ConclusionHow an online store can grow

[rakhirhif8963]

What was the task?
We were tasked with increasing traffic from search engines several times over.

What difficulties were expected at the start?
We conducted a preliminary analysis and found out:

The online store has a bright seasonality. According to retrospective data, traffic surges occur twice a year.

Seasonality in traffic to the website of an online shoe store
SEO competition from strong players - Rendez-Vous.ru, Kari.com. It is difficult for a regional store to get to the top.
In the first 4 years, traffic increased to 100,000 visitors
By 2016, organic traffic had more than doubled to 100,000 visitors.

What we did to increase traffic:

1. We identified 2 key clusters: men's and women's shoes. We did basic SEO for these 2 categories: we fixed critical errors, wrote metadata and posted texts.


Clustering at the Start for an Online Shoe Store
2. Yandex Metrica has set up the simplest goals. For example, "click on a button".
The reason for the failure was the website addresses bc data taiwan phone number in Yandex Directory (in 2021 it became known as Yandex Business). They "fell off". As a result, the connection with the organization's cards was broken and the online store's positions collapsed.

An organization card is a mark on the map with the organization's name and contact information: address, phone number, website, opening hours. As well as photos and reviews in the geoservice.

"An SEO specialist detects such a problem within 1-2 weeks. The optimizer logs into Yandex Webmaster several times a month and checks the information. If suspicions arise, he manually checks the organization's card.

We found the problem quickly - in 5 days. But it didn't save us. The positions collapsed"

Daria Likhacheva, Head of SEO Department at Promo Expert

3. Established E-Commerce.

It's 2016. The site's rankings have plummeted.