Client: online store aliness.co.uk
Work period: January 2022 - October 2022
Promotion region: United Kingdom
Subject: Vitamins and Supplements
Services: comprehensive SEO promotion
Organic traffic grew 182% in 10 months. This is with a severely limited budget, a new zero domain with no history, in a highly competitive topic and region. Below we describe what strategy we used.
Who's the client
We were approached by the owner of an online store selling Aliness branded vitamins and food supplements. The main difficulty of the project is the range of products, because a monobrand always implies a smaller number of products on the site. This is not enough for good ranking for general queries in the subject. For example, "vitamin E", "vitamins for vegan".
Customer assignment
The main goal of all clients who turn to us for search engine optimization services is to increase organic traffic and the number of orders from the site.
The task was complicated by the fact that the client had a limited budget and needed to implement a number of things he insisted on. But, at the same time, it was also necessary to achieve the set traffic goals.
Therefore, after the brainstorm, it was decided to stick to these basic actions and directions as a matter of course:
- internal SEO optimization of the entire site;
- expansion of the site structure based on the available assortment;
- in promotion to be as UK-centric as possible;
- building up the link mass.
Promotion strategy
We proposed the following project development plan to the client:
- Collect a complete semantic core for categories and subcategories of the site, based on which you can expand the structure of the site.
- Collect semantics for product pages.
- Eliminate junk links embedded by the Shopify platform. For example:
https://www.aliness.co.uk/collections/minerals.oembed?page=2
https://www.aliness.co.uk/collections/for-men.atom
https://monorail-edge.shopifysvc.com/
- Add relevant images for different product categories and populate alt and title attributes.
- Analyze competitors and find additional points of growth based on the analysis.
- Compose and implement meta tags for all product categories and subcategories on the site.
- Create a content strategy for the blog site.
- Add additional linking blocks to categories and product cards.
- Improve CTR of Snippets. Specifically:
- compose meta tags using Unicode;
- implement a block of frequently asked questions and add FAQ micro markup.
Weaknesses and strengths of the project
The main difficulty in working with the project is the date of domain registration - December 2020. Young domains are less trusted by search engines. Given that the subject of the project is highly competitive, the domain has even fewer chances to break into the TOP. However, we realized that we can achieve high results for queries mentioning the brand, because it is present in the domain.
Features of monobrand
We started work on the project by collecting a semantic kernel. Understanding the peculiarities of a single-brand store, we analyzed what landing pages could be created within the product range of the manufacturer Aliness. As a result of developing the structure of the site, 43 landing pages were created for queries with [category name + client brand] masks.
There is active competition in the search results from multi-brand stores, which also have Aliness product categories. Since the target audience of a certain brand is people who are familiar with the products of this brand either personally or through the recommendations of their friends, our priority was to reach the TOP 1 on category+brand pages only. Based on the semantics, we wrote meta tags for each page manually to take into account category-specific word forms. This subsequently brought positive results.
What the structure expansion encompasses
- collecting semantics and clustering queries: as a result, we got a list of pages that should be added to the site;
- drafting technical specifications for programmers with a list of page URLs;
- Compiling meta tags for all new pages;
- control of filling pages with goods, texts, blocks of similar goods.
Our goal is to drive additional traffic, improve the site ranking and therefore increase the client's revenue. New pages were implemented on the site in April 2022. But, they were not getting into the index, along with 20% of the old pages. So, we drove them into the index through internal linking and with the help of external links. This gave a boost of additional traffic:
Dynamics of key phrase growth after the implementation of landing pages:
Since the qualitative refinement of the structure brought a positive result on the project, it is important to analyze the topic and understand that for maximum coverage - you need to create those landing pages for which there are search queries.
HTML sitemap
In order to realize a quality linking of pages, we offered the client to display all created pages in the drop-down menu of the site, however, we faced a refusal, because the client did not want to change the usual drop-down menu.
To solve the problem with page linking, an HTML sitemap was created and displayed in the footer of the site:
In order to better transfer link weight and improve internal linking on the site, we convinced the client to realize the output of newly created pages on the main page of the site in order to get additional anchors with thematic keys.
Creating new pages is not enough. Link pages to each other so that they are indexed faster and more often and ranked better. This can also improve the behavioral factors of the pages.
Building up the link mass on the site
The primary task was to work through the newly created pages with external links to get them into the index of search engines as soon as possible. For this purpose, we used the strategy of crowd marketing and placed 30 links per site every month, which allowed us to accelerate the indexation of pages, as well as to diversify our anchor list.
