Performance agency WSS is on the line . We promote large Russian and international companies and know how SEO works in competitive niches.
In 2022, the Russian car market experienced its deepest decline in the last 20 years. Sales of new cars fell by 59% , while prices soared by 29% on average – and by as much as 40% for foreign cars.
In 2023, the car market was just beginning to recover from the A performance agency against the crisis. In such conditions, ROLF, one of the largest Russian car dealers, approached us.
The request was standard: increase traffic, raise positions in search results, improve the usability of category pages and increase the number of leads. Catch up and overtake competitors in the top for key categories.
In the circumstances of 2023, a normal task for an SEO agency has turned into a challenge.
Project Features
- Car sales are a field where purchases are in the millions. Customers take a long time to make decisions. No impulsive purchases – only gradual, careful warming up works.
- ROLF is a giant machine, each gear of which has its place. It was important to build the work flow so as not to disrupt existing processes and not interfere with the company’s internal tasks.
- High competition not only with other companies, but also within ROLF itself. The company has many branches – we worked with all of them. For example, ROLF.ru sells new cars, ROLF.Problezh – used cars, and ROLF.Service is engaged in maintenance. Working with ROLF.ru, we had to maintain a balance and not kill the rest of the company’s sites by cannibalizing queries.
What we did
We have selected metrics to track results:
- organic traffic;
- positions by cluster;
- number of leads.
And we got to work. Our arsenal included both classical and experimental methods.
From the standard:
- We performed general SEO hygiene on the site – accelerated page loading, optimized metadata, removed duplicates and broken links.
- We worked on category pages and mayotte business email list added new ones. We classified pages by categories and locations.
- Added SEO-optimized content to the pages.
- Improved page rankings in search engines using link building.
- We worked on usability and functionality.
We didn’t stick to the beaten path and conducted several experiments:
- Artificially expanded the range.
- Experimented with textual relevance of pages.
- Increased the concentration of keywords by changing the texts on the buttons.
Spoiler: they worked.
Now we will tell you in detail what all this means.
Cooperation with WSS turned out to be productive. We are pleased with the results and grateful to the team for their expertise and last year, it was posted flexible approach. They responded professionally to unexpected challenges and quickly adapted to changes in the market. We achieved our goals and comprehensively optimized the site. We are happy with the partnership!
Maxim Terekhin, Head of SEO, ROLF
Stages of workA performance agency against the
1. Building processes
A performance agency against the backdrop of a giant A performance agency against the client is like Europe in front of Jupiter. We worked with four areas at once and tried to build processes so that implementations on all fronts would occur evenly: on the main ROLF website, on Probeg, Service, and small location websites.
At first, ROLF set the priority of tasks at its own discretion. This caused distortions. In order to optimize processes and achieve results faster, we called the developers and agreed to give the technical specifications with the priority already specified. Thus, the team understood what to take first, what to take second, and what to put off for later.
The second challenge in this area is that the backlog of hong kong phone number the technical specifications quickly grew. After some time, there were so many tasks that it became very inconvenient to track them in a regular table. Some tasks were divided into additional subtasks, others needed to be clarified and expanded, and others were left for the new site. In addition, dialogues with specific developers grew within the tasks, and when none of the participants receive notifications about responses, it is unrealistic to respond