Service

SEO-promotion

Project

The company specializes in the production and supply of metal roofing and facade materials. The main attention is paid to the quality of products, the use of modern equipment and advanced technologies. The company provides full customer service: from consultations on the choice of materials to prompt delivery and support at all stages of work

Objective

– Increase organic traffic: Increase website visibility in search engines by optimizing content and working with keywords
– Improve user experience: Optimize page load speed, improve mobile version, and make navigation more user-friendly for comfortable use of the resource
– Increase engagement and conversions: Increase time on website and the number of targeted user actions, such as calls and inquiries

Niche

The main target group of the company - construction companies, contractors, private developers, as well as individual customers, engaged in construction and repair of residential and commercial buildings. The products are in demand by those who are looking for reliable and high-quality solutions for roofing and facade works. The products are also in demand by architects and designers, who need to choose materials that can withstand climatic conditions and meet budget constraints

Period

May, 2023 - present day

Region

Kazakhstan, with a focus on branches in Almaty, Astana and Karaganda

Challenges of the project

About the project:

Company is engaged in production and supply of roofing and facade materials. Specialists of the company provide a full cycle of production and assist customers in choosing products for their construction projects. They also provide guidance on material selection, calculations and cost optimization.

The quality of the products is maintained by strict controls at every stage of production and by using modern, reliable equipment.

Project analytics prior to collaboration

Conclusion:

The main problem of the project was the absence of organic traffic growth. Insufficient SEO optimization had a detrimental impact on the site’s visibility in search engines, which in turn limited the influx of new users. After the analysis, the experts identified several critical shortcomings: lack of technical optimization, excessive use of keywords in the content, lack of Kazakh version of the site and product cards.

These issues degraded the user experience and reduced the effectiveness of advertising. Successful SEO and increased visibility required addressing these shortcomings. A comprehensive improvement of all these aspects represents a crucial step towards achieving high search engine rankings, which in turn facilitates the attraction of new users and the increase of organic traffic.

Organic traffic volume and dynamics:

Conclusion:

Prior to the project, the site’s organic traffic remained low and showed almost no growth. Stagnation was observed, indicating the lack of an effective strategy for attracting new users and retaining the current audience. Organic traffic dynamics were unstable, with periodic dips that gave the impression of low site visibility.

Keyword position distribution:

Conclusion:

Analysis of keyword positions revealed that the majority of them are outside the TOP 100 and TOP 50, which limits traffic and visibility of the website in search engines. This indicates a significant opportunity for improving the SEO strategy by optimizing high and medium frequency queries that have not yet reached the top positions. By focusing on promoting these queries, you can increase your site’s visibility, attract more organic traffic, and expand your audience reach.

At RegisTeam, we emphasize that SEO is is a dynamic system, and the methods that worked a few years ago may not bring the desired results today. It is important to realize that in order to achieve success in website promotion it is necessary to adapt to modern trends and changes in search engine algorithms.

In 2024, special attention should be paid to trends such as the growth of voice search and adapting to changing search engine algorithms that are increasingly focused on user experience. Integrating Programmatic SEO, using AI to generate quality content, and optimizing for mobile will become key to achieving high search engine rankings. Regularly analyzing the results and adapting the strategy to new trends will reinforce the brand's online presence and guarantee its competitiveness in the current market.

The key to success in SEO-promotion is the creation of a flexible promotion strategy, its regular optimization and refinement.

Advice from Oleksii Kondratenko - the SEO expert at RegisTeam

Team actions

Project Problematics:

  • Lack of metadata optimization for relevant key queries:

Lack of proper customization of meta tags had a negative impact on SEO. Meta titles and meta descriptions play a key role in forming the first impression of a website for search engines and users. Meta titles determine how a page appears in search results, and meta descriptions provide a summary of the page’s content. Without these elements set up correctly, search engines will not be able to accurately index and rank the site, reducing its visibility.

In addition, the lack of attractive and relevant meta tags reduces the click-through rate (CTR). If titles and descriptions are not appealing or do not reflect the content of the page, users may prefer other results, which ultimately weakens the authority and position of the site in the search engine.

Our actions

Analysis of key queries and the competitive environment showed that meta tag optimization could significantly increase traffic to the site. As part of the work, relevant queries were collected that reflected the interests of the target audience and the specifics of each page.

Distinctive and appealing meta titles and meta descriptions were created to boost click-through rates. This improved the visibility of the pages in search engines, made them more visible to the target audience and contributed to the growth of organic traffic.

Project Problematics:

  • Technical issues with website optimization

Our technical audit identified several issues with the site, including slow loading pages, duplicated content, errors in the robots.txt and sitemap.xml files, and other problems. These issues made it challenging for search engines to index the pages, which in turn negatively impacted the site’s visibility and user experience.

The structure by drug type and psychiatry has been further developed:

Our actions

– Customization of technical files: The audit identified issues with the robots.txt and sitemap.xml files, which presented challenges for search engines in indexing pages. We implemented changes to the settings of these files, directing search robots to key pages and excluding superfluous sections from indexing. This resulted in more accurate content indexing and an improved site visibility in search results.

