Promotion of a Fireplace Online Store

1. FIRST STEPS

Analysis and audit

Initially, we conducted an audit of the existing website, corrected some shortcomings and optimization errors. The Online Store was registered on maps. We also did a complete setup of analytics, including e-commerce and goals. All categories were analyzed in terms of their competitiveness and we selected only those that were more sure to give fast positive results. A 6-month content plan was developed.

2. TASKS

Monthly work

The set of promotion tasks performed every month included:

• monitoring of critical alerts from Yandex/Google Webmasters;
• fixing problems and monitoring the content of the online store;
• estimation of the indexing status of pages;
• analysis of search bots scanning dynamics;
• monitoring security settings;
• sending main Google Analytics reports;
• selective analysis of text uniqueness;
• analysis of errors made by bots during scanning;
• taking steps to improve online store usability and their analysis;
• buying links from third-party sites;

3. IMPLEMENTED PROCESSES AND ACTIONS

Content optimization and strategy development

After the priorities for the successful development of the project were identified, we moved to the main work on search engine optimization.

The work on content was divided into several stages:

• creation of content for categories;
• creation of text for product cards;
• creation of help articles to assist customers;
• writing reviews;
• work with information and news material;
• creation and distribution of promotional articles on special trust websites.

Our work with backlinks was limited by the client`s available budget. We aimed to raise low and mid-search volume keywords ranking from 11 to 30 in Google search results. We focused on selling keywords.

SEO ROI:

Margin: 25%
Gross profit: 277,500 UAH * 0.18 = 69,375 UAH
Promotion cost: 25,214 UAH for 6 months
ROI = (69,375 - 25,214) / 25,214 * 100 = 175%