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Case of SEO promotion of a large online store of commercial equipment

How to ensure a 144% increase in traffic under the conditions of the site’s relocation of a large online store

Input data

Client: a large online store of trade equipment engaged in the creation of a project, manufacturing, and installation of equipment for shops.

Term of work: 6 months.

Team: project manager, SEO specialist, copywriter, editor.

Goal: to ensure stable growth of organic traffic and conversions, focusing on priority commercial categories.

Problem: moving the site created risks of losing positions and traffic, and the current structure and content did not provide sufficient visibility in a competitive niche.

Task

increasing the amount of traffic to the site and attracting buyers;

ensuring the transfer from the old site to the new one, minimizing the loss of positions;

increase in conversions on the site;

working with priority 3 categories and increasing traffic in them;

growth of positions for high-frequency requests that were agreed upon with the client;

increasing brand recognition;

increasing the amount of non-branded traffic.

List of works

We conducted a basic analysis of key competitors in the commercial equipment niche, assessed their structure, content, commercial factors and external profile. This allowed us to identify the strengths of competitors and form the basis of a strategy to improve the visibility of the client's site.

We checked the site after the move, eliminated technical errors that affected indexing and speed. We set up redirects, optimized Core Web Vitals and ensured the correct operation of all pages for stable search rankings.

We analyzed the existing structure, added new categories and subcategories that help to better cover commercial demand. This increased the relevance of the site to key queries and increased the potential for receiving targeted traffic.

We gradually began to receive high-quality thematic links from authoritative resources. This strengthened the domain profile, accelerated the growth of positions and improved the trust of search engines in the site.

We created SEO-optimized texts for key categories, making them informative, relevant, and user-friendly. The content helped increase page visibility and drive conversions.

We updated metadata for all main pages in accordance with the agreed semantic core. Ensured the uniqueness and logic of Title and Description, which positively affected CTR and ranking.

We implemented the necessary types of micro-markup so that search engines could better understand the site content. This improved the rendering of snippets and contributed to an increase in clickthrough rate.

Results

The integrated approach allowed us to achieve tangible results in a very short time – just 3 months after the site migration. Organic traffic increased by 113.6%, and conversions increased by 218.94%.

Data comparison: click growth over the past 6 months

Comparison of click and impression growth over the past 6 months

Comparison of clicks for 6 months (there were 3.67 thousand; the last 6 months had 6.3 thousand clicks, that is, an increase of almost 50% in half a year)

Comparison of organic traffic for 4 months

All indicators compared to the previous period (before the start of cooperation)

Results

Data comparison: click growth over the past 6 months

Comparison of click and impression growth over the past 6 months

Comparison of clicks for 6 months (there were 3.67 thousand; the last 6 months had 6.3 thousand clicks, that is, an increase of almost 50% in half a year)

Comparison of organic traffic for 4 months

All indicators compared to the previous period (before the start of cooperation)

Conclusion

After comprehensive SEO work and a controlled site migration, we managed to not only maintain our existing positions but also achieve a stable increase in all key metrics. Search visibility increased, category pages began to receive more targeted traffic, and overall organic metrics showed a significant improvement in the first months of operation.

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