– Elimination of duplicate content and improved structure: Duplicate pages and unstructured sections reduced SEO effectiveness and made it difficult for search engines to select the right versions to display. We updated the content structure, eliminating duplicates and organizing it in a more logical way, increasing relevance for search engines and making navigation easier for users.

– Page load speed optimization: Slow-loading pages were negatively impacting the user experience and the site’s search engine position. We compressed images, removed inefficient scripts, and optimized code, which significantly accelerated load times. These changes improved user interaction with the site and had a positive impact on its ranking.

– Broken links elimination: Broken links were leading to non-existent pages, degrading both SEO and user experience. We performed a complete analysis of the site’s links and fixed the errors by replacing broken links or redirecting to relevant pages, which reduced the bounce rate and improved the site’s quality in the eyes of search engines.

– HTML markup correction: The website was experiencing issues with HTML markup, specifically mis-structured headings and semantics that were negatively impacting SEO and page visibility. We implemented changes to the markup, which helped search engines more accurately assess the content of the pages.

Results:

Regular technical audits and prompt bug fixes are critical to maintaining a high level of SEO and site competitiveness. During the audit, we drafted more than 15 terms of reference for the programmer aimed at correcting the identified problems. These measures provided a solid foundation for further promotion of the site and increased search engine visibility.

Project Problematics:

  • Lack of well-thought-out site structure and content

The lack of a clear, competitive structure of the site has become one of the main reasons preventing its effective promotion. Competitive structure implies clear definition of key topics, competent distribution of content and optimization of internal and external links. Without a modern structure, users will struggle to navigate, and search engines will fail to adequately index the content.

The main consequences of not having an effective site structure:

– Difficulty navigating: An impractical site structure makes it difficult to find information, which negatively affects the user experience and increases bounce rates.

– Unrealized SEO potential: Without a clear structure, the site cannot effectively use keywords in headings and internal links, significantly reducing its chances of high search engine rankings.

– Reduced organic traffic: Poor site structure compromises search engine visibility, reducing organic traffic and opportunities to attract new customers.

– Loss of competitive advantage: A more efficient structure on a competitor’s site gives them a perceived advantage in search engines, which has a negative impact on the site’s position.

Our actions

We designed and implemented a competitive site structure that greatly simplified navigation and made it intuitive for users. Each section of the site was logically linked and easily accessible, improving the overall user experience.

Internal links have been redesigned to improve navigation. We added links to related topics and pages, which not only makes it easier for users to find information, but also improves the visibility of pages in search engines. Improved linking helps search engine robots index content faster, which in turn helps improve the site’s ranking.

We redesigned the content structure by distributing key queries to landing pages. This made the pages more responsive to user needs and search algorithms. We analyzed competitors’ results and adjusted our strategy to maximize SEO opportunities and attract the target audience.

Regular review and updating of the website structure are necessary to keep it competitive and up to date. This allows us to ensure high rankings in search results and create a quality user experience.

Project Problematics:

  • Lack of optimization of external factors

The quality of external links is a critical factor in the success of an SEO strategy. A lack of quality external links can negatively impact a site’s authority, ranking, and visibility. Additionally, external links are often regarded as an indicator of trust and relevance by search engines. It is therefore evident that the more authoritative links from reliable and relevant domains lead to the site, the higher the chances of achieving a high position in the search results and attracting targeted traffic.

Our actions

We began with a thorough examination of the existing link profile, identifying weak and irrelevant links that could negatively impact the overall quality of the site. This enabled us to compile a list of links that should be removed or replaced.

1. Analysis of the existing link profile: We conducted a comprehensive audit of all links, evaluating their quality, sources, and relevance. This process helped us to identify areas for improvement and potential opportunities for growth.

2. Targeted link source identification: A list of high-quality sites and resources relevant to the project topic was created. Using special tools, we selected influential domains and pages with high authority for further link building.

3. Quality content creation: We developed unique and useful content, including informative articles, tutorials and guides of interest to the target audience. This drew attention to the site and contributed to the natural growth of links.

4. Link building strategy development: We also created a link building strategy aimed at attracting authoritative links. This included publishing on related resources, guest posting, and working with affiliate sites.

5. Work with specialized websites and blogs: Actively interacted with specialized sites and blogs, placing high-quality external links. This increased domain authority and helped attract targeted traffic, which strengthened the site’s position in search engines.

6. Monitoring and evaluation of results: We regularly monitored changes in link profile and quality metrics to evaluate the effectiveness of our efforts. Using analytics tools such as Google Analytics and Ahrefs, we monitored traffic growth and improved site positions.

7. Strategy adjustments based on data: Based on the information gathered, we made adjustments to the link building strategy and implemented new tactics based on the results of previous work.

Results:

The work carried out led to a significant improvement in the project’s Domain Rating (DR), which indicates the growth of the site’s authority. The number of quality links in the profile increased, which contributed to the site’s visibility in search engines and the growth of organic traffic. Optimizing external factors, including link building, has become an important step in achieving SEO success and strengthening the foundation for further website promotion.

