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INTERTOP is a retailer of fashion footwear, apparel and accessories for the whole family. The commercial network consists of more than 105 stores in Ukraine and Kazakhstan.
INTERTOP is a well-known seller of branded footwear in Kazakhstan. With the development of the business, the range of online and offline stores has been expanded with accessories and apparel from world-famous brands: Timberland, Armani Exchange, Wrangler, The North Face, Vans and others.
One of our key tasks was increasing the visibility of the website in the new categories, which hadn’t been associated with the brand either by users or by Google. Among the limitations was the impossibility of creating a wide website structure optimized for SEO. In addition, when we started our cooperation, Intertop was just in the process of moving their website to a new CMS.I
Before starting the promotion, it was important for us to find and fix critical errors that often arise in the process of moving to a new CMS. In the future, they could negatively affect the results of our work in the future. We checked redirects from old URLs to new ones, made sure that the structure was in line with the plan, and ensured content and metadata integrity. Only after that, we moved on to the promotion stage.
Since the main promotion goal of the client was to increase organic traffic for non-branded queries, we focused our efforts on optimizing category pages:
Meanwhile, we generated template metadata for all types of pages, carried out regular works to promote and support the website, monitored technical problems, advised programmers of the client on new implementations, and actively built up a link profile.
In January 2020, we posted a content block with frequently asked questions on the website and added the FAQ page micro-markup.
Implementing this type of markup allows getting extended snippets with a collection of Q&As on the Google search page.
These snippets have several important advantages:
Extended results with frequently asked questions had a positive impact on click-through rate and helped to increase the CTR more than twice.
+106% sales
+52% sessions
+50% visibility in the "apparel" category
As a result of the CTR growth and the constant improvement of positions, we received a tangible increase in traffic. The projected indicators were exceeded, and during the lockdown period caused by Covid-19, there was an increased demand for all categories of products. One of the reasons for that is the fact that the website was at the top positions and looked as clickable as possible.We also managed to increase visibility of the Apparel category, which initially hadn’t been associated with INTERTOP by Google. By optimizing and implementing the linking strategy, we received an increase from 0 to + 50%, and this is not at all limited.
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