Xiaomi in Russia, the leader in the CIS on search traffic in its subject



Integrated optimization and promotion of the online store https://ru-mi.com. 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 segment of selling Xiaomi equipment in Russia.


At the time of the start of the work, the number of site visitors from organic search engines was 3000 per day in total. At the moment we have 2 million visitors per month and the site is the largest online store selling equipment Xiaomi in the CIS and one of the largest online stores selling gadgets and mobile phones in the CIS in principle. The growth of commercial targeted search traffic by 2200% or 22 times.

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.
5. on the subject of duplication of pages by content, reasons, ways to eliminate
6. all types of micromarking, recommendations for implementation, setting up extended snippets
7. on the uniqueness of the content - text, images
8. outgoing links
9. for grammar mistakes
10. site structure
11. usability
12. integration with soc. networks (including micromarking)
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.
20. on the correct use of headers
21. Broken links
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 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 website.
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.
- refinement of the structure under the semantics
Based on the assembled semantic core, the structure of the site was expanded and about 400 new landing pages were created, which expanded the structure 3 times.
- analysis of competitors
For each group of semantics, an analysis of competitors on the subject of Xiaomi was conducted and, in general, hardware stores, 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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