Also, an important aspect of promotion for the UK region is the placement of company data in Citation format, which helped us to get additional links to our website, as well as placing contact information about the company. Regularly 10 Citations were published each month.
Technical optimization of the site
- At the time we started working with the site, we found a large number of garbage pages as well as URLs with get-parameters in various blocks on the site.
- In the admin panel of the site found a lot of unused plugins that slow down the loading speed of the site. We removed them, which increased the speed of page loading.
- Added similar product blocks to category and product pages.
- Optimized the site for the YMYL algorithm because the client sells vitamins and supplements.
- Added ''buy in 1 click'' functionality.
- They added the ability to leave reviews to product pages.
- Added breadcrumbs and micropropagation for product pages.
- Optimized pagination pages.
- Optimized metadata, filled alt and title tags in images to be able to rank for images.
- Eliminated duplicate pages and meta tags.
- Added useful links to the 404 page.
Features of SEO promotion on the Shopify platform
One of the key ways to implement the desired edits on the Shopify platform is to install and configure plugins within the store. Based on the importance of site loading speed, we implemented only wishlist and product discount offers using plugins.
However, other tasks were realized with the help of code refinement in order not to slow down the work of the site with plugins, as well as for the realization of more flexible functionality. List of tasks that were solved by modification:
- Gluing a duplicate homepage using a redirect in the site code:
https://www.aliness.co.uk/index.php
В shopify нельзя устранить дубли страниц с .html, .php, со / и без / при помощи стандартных средств редиректа, которые можно найти в админ. панели сайта по следующему пути:
Settings > Apps and sales channels > Online store > Open sales channel > Navigation** > URL Redirects > Click Create URL redirect.
В данном функционале мы реализовали редиректы с дублей главной страницы сайта, то есть со страниц с .html, .php, на страницу без .html, .php.- Implement HTML sitemap using custom output in the footer of the site - https://www.aliness.co.uk/pages/site-map
- Fixes pages with GET parameters that were present in the ''You may also like'' block.
Для того, чтобы устранить get параметры с ссылок в текущем блоке была реализована доработка кода вывода товаров в данном блоке.
Стандартный вывод ссылок на товары в блоке реализован следующим образом:
href=»{{ product.url }}»
Мы заменили данный блок кода на следующий:
href=»{{ product.url | split: «?» | first }}»
Таким образом мы разбили ссылку на товар на две части, до get параметра и после. И теперь выводим в теге href только ссылку из первой части массива без get параметра:
- Eliminate duplicate pagination pages that could not be fixed with plugins, e.g. - https://www.aliness.co.uk/collections/aminoacids?page=1.
Для реализации данной задачи мы использовали доработанное решение https://github.com/Slam-City-Skates/better-shopify-pagination/blob/master/collection-pagination.liquid пагинации для Shopify. Однако и данный код был доработан.
Для того, чтобы не удалять стандартную пагинацию shopify, мы создали отдельный шаблон новой версии пагинации и включили её на всех необходимых страницах, где есть пагинация. К примеру на страницах коллекций.- Implement organization markups, breadcrumbs, product cards, and article markups.
- Fixes readability of text content in tables with product descriptions.
- Implementing breadcrumbs for all internal pages:
Для вывода хлебных крошек на всех страницах сайта мы добавили на сайт дополнительный темплейт breadcrumbs, который далее использовали для рендера на страницах сайта, где необходимо вывести хлебные крошки.
Для рендера хлебных крошек из нашего шаблона используется следующий код:
{% render ‘breadcrumbs’ %}, где breadcrumbs — название созданного шаблона.- Implement Alt and Title for images to have additional keywords in the site code
Для реализации данной задачи мы доработали код коллекций, товаров для вывода alt & title по шаблону.
Пример кода для вывода alt на странице товара:
alt=»{{ product.title }}»
Таким образом будет выводится название товара в атрибуте alt.- Realization of relinking of all category pages with the help of outputting the ''Find the category of your interest'' block
Conclusion
Even with a limited budget you can show good results in SEO for UK if you choose the right strategy. We couldn't promote a zero domain in such a short period of time and with such money on general queries. So we promoted it well on topical queries with brand mentions.
Even with a large budget, it would be difficult for us to compete on general queries, because the site sells only products of one brand, which means that it a priori gives less choice to the customer. All other things being equal, such sites will rank worse than those that offer a wide selection.
Do not be afraid to start a business and launch a website with a small budget. But think through a promotion strategy in advance.
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