Imaris

About the project:

sr.kharkov.ua - website, which at the time of the move has been promoted for about 10 years, had a high level of confidence from search engines and had an impressive reference mass. Nevertheless, the need to completely change the site: not just update the outdated design, and change the СMS site for greater management flexibility.

The client contacted us on July 23, 2020 with the following tasks:

• Move the site to a new CMS
• Save the traffic and position of the site (if possible to increase)

Features in the work on the project:

1. The new site had a completely different url structure (new categories and subcategories, which allowed visitors to quickly find the necessary things on the site).
2. It was decided to change the url and make them NC (NC = human-readable urls). In addition, the old site did not have a secure https protocol. We unloaded all the URLs of the old site, matched them to the URLs of the new site, and set up 301 redirects.

What was done:

1. Determined priority pages (landing pages for services; traffic-generating info pages) and put together a redirect table;
2. Saved backup pages of the old site;
3. Migration of meta tags and text from landing pages of the old site on the new one;
4. Conducted technical analysis of the site;
5. Prepared terms of reference for developers, content managers to correct errors;
6. Conducted analysis of competitors on the subject;
7. Prepared plan for external promotion, anchor list;
8. Posted posts with anchorless links on forums;
9. Selected donors for eternal links;
10. Prepare TOR for copywriters to write articles;
11. Analyzed the relevance of new pages to the queries of the site;
12. Filled empty pages with content;

The results for 1 month of work (comparison 23.07.21 and 23.08.21):

• Successful move of the site to CMS - Wordpress;
• Preservation of all positions at the same level;
• Traffic increase by priority requests.

You can read the full case study here https://imaris.ua/portfolio/sun-rise-seo/

About the project:

Wedding Alliance is a fabric hypermarket with a showroom in Kharkov, an online store and delivery across Ukraine, Russia and other CIS countries.

A client contacted us in 2018 for the Targeted advertising service with the following tasks:

• Increase the number of retail sales through social networks;
• Inform users about ongoing promotions and discounts;
• Turn Facebook and Instagram into a stable source of traffic to the site;
• Build a working sales funnel through a Facebook ad account.

What have we done to achieve ROMI = 4940% in Facebook Paid Ads?

1. The market and competitors are analyzed in order to have an idea of ​​what place the customer's store occupies in the niche;
2. Search and segmentation of the target audience was carried out, portraits of buyers were written;
3. Compiled a comprehensive strategy for promotion on the platform, which included organic and paid promotion;
4. Together with the developers of the site, a product feed for dynamic advertising was prepared;
5. Adjustment and launch of advertising campaigns on platforms Facebook, Instagram;
6. The obtained results were systematically analyzed, on the basis of which targeted advertising was optimized.

A sales funnel was built: from the widest and coldest audience to the moment of making a purchase, repeat and cross-selling. We also tested different goals of advertising campaigns: “conversion”, “sale of goods by catalog”, “engagement of publications”, “video views”. The dynamic product catalog worked better for the retargeting audience: 27 purchases were made in 8 days.

To analyze the results, we took 2018 and 2019:

• Growth of new users by 92%;
• Increase in the number of orders by 27%;
• Overall, in 10 months, according to Facebook Ads, 851 conversions were made, with an expense-to-earnings ratio of 1 to 47.5.

Read the full case at the link https://imaris.ua/portfolio/svadbatkani-target

About the project:

Dlux is a large company that sells dental materials and equipment.

The client turned to the PPC contextual advertising service in September 2017 in order to:

• Increase income from the site;
• Reduce the share of advertising costs (ADR);

Features of the project:

1. A dental clinic can buy from them the whole range of materials necessary for work. Therefore, the company is focused on wholesale purchases, and customers who cooperate with them often return to them for repeat purchases. Consequence - clients carefully choose the company with which they are going to cooperate, and many times come to the site before buying.
2. Strong brand. Google Analytics was installed on the site in 2012, but the site itself worked before that, the starting traffic from organic search per month was 1500 users per month. The customer is recognized by name, and there are many requests for branded supplements.

