Organic traffic growth
We started working with the Zmysły store on February 1, 2019. The store is based on the Sky-Shop engine. The domain had a long history, previously hosted some oriental and lingerie stores.
The site was relatively fresh (less than a year old). It has been built according to the UX rules, it is transparent and legible to users.
At the beginning of the cooperation, the total traffic was at the level of about 4 500 sessions, of which fewer than 100 came from organic traffic.
- Difficult sector
- CMS SkyShop
- Clear and legible page
- General phrases out of the search index or far in search results
- A blog maintained on the site
- Very low visibility of the page in Google (0 phrases in top10, 8 phrases in top 50)
Problem 1: Wrong category names
Category names were incorrect – they did not contain complete keywords. The category names were automatically loaded into the titles and H1 headers. This meant that these elements were not optimized correctly.
Before starting cooperation with Delante:
Problem 2: Non-optimized homepage
The home page was not optimized and had no content. We’ve added a content block at the bottom of the home page, we’ve also added headline structure, and optimized the text for keywords matched to the home page.
Headlines on the home page before optimization (existing H2 header has no content):
We’ve also optimized the title and meta description for the home page. The title has a big impact on the position in the search engine for the key phrases, while the meta description has a greater impact on increasing the CTR.
Appearance in a search engine before optimization:
Appearance in a search engine after optimization:
Problem 3: Lack of content in the categories
Another problem was the lack of content on the category subpages. We’ve decided to add some short blocks of text over the products. That content has been optimized for keywords relevant to the category.
Take a look at an example of a text on the category of “erotic lingerie”:
Problem 4: Unoptimized URLs
At the time of cooperation, CMS Sky-Shop did not allow for URL optimization other than by changing the category name (the name automatically read into the URL). After Sky-Shop had introduced this feature, we optimized URLs so that they do not have uppercases or unnecessary ID numbers any longer. Example:
https://zmysly.pl/Piorka-c252 -> https://zmysly.pl/piorka-do-laskotania
Problem 5: Unoptimized title and meta description for categories and products
Category titles mostly began with the brand name instead of the most important keyword.
Meta descriptions were largely duplicate. In addition, the meta descriptions of the products were taken from the products’ description, which only increased internal duplication. The meta description as a whole is optimized now regularly by Delante. At the beginning of the cooperation, we changed the default title configuration. We removed the prefix “sensual” and replaced it with the suffix “sensual store Zmysły.pl”. For the product page, we used the scheme “Product name + prefix”.
Results from the Ahrefs tool after a year of cooperation:
- Increased visibility on Google.
Visibility before cooperation:
Visibility on Google now:
- Organic traffic increase from zero (organic traffic less than 100 in February 2019) to over 4,000 visits per month (February 2020).
- Increase in the position of general phrases important to the client.
Working with an erotic shop is a real challenge! It is not about the SEO process itself (because here I trust my knowledge and experience), but about the approach to this taboo subject. Together with the team with whom I work on the website zmysly.pl, we had to break some of our barriers. We even had to learn to talk to each other about such intimate matters. And frankly speaking… I’m in love with such tasks! We have developed a strategy for this industry, and it turned out that we have great insights and we know what works best in SEO for this sector.