One of the largest sites on numismatics in the CIS

Club Numismatist

Client

Integrated optimization and promotion of the online store https://www.numizmatik.ru. The region is the Russian-speaking segment of the CIS countries. The task from the client sounded like - to become the market leader in the numismatic segment in Russia, first to catch up, then - to overtake the main competitors, who have 2-5 times more organizational traffic (at the start of our work).

Storytelling

The budget for work is strictly limited to a specific amount, so the task was in its correct distribution among all types of work and in the time interval. At the time of the start of the work, the number of site visitors from organic search engines was 70,000 per month in total. At the moment we have 200,000 visitors per month and the site is one of the largest online stores selling and buying coins in Russia. The growth of commercial targeted search traffic by 290% with a limited budget and the number of pages of the site - 2 000 000.

What was done:

A complete analysis of each page of the site and the entire site and its server as a whole was carried out; the full audit contained 180 check points, among which was the analysis:
1. general information - domain age, renewal date, presence / absence in various directories, TIC, site indexing, setting up mirrors, processing 404 error page (response codes, page view), robots.txt, sitemap, statistics system.
2. download speed, reasons for reducing speed
3. broken links
4. meta tags title, description - their presence, duplication, correct formation, etc. Analysis and description of the causes and recommendations to eliminate the causes of their formation.
...
13. competitors and issuing recommendations for finalizing the site based on the addition of those moments (functionality, content) for which the site is inferior to competitors
14. code pages on the site littering, the correct use of tags
15. correctness and effectiveness of content placement
16. used relink and static weight distribution tools
17. nesting levels
18. URL of pages
19. efficiency of using semantics in filling the site and its current structure, relinking, etc.
...
32. Redirect blocked in robots.txt
33. Redirects with incorrect URL format
34. Incorrect Base Tag Format
...
44. Duplicate H1
45. Min. content size
46. ​​PageRank redirects
47. 3xx redirects
48. Redirect Chain
49. Refresh redirects
50. Canonical chains
51. Redirect to an external site
52. Incorrect blocking in robots.txt
...
61. Canonical URL Duplicates
62. Lack of PageRank links
63. Same Title and H1
64. Max. Title length
...
73. Nofollow in X-Robots-Tag
74. Non-canonical pages
75. Not the HTTPS protocol
76. Max. number of internal links
77. Max. number of external links
78. Internal nofollow links
...
85. Analysis of the position of competing sites in search engines.
86. Check the uniqueness of content within the site and search engine index;
87. Determination of the degree of "spamming" of texts;
...
91. Checking the operation of handlers 404, 301,302 and other server responses;
92. Check the site for viruses.
and many other check items.
- on the basis of the audit reports, a technical task was prepared to optimize and correct the errors found
Items from the TK were transferred to the relevant departments
- full elaboration of the semantic core of the subject "numismatics, buying and selling of coins" "included the analysis of demand and the formation of the most complete base of key phrases on the subject of goods that were sold on the client's site, namely coins of different ages and different countries.
All semantics was cleared of junk phrases that were defined in a separate group.
Informational phrases were also separated.
All commercial requests were grouped by request and distributed between existing and future (which need to be created) pages of the site.
- analysis of competitors
For each group of semantics, an analysis of competitors on the subject of numismatics was carried out, which are displayed in the TOP 5 search results of Yandex and Google by relevant keys.
- the formation of the specification for the refinement of the landing pages - based on the analysis of competitors.
- the formation of TK for a copywriter - based on the analysis of the text of the landing pages of competitors.
- implementation and verification of the implementation of TK to avoid incomplete study of items.
- work on the external link promotion to ensure sufficient dynamics of the reference mass and the formation of an optimal anchor scheme for each landing page of the site.
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