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Case of SEO for an online store of a natural sweetener manufacturer

How to increase organic traffic to your website by almost 888% and triple your organic revenue

#SEO

Input data

Client: an online store of a manufacturer of natural sweeteners and sugar-free products.

Project duration: 11 months.

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

Problem: High competition in the natural sweetener niche made it difficult to promote the site in search. Most of the traffic was informational requests, and commercial pages did not receive sufficient visibility. There was also a lack of growth in conversions, which indicated the need to optimize the content and improve the site structure to work with the target audience.

Tasks

increase commercial traffic by optimizing category pages and product cards;

convert informational traffic into commercial traffic by implementing internal linking, adding relevant CTAs to content, and creating blocks that encourage purchase;

increase the share of non-branded traffic by expanding semantics and creating new landing pages.

List of works:

We analyzed the niche and competitor sites. We singled out the market leaders and analyzed their sites. We formed a general vision of the promotion strategy and identified the most promising areas of development.

We collected and clustered the semantic core. During the analysis of the semantic core, information requests were found that led to commercial pages. Therefore, we reassembled the semantic core and singled out those queries that can potentially lead to conversions.

We optimized the metadata. Meta tags were written and posted for all pages of the site. We ensured that meta tags were consistent with the semantic core and structure of the site.

We carried out technical optimization. We checked the site for technical errors, created a technical specification for their correction, and implemented changes (added some types of micro markup to the site pages, improved its loading speed on mobile devices).

We filled the site with content. Wrote and placed texts on the target pages of the site. We prepared optimized texts taking into account priority queries and page structure.

We carried out off-page optimization. Starting from the 2nd month, we increased the number of quality donors and selected thematic sites with high indicators of organic traffic and DR, etc.

We have expanded the structure. We developed new pages and optimized them to enhance commercial traffic.

We worked on the blog pages. A significant share of information traffic was converted into commercial traffic through the implementation of technical optimizations.

The results

After comprehensive work on the site, changes became noticeable in all key metrics. The resource's visibility in search improved, the number of targeted queries in the TOP 30 increased, and category and product pages began to receive stable organic traffic. The dynamics of the main indicators are shown below.

Data from Google Search Console: click growth per year

Data from Google Search Console: impressions growth per year

Organic traffic for the previous 11 months – 19,201, number of conversions – 2,288

Organic traffic after 11 months of work - 189,721, number of conversions - 5,054

Dynamics of key requests at the beginning of work:

TOP 3 – 29
TOP 10 – 50
TOP 30 – 41

Dynamics of key requests after 11 months of operation:

TOP 3 – 116
TOP 10 – 154
TOP 30 – 105

The results

Data from Google Search Console: click growth per year

Data from Google Search Console: impressions growth per year

Organic traffic for the previous 11 months – 19,201, number of conversions – 2,288

Conclusions

Thanks to a carefully selected and well-executed SEO strategy, key queries began to rank in the TOP 3 and TOP 10 starting from the third month of the project. As a result, organic traffic to the site started to increase significantly. By the end of the eleventh month, traffic to the client’s site had grown by nearly 888%, and the company’s organic revenue tripled compared to the period before we implemented the optimization solutions.

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