Our client Topenilevne.cz is one of the leading Czech e-shops in the field of water, heating, gas, sanitation and sewage. Among other things already three times won the ShopRoku competition in the Quality Award category. We have been cooperating on SEO since the turn of 2018/2019 and since then we have been improving the client's long-term findability and revenue from organic search. Read more.
We started work on the project by processing keyword analysis. This document contains, for example, user search queries that are related to the client's industry, as well as data on search volume, query categories, competitiveness, and the like.
The analysis brought us valuable insights into the field and helped with the creation of materials for website optimization and link building activities.
Based on data from keyword analysis and Google Search Console tool, we started working continuously on editing meta titles and meta descriptions for all valuable pages of the website. This should help us:
We have enriched the selected pages with keywords or mentions of competitive advantages and adjusted the length of the text for proper display. Experiments with adding emoticons in meta descriptions that increase click-through rates have also worked well.
These changes contributed to an increase in clicks in the monitored period by almost 60 thousand and an increase in impressions by almost 2 million.
At the beginning of the cooperation, the e-shop suffered from 412 technical errors. The severity of some of them complicated the indexing of pages and visibility in search engines.
A number of these were related to poor technical SEO setup, which for example had us resetting the web crawling and indexing processes. At the same time, we excluded selected types of content from the visibility of search engines. This included, for example, full-text search or other pages that did not benefit from an SEO point of view.
In addition, we have also added a lot of valuable pages to increase the opportunities for good search engine rankings and cover important keywords. For example, it was the addition of the option to filter by manufacturer, which created new landing pages with the brand name of the products, with the help of which we brought in new traffic.
This also contributed to the fact that we cover up to 795 of the 1,499 TOP keywords for which the client is displayed on the 1st page of search results. From the original 161 keywords in the TOP 3 positions, we now cover up to 368.
In the beginning, we did only a limited amount of backlink building in order to prioritize the most critical technical issues. We have been fully implementing the link building strategy for the last year.
Our existing link building activities keep us in 3rd to 4th place in the breadth of the link portfolio when compared to the competition. In addition to quantity, the quality and relevance of websites for the client's field plays a key role for us, in order to improve the quality of the client's link profile and thus strengthen the authority of specific pages in organic search.
The comparison of the number of referring domains shows, among other things, our intention, which is natural, high-quality and continuous development, not jumps.
The effectiveness of our strategy is also demonstrated by the Domain rating of the Ahrefs tool, which measures the strength of a domain.
We always advise clients to view their data in the context of the market. Even if you grow by 20 %, you can still stagnate if both the market and your competition grow by, say, 30 %.
In order to avoid this risk, we regularly monitor the evolution of the keyword positions of the most important competitors. Among other things, it helps us to react in time if the competition starts implementing new activities that could threaten us in the long term.
The Market share metric from Collabim is very helpful in this regard. It calculates the percentage share of tracked TOP keywords that are displayed on the 1st page of the results list.
SEO is a long-term investment, the results of which will not appear until the next day, but it can bring benefits for many years. If you continuously work on it, it tends to be difficult to overtake you precisely because of the gradual impact of changes.
We respected the criteria of the client, who wanted a gradual growth of organic traffic for storage and technical reasons. Even so, we manage to grow in the long term and we expect further development in the future.
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