At the end of February 2018, we received an application from a potential client whose business is aimed at selling vacations in sanatoriums in western Ukraine. According to the client, many key queries are already in the first positions and only need to be pulled up below TOP3 – TOP10.
The project turned out to be quite old, which plays both a plus and a minus. For example, many positions are already in the TOP, which means there is adequate content, authority and behavioral factor. At the same time, jewelry precision is needed so as not to lower existing queries from the TOP3 and raise those that are below. Several agencies, as well as a full-time SEO specialist, worked on the site. It was necessary to understand where they did not work, where they made mistakes, and where the work was done at the highest level.
Preliminary analysis, commercial and first steps
Already at the commercial stage, we realized that in this case it is necessary to identify 20% of tasks with a potential 80% impact on increasing positions. This will significantly save the client’s budget and reduce the time to achieve significant results. And that’s where we stopped.
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In those same 20% we included the following types of work:
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Conduct an analysis of all queries in the TOP100 to determine those that cannot be adjusted (already in the TOP3), and those that need to be pulled up (below the TOP3-TOP10). The analysis was built on the principle of answers to the questions:
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Is this a customer priority?
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This query could get a lot more traffic if it was moved higher?
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Does the current position of the request allow this to be done quickly?
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Analyze relevant pages for the quality of optimization for a given query or group of queries. Generate recommendations or tasks for improvement.
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Assess the link profile. Naturalness, quality, quantity of links. Create a link building strategy.
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Conduct an audit of critical errors in technical optimization of the site.
As a result of these works, we identified buy telemarketing data queries and pages for further actions. We realized that there were no critical comments on technical optimization, but the content and links needed improvement.
The content requires adjustments:
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meta tags and titles;
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headings;
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mentions of requests in texts;
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expanding content by adding missing keywords.
By links:
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identified a lack of natural link mass, foxit phantom pdf links placed on the Internet manually (crowd marketing, website registration in authoritative directories, mentions through social commenting systems on Facebook, etc.).
Results
The first breakthrough in the visibility of the site occurred exactly after a month of cooperation. The result pleased us very much and even surprised us a little. We managed to raise the site by 21% (from 17.45 to 21.15 according to Serpstat ). Attention – this is in just a month!
For reference: “Domain visibility in the Google search engine. Serpstat calculates this indicator based on the ratio of the number and popularity of keywords for which the site is in the top 20 Google. The visibility indicator is related to the maximum possible visibility of the site for 1 million keywords from the Serpstat database. The resulting number is multiplied by 1,000 to make it easier to work with the visibility indicator” – Serpstat.
Fig. 1. The first jump in visibility according to Serpstat
Seeing these numbers, we wanted to identify japan data which works had the key impact.
In the end, it was easier than we thought, since all the internal changes to the site were done on the client side and were not locked down until the visibility update. The only thing that could have influenced this growth were links from external websites that we manually placed.
To make sure that our links worked, we checked the dynamics of link mass growth in the Ahrefs service and the indexation of pages with links in the Google search engine. As a result, at the time of increasing visibility, about 90% of the links were taken into account.
Fig. 2. The screenshot was taken at the time of writing the case, the cursor is set to the date of the first increase in visibility. More than 50 links were received
We also checked the relationship between the links we placed and the growth of keyword positions.