Case: how we increased traffic on the site by creating a large number of pages

Customer: chain of wine supermarkets "Aromatny Mir".

Site: //amwine.ru/

Service: integrated internet marketing including SMM.

Terms of cooperation with the client: from February 1, 2017 to the present.

As we said in our previous alcohol sales case via email, our goal is to increase the number of orders in any way. And whatever additional sources of traffic we connect, traffic from search engines for such projects will always have the largest percentage of total traffic. Swinging high-frequency queries is a long and laborious work, and we need to show the result in the next 2-3 months, so we decided to move in another direction:

  1. Increase the number of selling positions on the site.
  2. Create a large number of filters for them.
  3. Optimize filters.
  4. Make filters visible to search engines.

Expanding the directory and displaying new filter values

Filter any site - a tool that helps the user with the selection of products. Having determined the basic values ​​in the check-boxes, you can as precisely as possible separate the necessary products from the general list. For example, from the listing of bottles of wine can be selected only "red semi-dry Spanish wine." But few people think that any filter formed is a user's request, even if it is very low-frequency. Therefore, our primary task was to fill the cards of goods with a large number of properties that can later be displayed in the filters.

The full range of work consisted of several tasks:

  1. Expansion of the product catalog.

It's simple. The more diverse positions, the more properties you can create. During the first month of work, we increased the number of items posted on the site from one thousand to four.

  1. Selection of properties and filling cards of goods.

You cannot create filters with empty cards, so each element must be filled with the appropriate properties. They focused primarily on information from manufacturers and suppliers, simultaneously selecting properties and possible requests from Wordstat.

  1. Displaying values ​​in a smart filter.

I think there is no need for explanations. Why fill properties if they are not used anywhere?

The 3 points described above became the "cornerstone" of our main work for the near future. We are still working with the filter.

Optimization of created pages

Since the search engines react to the ratio of the number of optimized and non-optimized pages of the site, and even without a good internal optimization of positions in the top you can take, the next task was “born” by itself.

The higher the ratio of optimized and non-optimized pages on the site, i.e. the "bad" ones are much smaller, the better Google relates to the site. Otherwise, the site sags completely.

Work began to be done in stages, starting with what can give the maximum effect, and ending with trifles.

Collect semantic core

Full semantic core - the basis of any progress. According to it, we chose which filters we will add in the first place, which sections are missing and what should be changed in the existing ones.

  1. Partition Optimization

Like any other section of the site, all filter pages should be internally optimized, so the tasks were as follows:

  • prescribe meta tags and headers for all filters,
  • prescribe texts
  • check relevancy
  • put down relink.

It would seem that there is nothing simpler than these tasks, but the problem has arisen in volumes. To register unique meta tags and texts in the main sections, it would take several years and millions of rubles for the work of copywriters. To get out of this situation, we decided that we need to create templates. Looking ahead, I will immediately say that the template texts did not justify themselves, and soon we deleted them, gradually filling them with unique texts.

  • Template Meta Tags - the most convenient that you can think of for an online store. We form only two types:
    • Templates Title, Description for sections;

T: Buy {= lower this.Name} in Moscow and St. Petersburg - catalog {= lower this.Name} with competitive prices

D: Select {= lower this.Name} from {= this.property.PRICE} p., In Moscow wine stores. "Full description, prices and reviews ☎ +7 (888) 888 88 88 (MSK), +7 (888 ) 888 88 88 (SPB)

    • Templates Title, Description for elements.

T: Buy {= lower parent.Name} {= lower this.Name} with good reviews at the best price in Moscow and St. Petersburg

D: Selling {= lower parent.Name} {= this.Name}, {= this.property.YEAR} year at a bargain price. Manufacturer: {= this.property.PRODUCER}. Country: {= this.property.COUNTRY}

  • Page Relevance - the formation of a large number of pages that are minimally different in meaning. To avoid the blurring of relevance, they invented a table in which you can check all key queries and, if necessary, enter them. It consists of three colors:
    • Jackdaw with a green background - means that the key request is processed.
    • Cross on a red background - means that the key request is not processed.
    • Jackdaw on a dark green background - means that the key request was not initially processed, but this has been fixed.

Internal relink. It’s not simple to make all requests fit, but the text remains natural. Yes, and do not need to enter them all! Therefore, for all requests that could not be written on the relevant page, we put down anchor links leading from other pages.

Robots.txt file optimization

So that at once a lot of garbage did not get into search results and did not affect its results, we closed all the filters from being indexed using:

Disallow: / filters /

As time progressed, as the pages worked out, the filters opened. Here we are faced with a lot of junk pages. First of all, these were pages with a price. Changing the price of the filter, at least one ruble, formed a new page. Naturally, for search engines - this is duplicate pages. To remedy the situation, we decided to close all filters that changed according to a similar principle, leaving only the target, under which there were requests from users.

Allow: * / filter / price * to-500 /

Allow: * / filter / price * from-500-to-1500 /

Allow: * / filter / price * from-1500-to-3000 /

Allow: * / filter / price * from-3000 /

Disallow: * / filter / price * to - * / *

Disallow: * / filter / price * from - * / *

Adding pages to the index

If you are familiar with the principle of operation of search robots and how pages get into search results, then you should certainly understand that just like that, filter pages will not appear in the list. The pages URLs are formed like this: / catalog / vino / filter / color-is-red /. Everything is clear with the / catalog / and / vino / sections, you can easily find them on most pages of the site, and separate sections are created for them within the CMS administrative panel. All that follows after / filter / are "fictional" sections. Under them there should be no links initially, there are no separate sections in the system, therefore the robot does not see them. Our further actions were as follows:

  • Formation of links in the code - Tricky task. You can not cover several thousand links on the pages. All links must be correct, in the subject, and most importantly, users should follow them. Of all the possible options we stopped at two:
    • Auto-replaceable link - its main task is to create a new offer for both the user and the search robot. The link is dynamic and changes every time we go to the item card.
    • Tagging - It seems that this is the simplest thing that can come to mind. We took popular offers, formed tags from them according to the necessary anchors.
  • Formation of the sitemap.xml file - Search robots are important in the presence of links in this file. An interesting fact is that while we have not published it and have not added it to the webmasters panel, the pages in the issue have not appeared.

The growth of traffic after increasing pages in the issue

Let's summarize our work:

  1. Increased the number of pages in the issue in 531 times.
  2. Increased conversions more than 5 times.
  3. Increased the amount of sales more than 12 times.

Creating a large number of pages on the site was the main reason for the growth of traffic on the site:

We continue to work on the formation of high-quality filter pages and constantly conduct activities on internal optimization so that search robots do not consider most of them to be “insufficiently high-quality” or “duplicates”. As you can see, the more pages relevant to the request, the higher the traffic per filter pages.

Do you also want to increase traffic on your site? Contact us for a comprehensive promotion.

Watch the video: Off Page SEO Case Study: 110% More Traffic in 14-Days (April 2020).

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