SEO promotion of the online store “Rushnichok” to increase sales

Work plan

Based on the data, we developed a plan for the next steps:

1. Fixing technical errors.
2. Adding micro-markup of content.
3. Configuring service files robots.txt, sitemap.xml.
4. Working with the semantic core, creating additional landing pages.
5. Configuring meta tags.
6. Connecting the analytics system
7. Creating an account in Google My Business.
8. Improving the mass of links.
9. Providing and implementing recommendations for improving user experience

Progress of work

Troubleshooting technical errors

Technical errors can have a significant impact on the effectiveness of a website and its position in search engines. They create obstacles to correct scanning and indexing of pages, which makes it difficult to promote a resource to the TOP of search results.

These errors include:

• Availability of a domain or pages at different addresses. This can cause problems with duplicate content, as well as confusion for search robots, who do not understand which version of the page to consider the main one.
• Presence of non-existent pages or duplicates. Pages with 404 errors or duplicate content can reduce the quality of the site in the eyes of search engines, which affects ranking.
• Slow loading speed of the site. It affects not only the user experience, but also SEO, since Google takes loading speed into account as one of the most important ranking factors.

To ensure stable operation of the site and successful promotion of the site, at the audit stage we analyzed in detail all possible technical problems. The identified errors were systematized and eliminated at the first stage of the project. This allowed us to optimize page indexing, improve navigation for users and create a reliable basis for further SEO promotion.

Adding micro-markup to important content

Micro-markup is the structuring of data on a page, which is used to help a search bot recognize content on a specific resource. Before we start marking up data, we determine its type: each object has its own type (product card, information pages, shopping cart, etc.) Each search engine provides a micro-markup validator, which allows you to check the correctness of the data formatting. In addition, micro-markup makes a site more convenient for users: they spend more time here, which has a positive effect on promotion.

Setting up service files robots.txt and sitemap.xml

It is the service files robots. txt and sitemap. xml that contain commands for search robots, so they are considered one of the most important for SEO promotion. After we configured their operation, the search engine began to index even those pages that it had not seen before. Thanks to this, the site significantly advanced in the TOP of the search results.

Collection of semantic core

The semantic core is a set of keywords that most accurately describe a specific product or service. These keys correspond to users’ search queries. When properly included in the content on the resource pages, traffic to the site increases. We added mainly low- and mid-frequency keys to the pages, distributing them evenly throughout the text. Organic traffic immediately began to increase.

Creating additional landing pages

To help a person with a specific request get to the information they are interested in faster, we created additional landing pages. On each of them, we placed relevant content with keywords.

Setting up meta tags

Meta tags serve two important functions:

1. They are lines of code that provide the search engine with a brief summary of the page’s content.
2. They can differentiate a resource from its competitors, attracting users to the search results tab.

Meta tags are designed according to certain rules that allow you to complete these two tasks at once.

Connecting the analytics system

The main goal of online store promotion is to attract customers to increase profits. Therefore, it is most important to focus on people’s behavior when assessing the effectiveness of promotion tools. Web analytics systems help in this matter:

• They show specific data: the number of visitors for a certain period of time, the most frequently visited pages, the amount of time spent on the site;
  They allow you to find the “stumbling block” of users on the way to the target action: a long order form, confusing navigation, unclear payment terms.
  Thanks to such services, you can quickly make changes to the resource that prevent an increase in closing deals.

Create a Google My Business account

Google My Business is a service that allows you to share contact information, reviews, useful links with users through the search engine and Google Maps. This significantly increases website traffic and increases the trust of potential customers in the company.

Improving the mass of links

All work that allows improving the internal structure of the site to raise it to the TOP of the search results is called internal optimization of the site. But in addition to this, it is very important to pay attention to the external optimization of the site: increasing and controlling the mass of links to the site. Search engines take into account the number and quality of external links to a specific source. Search engines trust more those resources that are referenced by other sources. That is why they are higher in the TOP of the search results. We improved the link mass, which gave a quick effect.

Providing and implementing recommendations to improve user experience

To improve the usability of the site, a number of updates were implemented aimed at optimizing navigation, search and user interaction with the content. Product filtering functionality was added, allowing you to quickly find the desired items by key parameters. The site header was changed, making it more intuitive and convenient for users. The display of product cards was updated, which improved their visual presentation and simplified the perception of information. For the first time, a catalog with a drop-down list was introduced, which significantly improved navigation and speed of access to categories. A convenient product search was also configured, allowing you to quickly find the necessary items by key queries. Special pages for promotions and new products appeared on the site, which were supplemented with the functionality of displaying special labels on products – now users can easily see whether the product is new or on sale. In addition to the changes introduced, further recommendations were given for improving the slider, which will make the main screen even more effective in attracting the attention of visitors.

The result obtained