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Premium kitchen hoods

Nortberg – 203,463 UAH + 67 calls on kitchen hoods

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  • Budget: $700 per month
  • Attendance growth: by 50%
  • Traffic: 926 per month
  • Turnover: 203,463 UAH/month
  • Subject: hoods
  • Term: 8 months
Premium kitchen hoods

01About the client

Nortberg online store is the official distributor of products in Ukraine. The products are characterized by high quality and meet all EU standards. The company has been on the Ukrainian market for more than 3 years

02Tasks and goals

It is necessary to bring the hood category to the TOP 5 of Google. General keywords, such as "kitchen hoods", do not need to be promoted. Also, it is necessary to do a full SEO audit and UI/UX analysis of the site

03Comprehensive project

The following was done for the project:
  1. Google Search Console Setup and Optimization
  2. SEO Online Store Promotion
For a detailed overview of the LCD setup process – follow the message above.

04Project timeline

We started working with the client in December 2020. A brief timeline of the project looks like this:
  1. Business and competitor analysis – December 2020
  2. Conducting internal site optimization – January 2021
  3. External optimization and link building – February 2021 – February 2022
Мазяр Віталій
At this stage, work on the project is suspended due to martial law in the country. You can learn about our annual cooperation from the information below.
Мазяр Віталій

Senior SEO Specialist

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visitors per month

UAH

monthly turnover from SEO

%

traffic growth per month

phone calls from the site

Результати просування

Attendance statistics
Attendance statistics

50%+ increase compared to last month

Site positions
Site positions

Google keyword position statistics

Donor domains and backlinks
Donor domains and backlinks

Growth dynamics of backlinks and donor domains according to Ahrefs

TOP results pages
TOP results pages

Most visited pages based on Ahrefs data

04 Як це відбувалося

Website audit and competitor analysis

SEO audit of the client's website

The site was developed on a self-written management system. On the one hand, this was a plus, but on the other hand, the high cost of corrections that had to be implemented.
The audit was done using a large number of programs and services, among which was the very useful Screaming Frog SEO Spider software. With its help, the main errors that slowed down the SEO promotion of the site were identified
  <span class=Site audit using Screaming Frog SEO Spider" title="Site audit using Screaming Frog SEO Spider"/>

During the comprehensive audit, the following errors were identified:

  • The sitemap.xml sitemap did not meet the standards for multilingual sites
  • The presence of site mirrors with and without www
  • Errors in the robots.txt directive file
  • The presence of low-quality links posted by competitors
  • Low CTR due to poorly filled title and description
  • The presence of duplicate pages
  • Low site visibility and small volume of semantic core

Competitor analysis

Average age of domains: 12 years
DR domain rating: 36,6
Number of donor domains: 744,6
Number of links: 4 856
Number of queries by which they are ranked: 22 290
Average attendance: 60 566 visitors/month
During the analysis, we operated with much larger volumes of information, which directly affect further planning in promotion.
More than 60% of the output is occupied by hypermarkets and marketplaces, so this was one of the factors in making the decision: to promote on the most commercial queries that directly relate to hoods or their type

Keyword collection and clustering

After auditing the site and competitors, a more extensive semantic core was assembled using:

  • Key Collector
  • Ahrefs
  • SemRush

The main limitation in the collection of the SC was that it was impossible to add new categories to the site, since all the sites were united into a large network of representative offices.

<span class=Semantic core collection in Key Collector" title="Semantic core collection in Key Collector"/>

The result of the semantic expansion was:

  • +614 keywords;
  • +12 new ideas for articles under the target audience;
  • Cleaning the YA from non-commercial keywords

In accordance with semantics, all text information on the site was subsequently rewritten.

Website optimization

Next, an internal optimization of the site was carried out, based on previously conducted analyses and audits. A short list of critical errors that were fixed is below:

  • Fixed problems in sitemap.xml related to multilingualism
  • Closed technical pages from indexing
  • Glued all site mirrors to look like https://nortberg.com.ua/
  • Connected SSL Let’s Encrypt
  • Added rel=”canonical” for pages with duplicate content
  • Rewrote all texts for product categories, in 2 languages
  • Rewrote meta tags title and description
After that, all commercial keywords related to product categories were in the TOP 10
During the UI/UX audit, a number of errors and recommendations were identified and sent for correction. Most of them could not be corrected or implemented, since there were limitations when working with the site's functionality from the Nortberg brand. Here is what was corrected:
  • Fixed a bug when switching languages ​​(language versions of pages were incorrectly linked)
  • Added a phone number to the product card, since the 1-click purchase functionality could not be implemented
  • Added a 3D tour of the virtual salon
  • Integrated and configured HotJar to create a heat map of clicks
  • Tested online chat, but decided not to use it, since there was no person to conduct correspondence through it

Building a link profile

When analyzing the link profile of competitors, the following ratio of link types was found:

  • 70% - "eternal" links from news sites
  • 25% - links from forums
  • 5% - site directories, submissions, etc.
Therefore, it was decided to adhere to this ratio of links. Also, when placing links, the emphasis was on the quality of the sites, not their quantity (we always adhere to this principle).
As a result, most of the client's tasks were closed, the rest could not be completed. Since martial law was introduced in Ukraine, a decision was made to terminate cooperation.
UPD: Competitors decided to create low-quality links to the client's site. Thanks to timely detection, they were able to add them to the Google Disavow Links file, which helped prevent fluctuations in keyword positions.
<span class=Link growth graph" title="Link growth graph"/>

05 Technologies and tools

Ahrefs
Key Collector
Google Analytics
Similar Web
Google Search Console
Hotjar
PickFu
Screming Frog

06 Client's words about the project

We have been working together for 11 months, and not only in SEO but also in contextual advertising. This team provides high-quality services and at a reasonable price. The positions are growing, the profit is also growing, everything satisfies us. You can safely contact us.

Атвор відгуку: Козак Олег
Козак Олег

Co-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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