Traffic growth of 75% in 1 year for a single-brand online store of sewing machines
The Japanese brand Janome is one of the world's leading manufacturers of sewing machines, overlockers, and components. A wide range of models allows you to choose Janome sewing machines with the right types of stitches and functions.
Website: janome.co.uaUkraine
September 2019 - September 2020
- Increase traffic from the Google/Organic channel
- Increase the number of orders from free search
- Traffic growth: 75%
- Conversion rate growth: 45%
- Over 75% of requests from: TOP-10
The peculiarity of this project is that the store is a mono-branded one (only Janome sewing machines are presented), so we initially lose on such a "commercial factor" as the variety of assortment.
If we analyze the search results for the queries “sewing machines” and “buy sewing machines”, we can see that all the sites offer a range of products from other manufacturers
Accordingly, we are losing out on one of the commercial ranking factors – the range of goods.
Comparison of pages in the index with the rest of the competitors’ sites:
- Number of pages in the Google search engine index (janome.co.ua) – 1290
- The number of pages in the Google search engine index (janome.in.ua) – 3560
- The number of pages in the index of the Google search engine (spool.com.ua) – 4180
- The number of pages in the Google search engine index (sewing-machines.com.ua) – 3720
Careful study of the semantic core using tools such as Serpstat and parsing (using the Key Kollector tool) showed that different models have a higher frequency. (Figure A)
Accordingly, a semantic core (keywords) was collected for all product cards, which later became the main one for promotion.
We also collected keywords for category groups (Figure B)
After collecting the semantic core, we conducted a full SEO audit of the site, after which we set the following technical specifications for the developers:
The links in the mobile menu are decorated with the H5 subheading – these headings are used to logically highlight subheadings in the text, it is necessary to remove the H5 subheading and use another attribute or div;
It was also necessary to remove the H5 subheading of the following items:
- Best seller
- Add to cart
We also monitored the implementation of the tasks.
While the programmers were fixing technical errors, we prepared a technical task for copywriters to write optimized SEO texts for category pages.
After fixing all the errors and optimizing the landing pages, we started building external links to the site.
Starting point (September 2018) – traffic to the site from the organic channel 30-40 avoided visitors / day (Figure A)
Dynamics for the entire period of work (Figure B)
Visibility by position:
- Total keywords – 1011 pcs.
- Number of keywords in the TOP-10 – 773 (76%)
- Number of keywords in the TOP-3 – 229 (23%)
Comparing 2019 and 2020 (until 20.12.20), the results are as follows:
- organic traffic growth by 75% compared to the previous year.
- increase in the number of transactions and revenue by 45%.
Visibility by category
- Computerized sewing machines (figure A)
- Embroidery machines (Figure B)
- Overlockers (Figure C)
- Sewing machines (Figure D)
Visibility by product
Indicates the average visibility for a group of queries for each product.
The result of the work was the expansion of the semantic core to 1011 words, 773 (76%) words in the top 10 and 229 (23%) words in the top 3. The main focus of the promotion was on qualitative reviews of specific models of sewing machines, as well as the development of crowd marketing.
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- Online shopping
-
Standard works:
- Analysis of the topic;
- Internal optimisation (technical audit, work with website structure and content);
- Working out technical factors;
- Work with semantics;
- External website optimisation (link building);
- Analysis of the results and preparation of recommendations;
- Dynamic report in Data Studio on the return on investment.
You will receive a bonus:
- Setting up and installing Google Analytics;
- Increase the conversion rate of website landing pages;
- A separate team for your project;
- Launch of the project within 3 working days;
- Growth of positions in key queries;
- Increased traffic and reduced cost of customer acquisition.
*The price is for the agency's work, excluding the media budget
- English language projects
-
Standard works:
- Analysis of the topic;
- Internal optimisation (technical audit, work with website structure and content);
- Working out technical factors;
- Work with semantics;
- External website optimisation (link building);
- Analysis of the results and preparation of recommendations;
- Dynamic report in Data Studio on the return on investment.
You will receive a bonus:
- Setting up and installing Google Analytics;
- Increase the conversion rate of website landing pages;
- A separate team for your project;
- Launch of the project within 3 working days;
- Growth of positions in key queries;
- Increased traffic and reduced cost of customer acquisition.
*The price is for the agency's work, excluding the media budget
info@imaris.ua
+38 (097) 478 27 77 
