How to use SEO to increase traffic from search engines by 150%: Promodo case

New digital marketing case from Promodo

Since 2014, the Gepart.kz online hypermarket has been selling tires and wheels for cars. Deliveries are made throughout Kazakhstan. 

Promodo team began working with the resource almost at the start:few months after the official launch. For the effective promotion of a young project,  it is important to ensure high rates of search traffic. 

Indeed, such traffic is constant, in contrast, for example, from the influx of visitors from social networks  or through e-mail newsletters.  

Low organic traffic and search engine visibility close to 0% are indicators that needed to be improved when working with Gepart.kz. 

Promodo experts tell how they achieved that the site was on the first pages of the issuance of the given requests. 

Promotion Goals  

After the site audit, agency experts identified priority goals in the work on the project:  

• attraction of target buyers from search engines; 
• increase in sales. 

Promotion Tools 

The tasks of increasing the attendance of a resource from search engines and converting visitors to an online store into buyers in Promodo were solved using: 

• audit of the technical condition of the site, internal optimization and bug fixes;  
• SEO-optimization  – filling the “Home page” and the main sections with competent content,  making changes to the layout of pages, adjusting codes, using relevant keys and other technical and organizational measures. 

Target audience expansion  

Search engine marketing tools allow you to attract visitors who are interested in acquiring products posted on the site. During the promotion of the project, different Landing Pages with unique content for individual groups of products were developed: tires are divided by season, brand and technical characteristics. Segmentation provided each category of customers with product relevant to the request, which allowed to increase the reach of the target audience and facilitate the choice.  

Promotion Stages  

Within one month, the Promodo team conducted a technical audit of the site, as a result of which errors were identified, ways to correct them were identified and a further seo-strategy was outlined. 

Specialist made changes:  

• Page duplicates were eliminated using a 301 redirect. 
• We expanded the site structure. Landing pages have been created for each group of key  queries. Separation of tires was carried out according to seasons (winter and summer), brands, diameter and sizes. Various combinations of these product categories are considered. 
• Generated URLs that are understandable to search engines and users of the site. They made key queries. 
• Generated unique meta data for each type of Landing Page. This improved visibility and eliminated duplication of pages. To expand regional promotion, subdomains have been created that satisfy geo-dependent requests. 

Increase site link mass  

For promoted pages, texts have been generated for placement on thematic platforms in accordance with the requirements of search engines selected at the previous stages by key queries and links to the resource. 

Results  

An analysis of the results  showed that already after the first stage of completing tasks, site visibility in Google.kz increased by 24%, and in Yandex.kz – by 48%. Further optimization of the resource over 4 months of work allowed us to increase our entry in the TOP-10 of Google.kz by 84%, and in Yandex.kz – by 80%. 

As a result, by the beginning of seasonal demand for winter tires, a significant influx of visitors was attracted to the site as a result of search queries. This was manifested in the growth of calls by 356%, half of which ended with the purchase. 

The proposed strategy  with minimal marketing budget costs allowed to increase traffic from Google and Yandex systems, as well as increase the number sales. Further search site promotion is planned in the following areas: filling thematic resources with expert articles; creating a Youtube channel; attracting customers from other regions; promotion of a new product – discs. 

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