At the end of February 2018, we receiv an application from a potential client whose business is aim at selling vacations in sanatoriums in western Ukraine. According to the client, many key queries are already in the first positions and only ne to be pull up below TOP3 – TOP10.
The project turn out to be quite old, which plays both a plus and a minus. For example, many positions are already in the TOP, which means there is adequate content, authority and behavioral factor. At the same time, jewelry precision is ne so as not to lower existing queries from the TOP3 and raise those that are below. Several agencies, as well as a full-time SEO specialist, work on the site. It was necessary to understand where they did not work, where they made mistakes, and where the work was done at the highest level.
Preliminary analysis, commercial and first steps
Already at the commercial stage, we realiz recent mobile phone number data that in this case it is necessary to identify 20% of tasks with a potential 80% impact on increasing positions. This will significantly save the client’s budget and ruce the time to achieve significant results. And that’s where we stopp.
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In those same 20% we includ the following types of work:
- Conduct an analysis of all queries in created legal conditions for such an exchange the TOP100 to determine those that cannot be adjust (already in the TOP3), and those that ne to be pull up (below the TOP3-TOP10). The analysis was built on the principle of answers to the questions:
- Is this a customer priority?
- This query could get a lot more traffic if it was mov higher?
- Does the current position of the request allow this to be done quickly?
- Analyze relevant pages for the quality of optimization for a given query or group of queries. Generate recommendations or tasks for improvement.
- Assess the link profile. Naturalness, quality, quantity of links. Create a link building strategy.
- Conduct an audit of critical errors in technical optimization of the site.
As a result of these works, we identifi japan data queries and pages for further actions. We realiz that there were no critical comments on technical optimization, but the content and links ne improvement.
The content requires adjustments:
- meta tags and titles;
- headings;
- mentions of requests in texts;
- expanding content by adding missing keywords.
By links:
- identifi a lack of natural link mass, links plac on the Internet manually (crowd marketing, website registration in authoritative directories, mentions through social commenting systems on Facebook, etc.).
Results
The first breakthrough in the visibility of the site occurr exactly after a month of cooperation. The result pleas us very much and even surpris us a little. We manag to raise the site by 21% (from 17.45 to 21.15 according to Serpstat ). Attention – this is in just a month!
For reference: “Domain visibility in the Google search engine. Serpstat calculates this indicator bas on the ratio of the number and popularity of keywords for which the site is in the top 20 Google. The visibility indicator is relat to the maximum possible visibility of the site for 1 million keywords from the Serpstat database. The resulting number is multipli by 1,000 to make it easier to work with the visibility indicator” – Serpstat.
Fig. 1. The first jump in visibility according to Serpstat
Seeing these numbers, we want to identify which works had the key impact.
In the end, it was easier than we thought, since all the internal changes to the site were done on the client side and were not lock down until the visibility update. The only thing that could have influenc this growth were links from external websites that we manually plac.
To make sure that our links work, we check the dynamics of link mass growth in the Ahrefs service and the indexation of pages with links in the Google search engine. As a result, at the time of increasing visibility, about 90% of the links were taken into account.
Fig. 2. The screenshot was taken at the time of writing the case, the cursor is set to the date of the first increase in visibility. More than 50 links were receiv
We also check the relationship between the links we plac and the growth of keyword positions.
Fig. 3. The figure shows a portion of the increas queries for pages that link builders work with. The current position is the position value after it has grown by the figure specifi in the “Growth Dynamics for the Month” column.
As a result of the analysis, we were convinc that it was our links that had a strong influence on the site’s positions. We also saw growth on other pages and groups of queries. We assume that the weight of the link mass was distribut across the site and adjust the balance of purchas and natural links. As a result, this could have influenc the growth on 1,385 queries.
Fig. 4. Initial growth of website positions
Having familiariz himself with the above-describ growth, the client implement the first list of changes. We continu working on building a natural link mass, start buying permanent links on the exchange using our internal technology (very strict filtering), and also form the following recommendations. The result was not long in coming.
Fig. 7. Final visibility of the project after 3 months. Work continues
The site’s visibility increas to 26.43, i.e. by 51% from the initial value of 17.45 . Many high-frequency queries were pull into the TOP, and the value of keywords in the TOP100 increas by several thousand.
Fig. 8. Growth of high-frequency queries in the third month of promotion
Fig. 9. General dynamics of the project’s position growth. The total number of words in the TOP100 increas by 455, and 1437 words rose higher in Google search results.