On the plus side, we can mention a large number of products in the catalog and the site's lifespan.
To develop an effective strategy, we studied the specifics of the client's business in depth. Despite initial doubts about online sales of premium goods, the analysis showed a huge demand not only for brands but also for specific watch models. Based on this data, we formed a strategy that includes a comprehensive redesign of the website with a focus on niche leaders and key competitors. The plan envisages step-by-step improvements and optimization aimed at strengthening the positions in Google and Yandex. We also covered the target audience by key queries (mostly low-frequency and medium-frequency), which had a higher conversion rate than high-frequency and informational queries.
In four months, we carried out a large-scale website optimization, achieving significant improvements. However, the results did not fully meet the client's high expectations. The main problem was customer distrust in the purchase and delivery process, as the product was out of stock, which led to a high number of clicks but low conversion to orders. We came to the conclusion that alternative advertising channels are more effective for promoting luxury goods, as they can provide a better return on investment in promotion. We have not yet completed the main stage of building up reviews, the usefulness of the resource through FAQs, site navigation blocks, and information about the company. Deployment of a blog and other blocks to cover information requests.
Our strategy has brought tangible results in the CIS countries. The website has significantly improved its position in the search engines of Ukraine, Kazakhstan, Russia and Belarus, taking leading positions for many key queries. This led to a significant increase in organic traffic from search results. It is important to note that search engines began to perceive the resource as high-quality and user-friendly, which had a positive impact on the overall visibility of the site on the Internet.
| Google TOP # | Keywords (was) | Keywords (became) |
|---|---|---|
| TOP 3 | 0,17% | 1,82% |
| TOP 5 | 1,73% | 7,52% |
| TOP 10 | 8,00% | 34,84% |
| TOP 30 | 55,30% | 81,13% |
| TOP 100 | 75,32% | 90,22% |
| Outside the top 100 | 24,68% | 9,78% |
| Search keyword | Frequency | Position start | Position now |
|---|---|---|---|
| philippe patek geneve | 1600 | 8 | 3 |
| rolex submariners | 2900 | >100 | 5 |
| audemars piguet price | 480 | 12 | 6 |
| rolexes | 18100 | >100 | 7 |
| frank muller watches | 320 | 25 | 7 |
| blancpain watches | 140 | 16 | 7 |
| rolex watches | 2900 | 37 | 8 |
| luminor panerai | 1600 | >100 | 8 |
| hublot watches prices | 480 | 14 | 9 |
| franck muller | 880 | 55 | 8 |
| hublot classic fusion | 720 | >100 | 8 |
| daytona rolex | 2900 | >100 | 9 |
| philippe patek | 8100 | 31 | 10 |
| cartier watches | 880 | 50 | 10 |
| breguet watch price | 110 | 17 | 10 |
We have shown an increase in positions for queries with a frequency of more than 40 queries per month.
