This article is for small business owners who save their budget, and for marketers of companies in crisis.

We will analyze the case of how the optimizer was able to increase sales in the online store with SEO processes with a minimum advertising budget per month. You will find out what simple work can be done to optimize the website pages and you will be able to adopt something for your project.

An example from the experience of our reader Andrei Bakleniev, who works with an online store of spare parts for showers in Moscow. All data are from a real project for the year 2021-2022, the optimizer guarantees the validity of the data.

Initial status of the site

The online store sells bathroom parts and has been operating in Toronto for over 5 years. The store is niche with a sufficient assortment of goods in the section.

Optimization of the base and technical aspects are normal at 95%. The owner has written text content for the sections, taking into account the recommendations of the SEO specialist.

At the start of the launch of the hypothesis test site, not a bad feeling in terms of visibility in Google.

• Visibility in Google – 99.79%;
• Total traffic from the Search engines channel in June 2021 only for the specified section – 758;
• Sales in SEO for June 2021 only for the promoted section – 7.

Strategy plan for tasks and finances

Jackson wanted to test whether accurate optimization with SEO tools on a small budget could bring new sales.

To begin with, the specialist outlined what the main idea of the strategy was:

1. Choose the most marginal category of goods, taking into account their quantity. They should be enough to sell with further successful development.
2. Within the set budget concentrate forces only on the selected section until maximum growth is achieved.
3. When the expected results are achieved, move to a new section.

Each item should be expanded – to clarify what actions are needed to implement. Specific tasks can be estimated in terms of time and cost. In the example of work shared by the specialist, the distribution of finances and time was as follows:

The owner of the site did the actions indicated as free of charge on his own. The rest of the budget involved in the needs went to publish on third-party sites, C$10 was worth of service to remove the positions of the site.

The amount of time, the volume of links and the cost in your case may be different, it depends on experience, the existing situation on the page and the cost of external sites found.

Preparing

Attention: Before you begin, you must be sure that within the entire site promoted pages do not have duplicates, and the meta tags are spelled correctly.

Check the meta tags of the site pages and other errors can be found in various online services SEO optimization or other online analyzer.

List of optimization work

Query parsing

Did a deep parsing of queries up to 8 words in a key. Identified the words that were missing in the semantics of the page.

Collection of queries can be ordered in freelance services or any SEO-company, for one page it costs no more than 50 CAD, you can also gather it yourself for free with Ahrefs, Serpstat and other services in the observer mode.

Competitor Analysis

After cleaning and segmentation of queries revealed the actual competitors in the top 5 of the Google search engine. Position analytics service to assist.

Sparsat competitors can be a free tool for the analysis of the top output. It will collect links from the top of the specified requests and highlight the same URLs or domains:

Or you can manually enter some of the queries in the search engine and collect data from competitors.

Text refinement

Took the text content of competitors’ pages and all the keywords in the core segment. Refined the existing text taking into account the analysis – it can be done with any free text analyzer.

The words after the analysis were:

general, shower, shower, showers, cabins, cabins, faucets, parameters, top, diameter, manufacturer, fast, service, cm, mm, watering cans, bar, stainless, add, cabin, sleeve, shower, stock, steel, shaped, steam generator, nozzles, shower, holder, cabins, hinge, panels, standing, brass, struts, hubs, output, board, parts, separately.

Competitor analysis words:

cabins, shower, shower, cabin, shower, shower, parts, bath, faucet, faucets, buy, shower, glass, mixer, rollers, siphons, modes, bath, kits, seals, accessories, mode, hydromassage, holders, jets, shower, board, handle, remotes, cartridges, set, rollers, hoses, aeromassage, hydro, nozzles, fittings, cabins, shower, cabin, shower, mm, parts, bath, mixer, shower, glass, mixer, rollers, traps, modes, bath, seals, accessories, mode, chrome, holders, shower, handles, thread, remotes, cartridges, set, rollers, universal, connector

After comparing the lists comes out to add:

buy, kits, whirlpool, jets, hoses, aeromassage, hydro, fittings, chrome, threads, universal, fittings.

