Wholesale of premium alcohol

Alcohol store - in the TOP 3 in 5 months

Budget: $600 per month.
Traffic growth: 20 times
Traffic: 4196 per month.
Average position: 4,76
Subject: alcohol
Term: 6 months

01About the client

Online store specializing in wholesale of alcoholic beverages. On the market for over 6 years, engaged in the sale of products only through offline sales channels. The region of product sales is the whole of Ukraine.

02Tasks and goals

Do a full audit of the site before promotion (since another company was doing the promotion before us). Expand the list of promoted keywords (SW). Promote all keywords to the TOP 5 in 6 months.

Хочете такий же результат, пишіть нам

visitors per month

keywords in the TOP 10

leads to places from organic traffic

average position by queries

Результати просування

Number of visitors per month

Organic traffic growth from 0 to 4196 visitors per month

Average position

Dynamics of growth of the average position by CS (at the end of the promotion, the average position was 4.76)

Number of views and clicks

Dynamics of growth of views and clicks from Google Search Console

Increase in click-through rate (CTR)

Increase in click-through rate on search snippets from 3% to 9.2%

04 Як це відбувалося

Competitor analysis and website audit

Competitor analysis

Before starting work, we collected key metrics from our competitors' websites, which allowed us to create a plan for promotion. Below is just some of the information on competitor analysis (the table shows the average metrics collected from 20 competitors):

Average age of domains:	5-6 years
DR domain rating:	24
Number of donor domains:	84
Number of links:	756
Number of queries by which they are ranked:	145
Average attendance:	853 visitors/month

Client website audit

The SEO audit of the site was conducted using the following programs and services (Google Search Console, Ahrefs, Google Analytics, Screaming Frog SEO Spider). The following errors were detected during the site analysis:

lack of sitemap.xml;
incorrectly configured robots.txt;
duplicate pages;
lack of meta tags (title and description);
duplicate meta tags;
broken links that return a 404 error;
lack of a large SY on the site;
gross spam in the texts;
duplicate sites with www and without www;
and many other minor errors.

Semantic core collection and clustering

After conducting an audit of the promoted site and analyzing competitor sites, we began creating and clustering a new semantic core. The collection of CS was done using the following software:

Key Collector;
Ahrefs;
SemRush.

The result of such an extensive collection of keywords was:

+753 keywords;
+15 CS groups for which you need to create landing pages;
cleaning the previous core from ineffective words

Also, it was decided to collect semantic search terms for regional queries and create landing pages for such groups. Which in turn expanded the semantic core by another 146 keywords and +24 clusters.

Website optimization

After collecting a list of keywords, it was decided to redesign and expand the site structure. As a result, 45 new pages appeared on the site for the collected groups of queries.

As a result of the site audit, the following errors were corrected:

made a sitemap.xml sitemap (which is generated and expanded automatically);
prohibited indexing of technical pages using the robots meta tag;
made a 301 redirect from www, /index.php to the main version of the site;
added an ssl certificate to the site;
created and added metatags (title and description) based on the assembled core;
removed broken links;
made new SEO texts with implantation of LSI keys in them;
configured canonical links; and also fixed many other minor errors.

As a result of the above-fixed errors, there was a big jump in the site's visibility index (increase in positions for all keywords in the TOP 20).

The following additional functionality was also made, which was discovered on competitor sites:

quick order button "buy in 1 click";
added certification block (which positively affected the conversion rate);
product filtering in the catalog;
wholesale prices in the product card; online consultant;
free delivery for orders over 500 UAH;
thematic blog aimed at the target audience of the site.

Building a link profile

Before starting external optimization, based on the analysis of the promotion, it was decided to close spam links posted by previous "SEO specialists" through the Google Disavow Tools tool. As a result, 56 spam donors were closed, which in turn had a positive effect on the growth of positions.

After that, based on the analysis of competitors and the collected list of keywords, an anchor list and a plan for placing backlinks were drawn up. Here is the dynamics of placement and the ratio of link types we decided to use (the decision was made based on the analysis of competitors):

10 "eternal links" per month (anchor list: 30% anchor, 70% anchorless);
10 crowd links from forums per month (anchor list: 10% anchor, 90% anchorless);
from 2 links from profiles, regional directories per month (100% anchorless).

As a result, we fulfilled the promotion plan a month before the deadlines.

Dynamics of growth in the number of donor domains on the client's site:

Positive dynamics of growth in the site visibility indicator:

05 Technologies and tools

06 Client's words about the project

To be honest, I was very wary of this type of marketing as SEO. I made a decision about 2-3 weeks ago. But now, after the work done, I don't regret that I applied. The number of applications from the site has increased by about 8-10 times. We will continue to cooperate!!!