Artificially increased the range

[nusaiba127]

The task. The manufacturer could not quickly restructure the production chain and expand the range. But a wide range of products is one of the main commercial ranking factors in Yandex.

The team needed to find a solution that would help expand the range of products on the site without violating search engine recommendations for webmasters.

What we did. In online clothing stores, a single product card contains many colors and sizes. For search engines, this is one URL and one product.

What if we split this product into several cards by color and size? Let's say we have 5 siding colors and 4 sizes of each color. We turned these parameters into 20 cards and put them in a common catalog:

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This allowed to expand the range according to Yandex criteria. But a similar strategy is also used by multi-brand online stores, so in terms of the number of products, the single-brand site still lost.

Next, we made a list of shades by which potential buyers uruguay consumer email list can search for siding: light gray, lilac, sea-green, lemon. Then we divided the colors so that yellow siding can be in both the "lemon" and "bright yellow" groups.

The developers have created a functionality that allows generating pages with an arbitrary set of products in the admin panel. For each page, you can assign h1, title, description values ​​and add SEO text:

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This functionality primarily helps to create pages for siding colors. But it can be used for pages for any queries: from "gray hairpin" to "green house".

Results. Clarifying queries (for example, "buy cream siding") give a higher conversion than traffic from high-frequency queries. When the manufacturer received a large number of landing pages for colors and shades, it attracted high-conversion traffic to the site:

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Results
Over 6 years of cooperation, the manufacturer's website traffic has grown by an average of 200%: