100

About Project

Сar dealership offering sale and maintenance services for Toyota, Lexus, Hyundai, Cherry and Exeed

Logo IAT

Issues

We had to start work from scratch as there was no reliable data to develop a promotional strategy.

There were technical issues in the website that affected SEO promotion.

We had to compete with such giants as Avito and Avto.ru fighting for a top ranking in the organic search results.
But with less resources.

Tasks

    External SEO Site Promotion

    Fixing Technical SEO Issues in the Site

    Analytics

Work Stages

    SEO Site Audit

    Building the Semantic Core

    Website Technical Improvements

    Creating Content for the Site

    Scalable Web Architecture

Stages

5

Interesting Challenge

«The client contacted us in December 2020.
Initially, the site got no traffic whatsoever and we had to do everything from scratch.
We succeeded»

Artem

Artem

Director of development

SEO Site Audit

New Site

We started with the promotion of the site with new and used cars for sale.
Then we verified if there were any technical issues.
We got to know where we stand and challenges ahead of us.

Result

We addressed the issues:

  • Came up with a clear promotion plan,

  • Created the monthly SoW for the SEO specialist and developers,

  • Added all tasks to the Trello board,

  • Set the time for weekly calls with the client,

  • Determined the desired metrics for organic traffic.

SEO Site Audit

Building
the Semantic Core

Systems approach

From the beginning until now, we have been expanding the pool of sources to increase traffic.

Keywords

We worked in all directions for all car brands sold in IAT. General automotive keywords were also used.
In total, there were more than 100,000 requests that we picked and analyzed.

During the first month, we discussed semantic search weekly and agreed on the keywords to use — and not to use. We gathered all the keywords in one Excel spreadsheet with tabs devoted to different directions.

Keywords

Website Technical Improvements

Under the Hood

The website technical improvements represent one of the most essential SEO stages. As the client managed their own development team, we worked as the coordinators. Thus, we set primarily the tasks that directly affected SEO.

Process

All the tasks were set in Trello. The board was divided into the following stages: planned tasks, tasks in progress, development tasks, tasks for review, completed tasks, and ideas to test.

The client, SEO specialist, and developers had access to the board. On weekly phone calls, we discussed the tasks we were about to start working on and set them to “in progress”. Such small sprints and steps got us moving forward.

Result

Our team finished around 100 tasks in the first year alone.

Our team finished around 100 tasks in the first year alone.

Interesting Challenge

«We were constantly in touch with the client. At first, it was once a week, then twice — so we could include strategy sessions with technical specialists»

Nikolai

Nikolai

Leading SEO Specialist

Creating Content for the Site

Strategic Task

Content plays a valuable role in SEO promotion as people tend to find articles in the search results. If some decide to stay, the site’s ranking changes, and its search position improves.

Process

We have a team of editors and copywriters responsible for the content. The editor gets a technical specification with requirements and keywords from the SEO specialist. Then the editor sets tasks for content writers. The text quality is double-checked by the client’s brand manager.

Result

Initially, we wrote 4 articles per month. Gradually, we increased the content amount up to 18 articles per month. This is required for us to rank higher, promote strategic directions for the company and build trust with the search engines.

We concentrated on a few directions, purchased external links and saw the positive impact almost at once – in 1-2 months.

Scalable Web Architecture

Complex Work

IAT is continually adapting to the market changes to stay competitive. Therefore, we needed to adapt and upgrade the promotion strategy.

Scaling Up the Website

Initially, the IAT site was not designed to work with a brand variety. And while working on it, we decided that separating brands was necessary so that users could get to relevant pages. This was a vital move to succeed in SEO promotion. Therefore, we had been designing these pages for about six months.

Scaling Up the Website

New Service: Promotion of Services for Used Cars

This was a large task that influenced the promotion strategy. In reality, we were competing with Avito and other companies that did sales and evaluation services. This area of expertise has been and still remains strategically important for IAT, as many customers trade in their cars, which have to be sold.

When we started, there were plenty of bugs on the sale site, e.g. in the catalog, filters, and displayed links. This greatly affected the site ranking in the organic search results.

Result

After fulfilling the necessary work, keyword rankings related to used cars improved. The number of applications also increased.

Result

Dynamic Growth

In December 2020 there was no traffic. A year later, we hit 1000-1200 organic visitors per month. This was incredibly valuable especially when PPC advertising could cost up to $7,5 for one targeted click.

Dynamic Growth

Organic Traffic

Generating organic traffic in oversaturated niches is crucial for strategic promotion. In fact, this is more beneficial than contextual advertising where aggregators like Avito and Avto.ru seize their opportunities and create an environment where it is difficult to stay competitive.

And organic traffic is shareware traffic that will stay and continue to grow if you regularly do SEO.

5000

We have a plan and We follow it

Our plan is 5,000 organic visitors per month. If we get there, the click distance will cost several times cheaper than one from the context and aggregators. And this is an exceptional result.

Outcome

If you are dealing with a complex and highly competitive product, contact us for recommendations. We do not promise the impossible, but rely on the figures and experience.