SEO case study for the online clothing store "Kropyva"

The Kropyva online store is a wholesale clothing retailer built from scratch. I oversaw the project from the very beginning: developing the website structure, collecting keywords, setting technical specifications for the programmer and copywriter, optimizing the website, and developing an SEO strategy.

Initial conditions of the project

At the time of its launch, the site was completely absent from search results and was created from scratch.

• there was no site structure
• there was no semantics
• there was no organic traffic
• no technical optimization was carried out
• there was no link mass

The main task was to create an SEO foundation and bring the online store into Google's organic search results.

Main works on the project

1. Development of the website structure

The SEO architecture of the online store was fully developed:

• creating a site tree
• formation of categories and subcategories
• logical structure of the directory
• distribution of key queries across pages

This made it possible to create the correct structure of landing pages for promoting product and commercial queries.

2. Collection and clustering of semantics

More than 700 keywords were collected and clustered for the project.

• commercial inquiries
• product queries
• categorical queries
• information requests

Keyword(s) were distributed across the catalog pages to form an effective SEO structure.

3. Technical SEO

Work on technical optimization of the site was carried out:

• SEO URL setup
• creating a sitemap.xml
• robots.txt settings
• metadata optimization
• speeding up page loading
• correction of technical errors

4. Setting technical specifications for developers

To implement SEO optimization, technical specifications were prepared:

• Technical specifications for a programmer on technical optimization
• Technical specifications for a copywriter to write SEO texts
• page structure optimization
• Setting up website indexing

5. Working with usability

User experience optimization was carried out:

• improving the directory structure
• optimization of product cards
• simplification of navigation
• improving the usability of the site

6. Working with link mass

A link building strategy was developed:

• crowd marketing
• posting thematic links
• forming an anchor list
• gradual increase in link mass

7. Additional traffic sources

Contextual advertising was launched periodically to increase sales and test commercial queries.

Average traffic structure:

• organic search - about 70%
• contextual advertising - about 30%

Results of the first month

Project growth

After several months of work, the figures increased significantly.

Google Search Console data

Current results of the project

By the time I completed my work, the site had reached stable performance:

• about 700 users per day
• approximately 570 users from organic search
• 70% of traffic is organic search
• increase in rankings for key queries

Additional work

• working with Google My Business
• increasing local visibility
• increasing brand trust

Result

The Kropiva project is an example of comprehensive SEO promotion for an online store, where all stages of the work were completed: from developing the website structure to building links and generating stable organic traffic.

As a result, the site experienced steady growth in search engine rankings and a steady flow of customers from organic search.

Project analytics

Below are actual project analytics data from various stages of the website's development. The comparison shows an increase in organic traffic and improvements in behavioral factors.

Project launch – the first month of promotion

Google Analytics data for the first month of the site's operation

• 836 users
• 1086 sessions
• 4,726 page views
• 4.35 pages per session
• average time on site is 4 minutes

Project growth after several months

Increased website traffic and behavioral indicators

• 4964 users
• 7578 sessions
• 48,329 page views
• 6.38 pages per session
• 3 minutes 48 seconds average time on site

Website visibility in search engines

Google Search Console website visibility data

• 625,000 search impressions
• 6,600 clicks from Google
• CTR — 1.1%
• Average position: 47

Current results

By the time the project was completed, the site had achieved stable performance:

• about 700 users per day
• approximately 570 users from organic search
• the share of search traffic is about 70%