Internal SEO for e-commerce of sport goods

Customer

The customer was an owner of a start-up e-commerce of sport goods and sport equipment.

Objectives

The owner of already developed website applied to us for SEO audit and additional internal optimization of the website.

Solution

The e-commerce website was realized on Drupal CMS, which was the reason for our company to build a dedicated team which consisted of three specialists: two SEO specialists and a Drupal-developer. Soon after all organizational issues were completed, the team set to work starting with SEO audit.

The team obtained deplorable results because the website didn’t contain any SEO modules (though they were of public access on drupal.org website), which resulted in a huge amount of work with the code and website references for our team.

Initially, our developer started with a code cleanup from the garbage to reduce the total amount of the code and delete irrelevant parameters for tags. Then our team installed and set essential SEO modules, such as Pathauto, Menu Breadcrumb, RobotsTxt, Metatag, Transliteration, Globalredirect.

The next step was specification of title, h1- h6 and strong tags with the use of relevant key words, such as company’s name, brand, etc. At the same time we deleted the so called stop words like linking words, prepositions and interjections which were unadvisable for the above described tags. Then we specified titles and alt-parameters for images and links, and distributed the key words throughout the text on the pages. Through the installing of Metatag module we could specify relevant metatags which would enable the customer to make changes easily. We also managed to provide interlinking of pages within the website. The last step was editing of the content.

During the project our team managed to implement the following SEO actions:

  1. provided parsing of all possible requests through the use of statistics,
  2. excluded everything which had already been processed,
  3. excluded off-targeted requests,
  4. excluded requests which might not need to be processed at all (through the use of mainword.ru service),
  5. defined the requests for the relevant pages,
  6. the rest of the requests we consolidated in sense and linguistic groups and developed pages for each of them, then included them into the website to start monitoring the positions of the groups and phases.

What was left was just finding or inventing new requests for target audience and monitoring of statistic data once a three months’ period.

Results

As a result, the customer obtained a fully integrated and optimized website and helpful hints for further optimization from our SEO-department.