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Разберём две основные идеи, которые помогают нашим клиентам получать место под солнцем ТОПа
1. Как ранжироваться по всей России?
Кейс клиента berekat.ru
О клиенте:
Торговый дом «Берекат» — это оптово-розничные поставки орехов, сухофруктов, сушеных ягод, цукатов, семечек, специй и смесей.
Задача:
Клиент пришел с задачей увеличить видимость в поиске Яндекс и Google по городам России до Урала (обусловлено стоимостью доставки).
Подготовка:
Перед началом работы озвучили клиенту необходимость подключения номера 8-800, чтобы нивелировать барьер со звонками из других регионов. Составили план работы, который включал в себя на первом этапе внутреннюю работу с сайтом (первые 6 месяцев) и внешнюю (последующая работа).
Проведенные работы:
Внутренние работы по сайту:
- Создали региональные копии, которые позволили присвоить регион в Яндекс. Также данные поддомены было решено продвигать и в Google.
- Внесли доработки в структуру интернет-магазины, повысили качество разделов, что позволило посетителю сразу на странице входа получить ответ на свой запрос.
- Провели техническую оптимизацию по ключевым запросам с учетом региональных копий.
- Провели мероприятия по увеличению скорости загрузки сайта и ответа сервера.
Внешние работы по сайту:
- Регулярно проводится ручная регистрация в региональных каталогах и справочниках, с использованием уникальных описаний. Города прорабатываются по очереди. Данные мероприятия особенно эффективны для региональной привязки поддоменов в Google.
- Помимо этого параллельно проводится ручная работа по крауд-ссылкам: на форумах, сайтах вопросов-ответов, в социальных сетях.
Результат:
Работы по сайту были начаты в октябре 2019. На момент февраля 2021 рост поискового трафика составил почти 400 %.
Все наши прогнозы и ожидания клиенты были кратно перевыполнены. Работа продолжается до сих пор, темпы роста ожидаемо снизились, однако проработка городов еще продолжается и имеет потенциал.
Проблемы, с которыми мы столкнулись:
В начале декабря 2020 клиент осуществил выгрузку цен из 1С на сайт, в результате обновления у всех страниц сайта обновились адреса страниц. Данный сбой системы управления Битрикс удалось откатить в течение 3 дней (обновления были в пятницу, проблема была обнаружена нами в понедельник). В результате Яндекс успел проиндексировать новые адреса страниц. На данный момент это проблема полностью нивелирована.
2. Как угодить посетителям сайта и Яндексу?
Кейс клиента stroyvent-spb.ru
О клиенте:
СтройВент — российский производитель и поставщик вентиляции в Северо-Западном регионе, с солидной клиентской базой.
Задача:
Клиент пришел с задачей увеличить видимость сайта в поиске Яндекса по Санкт-Петербургу. Были приведены несколько сайтов конкурентов, которым клиент уступал в видимости.
Подготовка:
Перед началом работы озвучили клиенту необходимость ориентации сайта не только на юридических лиц, но и на частников, которые также осуществляют поиск в данной тематике. Именно работа с частными лицами позволяет B2B сайтам улучшать поведенческие и коммерческие факторы ранжирования, которые превалируют в Яндексе на данный момент.
Проведенные работы:
- На сайте был доработан каталог продукции. Отдельно выделены товарные группы и карточки товаров.
- У товарных категорий добавлена информация о наличии товара. У карточек товаров добавлена возможность добавить позицию в корзину и сформировать заказ.
- Добавлена информация об оплате. Установлен и подключен модуль оплаты для частных лиц через банковские карты.
- Доработан раздел Доставка. Указаны условия, стоимость и зона доставки.
- Внесены прочие незначительные, но важные для Яндекса доработки: прайс листы опубликованы прямо на целевых страницах сайта, созданы страницы которые повышают доверие к организации: Гарантии, Сертификаты, Тематические статьи. Доработан дизайн страниц.
Результат:
Работы по модернизации сайта в интернет-магазин были начаты в октябре 2020.
Через несколько месяцев, по мере улучшения статистики поведения пользователей на сайте — видимость сайта по целевым запросам существенно выросла:
Видимость сайта в моменте достигала 100% что исключительная редкость при работе по большому списку ключевых запросов:
Это сказалось и на посещаемости сайта:
Клиент отметил увеличение количества заказов через сайт – причем не только от физических лиц, но и от юридических.
Проблемы, с которыми мы столкнулись:
В ноябре 2020 видимость сайта резко упала. Мы это связали со следующим событием. 25 ноября Яндекс объявил об изменений алгоритма по учету текстов на сайте: узнать подробнее https://zen.yandex.ru/media/id/5d060da52614780df6a158fc/iandeks-novaia-tehnologiia-analiza-teksta-yati-5fbf64086ea65c24b36c3de9
По опыту подобных обновлений алгоритма мы не стали предпринимать резких изменений и решили подождать. Однако провели повторный аудит сайта и выявили низкую скорость загрузки сайта на мобильных устройствах. После провели необходимые мероприятия и установили кэширование страниц, что увеличило скорость ответа сервера почти в 10 раз.
На момент февраля 2021 сайт вернулся на свои позиции. Было принято решение о продолжении разработки полноценного интернет-магазина, который будет лучше отвечать на запросы и ожидания пользователей.
Отправьте заявку на аудит ваших рекламных кампаний и узнайте какой измеримый результат возможно получить
