Dembohouse online store

Children's hat store -
in the TOP before the start of the season

Budget: $600 per month.
Traffic growth: 20 times
Traffic: 3653 per month.
Average position: 4,6
Subject: clothing
Term: 4 months

01About the client

Dembohouse is a well-known manufacturer of children's hats. It differs from its competitors in its individual approach to production and creation of new hats. The company is always aware of modern trends and approaches production based on them.

02Tasks and goals

It is necessary to bring the site to the TOP 10, if possible to the TOP 5 before the start of the season, which was supposed to start 4 months after the start of work. Also, it is mandatory to conduct a detailed UI/UX audit of the site.

Хочете такий же результат, пишіть нам

visitors per month

keywords in TOP 3

leads to places from organic traffic

average position by queries

Результати просування

Number of visitors per season

14,612 visitors per season: August-November 2021

Organic and Position Growth Ahrefs

Dynamics of growth in position and traffic indicators

Number of views and clicks

Impression and click growth dynamics - Google Search Console

Clickthrough rate of snippets in search

The average CTR for the August-November 2021 season was 4.6%

04 Як це відбувалося

Competitors and SEO site audit

Competitor analysis

One of the main and mandatory steps in SEO promotion is a detailed analysis of competitors. Thanks to this, their characteristics were calculated, which directly affects SEO planning and forecasting. Below are the main characteristics of competitor domains:

Average age of domains:	10,25 years
DR domain rating:	52
Number of donor domains:	1 420
Number of links:	112 800
Number of queries by which they are ranked:	94 100
Average attendance:	7 324 visitors/month.

This statistic was calculated based on competitors from the TOP 20 of Google results, excluding hypermarkets. When planning the terms and budgets of promotion, other figures were used, since the selected competitors were also engaged in the sale of a large assortment of children's clothing. It was also noticed that there are almost no competitors in the top with such a narrow focus.

Client website audit

The site was developed on CMS Magento by another agency, and the budget for technical fixes was also limited. Since specialists in this management system are highly paid, it was decided to fix the most critical errors on the site.

A detailed audit was performed using Screaming Frog SEO Spider, critical identified problems were sent for cost estimation:

Keyword collection and clustering

Next, we moved on to collecting the semantic core, using the following tools: (p)

Key Collector;
Ahrefs;
SemRush.

The result of the gathering of the SC was:

+1237 keywords;
+37 new keyword clusters;
Cleaning semantics from ineffective keywords.

In accordance with the assembled core, a decision was made to expand the site structure according to semantics.

Website optimization

The next step was to optimize the site based on the audit and collected QA. As a result, the following errors were corrected:

Fixed errors in sitemap.xml related to multilingualism;
Forbidden indexing of technical pages using the robots meta tag;
Merged site versions, redirected www, http to https;
Configured SSL security certificate;
Configured hreflang for multilingual pages;
Added canonical links rel=”canonical” to pages with duplicate content;
Rewrote all texts, as previous ones were copied from other sources and rewritten;
Added extended data for products and categories.

As a result of the work done, more than 200 keywords were in the TOP 10, 1 month after the changes were made.

Another important stage in the promotion is the correction of UI/UX errors, and the addition of new solutions to improve usability and conversion %. At this stage, the following was done:

Product modifications: size and color;
Filtering in the product catalog;
Reworked previews in categories;
Added news and previews to them aimed at the target audience;
Added HotJar to track problem areas;
Tested online chat (but decided to abandon it).

Building a link profile

Before starting work, we analyzed in detail the link profile of the TOP 30 competitors. It turned out that on average 38% of the link profile is occupied by crowd links. Since people actively recommend such a product if it is of high quality. Therefore, it was decided to encourage buyers to share links to the online store. The incentive itself consisted in providing a discount on the next purchase.

According to the analysis of competitors, a plan was drawn up to build a link profile in the following ratio:

50% - eternal links on news resources;
40% - crowd-links on forums;
10% - submissions, company directories and others

As a result, we completed the task, saving 30% of the budget for linking. Which once again proves that SEO is a complex, not just links.

UPD: Competitors were spinning a large number of low-quality links. Thanks to regular monitoring of the project in Google Search Console and Ahrefs, we managed to detect and disable them in a timely manner.

05 Technologies and tools

06 Client's words about the project

The task was to promote the site in Google at least to the first page 6 months before the start of the season. Because we understood that promotion had not been carried out before and it would take time. But Ye Client proved that in such a short period of time it is possible to bring the site higher than we wanted. The result was that the site got into the top five of the results. We will continue to cooperate, thank you.

Демборинський Андрій

Founder

07 Project team

Управління проектом

Мазяр Віталій

Marketing

Денещук Христина Кравчук Ірина

Development

Мельничук Роман Косик Дмитро

Design

Гамуляк Соломія Птиця Богдан

Administration

Чорний Арсен

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Children's hat store - in the TOP before the start of the season