From 9 to 142 leads: how to increase traffic to a workwear store website by 15 times through SEO optimization

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It is not always possible to set up SEO and effective advertising for a website the first time. This is what happened to our client, First . A year of work, several different agencies, and traffic increased by only 10%. In a few months, we collected a semantic core and attracted more than 100 new leads to the website. Read how we did it.

Hi, I'm Anatoly Politsyn, technical director of the internet key features of paytm marketing agency "Sinaps". We create websites from scratch and help companies attract customers using SEO, contextual and targeted advertising.

The company " First " contacted us - it sells workwear and footwear. At first, they tried to promote the site with another agency, but the client was not happy with the result. Then they came to us with the task of increasing sales and setting up SEO on a multi-page site. We tell you how we brought the site to the top of search engines and increased the number of applications by 28 times.

What the client came with
First came to us with small results from the previous strategy: traffic grew by only 10% in a year. The number of clicks, applications and conversion did not please the client either, and the cost of an application reached 2,222 rubles with an average check of 4,000 rubles.


SEO Promotion Indicators for July 2022


What the client wanted: to set up SEO to get to the top of regional queries, attract leads and optimize the site content so that it is understandable and convenient for users.

Step 1. Developed a semantic core and made a promotion strategy
Semantic core (SC) is a set of key phrases by which users find a site in search engines. They are also called keys or keywords. Keys should be evenly distributed across the site so that users find the site through a search engine faster.

In order for the site to occupy the first lines in the search, we developed an SEO promotion strategy: we studied the audience, selected keywords for the Rostov-on-Don region and built a plan for internal page optimization. This was necessary not only to get to the top of Yandex and Google, but also to attract the target audience.


Screenshot of the semantic core

Step 2. Analyzed user behavior and updated texts for the product catalog
With the help of the semantic core, we optimized the site — we placed new texts for the products — and changed the blocks on the site so that the user could quickly find information. Now, when a client enters a request, he goes not to the main page, but directly to the product page. He no longer needs to waste time searching through a huge site.


Screenshot of the product description page

To ensure that not only products are quickly displayed in search, but also that site visitors find them conveniently on the site, we analyzed customer behavior. We looked at where errors occur most often, what can confuse the user, and how clear the site is in general. Based on the analysis, we suggested that the client make changes to the site.

While I was doing this analysis, I got confused several times. I tried to find the page for product "A", but ended up on a completely different one - it was very inconvenient to navigate the site.


Galina Buryanina

SEO specialist at the Synapse agency

Business Results
Now the client gets more visitors at a lower price. The traffic on the site has increased by 1.6 times, and the cost per transition has decreased from 23 to 14 rubles.