Case of promoting a transportation company
Project Information
Client: Ukrainian transport company, established in 2014. A reliable partner for road freight transportation in Ukraine, Europe, CIS, Turkey, the Caucasus, the Middle East, and Central Asia.
Region: Kyiv, Ukraine.
Promotion period: 1 year
Goals
Increase the positions of key queries, obtain traffic that will convert into transportation requests. The client had previous promotion experience based on a traffic increase strategy for informational queries, which did not have a significant impact on service orders. Globally, our team faced the task of changing the client's attitude towards their website, as the client previously made short-sighted decisions - sharp jumps, changing the domain name, creating pages based on duplicating a significant portion of the content.
Implemented measures
During the technical audit, it was discovered that the parent category of the pool of pages responsible for commercial queries was closed to indexing, which hindered the proper distribution of link weight within the site and the correct understanding of the site's structure by search engines.
Thanks to detailed processing of the semantic core for the site, it was possible to highlight a promising cluster of queries with a lower level of competition but high conversion. This is especially valuable considering that the logistics services market is characterized by a high degree of competition with many websites striving to occupy leading positions in search results.
It was possible to minimize the damage done to the site and restore positions after an uncoordinated change of URL on the site by the client's team and return to positive growth dynamics.
Based on a detailed analysis of competitors, a comprehensive traffic acquisition strategy was developed for the client's priority high-competition queries using a clustering approach, improving the quality and usefulness of content. Unfortunately, during implementation, we faced limitations from the developer that significantly affected the speed of implementation.
Combating complete content copying of the site by competitors through filing complaints under the U.S. Digital Millennium Copyright Act (DMCA).
Selection and placement of links on quality donors in relevant content to build a natural profile.
Maintaining positions and traffic of articles by updating their relevance.
Results
- 50% increase in the number of indexed pages due to the creation of service pages
- An 80% increase in organic traffic was achieved, with 20% of total site visits generated by service pages.
- A 64% increase in the number of key phrases for which the site ranks.
- Growth in visibility - the site began to rank for high-frequency and high-competition queries
- 22.56% of conversions came from organic visitors who submitted transportation requests.
Conclusions
Despite significant difficulties related to the complete theft of site content, implementation of technical adjustments, and existing high competition in the logistics services market, a systematic approach and comprehensive SEO measures allowed for a significant improvement in the site's positions, increased its visibility, and boosted organic traffic.
Client: Ukrainian transport company, established in 2014. A reliable partner for road freight transportation in Ukraine, Europe, CIS, Turkey, the Caucasus, the Middle East, and Central Asia.
Region: Kyiv, Ukraine.
Promotion period: 1 year
Goals
Increase the positions of key queries, obtain traffic that will convert into transportation requests. The client had previous promotion experience based on a traffic increase strategy for informational queries, which did not have a significant impact on service orders. Globally, our team faced the task of changing the client's attitude towards their website, as the client previously made short-sighted decisions - sharp jumps, changing the domain name, creating pages based on duplicating a significant portion of the content.
Implemented measures
During the technical audit, it was discovered that the parent category of the pool of pages responsible for commercial queries was closed to indexing, which hindered the proper distribution of link weight within the site and the correct understanding of the site's structure by search engines.
Thanks to detailed processing of the semantic core for the site, it was possible to highlight a promising cluster of queries with a lower level of competition but high conversion. This is especially valuable considering that the logistics services market is characterized by a high degree of competition with many websites striving to occupy leading positions in search results.
It was possible to minimize the damage done to the site and restore positions after an uncoordinated change of URL on the site by the client's team and return to positive growth dynamics.
Based on a detailed analysis of competitors, a comprehensive traffic acquisition strategy was developed for the client's priority high-competition queries using a clustering approach, improving the quality and usefulness of content. Unfortunately, during implementation, we faced limitations from the developer that significantly affected the speed of implementation.
Combating complete content copying of the site by competitors through filing complaints under the U.S. Digital Millennium Copyright Act (DMCA).
Selection and placement of links on quality donors in relevant content to build a natural profile.
Maintaining positions and traffic of articles by updating their relevance.
Results
- 50% increase in the number of indexed pages due to the creation of service pages
- An 80% increase in organic traffic was achieved, with 20% of total site visits generated by service pages.
- A 64% increase in the number of key phrases for which the site ranks.
- Growth in visibility - the site began to rank for high-frequency and high-competition queries
- 22.56% of conversions came from organic visitors who submitted transportation requests.
Conclusions
Despite significant difficulties related to the complete theft of site content, implementation of technical adjustments, and existing high competition in the logistics services market, a systematic approach and comprehensive SEO measures allowed for a significant improvement in the site's positions, increased its visibility, and boosted organic traffic.
Dnepr 
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