At the first stage, our main task was to attract as many new users as possible who did not know about the company before. Therefore, we did not use branded companies when creating an account. In the beginning, regular search advertising campaigns and dynamic search advertising were launched. Search campaigns were segmented by brands of manufacturers featured on the site, by product category, and by geography.

We also started collecting audience for remarketing. The work will start at the beginning of September. In September, we made changes to the account and made basic settings, which brought results in October. We focused on two main characteristics: the total amount of income (according to Google Analytics) and the share of advertising costs (ADR)

Results of advertising campaigns:

• Income growth by 288%
• Reduction of DRR by 3.2 times
• ROI increased by 243.2%

You can familiarize yourself with the full case at the link https://imaris.ua/portfolio/dlux-ppc

About the project:

Solaris is an online store of sanitary and hygienic equipment; the company has been on the Ukrainian market for more than 20 years.

The client contacted us in March 2018 for the SEO promotion service with the following tasks:

• Increase the visibility of the site in the Google search engine;
• Growth of organic traffic;
• Growth in the number of conversions from organic search.

Features at work:

The company's activities are more focused on the b2b segment, because of this, the site is filled with specialized goods that are rarely used for domestic purposes. This imposes some restrictions on the selection of the relevant semantic core.

What was done:

1. Conducted a technical audit of the site for critical errors that affect the ranking of the site in the search engine;
2. Collecting a semantic core for the site, allowing you to cover all possible relevant queries related to the topic. In the future, the kernel was updated with a new semantics not covered, which appeared after the initial collection;
3. Development of the directory structure and landing pages for the assembled semantic core. In addition to optimizing the existing categories, it was decided to create new landing pages that would cover more search queries;
4. On the promoted categories of the site, as well as the landing pages, meta tags were manually formed and registered;
5. TK was written for texts for copywriters on catalog pages;
6. Formed templates for generating meta tags for images;
7. Carried out work with internal linking, the purpose of which was the correct distribution of static weight between pages;
8. Monthly, work was carried out to increase the number of domains linked to the site;
9. Set up web analytics to track the required metrics.

For the analysis of the results were selected - January 2019 and January 2020:

• Traffic growth by 1.54 times
• Exit to the TOP-10 by 697 requests
• Growth of transactions by 64.9%

Read the full case at the link https://imaris.ua/portfolio/solaris/

About the project:

Spool is an online store of sewing equipment. They have been selling sewing equipment since 2006 and have the largest chain of sewing machine stores in Ukraine.

We have been working with this client in a comprehensive manner for more than 5 years, but this case will be about SEO promotion. We were faced with the following SEO tasks:

• Increase the number of conversions from organic search;
• Increase organic traffic;
• Increase the visibility of the site in the Google search engine.

Features in the work:

The main difficulty was in the fairly high competitiveness of high-frequency requests, which allow you to bring up to 60% of all traffic, and a simple hit on the 10th place, and this is the first page, did not bring the necessary traffic. The first lines of issue were occupied by large aggregators, which collected all organic traffic. Thus, the main goal facing us, after getting the site into the TOP-10, became the TOP-3.

What was done?

1. We carried out work on internal linking, which allowed us to increase the static weight, which is important for the promotion of the page;
2. We adjusted the meta tags, during testing, we identified the most optimal ones, allowing the site to get a slight advantage in ranking;
3. Additionally, we worked on the structure of the site. This made it possible to improve the ranking in various regions of Ukraine;
4. We corrected the seo text block, changed its layout, and added structured elements;
5. And, of course, we did a more massive study of the link profile.

January 2020 and May 2020 were selected to analyze the results:

• traffic growth by 80%
• Growth of conversions by 68%
• ROAS was 3094.5%

Read the full case at the link https://imaris.ua/portfolio/spool-seo

About the project:

Fiksator Plus is an online store and manufacturer of cover clips for reinforcement and is a supplier of accessories for formwork systems.

A client contacted us in August 2019 for PPC contextual advertising.

We were faced with the following tasks:

• Increase the number of orders;
• Increase the number of calls.

Features in work

Before the start of cooperation, the company did not use contextual advertising, so the main task was to make a stable source of receiving orders from the contextual advertising channel.

