Swiss watches online store, providing services for the purchase and delivery of original watches and jewelry of the world's leading brands.
Growth in positions and targeted organic traffic for the key brands of Swiss watches:
Total number of priority brands in promotion — 35.
The Swiss watch niche is highly competitive, with the following being ranked in the top 10:
The table below provides a comparative analysis of the basic metrics of the promoted site with competitors as of May 2023 (the data is taken from Ahrefs.com):
|#||Target||Domain Rating||Domains||Total Keywords||Total Traffic|
To identify potential points for growth and expansion of the site structure, we conducted the following analyses:
These methods of analysis allow you to maximize the quality of the website structure in practically any niche.
We have identified the growth points for site to optimize and promote the following types of pages:
First and foremost, our specialists conducted a detailed technical audit of the site in order to detect any critical errors in internal optimization, having checked it based on 43 points. Improvements to the site were required for 19 items, 10 of which were of high priority.
|Program implementation||Inspection result||Priority||Contractor|
|1.||IP website analysis||correct||low||software engineer|
|2.||Checking the website for viruses, malicious scripts, and blacklisting||ОК||high||software engineer|
|3.||Domain history analysis on WhoIs and web.archive||ОК||high||software engineer|
|4.||Checking for the elements that may negatively impact user's interaction with the website||ОК||high||software engineer|
|5.||Checking for availability and correctness of forming SEO-Friendly URLs (human-readable URL)||ОК||high||software engineer|
|6.||Checking for the gluing of mirrors and complete duplications||ОК||high||software engineer|
|7.||Checking for a complete duplication of content||correct||high||software engineer|
|8.||Checking for technical pages, pages with duplicate content, or with no content in the index||correct||high||software engineer|
|9.||Checking for correctness of the server's responses to the page request||ОК|
|10.||Checking the page code for HTML and CSS errors||correct||medium||software engineer|
|11.||Checking for availability and errors in SSL certificate||ОК||high||software engineer|
|12.||Checking for hidden or spam links to external resources||correct||high||software engineer|
|13.||Checking for the correctness of robots.txt file set up||correct||high||software engineer/content manager|
|14.||Connect GWT||correct||high||software engineer|
|16.||Connect Google Tag Manager||correct||high||optimizer or software developer|
|17.||Check Sitemap.xml||correct||medium||software engineer|
|18.||Checking for CSS and JS availability||ОК||medium||software engineer|
|19.||Checking microformats||correct||medium||software engineer|
|20.||Checking social media buttons||correct||low||software engineer|
|21.||Checking website loading speed||correct||high||software engineer|
|22.||Checking for the availability and optimization of multilingualism||correct||medium||software engineer|
|23.||Checking for the mobile version of the website||ОК||medium||software engineer|
|24.||Checking the adaptability of the site on different types of devices||ОК||medium||software engineer|
|25.||Checking for the correct output of the text content||ОК||high||software engineer|
|26.||Tracking Stat.Aweb content in the SEO-monitor||correct||low||software engineer|
|27.||Checking for the elements (commercial factors) on the pages required for ranking in this topic||correct||high||software engineer|
|28.||Checking for the partial content duplication||ОК||medium||software engineer|
|29.||Eliminate the removal of irrelevant and OOS items||ОК||high||software engineer|
|30.||Checking the indexation of reviews on the site||ОК||medium||software engineer|
|32.||Checking for affiliates||ОК||high|
|33.||Checking the geo settings in GWT||ОК||high||optmizer|
|34.||Checking for the correctness of forming meta tags||correct||high||software engineer/content manager|
|35.||Checking for availability/uniqueness of the web content||ОК||high||content manager|
|36.||Checking for availability of landing pages for semantic core||ОК||low||content manager|
|37.||Checking for the text content optimization||ОК||medium||software engineer|
|38.||Checking for availability of content formatting||ОК||medium||software engineer|
|Structure and re-linking||Inspection result||Priority||Contractor|
|39.||Checking for the "bread crumbs" menu||correct||high||software engineer|
|40.||Checking for the re-linking on the website||ОК||low||software engineer|
|41.||Checking for indexed, optimized filter pages||ОК||low||software engineer|
|42.||Checking for the broken links||correct||medium||software engineer|
Once the potential growth points had been identified, our team started collecting the semantic core in Russian and Ukrainian languages. We conducted a thorough analysis, resulting in the collection of 4,037 search queries combined into 366 semantic groups (for most cases, 1 page = 1 semantic group).
An example of semantics
"Swiss Watches" group (home page):
Rolex Group (brand page)
For each page, we wrote optimized meta tags, title and description, including required keywords, and added emoji to increase CTR.
Following the semantic core analysis, our specialists prepared a detailed technical specification for the texts, where they specified the required volume, structure, topical keywords, as well as the questions for the FAQ block.
Within the framework of the project, we worked on creating new texts for a number of site pages, as well as refining existing materials.
The writing was done in-house, therefore the client received texts of the highest quality possible.
Over the past year, our team has implemented a Ukrainian version of the site, having translated all text content. Today, the organic traffic of this version is 80-100 clicks, which is ⅕ of the total traffic volume.
E-commerce sites belong to the YMYL (Your Money or Your Life) type, which means they have to comply with the highest E-E-A-T (experience, expertise, authority, and reliability) standards.
Following our analysis of the E-E-A-T factors, our optimizers provided recommendations for improvement. Here is a sample list of improvements implemented by our team.
We added information blocks on the following product pages:
We have implemented the following on the product category pages:
Created and filled out the service pages:
The footer has also been refined:
To achieve success in promotion, it is essential to pay attention not only to the number of external links, but to their quality as well. Taking into account that this niche is characterized by a high level of competition, it is high-quality backlinks that are the key factor of success.
Working with the toxic backlinks
Taking into account the continuous appearance of low-quality links, our team regularly (every 2-3 months) revises the backlinks, and we reject the toxic ones using Google Disavow Tool.
Building up the links
We used the following methods to build up the links:
The Chart of link profile growth on the project for the last 2 years:
There have been no tangible results of promotion on the project for quite a long time (about a year), that is, the result did not correlate with the work done. We clearly recognized the weaknesses of the site and gradually moved towards the goal.
Once we implemented most of the recommendations on technical optimization and E-E-A-T, filled the site with high-quality texts and placed a number of quality backlinks - the project started to actively grow and since then it has shown a stable boost at each update.
At this point, the organic traffic of the project has doubled compared to pre-war levels.
The chart of free search traffic from analytics.google.com
The chart of clicks and impressions from Search Console
Over the past 3 years of working on the project, our team has managed to increase the percentage of the output of priority categories queries:
The number of queries that are ranked (according to the ahrefs.com service):
Please see the screenshots below for some examples of positions in several priority groups.
"Swiss Watches" group:
Audemars Piguet group:
Work plan for the next six months:
While the competition in the niche is high, we are proud that our team managed to hold the desired positions and achieve our traffic growth objectives. This is an evidence of our high level of professional competence and the effectiveness of our promotional strategy.
Key factors for success:
Project Manager: Kateryna Tymoshenko
Optimizers: Lehkobyt Andrii
Linker: Yevhen Fedchenko