How to choose the right chair for your living room: take a few metro stops to get to the store or open the website catalog on the desired section? For many, the opportunity to study and order a product online has become an integral part of a comfortable lifestyle, which is difficult to refuse. SEO for online furniture store.
In Russia
60% of users choose to buy furniture online instead of going to the store. You can’t touch the upholstery of the sofa, lie on it, evaluate the comfort of the product through a laptop screen, but you can compare prices, characteristics and the products themselves without leaving your home. There is more choice online, it is easier to compare products, and you can even get a discount. It also saves time: you don’t have to go “blindly” to stores and talk to consultants.
At the beginning of March 2022, the Swedish furniture giant IKEA left the Russian market, which undoubtedly affected the business of the chain’s competitors. Now is a great time for domestic manufacturers to “grab” their buyer and take leading positions in the search results. And due to the ban on advertising in Russian Google, SEO remains the only proven tool for attracting targeted traffic in this search engine.
The furniture
Industry was highly competitive even before the spring of 2022. In such an environment, it is very important to have a website that is convenient for visitors and attractive to search robots. Set up simple navigation, work out the content of the pages and take a top position in search results. This is the approach chosen by Stolplit, a large Russian furniture manufacturer.
Stolplit has an online store with a large assortment, product cards and categories. The i-Media team was faced with the task of increasing online traffic from search. At first glance, this is a standard request for SEO. However, it is not enough to cayman islands phone number library simply adjust the product description and tidy up the catalog. It is important to find all the errors, set up the correct site structure and “negotiate” with search robots. This is what our case will be about.
Order SEO
Changed the formula for calculating non-branded traffic
In we noticed a sharp increase in clicks for a stable income you necontrol over all processes. on encrypted queries from Yandex. The main problem with such encryption is the inability to determine which search query the user used to go to the site. Accordingly, it was problematic to assess the effect of a particular phrase on the search.
Having noticed such an increase, we snbd host immediately changed the formula for calculating non-branded traffic. As a rule, queries from mobile devices are more often encrypted, so we excluded mobile traffic from the calculation.
Removed “garbage” subdomains from the search results
Due to the vulnerability that arose, many generated subdomains appeared in the search results – actual duplicates of the main site. Everything needed to be cleaned up urgently.
First, we configured a ban on indexing in the robots.txt file, but the sites were not bypassed by the indexing robot, it did not “know” about the ban. Then we contacted technical support, and after a couple of weeks the subdomains disappeared.
Excluded duplicate cards
On the stolplit.ru website, the same product model could be presented in several colors. The catalog is organized by levels: category – group card – cards of a specific color. However, in the “Mattresses” section, this had a negative effect.
On the website, mattresses are presented in one color, but in two variations of the request: Mattress “such and such”, Mattress “such and such” White. The problem was that the cards of white mattresses were identified by search engines as duplicates.
To eliminate this, we disabled the ability to create color cards for mattresses and set up a redirect to the “parent” from the already generated cards.
Updated the cards of “out of stock” products
As long as the product was sold in at least one region, its card was available on all regional subdomains. At the same time, cards with products “out of stock” were massively defined by Yandex as “Poor quality”.
Bring the site to the TOP
In order to eliminate such an error, we configured the card of a product discontinued from sale as a regular card of a product on sale. It contained: the last price, delivery terms, color variations.
Worked out the structure of the catalog and assortment
The Stolplit website had a large number of product categories. Because of this, problems arose with their filling. After all, each product must be manually linked to all categories in which it should be visible.
In connection with this, we started working on changing the structure of the catalog. We left only the main sections in the categories, and replaced most of them with filter pages on a static URL. These pages were filled automatically based on the specified product characteristics.
In terms of assortment, the regions lagged significantly behind competitors, some categories were not filled.