In order to increase the number of conversions, we focused on two points:

• improvement of the site quality indicator;
• study of low-frequency requests.

Because there were so many targeted keywords with a Low Impression status, we created a Dynamic Search Campaign (DSA).

When running search ads for this project, we used a broad keyword match and a broad match modifier. This type of match allowed showing for low-frequency queries. We drew attention to the fact that the main traffic is taken by keywords related to clamps for fittings and related products for construction work, and a smaller part remains on keys associated with different types of clamps.

Also, to increase brand awareness and attract repeated users to the site, the following was launched: GDN and Remarketing

Results for 1 year of work (2019-2020):

• Growth of conversions by 6.7 times;
• Reduced cost per click by 1.7 times;
• Reducing the cost of conversion by 3.4 times.

Read the full case at the link https://imaris.ua/portfolio/fiksator-plus-ppc/

About the project:

Grand Textile is one of the leaders of online fabric stores in Ukraine.

In September 2017, a client contacted us for the SEO promotion service with the aim of optimizing the site, bringing new customers and increasing the site's visibility for priority key requests.

What was done:

1. We identified the main competitors in the search results, analyzed their structure and link profile;
2. Conducted an SEO audit of the site;
3. Selected and grouped queries (2100 words in total);
4. Carried out internal optimization of pages;
5. Redesigned site, increased conversion;
6. Improved site navigation;
7. Redesigned content on landing pages;
8. Implemented linking and filtering of goods;
9. Developed our own mind-maps of the site;
10. We have worked out all the commercial components of the site;
11. Placed "anchor" and "non-anchor" links on thematic and trust resources, as well as links on forums. The main criteria for selecting links were: thematicity of the resource, cf (citation flow) / tr (trust flow) by majestic, dr (domain rating) by ahrefs, organic traffic to the site; (by serpstat, ahrefs), spam (by checktrust);
12. Formulated technical specifications for developers to eliminate critical errors and provide recommendations to improve usability.

Results for 2 years of work (from 2017 to 2019):

• TOP-1 on request "wholesale fabrics";
• TOP-3 on request "fabrics";
• 2169 requests were in the TOP-10;
• Growth of traffic by 11 times;

Read the full case at the link https://imaris.ua/portfolio/grand-textile-seo

About project
Janome is a Japanese brand, one of the world leaders in the production of sewing machines, overlocks and accessories. The extensive assortment of models allows you to pick up a sewing machine Janome with required types of stitches and functions.
We have been working with the client for more than 5 years.

We had the following tasks:
- Increase of the traffic from the Google / organic channel.
- Increase of the number of orders from free search

Peculiarities of work on the project:
Store is a mono-brand (represented only sewing machines TM "Janome"), respectively, we initially lose out on such "commercial factor" as the diversity of the assortment.

The work process:
1. If you analyze the output on the query "sewing machines" and "buy sewing machines", on all sites we can observe the range of other manufacturers. Accordingly, we lost on one of the commercial ranking factors - the assortment of products.
2. For all product cards were collected semantic core (keywords), which subsequently became the main for promotion.
3. After the semantic core was collected, a full SEO-analysis of the site was carried out, after which the terms of reference were set for the developers to correct all the errors.
4. While the programmers were correcting technical errors, we have prepared the terms of reference for copywriters to write optimized SEO-texts for pages-categories.
5. After fixing all the errors and optimizing the landing pages, we started building external links to the site.

To analyze the results, we compared 2019 and 2020 (through 12/20/20):
- 75% increase in traffic
- Increase in conversions and revenue by 45%

Read the full case study at the link - https://imaris.ua/portfolio/janome-seo/

About project MultiSport - online store of sports equipment. The store is represented by two offline branches, territorially located in Kharkov. The chain has existed since 1998 and has a wide range of goods for winter sports, as well as sportswear and roller skates. The client came to us on November 1, 2020, with the following objectives: - Increase website visibility as quickly as possible; - Increase traffic from the Google Organic channel; - Increase the number of conversions from organic search. Features in the work on the project: Engaged in promotion of business, which is seasonal in nature should be before the season, ie 3-4 months before the start of active sales - in this case you can be sure that the result will be good. Our situation was - to promote the project, which came almost in its season. But in spite of all this - we managed to show good results.