Additional requests

Found in Google prompts, more segments for additional pages within the section. Created 12 more new internal pages with brand refinements.

Numerical values are visits on the Search engines channel, which were not there before.

Internal Relinking

In the text content put links to relevant sections that were mentioned in the general semantic core.

Crowd-marketing

I found 10 forums where I created new topics with business-relevant needs: shower repair, shower leaks, how to change the door roller, etc. Opened discussions in question form.

Don’t put links right after you open a discussion, or you risk being blocked. Start a conversation, describe the problem and get answers. Continue the conversation for 1-3 more posts. On the fourth post, you can already put a link. 

Try to put the link next to natural plain text.

Take into account the relevance of the text next to the link: use at least one key phrase in the text. The link itself is put without an anchor, so it will have a natural profile.

Within a month there are 10 links to the promoted page.

Placing articles on third-party sites

I found three sites that offer to announce published content on the Home page, for example, in the “New articles” block. In this way people who saw the announcement would go to the articles, and then part of the audience would go to the site. The links turned out to be natural and lively.

Look for sites that are

• relevant to your subject;
• offer an additional announcement of the article (PR), on the main page or section, so it will see more people.

Meta Tags

Metatags and the title did not touch, they were originally spelled correctly.

Material on the subject:

Meta Tags site pages: title, description, keywords, robots and others

But for a test of conscience, I suggest paying attention to these types of meta tags

Meta tags pages of the site: 

• meta-title;
• h1;
• h2,h3,h4;
• meta-description;
• robots;
• canonical;
• image-alt.

List of works one month after the first stage

Analysis of CTR elements

You need to find the most interesting and the least necessary links for users. Using the click map and Jackson’s internal jumps report, I found out which elements of the section are the most popular, and moved these links higher. He moved the links with low CTR to the bottom of the page. 

As a result, he got even more engagement on the page.

Relinking

Based on the specialist’s experience, the engagement on the page is not deep enough. The metrics responsible for engagement are:

• “time on site” – provided your promoted login page;
• “depth of view” – subject to your promoted login page.

Pay attention to the bounce rate: if it is more than 10% according to Google Analytics, you can already think about optimization.

Based on what he saw, Jackson optimized the linking of related categories. People began to find what they were looking for faster, and conversion rates went up.

If you optimize the main section, analyze which products or services are ordered more often, what people search for most often, and what’s more popular. Make sure that the most popular on the page were in the visible part of the section to be promoted, then the involvement will grow and increase the conversion.

The optimizer visualized the most clickable links with an image of the category product. The links became even more visible and increased internal CTR:

Unique selling proposition

At the bottom of the page I redesigned the information with the TOC – it became more readable. People began to stop looking at this block more often, and the viewing time at the bottom of the page increased.

Seasonality of demand for the purity of the experiment

Note that demand was lower in October than at the start in June. That is, sales were able to increase on the decreasing demand.

Visual difference in demand and traffic at the start in June and after the result.

Job results

Visibility in Google reduced one query and visibility dropped to 99.36%

Traffic

The number of unique visitors in October through the Search engines channel increased by 97%. Total traffic for this section alone was 1,496. Further traffic was growing even more, despite the drop in demand from the summer period.

Sales

Sales are shown in the number of receipts. Tracked by the “Thank you page” goal. The bottom line is SEO sales for October 2021 for the promoted section alone are up 642%. Growth from 7 to 52 checks per month.

Future plans

1. Set up advanced commerce for product popularity and monetary equivalent analytics;
2. Depending on the popularity of items, set up custom sorting so people find what they’re looking for faster;
3. Since there is a little more money, you can allow two new sections of the site to be promoted in parallel and maintain the previous one;
4. Develop new triggers for the section pages, unique to each, to further increase conversion rates and achieve 100% of the top 1 for all relevant queries in Google search.

Each of you can do a similar job yourself and get additional sales through SEO tools. And after getting the expected indicators go to the new pages of your project.