SEO optimization of an online electronics store

Skay.ua contacted us when they encountered traffic drops and decreased visibility in search. To correct the situation and achieve the set goals, our specialists planned work in the following areas:

• improving the technical parameters of the site;
• expansion of semantics;
• improving the link profile.

Next we proceeded as follows:

We performed a competitor analysis and conducted a website audit

Competitive analysis of a niche is the starting point for all our projects. It helps the team clearly understand what the client’s strengths are that can be developed, and what is missing. As a result of the audit, our specialists found that the site does not receive enough traffic from search compared to competitors, which is due to technical problems and low visibility of pages in search results.

Next, an individual SEO promotion strategy was developed, a plan for strengthening the link profile was drawn up, and work on internal website optimization was planned.

Expanded the site structure and performed internal optimization

During the site semantics analysis, we found that the project’s semantic core was significantly smaller than its closest competitors in the niche. To eliminate this problem, we prepared a new semantic core and prioritized keywords. We then clustered and compared word groups with the existing site structure. The comparison showed which pages needed to be added to achieve higher search visibility.

We also set up meta tags, prepared templates for page titles (Title), descriptions (Description) and H1 headings for different types of pages. The specialists made sure that there were no duplicate tags on the site, which could prevent the pages from being displayed correctly in search results.

We have compiled recommendations for improving usability and eliminating technical problems

Since all technical changes to the site were made by another team, and the technical condition of a web resource is one of the important ranking factors in search, we have prepared a list of recommendations for eliminating technical flaws. Among the main tasks on this list were setting up pagination pages, redirects, improving page loading speed on mobile devices, and fixing errors on filter pages.

The conversion of the site and ranking in search are affected by usability parameters and commercial factors. To retain users on the site, we suggested adding pages with reviews, correcting localization errors, and establishing better feedback with clients.

Implemented an external optimization strategy

During the audit of the website’s link profile in dynamics, we discovered that the state of the link mass changed abruptly – there were periods of its sharp growth. This could have a negative impact on the website’s ranking in search. We set ourselves the task of smoothly and gradually increasing the number of high-quality backlinks. To achieve this goal, we compiled a list of donor domains, planned the purchase of backlinks monthly. When writing texts, the relevance of the content and the subject of the domain were also taken into account.

Main results of SEO promotion

Our specialists managed to improve the site’s position in search. The number of key queries displayed in Google’s TOP-3 increased to 5% (at the beginning of the work it was 2%), in TOP-5 — to 9%, and in TOP-30 — to 70% (it was 51% at the start of the work). Traffic to the site from organic search increased by 127%. The total number of users on the site, according to GA4, increased by 1.56 times. The site’s link mass began to increase smoothly and regularly.

Expert commentary

In our work on the project of promoting an online store selling electronics, we combined two different strategies – SEO and contextual advertising. We were once again convinced that if you use different approaches and techniques, this can give a good result and improve the overall efficiency of the online project. We managed to achieve a smooth improvement of the main indicators of the site, which has a positive effect on ranking in search. In general, over 9 months of work in different directions, we managed to increase the number of users on the site by 1.56 times. The number of conversions increased with a decrease in its price.

Erik Klyuev, Head of SEO