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Case of SEO promotion for the website of the distributor of leading brands of artificial stone, porcelain stoneware, and HPL panels

How to increase organic traffic by more than 500% and conversions by more than 600%

Input data

Client: site of the company, which is a distributor of leading brands of artificial stone, porcelain stoneware, and HPL TOPOVI (Transstone).

The problem: a long-term decline in organic traffic and a decrease in conversions from organic search results.

Term of work: 6 months.

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

Tasks

Increasing organic traffic on the website

Increasing conversions from organic traffic

Growth of key queries in TOP 3

List of works

Conducted a competitor analysis. We researched their sites and promotion strategies to identify weaknesses and strengths and find promising areas for their own promotion.

Formed a promotion strategy. We determined priority pages and key queries, as well as stages of on-page, technical and external optimization work.

Collected and clustered the semantic core. We distributed keywords by categories and page types to provide a logical structure for further optimization.

Implemented on-page optimization. We optimized metadata, titles and page texts to increase relevance to user queries.

Conducted a technical audit of the site. We checked the resource for errors, problems with indexing and loading speed, and prepared a technical specification for their correction.

Fixed technical errors. We applied changes, including improving site speed and setting up micro-markup to increase visibility in search.

Formed an external promotion strategy based on competitor analysis and link profile. Create an anchor list and promotion plan. Analyzed the quality of donor domains and the naturalness of the link profile.

Implemented off-page optimization. We selected authoritative and thematic sites. Implemented the purchase and placement of links.

Results

During the six months of work on the project, the site demonstrated a steady growth in key SEO indicators. Visibility in search results gradually increased, and key pages began to attract organic traffic steadily. Below are detailed data on the dynamics of queries, traffic and conversions.

Data from Google Analytics: organic traffic growth by 565.3%.

Data from Google Search Console: growth in the number of clicks over the past 6 months.

Increasing in clicks and impressions over the past 6 months

Comparison of clicks and impressions over the last 6 months

Comparison of all indicators for 6 months

Dynamics of key queries at the beginning of work:
TOP-3 – 52;
TOP-10 – 80;
TOP-30 – 87.

Dynamics of key queries after 6 months of work:
TOP-3 – 177;
TOP-10 – 116;
TOP-30 – 51.

Results

Data from Google Analytics: organic traffic growth by 565.3%.

Data from Google Search Console: growth in the number of clicks over the past 6 months.

Increasing in clicks and impressions over the past 6 months

Comparison of clicks and impressions over the last 6 months

Comparison of all indicators for 6 months

Dynamics of key queries at the beginning of work:
TOP-3 – 52;
TOP-10 – 80;
TOP-30 – 87.

Dynamics of key queries after 6 months of work:
TOP-3 – 177;
TOP-10 – 116;
TOP-30 – 51.

Conclusion

Over the six months of working on the project, we managed to increase organic traffic by 565.3% and conversion by 622.22%. The number of keywords that rank in the TOP 3 increased by 125 queries.

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