How to increase organic traffic by 117% by optimising the main pages of the site
Challenge
Challenge • To analyse the reasons for low positions on high-and medium-frequency queries. • To put forward a plan to bring target queries to the top of the search results. • To put forward a strategy to increase sales through SEO. Initial data Attractive design, adaptivity, and a good ranking in search engines are the main distinctive features of Concert.ua. Along with that, there was a list of additional SEO issues that we needed to fix: • Website optimisation, including error correction, the configuration of technical files, and filling the site with content. • Implementing an internal linking system. • Developing and implementing a linking strategy. • Attracting additional traffic and improving the relevance of website pages. • Elaborating a content strategy based on the niche analysis. • 5-7 months were forecasted to bring category and local queries to the top of the search results. Along with that, the shares of queries in the top-3, top-5, and top-10 were intended to increase twice.
Solution
Before starting the project, the website had redirect buttons that a web search robot couldn’t identify. Therefore, the site lost its positions on Google. We have configured active links between local traffic pages, which are also included in the code, to allow the bot to get to these through the site and give them a reference weight. We used existing tags on the event pages for relinking between categories and filters, and attached links to the appropriate categories and filters to the tag icons. 404 Error Visual and technical configuration The 404 Not Found page has acquired a corporate identity and attractive visuals. This contains links to the most iconic events now. Structure and content optimisation We have significantly improved the structure of the website, making it more convenient for users, and visible for Google site crawlers. Pagination pages and metadata on local traffic pages were optimised as well. All promoted pages were filled with unique content, and pages without content were locked for indexing. AMP pages customisation To ensure top positions in the mobile search results, the developers of Concert.ua configured AMP pages for events. This technology enables pages to load faster and ranked higher than other queries when browsing on mobile devices. As a result, organic page impressions increased.
Results
During our involvement in the project, we have optimised the main pages, filled the website with unique content, and brought Concert.ua to the top of the local search results by category and filtered queries. As a result, organic traffic to categories and filtered increased by 117% compared with the previous year. This indicator excludes traffic to the pages of some of the most popular concerts. In the spring of 2018, the Concert.ua company bought the Odesa ticket operator Kassir24, which affected traffic growth as well.
Promodo
Promodo is a digital marketing company that provides a full range of marketing services. We can help ecommerce companies with: • SEO • Pay Per Click Advertising • UX/UI Design • Reputation Management • Conversion Rate Optimization • Digital Marketing Planning • Email Marketing • Consulting
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