Project Problematics:

  • Limited product range

The standard site structure extension was not effective enough for this project due to the limited range of products and services. This resulted in difficulties attracting traffic and limited visibility for the site in search engines. Overcoming this problem required a thorough analysis of the competitive environment and the use of modern approaches.

Our actions:

Our specialists conducted a comprehensive analysis of competitors and sites with similar topics in other regions, enabling us to identify effective strategies tailored to our project. Based on the data gathered, we implemented a Programmatic SEO strategy, including the mass generation of pages with high-quality and relevant content.

Mass page generation allowed for a significant expansion of the site structure and the creation of new entry points for users. This approach covered a wider range of key queries, which helped improve site visibility and attract the target audience.

Project Problematics:

  • Absence of product cards

The site had technical limitations that prevented the creation of a full-featured online store with individual product cards for each category. While competitors offered hundreds of product cards, our project had only one common page, which significantly limited the ability to attract traffic and compete in the market. In order to successfully compete with categories with a large assortment, it was necessary to optimize the existing pages as much as possible.

Our actions:

With these constraints in mind, we decided to optimize the content of the pages in detail. We started by carefully gathering the most detailed and up-to-date semantics to identify the key queries that mattered most to the target audience. Competitive analysis helped us identify topics that could attract users’ attention.

Furthermore, we calculated the keyword density for each keyword query to guarantee that our content would be competitive in the market. Additionally, we developed supplementary linking blocks for each product line, which improved navigation and made it easier for users to find information.

Special blocks were also added to enhance the quality of the content, including information on additional features, reviews, and other elements that contribute to a better product experience. This allowed us to gain a more complete understanding of the categories and compare them to competitive offerings, despite the limited assortment.

Results

Increased website visibility.

Before:

After:

Growth in traffic dynamics:

Growth of keyword position distribution:

Example of key queries:

Increase in the dynamics of site visibility by queries:

Summary

The results of the website promotion demonstrate the effectiveness of the developed strategy. By adopting a comprehensive approach and conducting a thorough analysis of all aspects of SEO, we were able to achieve significant results.

First, a comprehensive analysis of the niche and the needs of the target audience enabled the strategy to be adapted to align with the actual demands of users and market requirements.

Secondly, the creation of quality content and proper optimization of pages became essential for increasing organic traffic. We concentrated on gathering relevant semantics and optimizing content, which resulted in increased visitor engagement and the establishment of brand trust.

Technical optimization was also a significant factor. By eliminating errors, increasing loading speed, and improving navigation, we were able to ensure that users interacted with the site in a comfortable and efficient manner. This resulted in a positive impact on conversion rates and time spent on the resource.

As a result, the site’s visibility and organic traffic increased significantly, allowing us to achieve the client’s key business goals. We are confident that our comprehensive approach to SEO will deliver similarly high results for your project. We recommend that you consider utilizing our services to further optimize the promotion of your website.

PM-Casebook: Negotiations, Deadlines, Success

In project management, every task presents a new challenge—especially when promoting a business in highly competitive niches with a limited product range. This case study is not only about SEO optimization for a building materials website but also about managing client expectations and coordinating all processes effectively.

Project Challenges: High Expectations and Limited Opportunities

Promoting a building materials website proved challenging due to intense competition and several organizational and strategic issues:

– Client expected quick results. Despite the niche product range, the client was confident that traffic would start growing immediately after launching SEO efforts.

– Limited product catalog. Unlike competitors, the client did not offer a broad selection of products, restricting keyword expansion opportunities.

– Content issues. The client was unwilling to create expert content, which could have been a valuable tool for attracting additional traffic.

– Irregular information updates. While the product catalog changed over time, website updates were not always timely, leading to inconsistencies in indexing.

Solution: Managing Expectations and Establishing a Clear Process

To lead the project to success, we developed a structured communication and implementation strategy:

1. Setting realistic expectations – Conducted a series of meetings to explain that SEO is a sustainable strategy, providing traffic growth forecasts based on competitive analysis.

2. Working with a limited catalog – Implemented a strategy focused on informational queries, attracting audiences through articles on selecting and using building materials.

3. Simplifying content management – Took over SEO-optimized content creation and convinced the client of the necessity of expert content by showcasing successful competitor examples.

4. Streamlining catalog updates – Established a notification and regulation system to ensure product information remained up-to-date, increasing user trust.

5. Regular reporting and progress tracking – Implemented a transparent reporting system, allowing the client to monitor traffic growth and understand which actions delivered results.

Results: Increased Client Awareness and Effective Promotion

By effectively managing client expectations and coordinating actions, we not only achieved increase in organic traffic, but also changed the client’s perception of SEO. The client now understands that SEO is not just about keywords but a broader business growth strategy in the online space.

This case demonstrated that a PM’s role is not just about meeting deadlines—it’s about building trust, managing expectations, and finding solutions even within limited constraints. Strong negotiation skills and clear process control became the key success factors.