To increase in convertible traffic
Promees online store is based on PrestaShop CMS. It is very popular among medium size online stores and praised for many of its functions, e.g. intuitiveness, possibility to install add-ons, structure of the store. It also has its downsides, however, most of the SEO elements are editable from inside the CMS. We also have access to FTP server where we can edit files, which is a plus, too.
We started cooperation with Promees on March 12, 2017. Google Analytics was installed on the website since December 2016.
The store was not optimized before and its size (number of subpages indexed in the search engine) was just 85 subpages. The store was small and was not optimized. The website had low Domain and Page Authority ratios (12/100 and 22/100).
Majority of users visited the website from Direct and Social traffic, organic traffic constituted only 18% of total traffic.
In March 2017, organic traffic according to Search Console data (28 days) equaled 6 541 visits.
In March 2017, organic traffic according to Google Analytics data (31 days) equaled 9 676 visits.
The store is pretty good at sales, but is invisible in the search engine.
- New store, not optimized before
- Based on Presta engine
- Has mobile version
- ~6500 visits per month
- Low authority ratios
- Highly competitive industry
Long Tail approach
Promees online store had a lot of fans and potential customers, who visited their website almost exclusively using its name. The store was not visible enough for product keywords and general keywords related to lingerie and lingerie accessories.
We wanted to change it with long tail approach.
The website was not optimized before, so we started analyzing current traffic (these were mainly visits and views responding to the brand), but we also researched keywords that might potentially be used to find products offered by Promees. This type of products were brand new on the market then, so its searching habits were just being shaped. Based on the website and the research we created a list of potential words that we wanted to focus on during the SEO process.
Commencement of cooperation: SEO audit, keywords analysis
We started cooperation with Promees on March 12, 2017. In the first month, which we treated as a starting month, we conducted the analysis mentioned above and interpretation of current traffic on the website and the keywords that generate it. We prepared a document with the analysis, including keywords with the potential to generate traffic. We used the following tools during this stage: Google Analytics, Search Console, Keyword Planner, Semstorm, Ahrefs, Majestic, Senuto.
At the same time, we started conducting the SEO audit of the Promees website where we analyzed each of the elements of the website, we reviewed things that required improvements and prepared actionable tips to be implemented. We sent the results of the audit to the Client and to the Administrator of the website.
During the starting stage of our cooperation with Promees we created and planned linking strategy for the website in order to influence increase of trust ratios and factors of the website. We started link building process according to this strategy. Linking channels included: microsites, business directories, profiles, social media, bookmarking sites.
Problem no.1. Simplification of the structure of the website
How to decrease size of the website and not to lose traffic?
The cooperation was going well, we also started building traffic based on product keywords. As part of the On-site SEO process, we introduced optimizations for different categories and products. In May we were notified that Promees website is going to change slightly. There will be new layout and it will be smaller by a half. Promees decided to drop separate products and leave only categories that, based on filtering, will display different models of products.
We facilitated consultations for the Client both before introducing the new website – so we don’t lose visibility we already built for Promees website – and after its introduction.
The first version of the website was not designed for SEO and UX, but thanks to efficient cooperation with the administrator of the website, we managed to change it quickly.
We introduced filters on categories in such a way that they included changing meta titles and descriptions, we got space for content on the main page and in categories. Initially unfriendly information structure, website’s navigation path and URL links were also improved.
We kept what we already developed and we generated more traffic and higher rankings.
We still hoped that the website will have products and categories separately in the future.
Problem no.2. How to improve ranking of such a small website?
Content, content and yet more content.
After the changes, the website was indeed small. It had around 40 subpages. Since, as a response to our requests, the website received space for text yet before launching the new layout, we created content for the homepage and all the categories.
In total, we created 5 texts for sliders on the homepage and 7 texts for main categories. The website was filled with content and started appearing as search results to product keywords.
We also started writing a blog on the Promees website in order to increase the number of subpages and to simply make it bigger.
The website was enriched with large amount of content, which was visible in the increase of keywords generating visits and clicks.
Problem no.3. How to efficiently add new products?
Back to the beginning, but on a higher level.
They say that dreams come true sometimes and this was one of those cases. In October we were notified that Promees will come back to its earlier concept – categories and products separately.
There was a lot of work ahead, but we knew this will have positive impact on the traffic on the website.
The offer was enriched by a lot of new products and categories.
We created new, unique content for each of them.
As a result, we got a website that has over 130 subpages, instead of 40. Additionally, each of them has unique content. We started optimizing new subpages, we also analyzed the elements that could be risky. We also had to create 301 redirects and the website required slimming down due to heavy pictures on the homepage and subpages.
Currently Promees website ranks even higher in the search engine and appears as a search result to new product keywords which are being gradually ranked higher. This translates into organic traffic.
As part of the off-site process, as planned in the concept developed during the starting stage, we started building valuable backlinks also from thematic websites and microsites created to strengthen the website’s parameters. Off-site and on-site processes were maintained as two complementing activities.
When we started cooperation with Promees, their backlinks came from 286 domains of average quality. Their number was 3.55K
Backlinks chart looked like this:
As a result of the off-site process the number of backlinks grew from 3.55K to 5.37K and the number of domains from 286 to 370.
We were building links also to strengthen the website, so it ranks higher in search results. Below you can see a comparison of parameters showing authority of the website.
PA and DA
In 9 months, we increased organic growth by 107% – Search Console data for 28 days
Search Console data (28 days):
- March 2017 (6 541)
- November 2017 (13 587)
In 9 months we increased organic traffic by 77% – Google Analytics data for 31 days
Google Analytics data (31 days):
- March 2017 (9 676)
- November 2017 (17 119)
- Number of orders increased by 49%
- Sales grew by 52%
(data based on Presta statistics panel. March 2017 and November 2017).
Website’s visibility chart
TOP 10 and TOP 50 keywords
Epstryk is an online store operating in lighting industry. They cover entire Poland with the mail-order sale of a wide range of indoor and outdoor lighting.