Stanislav Andros
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268 USD SEO promotion of an online men's clothing store
Search Engine Optimization (SEO)
Short project description
An online store for premium quality men's clothing. The brand specializes in producing stylish and functional men's wardrobe, focusing on high-quality materials and impeccable tailoring. The catalog features suits, blazers, shirts, trousers, and outerwear that combine elegance and comfort for the modern man.
… Initial data
Initial organic traffic – 4050
Keywords in TOP-10 – 323
Conversion - 0.32%
Website age – 5 years
Promotion region – Ukraine
Work objectives
Technical optimization
Increase organic traffic
Promotion of priority keywords in Google TOP
Issues and overall strategy
The website had not been worked on in terms of SEO promotion before. At the beginning of the collaboration, technical work was being carried out on the site, and a redesign was simultaneously underway. This had a significantly negative impact on promotion for a rather long period of collaboration, as periodically the technical changes made were lost, as well as the main SEO settings (meta tags, content). However, after the final adjustments, the site began to grow rapidly.
What has been done
Technical optimization
The site operates on the OpenCart (Store) CMS, which is generally a good option for promotion and contains many positive aspects for SEO.
The main problems that the site had at the start of the work:
Unconfigured SEO-friendly URLs
Outdated robots.txt file
Incorrect generation of the sitemap (only English pages were added, although there was no goal to promote the English version)
The site contained incorrect redirects
Incorrectly configured language versions
Incorrectly configured auto-generation of meta tags for product pages
Unconfigured pagination pages
Missing Product microdata on product pages and categories
Incorrect URLs (nesting) for products
A detailed technical specification was created based on which the necessary changes were made. Periodic problems arose in the operation of the SEO meta tag generator module, which caused constant "overwriting" of manual settings.
Semantics
At the beginning of the collaboration, the site was already ranked for a large number of queries, but only 2 product categories were in the TOP10: Classic men's suits and Wedding suits.
The semantic core was built from scratch, as no SEO work had been done on the site before. When collecting the semantic core, we focused on the main competitors and the current structure of the site's categories.
The average level of competition in the niche and the measurement of the site's positions suggested that it was a priority to start working with low and medium competition queries.
Structure
The structure of the site did not require global changes, as it was already quite well organized. Categories, subcategories, sub-subcategories. The maximum level of nesting - 3 levels.
It was a priority to work on the main categories and subcategories. After that, work on SEO filters should begin.
Content
Text content was absent on all pages of the site. Technical specifications were formed based on the collected semantics and the main competitors in the niche, and the structure of the articles was formed with the help of AI.
Usability
The new design, which was already planned at the beginning of the collaboration, was supposed to fix the main usability issues, making the site cleaner, clearer, and more visually appealing. Minor adjustments were made only to the main menu to make it more user-friendly.
Structured data
Product microdata was implemented for product pages and category pages. This will allow expanding the search snippet and providing users with additional, useful information regarding prices, reviews, etc.
Link profile
The strategy for building the link profile is based on the analysis of the main competitors in the niche (quantity, frequency, quality of donors). The following are used: outreach (article links), crowd links, and submissions.