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How We Increased Non-branded Organic Traffic for a Monobrand in the Furniture & Home Industry

client

Hansgrohe

tools

Ahrefs, Screaming Frog, SE Ranking, Google Search Console, Google Analytics

client

Hansgrohe

tools

Ahrefs, Screaming Frog, SE Ranking, Google Search Console, Google Analytics

content

Client

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.

Challenge  

  • Surge non-branded traffic with the use of SEO tools.

Initial Data

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.

Solution

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.

Extension of Site Structure

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.

Optimization Of Filter Pages

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:

  • Updated meta tags
  • Optimized textual content
  • Opened pages for indexation, and added index and follow.

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 

Data Source: Google Analytics. From 01.08.2020 to 01.12.2021

Page Rendering

Rendering a web page is the process of turning HTML, CSS, and JavaScript code into an interactive page when visitors click on a link.

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 For Regional Pages

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.

Example of updated metadata
As a result, we received unique pages optimized to all regions of Ukraine.

Building Up An External Link Profile

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.

Results

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.

Non-Branded Traffic

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:

  • Setting up listing and pagination pages.
  • Working with page and metadata copies.
  • Optimizing filters.
  • Building up an external link profile.

                                                                                  TRAFFIC DYNAMICS

Source: Google Search Console .From 01.06.2021 to 31.01.2022

                                                                               TRAFFIC CORRELATION

Source: Looker Studio. From 01.06.2021 to 31.01.2022 as compared to the period from 01.11.2020 to 31.05.2021

                                                                      ORGANIC TRAFFIC DYNAMICS

Data Source: Google Analytics .From 01.08.2020 to 01.12.2021

Traffic in Kyiv Region Surged by +105%

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. 

Regional Traffic Correlation in Kyiv Region 2020-2021 Source: Looker Studio

Other regions of Ukraine also showed a considerable growth in the number of sessions.

Commercial Queries Topped Organic Searches

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.

Source: Looker Studio. From 01.01.2021 to 31.12.2021

Domain Rating Surged By 42

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.

Link dynamics and domain rating Source: Ahrefs, 2021

“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

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