Case Study: How Adindex Helped Grocery and Household Online Store Make the Top 3 and Become Leader of the Niche in One Year
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Business: Online store offering groceries and household chemicals from Europe (Italy, Germany)
Goal: Boost search engine traffic volume
Geography: Ukraine
Result: The project made the top 3 in its niche and became the leader in search traffic volume. The channel’s conversion rate currently looks like that: organic search takes second place after the direct traffic’s conversion rate.

About Business

Online store Napoli.ua offers more than 10,000 items to its clients: groceries, household chemicals, licensed alcohol, original cosmetics and perfumes, and other household products. The store delivers its orders all over Ukraine, guarantees high quality of the products, and also provides bonuses to regular customers.

The Problems

The client’s website hasn’t been maintained properly for a long time, which caused several standard problems. When Adindex team took on this project, they discovered the following issues:

- technical errors (both in layout and in the website’s structure);

- several duplicates (both by URL and by metadata);

- lack of content on a website;

- lack of reference weight;

- the website had low trust rate.

The Solution

  1. Analysis and strategy. Adindex team had to estimate the volume and the level of competition in the niche they planned to work. Their goal was to predict and identify the level of project’s optimization and reference weight that were required to obtain results. To analyze that, the team compiled the so-called short-semantic core. Then, the team checked the volume of traffic on the market for requests of various frequencies using Google and Yandex search engines.
  2. Technical optimization. The team had to remove all duplicates, set up redirects, optimize pagination pages and the code in general, implement the micro-marking, and change the rules of URL formation.
  3. Internal optimization. The team had to work with metadata, develop Terms of Reference, and create the content plan in accordance with the marketing strategy.
  4. External promotion. Adindex team had to post the articles on news websites and market-related resources with a high level of trust.
  5. Ensuring the parallel development of the project. The team had to work on content filling, expand the structure of the website, increase the volume of reference weight as fast as possible. They also had to ensure that the link profile would look organic in terms of growth dynamics, quality of the sites, and the ratio of anchor/anchorless reference weight.
Шокало И. фото.jpg

Senior SEO Manager

Irina

The main task of SEO optimization (when we talk about the factors that are important for search engines) is first of all to ensure the high quality of a website and the external link profile. I.e., our goal is to become better than our competitors. Everything’s simple :)

The initial analysis showed that the traffic volume on the market isn’t big but has a tendency to grow. It also showed that there weren’t any competitors with radically high quality level of their projects and/or high quality of their link profiles with a history. There were several competing projects that were able to offer the higher quality of the products or more developed link profiles. However, there weren’t any prominent leaders with indicators that couldn’t be reached in accordance with time/budget limits set by the client.

Adindex team developed the work plan, estimated future costs, and turned to the client to discuss the work on their side so that the client could estimate all expenses as well. Then the team moved on to the next stage of the process — forecasting of traffic results (position growth * frequency * market dynamics). After the plan was approved, the team started working on this project.

What Has Been Done

The first three months were spent on Terms of Reference preparation and technical optimization of the project: the team had to remove all duplicates, set up redirects, optimize pagination pages and the code in general, implement the micro-marking, and change the rules of URL formation.

At the same time, the team worked on posting the articles on news websites and market-related resources with a high level of trust. Because the project was new, the team selected backlinks as meticulously as possible with minimal dynamics.

Adindex team compiled the semantic core and used it to run the internal optimization of the project (metadata). The team also developed the Terms of Reference and the content plan in accordance with the marketing strategy.

After the team finished the technical optimization of the project, they moved on to the next main task, which was to ensure the parallel development of the project (content filling, structure expansion). They also had to increase the reference weight volume as fast as possible at the same time making sure that the link profile would look organic in terms of growth dynamics, quality of the sites and the ratio of anchor/anchorless reference weight.

pic_001.width-1110.png These statistics show how the reference weight increased dynamically, starting at a minimal pace at the beginning of the project and increasing its dynamics as the volume grew.
pic_002.width-1110.png The SEO anchor cloud matches the organic profile and dynamics.

To achieve that, the team used anchor promotion mostly in articles. They also used anchorless links and links with inaccurate anchor entries that were purchased on various websites.

Organic link profile contains 5-30% of brand anchors, no more than 20-30% of categorical anchors with either inaccurate or accurate keyword entries, and 50% anchorless links (this depends on the level of project’s development). Categorical anchor links have the most influence of them: 90% influence on the positions’ growth. One has to work with such links consistently while growing brand and anchorless reference weight at the same time.

The Results

After three months of hard work, Adindex team started to see first results: the first traffic and the first midrange queries that appeared in Top 10.

Six months later, categorical pages took a traffic-generating position. The main page of a website appeared in Top 10 by high- range queries.

During this period the team noticed that the main traffic growth happens because of the increase of low-range traffic, both categorical and product one. As the search engines’ trust towards categorical pages/listings grows, it affects the product pages, where the client posts unique descriptions.

Everything went smoothly after that: the higher positions the project took in Top 10, the bigger was the traffic growth. Therefore, if the 10th position provides 1% of the market’s volume on peak demand, then the 3rd one provides up to 10%, and then more. Although, in fact, the progress in positions’ growth was higher in the first half of the year: the project has grown from zero (far beyond Top 50) to Top 10. In the second half of the year, the project has grown from Top 10 to Top 3, which might seem less impressive. However, this is where the problem of evaluating the SEO work lies: it requires time and client’s patience to get the volume of traffic the client wants.

pic_005.width-1110.png When you properly analyzed the niche and developed the right strategy. :)

What's Next

  • Expansion of a project’s structure with the help of new categories and new product parameters that allowed to use new landing pages.
  • Implementation of a crowd marketing strategy to grow the organic reference weight.
  • Referral traffic growth.
  • Sales boost achieved through the promotion of individual products.