Type of work: SEO promotion;
Promotion Region: Krasnodar, Krasnodar Region;
Purpose of the work: Increase traffic and positions;
Key Objectives: Improve site positions on tractors, work on usability;
Secondary Objectives: Improve the position of the Agricultural techniques and attract new audience to the site.

The company sells tractors and agricultural machinery in the Krasnodar region. At the time of the beginning of the work, the site already had some positions, mainly on vital queries ("MTZ", "MTZ in Krasnodar", etc.), and traffic of ~500 visits from search engines per month.

Work stages

1st stage

Technical audit and basic optimization

The first phase included quick work that allows the site to immediately start building traffic and positions.

Technical audit

The audit identified a number of site issues, the most critical of which are:

  • Duplicate and incorrectly filled Title and page descriptions;
  • A large number of broken links on the site;

Share of broken links in relation to all links on the site.

  • Not unique and over-spammed texts;
  • Not configured redirects from site mirrors, duplicate pages;

Testing of redirects settings from mirrors and duplicate pages.

  • Incorrect use of H1-H3 headings;
  • Technical pages not closed from indexing;

In addition, about 30 other less significant errors were identified. All bugs were corrected within a week after the technical audit.

Basic Optimization:

  • Uniqueized and expanded page titles (Title) - added toponyms and "commercial" words;
  • Uniqueized page descriptions (Description);

Optimized Title and Description on search rendition.

  • Correctly filled h1 headings;
  • The revisions from the technical audit have been completed;
  • Analytics counters are set up: Yandex.Metrica and Google Analytics;
  • Webmaster panels are connected;
  • Indexing is set up and all recommendations of Yandex.Webmaster are fulfilled;
  • Performed registration and placed additional information about the company on maps and in directories;

Company card in Yandex Directory.

  • Breadcrumbs and images have been micropartitioned so that they were displayed directly on the search engine.

Result of micro markup customization

Stage 2

Semantic core gathering

While search engines were indexing the changes after basic optimization and technical audit, there was time for a full-fledged and high-quality gathering of the semantic core. After cleaning and clustering, the result was 633 queries and 64 groups.

The semantic kernel allowed us to identify the highest-priority pages of the site and perform their spot, more in-depth optimization.

Also, the semantic kernel showed that the site did not have landing pages for all groups of queries. According to these groups, afterwards a plan was developed to expand the structure of the site to attract new audiences.

Stage 3

Optimizing landing pages

As part of the optimization of pages for queries from the semantic core was performed:

  • Working out meta-tags of each page according to the distribution of key queries on the pages;
  • Setting up relinking - work on increasing the "weight" of priority pages;
  • Work on usability;
  • Working with texts - already existing texts on the site required editing: some needed to add keys, others needed to be cleaned of spam, shortened or supplemented. It is noteworthy that on the majority of pages the complete removal of texts gave a positive result;
  • Copywriting - analysis of competitors' texts from TOP 10 by important technical parameters (spam, uniqueness, volume, risk of filters, etc.) and preparation of Terms of Reference for writing new texts for copywriters based on the obtained data.

An example of a page where text was deleted. After the deletion. the page position increased.

Further work was performed:

  • to improve usability;
  • on commercial factors.

One of the important commercial factors we have worked through is the product matrix.

Most of our competitors are aggregator sites, and they display a large number of products on their category pages. This is a significant bonus to the ranking of aggregators. On our site, in the most important section "Tractors", initially there were only links to subcategories, the products were not displayed. After placing all the "Tractors" cards in this section, the positions improved significantly.

Tractors" page after displaying all nested cards products

Working through this factor yielded results almost immediately. It is at the end of the case study - in the results section.

Stage 4

Expanding the structure of the site

There are many groups of queries for which there were no corresponding pages on the site. By creating these pages and properly incorporating them into the structure, we attracted new users to the site and increased traffic.

The creation of new pages can be considered on the example of the product group "plows". Initially, the site had separate pages for plows for row crops, speed plows and reversible plows. We created a new page - uniting all ploughs, category "Ploughs for tractors". This page displayed all relevant product cards and links to subcategories.

New page "Plows for tractors"

For some queries, the page almost immediately ranked well positions.

The same principle was used to create pages of types of of machinery.

Stage 5

Routine works

By performing the work from the previous 4 stages we have achieved significant results. After completing these most important tasks, we could begin to perform iterative tasks to further increase the traffic and positions of the site.

In particular on a regular basis performed:

  • Semantic Core Expansion;
  • Continuing to expand the structure, creating filters, tag pages in order to reach more semantics and audience;
  • Maximum elaboration of commercial factors, display of prices;
  • Tidying up the layout and content of product cards.

Summary of results

Traffic - 17x growth

Traffic from search engines increased almost immediately after the most important work was carried out and is still growing. At the moment, traffic from search engines is about 17 times higher than the initial level.

  • It was: 500 visits per month;
  • It became: 8,500 visits per month.

Dynamics of search traffic since the beginning of promotion.

Traffic dynamics relative to competitors.

Positions - TOP 10

We managed to rank in the top 10 for the most important group of queries - tractors. In addition, most of the product cards and most of the agricultural machinery sections reached the first page of the search results.

Overall statistics of requests after the main work is done

Positions of "Tractors" page in Yandex

Tractors" page positions in Google

What's next?

Promotion of the site continues. In addition to regular works, the plans for the near future include:

  • Link building (work on acquiring natural external website links);
  • SERM (work with the reputation of MTZ trading house in the Internet);
  • Posting useful content (articles);
  • Working out the usability.

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