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MAUDAU is an online everyday shopping platform with a convenient service that turns routine shopping into a fast and high-quality process.
Users found MAUDAU on Google using branded search queries, but if they searched for categories specifically 一 the site did not appear in the search results.
Before service commencement, the Client’s website had a well-developed structure, and extensive filters, and was partially optimized. Nonetheless, the traffic came from branded search queries only, i.e. "maudau store," "maudau whiskey," "buy rum in maudau."
On the one hand, this indicates that customers have high brand awareness and loyalty, though, on the other hand, the website did not receive traffic from general non-branded queries, which means that no new users came to the site.
The site's search positions were outside the TOP-10, and most of the Client's priority key queries from the Alcohol niche were not even ranked in the TOP-100.
The case study embraces the results we achieved in ten months, March-December, 2023.
Although SEO betters website visibility in search results, brand reputation significantly impacts whether users will click on the results offered by Google.
Our cooperation with MAUDAU proves that the synergy of high-quality SEO and a company’s desire to constantly improve its product (assortment, service, USP, etc.) will ensure a steady increase in organic traffic in the long run.
The average daily organic traffic to the Client’s site doubled over the first four months of work, tripled in seven months, and quadrupled in ten months respectively.
MAUDAU is one of the leaders in the alcoholic beverage category with a wide range of products, relevant promotional offers, a free delivery in Kyiv among other benefits. Still, most users did not see the company’s website in search results.
The brand has already won its customers' favor with its product quality. However, to bring new users to its site, the company lacked effective search engine optimization.
The main work on the project was implemented using the classic approach to search engine optimization:
The next step was gradually introducing atypical SEO solutions on the Client’s site to make it more user-friendly.
We started with an SEO audit: we identified key technical issues that critically affected the website's rankings, and developed recommendations for their correction. The audit of tech specifications and development were done simultaneously, while we split the implementation process into stages. This helped us to achieve the desired outcomes much faster.
#1: Google “did not recognize” all the content of the pages
Development of tech specifications: a week
Developers' part: one month
Among the key problems was in displaying content for Google Bot that could not see menu sections, category pages, and filters, and therefore could not assess their relevance and rank them.
The solution was to replace the existing JavaScript page loading technology on the user side with server-side content rendering 一 SSR (Server Side Rendering) technology.
Although user-side rendering is a newer type of technology, it was not effective for the Client’s web resource. Replacing the technology ensured that the rendered pages stored on the server were displayed to Google Bot, which meant that they were displayed immediately upon the Bot's request (in HTML format without JavaScript).
The solution gave Google access to an important part of the content of the Client’s pages. The site began to rank for a large number of key queries simultaneously.
Following the implementation of SSR, the site was displayed within the TOP 100, and TOP 10, and continues growing.
#2. More tech solutions
SEO audit: a month
Implementation of recommendations: four months
Based on the audit results, we developed recommendations to fix several tech flaws that significantly restricted the growth of the Client’s site positions.
What's been fixed
We monitored the correct implementation of the recommendations by the developers.
Today, our ongoing SEO work includes optimization of category pages (structure, semantic core, metadata, texts), and external website promotion.
#1: Collecting semantic core
MAUDAU clearly understands what queries would attract users to their website. We started optimizing content by collecting semantic core. We worked on the priority categories of Alcohol production by splitting search queries into clusters:
"Jägermeister", "buy Jägermeister", and "Jägermeister price" 一 search queries that were assigned to the same cluster.
Based on the collected semantic core, we conducted internal page optimization by updating metadata and writing texts for category pages.
#2. Updated the statuses of filtering pages
There is a vast array of products on MAUDAU. However, the variety of pages within the site structure is not always a plus. If a site has pages that are not in demand and do not meet user intent, Google may qualify it as a low-quality web resource.
To improve the quality of the Client’s website, we excluded the pages that were SEO-useless from indexing.
Starting from the second month of our cooperation with the Client, we began to build up the external link profile. Since the Client did not use this method of website promotion before, we did it gradually.
We were in charge of preparing the sites, writing articles, and posting them. The Client was responsible for preparing priority pages for promotion.
The major priority for the Client during this period was to promote the categories of Alcoholic beverages: pages of alcoholic beverage brands and pages for general search queries, like whiskey, rum, wine, sparkling wine, etc.
Why has it all worked well? Comprehensive SEO plus business efforts: the Client’s vision, concept, and positioning? - that’s how we explain MAUDAU's success.
Aleksandr Utkin
Team Lead SEO at Promodo
Over April-December 2023, the visibility of the site's positions for priority search queries increased by x15 times, and the positions in the TOP-3, TOP-5, and TOP-10 increased by x4 times.
The implemented recommendations helped the Client to achieve the desired outcome: the site began to appear at the top of search results.
Clear interaction between Promodo and MAUDAU SEO teams, shared vision, and transparency in cooperation proved as the keys to mutual success. Our experience with MAUDAU confirms that mutual understanding and a unified approach are the secrets of successful SEO.
Oleksiy Kovalenko
Senior SEO Specialist at Promodo.
We are going to implement the successful experience realized for the alcoholic beverages category for other sections.
We are grateful to Promodo for their professionalism and dedication. Together, we managed to achieve an impressive result shortly. The implementation of SSR technology served as a solid background beneath further SEO implementation, while careful content optimization yielded fruit through higher positions and more traffic to our website. Looking forward to fruitful cooperation with Promodo and further improvement of our results.
Sergey Tsygankov
Head of SEO MAUDAU
Case studies
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