Website promotion and development
for a distributor of server equipment
How to transfer a site from one platform to another without dropping positions and to rise to the top of search results.
About the client:
ะfficial distributor of equipment for telecommunications and server racks. An NDA project
Cooperation period:
May 2021 - present
Promotion region:
USA
Project goals:
- Get into the Top 5 Google
- Increase sales
- Improve awareness
Initial state of the project:
Transition from freelancers to a single team of specialists
Previously, the client collaborated with freelancers and small studios, but different teams for website development and SEO promotion did not satisfy his requirements. Working in this format took more time and effort, since it was necessary to explain your goals and objectives to each individual and monitor the process of their implementation.
Therefore, the asked us to help. A team of developers and SEO specialists work on a project together.
The change of promotion region - from Canada to the USA
The client came with a request to change the region and move to the USA. Previously, he worked with Canada. To implement these plans, we recommended changing the domain zone from .ca to .com.
This is a logical step to attract American audience.
Moving to a new CMS
Initially, the site was on Bitrix, but it is not suitable for promotion in English-speaking countries, since the platform is focused on the CIS market. For example, the shopping cart functionality was inconvenient and incomprehensible to foreign users.
After studying the niche, we recommended switching to the WordPress CMS, which allows you to create a user-friendly website for English-speaking audience. The client agreed and the development department began to implement and we began to create a strategy for promoting and transferring the site to a new domain.
Stages of work:
While the new site was being developed, we hosted the old version on the new domain and started adding content and building links to the home page.
During and after the creation of the site 9 steps have been completed.
01
A semantic core has been assembled, which is regularly updated
The client has now decided to expand the site to include French and Spanish versions. The team has already started collecting semantics for this update.
02
Website structure and menu structure preparation
03
A content plan was prepared based on the collected semantic core and new pages and texts were created for their promotion.
In the course of work, the client suggested moving the texts from the Canadian site to a new one, but as a result of the analysis, it turned out that they were not unique and were copied from other sources.
This would cause a problem in promotion, which we explained and after agreement began to create new content.
What problem did we face when creating new texts?
It was difficult to find a copywriter who specialized in complex technical topics, because as a rule system administrators understand servers, but few of them have a writing hobby. But in the end, we still found a technically competent specialist who deeply understands the subject of telecommunications equipment.
04
Preparing unique meta tags
The team prepared meta tags h1, title, description and added promoted pages to the site.
05
Preparation of technical specifications for the development department
In the technical specifications, SEO requirements that must be taken into account when transferring the site were described in detail.
06
Analysis of the link profile of the client's website and competitors' websites
Competitors on the same topic, which have the highest visibility of the site in search engines, were studied. Based on the analysis, a link building plan was drawn up. Now we are actively building links, getting monthly free links from forums, catalogs and we are practicing guest posting.
07
Analysis of usability and commercial ranking factors, study of competitors
Given that the site was under development, all of our recommendations were implemented.
08
Blogging
To fill the Blog on the site, we collected information requests and began to write articles regularly.
09
Development of a strategy to increase the number of sales
In the process of working as part of the promotion, the client set a goal to achieve x orders per day. We started investigating why some users neither complete checkout nor buy. We audited the basket, analyzed the sales funnel and, as a result, formulated hypotheses.
Outcome
After implementing our recommendations and consistent work, we were able to increase the number of orders on the site by 15%.
Whatโs next?
SEO is a continuous and iterative process, so after completing one stage of work, we start again from the beginning. Regular audits and updating of the Semantic Core are important because the requirements of search engines and user behavior are constantly changing on the Internet.
For example, what used to be a popular query may now be outdated, and new words and phrases are becoming in demand on the contrary. Such work cycles allow you to optimize content, attract more traffic and stay in the top of the search results.
As a result of one of the repeated audits, the team proposed additional functionality to be added to the site.
- Order tracking
- Online consultant
- Feedback block
Results on the new site:
01
We brought 34% of the collected requests to the Google Top-10 and 75% to the Google Top-30
02
We attracted 3 times more visitors who are interested in server hardware in 10 months
Growth of the organic traffic
03
Increased profit by 2.6 times and after that the client raised the average check
Results:
A team of developers and SEO specialists helped the client change the domain, develop a website on a different CMS and create a strategy for its promotion in the English-speaking market.ย
If you blindly switch to a new domain, there is a risk of losing organic traffic and rankings as search engines see it as a brand new site.ย ย
Kirill
Team-lead of SEO-department
The result of the work speaks for itself:
34%
We brought 34% of keywords to the Google Top-5
by 228%
The number of orders on the site increased by 228%
3 times
Traffic on the site increased 3 times in 10 months
Trust your project to professionals, we will help you safely change the promotion region without losing customers and profits.
Anastasia
ACCOUNT MANAGER
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