Online store of air conditioners, ventilation systems and heaters. Work with both B2C segment and B2B.
Semantic kernel (queries that a user enters when looking for the product he needs) turned out to be voluminous, because we worked out each brand and type of equipment. The keywords were divided into 2 groups: those that are used to search for information (informational), and those that are related to buying (commercial). We emphasized low-frequency queries. Now we are working on the general ones. Some are already at the top, for example, "buy inverter air conditioner" is in the top 4.
To eliminate errors that can hinder the promotion of the climate equipment website, we prepared a list of ToRs for programmers. Here are some conclusions after the analysis:
Remove duplicate titles and descriptions. Repeated titles and descriptions can reduce the uniqueness of content, which will affect search ranking.
Add an alt attribute for images. An alt attribute that displays the text description of an image if it hasn't loaded.
Remove pages with server response codes of 3xx and 404. Pages with errors reduce the rating of the site in the eyes of search engine robots. This means that such resources are less likely to appear in the output.
Add a sitemap file. The sitemap file helps search engines to understand the structure of the site and quickly index all pages. Very important for large sites, including ifreez.
Conducted a usability analysis of the client's website and competitors. As a result, found several ways to make the site user-friendly to increase not only the number of new users, but also session length. Some suggestions:
We have specified only those changes that do not have commercially significant value. But for each project we create unique features that increase competitiveness.
After research, we noticed that the client's website has 50 times fewer links than its competitors. Therefore, we developed a plan to build links. First we considered sites in the .ru and .com domain zones, because these are the places where the main audience is located. We also paid attention to checking the quality of domains: the more quality resources linking to the site, the higher the authority for search engines.
We checked the texts on the site for uniqueness and optimization. In the end, we decided to rewrite the old texts and make a content plan to create new ones. The stage took a lot of time because of the large number of products. We had to fill each page with unique information.
Placed about 40% of queries in the top 15 search engines.
Increased organic traffic more than 10 times from 120 to 1,100 visitors per month.
When promoting an online store of air conditioners, we focused on choosing the optimal semantic core. These steps led to improved site visibility, getting into the top 20 and even top 5 search results. And a more than 10-fold increase in organic traffic.
The conclusion from this case study is this: with the right strategy, even strong competition cannot prevent successful promotion.
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