Ahrefs, Screaming Frog, SE Ranking, Google Search Console, Google Analytics
hansgrohe is the premium plumbing brand, part of the International Corporate Group Hansgrohe SE. The company offers showers and shower systems, bathroom and kitchen faucets, as well as kitchen sinks.
We started working with hansgrohe in August 2020. By then, corporate sites needed substantial SEO interventions. We served the client as a full-fledged in-house team.
The complexity of works was due to hansgrohe’s monobrand site that sold solely its branded items. Online, the company competed with e-commerce giants that sold hundreds of brands and dozens of thousands of goods.
Unlike marketplaces and multi-brand sites, hansgrohe’s site lacked cross-sale and upsale options. With fewer pages and assortment subject to indexing across search engines, the gap disabled the company to attain high rankings in search results.
The case embraces the works from July 2020 to December 2021.
We commenced the project with a tech audit of the client’s site to highlight weaknesses and opportunities. We strategically aimed to keep the client’s site up with its major rivals while ranking for top search results.
Among critical improvements, we altered the display of filters. Before, they were hidden which complicated their search and use. To correct the deficiency, we moved the filters onto a sidebar. The solution helped users seek needed products far more effectively.
To pinpoint the lacking filters, we made a keyword research and analyzed the client’s assortments, as well as the items offered by the competitors.
Our recommendations for the client: Washbasin Faucets.
Filters enabled the client to capture far more low-competition keywords and enhance an overall user experience.
To enable filter pages to search engines, we opened them for indexation. We also optimized them to relevant low-and-mid frequency queries. We additionally:
These improvements enabled more sales on the client’s site. Furthermore, optimization of filter pages boosted targeted traffic and surged client’s revenue.
Organic Traffic Dynamics on Filter Pages
During the project implementation, we strategically bet on dynamic rendering.
How the user and the bot see the page
Dynamic rendering enables hansgrohe to compete with marketplaces and multi-brand sites, and even outperform them on digital markets.
Pagination entails a breakdown of a vast amount of data (mostly single-type data) to smaller pages. It is when a user can use links and page numbers to navigate between pages that display one page of results at a time.
Before the project commencement, the client doubled all metadata on its paginated pages. As a proper solution, we opened pagination pages (i.e. all pages with product listings: categories, subcategories, and filters) for indexing. With that, we set the rule to diversify standardized metadata with variables.
Let’s take a look at the third pagination page: Sink faucets, color: chrome.
As a result, we received unique pages optimized to all regions of Ukraine.
The increase in quantity and quality of the external link profile all matter to enhance site visibility and its rating. External link profile is among core ranging factors in search results. The metric helps to engage more target traffic onto the site, and drive sales and surge revenue for the brand.
Considering budget limits, we placed up to 20 links a month in guest posts and through crowd marketing.
SEO works from July 2020 to December 2021 considerably surged traffic. The client’s site started to range for a wider scope of non-branded keywords.
As of the correlation, branded traffic on the client’s site always prevailed cover the non-branded traffic. After the implemented changes, the proportion shifted considerably in favor of the latter one.
What made non-branded traffic grow:
ORGANIC TRAFFIC DYNAMICS
Google Analytics ranks Kyiv region as a regional traffic leader in Ukraine. The number of search sessions in 2021 grew by +105% compared to 2020.
Other regions of Ukraine also showed a considerable growth in the number of sessions.
Tracking of keyword positions showed continuous growth in 2021. The completed works proved effective and positively impacted site rankings across search engines. Consequently, we saw the growth of organic traffic, i.e. the client’s site positions among TOP-5.
Hypothesis: The growth of the client’s site positions is due to a greater amount of low-frequency queries ranged after indexing first-level filter pages.
First level filters 一 are the pages found by users when either a category or subcategory intersects with filter characteristics.
In 2021 we fixed positive and gradual growth dynamics of the client’s external link profile. The major quality indicator is the site’s domain rating (DR) growth from 32 to 42.
“A holistic approach to SEO is at the core of our success in organic traffic growth for hansgrohe’s site. Tech audit helped us reveal major site’s weaknesses, while completed SEO works enabled to enhance interactions with users and boost site’s visibility in Google. We created a solid external links profile that helped to upgrade the client’s site authority and engage more targeted traffic. Over 18 months, we managed to surge organic traffic onto the client’s site by 208%. A lion share is attributed to non-branded traffic. Namely, non-branded keywords made a substantial increase in regional traffic and conversions. We are proud of the project we implemented for hansgrohe and would suggest our approach to other monobrand sites that are about to increase SEO performance. IRYNA ZINKEVYCH, SEO Expert