The work process: 1. Collection of semantics on the priority sections. 2. Technical audit, which allowed us to make a further plan of work to eliminate the errors: broken links, duplicate meta-tags, duplicate content, redirect chains, pages with mixed content, duplicate titles h, missing meta-tags. 3. writing and placement of seo-texts to increase the relevance of the pages being promoted. 4. For product pages has been applied templating meta-tags, allowing to get rid of duplication, as well as to increase the attractiveness of the site in extradition. 5. Conducted an audit of reference mass, taking into account the analysis of competitors - then a strategy was built its growth. The results of 3 months of work: - Growth of traffic by 220%. - The growth of requests to the top 10 for 191 words. - Growth of requests to the TOP-3 by 92 words. Read the full case study at the link - https://imaris.ua/portfolio/multisport-seo/

About project

PridLight - online store of lighting fixtures and chandeliers, which has 2 branches in Kharkov and Kiev. The main activity is aimed at wholesale and retail trade of lighting fixtures. Target audience are interior designers, project implementers and design studios.

The client turned to us 1.01.2021 with the following tasks:

• To increase the number of contacts (calls) by 45%;
• To increase the income by 30%;

Features in the work on the project:

As the general promotion goals were set by the client, we independently defined key performance indicators and derived specific KPI, which were formed on the basis of work with a similar niche in other projects, to determine the dynamics of indicators growth. The nuance in the work was the fact that most of the orders come exactly by phone (and not by checkout through the shopping cart, as is often the case in e-commerce), because the purchase requires additional counseling, and this should be considered when configuring advertising campaigns.

The work process:

1. Set up the analytics system Google Analytics, which tracked the entire order funnel and the necessary goals.
2. Set up remarketing audiences collection, for later use in remarketing campaigns.
3. Set up and connected Ringostat call tracking.
4. Started running ads by setting up Brand campaigns and DSA campaigns by priority site categories, in order to identify demand and effective user queries, to be used in search campaigns.
5. We set up standard Shopping campaigns. As conversion statistics accumulated, we switched to Smart campaigns.
6. Regularly checked the semantic core to find new target visitors and increase the warm and cold audience, depending on the query segments.

The results for 6 months of work (1.01.21 - 1.07.21):

• Increase of the number of calls by 115%.
• Decrease of the cost of calls by 35,2%.

Read the full case study here https://imaris.ua/portfolio/pridlight-ppc/

About the project

Alfa Diamant is an official dealer of Mitsubishi Motors in Kharkov.

The main tasks set before us were:

• To increase the recognition of a particular car dealership Alfa Diamant among potential buyers in Kharkov;
• Generate sales funnel for potential buyers and warm up before buying;
• Monthly increase the number of conversions on the site.

Features in the work on the project:

Since the duration of the decision to buy an auto is not one month, we must constantly engage new audiences in the sales funnel and keep the interest of previous users. In addition, offers and creatives must be different for each audience of site visitors and updated regularly, depending on demand and the season.

Workflow:

1. We began preparing to drive traffic to the site after its release.
2. Through the Google Tag Manager system, we implemented Facebook Pixel and set up tracking of the main conversions.
3. 3. For an automobile-themed project, it is important to regularly update the image and sales creatives for the entire automobile range. Otherwise, the frequency of impressions will increase with each period, and users will have a "blurred view". To convey the emotion and character of each car, we developed image banners in different colors and for each season, and used official dynamic videos.
4. 4. For the first interaction with the brand it is better to run image videos and banners. For audiences by interest and major competitors, we segmented the lineup by need. For the audience of retargeting and interacting with the site - we ran offers with credit terms, reducing the cost of cars, etc. For the audience of those who left applications and are clients - we launched offers on maintenance, spare parts and car parts.

The results of 1.4 years:

• Growth in first-touch conversions and audience interest by 72.3%;
• Increase in calls by 23.16% ;
• 500% increase in online test drive signup conversions.

Read the full case here https://imaris.ua/portfolio/mitsubishi-target/