Bobaskowo

Bobaskowo is an online shop selling items for pregnant women, young mothers and their babies. Clothes for mothers and little children play a special role in the client’s product range. Our agency has been working with the client on SEO for their site since April 2021. From August 2021, we have also been in charge of running Google Ads campaigns, which will be reflected in the following statistics.

Scope of cooperation

From the beginning of the cooperation, our service was provided comprehensively, focusing on both on-site and off-site activities. We began our work by preparing an audit that identified significant errors that may have contributed to stagnation in organic results. Internally, the site had a number of indexing, parameterisation and duplication issues – quite a few categories existed under two addresses, and those that were considered duplicates by Google were in internal linking. A blog running on an external domain, despite constantly publishing news on it, did not contribute to generating traffic to the website.

In addition to acquiring valuable links, we began by improving the structure of the site, excluding duplicates, and took care to correctly implement canonical tags and appropriately block low-value addresses. At the same time, we tackled the blog – we created a new theme and optimised all existing blog posts. The work was easy insofar as the client employed an in-house copywriter who took an active part in making changes according to our recommendations.

Once the domains were ready for further SEO work, we tackled the creation of a new category tree, which included proposals for expanding the site. Since then, we have continuously developed the current structure, enriching the site with new subpages – product categories and manufacturers’ pages.

In terms of linking, at the initial stage of the cooperation we focused on acquiring links mainly from our internal infrastructure. The first were very neutral – we decided to gently link the key categories that are most important to the client. In November 2021, we increased the budget, which allowed us to change our linking strategy to a more aggressive one, expanded to include sponsored publications on children’s portals.

Effects of cooperation

At the start of the cooperation, the visibility of the bobaskowo.sklep.pl website was much lower – most phrases were in the TOP 50 range and were as follows:

• IN THE TOP 50: 1,623,
• IN THE TOP 10: 65,
• IN THE TOP 3: 6.

As the chart below shows, the effects of our work were not immediately visible – the first increases in positions occurred in mid-May, so a month and a half after we started working together. This was a period in which most of the key changes had already been implemented and we got to grips with sorting out the Google index, which was a priority for us.

As the chart above shows, at the beginning of the cooperation, drops in the TOP 50 positions were noticeable – movements in this area are natural and usually caused by tidying up the structure and blocking the indexing of low-value subpages, which often generate ‘artificial’ visibility, not necessarily related in terms of content to the business profile.

A month later, i.e. at the end of June 2021, we started to see the first increases in the TOP 10 positions:

Since then, the site’s visibility in all three scopes has steadily increased.

At the moment, the number of keywords in the mentioned ranges is as follows:

• IN THE TOP 50: 4,265 (↑162.8%),
• IN THE TOP 10: 711 (↑993.8%),
• IN THE TOP 3: 142 (↑2,266.7%).

As mentioned earlier, the client was mainly interested in promoting clothes for mothers and babies – thanks to our work, we managed to achieve stable positions on very competitive keywords.

As the graph below shows, we have managed to increase the average website rank by more than 14 places during the cooperation:

We have now overtaken one of the major results aggregators for nursing bra-related queries, thus occupying the first and highly expanded position in the organic results:

Appropriate optimisation and results achieved in terms of visibility also translated into organic traffic generation on the client’s website:

As can be seen in the following screen shot, there was a sharp drop in traffic in August, driven by the launch of the Google Ads branding campaign, which triggered a reduction in activity from the homepage of more than 55% (comparing data from 7 August to the previous period):

The sharp increase in website traffic in January is due to the occupation of key positions for the aforementioned phrases – the related categories recorded a significant increase in users, which also had a positive impact on the client’s revenue:

The figures above are a breakdown of the results for January 2022 compared to the previous month. To make them more reliable, below is a year-on-year comparison for the categories indicated:

As can be seen, the percentage of sessions leading to a conversion (e-commerce ratio) has decreased, while it is natural that not every visitor to the site will decide to purchase a product. In January 2022, the e-commerce conversion rate from organic results was 1.36%, which can be considered correct (most online shops achieve conversion rates of between 2 and 3%).

As the screenshot below shows, organic results contribute strongly to the generation of assisted conversions – this means that a user uses several different attribution channels before deciding to purchase a product:

In line with the above – organic results are often a user’s first contact with a website.

Comment by the Account Manager – Roksana Gliszczyńska

Thanks to our joint commitment, we have managed to achieve satisfactory results from the very beginning. There is still a lot of work to be done, but the domain has now been adjusted for SEO, and all activities at this stage are developmental rather than corrective.

What has already been achieved is encouraging – I hope the next few months will be just as fruitful.