website should contain at least one H1 heading and two H2’s. The ideal structure should appear as follows:

heading structure optimization seo case study

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.

heading structure analysis automotive industry seo case study

We recommended adding H2 headings in an optimized form and extending them with relevant keywords.

Category Tree Optimization

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.

Why we did it

Incorrect category trees in the online store can have an impact on the way our site is perceived by Google crawlers. A category tree illustrates the content a particular website contains and gives an idea of its contents. From the user perspective, a properly constructed categories structure makes it easier to browse through the site. Also, category names should include relevant keywords to build website authority and ranks for those phrases.

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:

category tree optimization seo case study

Fixing Incorrect Product URLs

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.

Why we did it

URL structure is important for two reasons. First complicated addresses are hard to remember by users. Second, the incorrect structure and one that doesn’t include keywords is both hard to crawl by Google robots and won’t contribute to keyword ranks.

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.

url addresses optimization

We recommended using canonical link elements and making the URLs user-friendly.

optimized product urls seo case study

an example of suggested fixing incorrect URL addresses on Ovoko’s website

Improving the Internal Linking Chain

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.

Why we did it

Internal linking is a solid part of all SEO processes. However, redirection chains weaken the power and may impact the whole website’s performance.

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.

Creating Content Plan & Content Analysis

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.

Why we did it

Website content is an absolute driving force for your SEO. If there’s not enough of it, the process will not be efficient and your site doesn’t stand a chance with competitors in the race for better ranks in search results. The only way in such a case is to create more high-quality, keyword-focused texts!

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.

Let’s work on your website’s visibility together!
PLOT TWIST: Technical Opitimizations Were Not Implemented

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.

Przemek Jaskierski
Przemek Jaskierski Senior SEO Specialist

Off-Site Strategy

SEO Strategy Based on Link Building

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.

Why we did it

The decision to make the link building process a pillar of the whole SEO strategy for Ovoko was a result of our limited access to the client’s CMS. We couldn’t directly implement crucial technical changes and decided to focus on the area we could actually use to deliver results.

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
  • Bookmarking sites
  • Catalogs
  • NAP’s
  • Marketplace profiles

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:

before link building seo case study

Current website parameters:

after link building seo case study

Referring domains before cooperation:

linking profile before cooperation seo case study

Referring domains after 8 months of Delante’s link building process:

increase in linking profile

Results

  • The total increase in traffic on the website: 82%

increase in organic traffic case study seo for automotive industry

  • 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%.

traffic increse seo case study automotive industry

  • Visibility increase – we introduced over 2k new keywords to TOP10

increase in visibility automotive industry seo case study

  • Our link building resulted in introducing the most business-relevant keywords to top positions:

keyword ranks improvement

I want to achieve similar results!

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!

Gosia Kwiecień
Gosia Kwiecień Head of SEO

Our Awards

Award - European eCommerce Awards 2022 Award - European Search Awards 2022 Award - Global Agency Awards 2022 Global Search Awards 2020 Award - IPMA Award - US Search Awards 2021 Award - Deloitte 2021

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