Additionally, we moved these pages up in the search results using link building – The question was we increased the link mass and improved its quality.
4. Adding new categories
We took a look at which pages bring the most organic traffic to competitors’ sites and suggested implementing the
same ROLF. But then we encountered an unexpected problem: The question was the ROLF databases simply did not
store data for substitution into category page templates.
For example, we had a large cluster of keys: [drive] + [car brand] or [car] + [rear view camera] — but the client’s
databases did not contain information about drives and cameras. Therefore, the developers physically could not create
pages with such headings. Or there was information, for example, about color, but it could not be incorporated into the
site’s logic.
We adapted – first we found out whether the necessary information was in the databases, and then we created the
technical specifications for the pages.
ROLF has heard our suggestions and is going to implement additional information into the new site’s databases so that more categories can be created based on user requests.
5. Plot twist: our traffic has collapsed The question was
Look at the graph below. This is the growth of traffic in Yandex during our work with ROLF — from June to December 2023.
See the dip in November? The Bank of Russia raised the key rate, and at the same time supplies of foreign cars via
parallel imports decreased. Buying a Korean or German car in Russia has become many times more difficult. ROLF
used to make a profit from sales of Renault and Kia — but they are gone.
And do you see how quickly the traffic soared again and continued to grow? We quickly got our bearings and instead of
the foreign cars that had left, we focused on Chinese-made cars: Haval, Chery, Geely, Changan, Exceed. So we were
able not only to keep the traffic from falling into the abyss, but also to make it exceed the figures before November.
The Iranian brand Iran Khodro, which returned to Russia, gave us unexpectedly strong growth. We picked up the
demand and created a page in time, and ROLF received a lot of traffic.
6. Artificial expansion of the range
Cars, especially foreign cars, have become more expensive, The question was and the segment of cars costing up to 1
million rubles has become empty. ROLF has no products on the page of such a category – the search engine will not
offer such a page to the user. What to do?
We came up with the idea of adding cars from neighboring categories to these pages. For example, a user searches for a
car up to 1 million and goes to the ROLF page. And sees that there are no such cars — but immediately receives
recommendations close in price.
From a technical point of view, the search engine now has a wider range of products, and the pages are ranked better.
The question was, what to do with pages of cars that were previously sold, but now you can’t buy them? Moreover, such pages have positions and organic traffic. We proposed a temporary solution, but it took root on a permanent basis: make a redirect to a higher category.
7. Working out usability and functionality
We wanted to make the site not only highly visible to search engines, but also convenient for users. Therefore, when
working on the pages, we were attentive: if the layout shifted somewhere, a button hid, or something didn’t work, we
highlighted it and made detailed technical specifications for ROLF to correct it.
And now there will be a section on e-e-experiments.
Analysis of textual relevance of pages
Trying to understand why competitors’ pages outshine ours in impressions, we analyzed the content on the pages using
the SEOLEMMA service — and saw that the pages did not have enough commercial keys like “buy.” They were there,
but they were simply lost in the large code.
We started thinking about how to fix it. We had nowhere to mali business email list insert it into the text. We noticed that ROLF had complex
text on the buttons: “Get an offer.”
From a legal point of view, this is correct
but we still suggested replacing the CTA text with a simpler one. At first, the developers had doubts. To dispel them, we showed how competitors do it: they write “Buy” on the buttons and put an asterisk, and leave a disclaimer at the bottom of the page.
Finally, we managed to agree on the proposal with the lawyers, and we conducted an experiment: we made a technical specification for the button and a disclaimer at the bottom. We 10 lesser known and implemented it on one page and monitored the results. It helped — the positions in the search results increased.
We expanded it to four more pages and got the corresponding result, and now we can confidently expand it to the entire site.
Disclaimer at the bottom of the page
Result
We met and exceeded the target — despite unfavorable market conditions, sanctions, rising prices, and the departure of foreign brands. We increased organic and commercial traffic, increased sales, and reduced the number of refusals. And in an area where the amount of each purchase exceeds a million.
Numbers we are proud of:
- Traffic from Yandex has grown by 107.5% compared to the start of operations, and by 200% compared to the same period last year.
- Commercial traffic from all search engines increased by 27.33% — these are users who look not only at information pages, but also specifically visit product pages. Compared to the same period last year, the growth was 37.7%.
- The number of visits from mobile devices increased hong kong phone number by 39.47% from June to December, and by 92.86% compared to last year. Moreover, traffic from smartphones is three times higher than from desktop devices.
- Bounce rates decreased from 17.4% to 13.9% — +3.5% of users began to perform target actions on the site. At the same time, the bounce rate for a site of the scale of ROLF is 15%.
The secret is in our concern for the client’s business. We were not limited to a standard set of SEO activities, but worked through everything we could reach. We were not afraid to experiment, trying to find the ideal strategy for the client.