Project description:
The website lowara.su is the mono-brand online catalog of the water pump equipment brand Lowara by Xylem. The website’s owner, an official Lowara dealer in Russia, needed to improve the website's positions by the keywords, concerned the pump models and types. The problem was that website could not compete with the big equipment stores and was displayed on the 30 – 50 SERP’s positions and lower.
The website has not more than 100 pages: the catalog categories, the pump models, some news, and some service pages. It was far too little to compete with the large equipment stores with the thousand’s SKUs in their catalogs. It was the main reason for the poor indexing.
As the website needed much more content, I decided to extend the product range with all the pumps modifications that had different model names with the serial number. There were about 2000 SKU that was enough for our aims. The director provided me with the information in the Excel table.
The catalog structure became one level deeper: pump construction type (category) / pump model (subcategory) / pump model (product).
All the product pages were automatically filled with the following data:
• The h1 header contained “pump model + code” phrase, the meta title “Pump type + pump model + code | Lowara”, the meta description based on the template with the keywords “pump type, pump model, code”, the text description created using a template with the equipment parameters, the images with the relevant title and alt tags.
• The list with some similar equipment SKU’s with their main parameters and the links on their model names (paging by 20 items)
• The module “Relevant equipment” with 3 thumbnails of the different pump models
The uploading of the catalog was conducted in collaboration with the developer using the Export/Import plugin. We also created the user's filter for searching the equipment by its parameters on the homepage.
After 3 months after implementing these changes, the website got into SERP 1-3 top by the keywords related to ALL the model and series of the Lowara pumps (while checking to make sure that you are on the Russian search results, the abroad ones may differ).
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