01/ Start of work
Client – law firm Spravar, Kharkiv.
The website is in two languages – Ukrainian and Russian. SEO promotion was carried out in both languages. The niche is highly competitive. Promotion region – Kharkiv and region, Kyiv.
02/ Goals
Website analysis, development of a marketing strategy
Internal and external website optimization, SMM
Increase website traffic and number of orders
03/ Description of work
Previously, another company worked on the site, but the owners of Spravar were not satisfied with the result.
Before starting work, previous work and errors on the site were analyzed. Market and competitors were analyzed. Based on this data, a further strategy for website promotion was developed.
Since the niche of legal services is highly competitive, together with the company management it was decided to work not only on website optimization but also on other sales channels. The following main areas of work were chosen:
- Internal and external website optimization (SEO);
- Crowd marketing;
- SMM and advertising on Facebook and Instagram;
- Contextual advertising in Google Ads.
04/ What has been done
In order for the site to occupy TOP positions in search, we carried out internal optimization of the site. Technical errors on the site were corrected. The site was almost not indexed, sitemap.xml was not configured and errors were found in Robots.txt.
For the main service pages, a semantic core was created and clustered. Meta tags were written.
Some pages already had descriptions of categories and services, but they were not optimized. Also, translation into Ukrainian was not available for all categories.
SEO optimization of texts, headings, sections was carried out. Translation was created and optimized for keywords. For service pages that did not contain descriptions, a technical assignment for texts was created and given to the copywriter. Ready optimized texts in two languages were uploaded to the site. Internal linking between site pages was done.
To increase the weight of service pages, articles were written and added to the blog.
External optimization was also carried out. We selected platforms for publishing articles with links to the site, wrote articles and published them.
- Writing technical assignment for programmer
- Writing technical assignment for copywriter, content manager
- Setting up sitemap.xml, Robots.txt
- Writing and optimizing articles for keywords
- Uploading texts to the site
- Managing meta information of pages to influence behavioral indicators of the site from search engines
- Internal linking across the site
- Determining search demand in required regions
- Identifying and structuring sources of targeted traffic to the site
- Preparing texts of articles and links for placement on external resources
- Publishing articles and links on websites on a permanent and subscription basis
- Forming the semantic core of the site (determining target queries and additional low-frequency queries)
- Analyzing the internal structure of the site
- Searching and correcting technical errors in site indexing
- Working with site mirrors
- Working with broken links
- Competitor analysis
- Preparing a report
05/ TO BE CONTINUED
In 4 months of promotion we brought the main key queries into the TOP 10. Increased site traffic several times.
Work on optimization continues, as well as expansion of the semantic core. Content on the site is updated and added as needed.
