Case Study: Griffon.by

office 1, room 2 Vankovicha St. 53,Minsk, 220114

VISIT WEBSITE

Case Study: Griffon.by

Project Goals: Griffon.by is an established e-commerce platform specializing in lockers and secure storage units. The business sought to improve its organic search visibility and drive targeted traffic to its website both nationally and internationally.

Project Objectives

1. Increase organic website traffic.
2. Improve keyword rankings for high-intent keywords in the niche.
3. Expand international visibility to attract a global audience.
4. Enhance user engagement and conversion rates.

Challenges

1. Niche Market: The secure storage and lockers market is highly specialized, requiring a strategic focus on niche-specific keywords.
2. Competition: Dominated by established players with higher domain authority.
3. Technical SEO Issues: The website had room for improvement in terms of speed, mobile responsiveness, and meta-tag optimization.
4. Language Barrier: Catering to both local (Belarusian/Russian) and international (English) audiences required careful multilingual SEO implementation.

SEO Strategy Implemented

1. Keyword Research & Content Strategy

• Conducted comprehensive keyword research to identify high-volume, low-competition keywords.
• Focused on transactional and informational keywords like:
  • “secure storage units”
  • “buy lockers online”
  • “industrial storage lockers international shipping”
  • “storage cabinets Belarus”
• Developed a content calendar for blog posts, product descriptions, and guides targeting both local and international audiences.
  Example topics included:
  • “Top Features to Look for in Secure Storage Units”
  • “Benefits of Metal Lockers for Industrial Use”

2. Technical SEO Audit & Fixes

• Conducted a detailed audit using tools like Google Search Console and SEMrush.
• Resolved key issues such as:
  • Fixing broken links.
  • Optimizing images for faster loading speeds.
  • Implementing structured data to enhance product visibility in search engine results pages (SERPs).
  • Ensuring mobile-first design compliance.

3. On-Page SEO Optimization

• Optimized meta titles, descriptions, and headers to include target keywords.
• Improved internal linking to create a logical navigation flow.
• Enhanced product pages with detailed descriptions, bullet points, and high-quality images.
• Added localized content targeting national searches with city-specific landing pages.

4. Multilingual SEO

• Created separate language versions (Belarusian/Russian and English) for the site.
• Implemented hreflang tags to ensure search engines displayed the correct language version for different regions.

5. Backlink Building

• Built a robust backlink profile through:
  • Outreach to industry blogs and publications for guest posting.
  • Listing the website on relevant business directories and forums.
  • Collaborating with local influencers and organizations for partnerships.

6. User Experience (UX) Enhancements

• Redesigned the homepage and product category pages to improve navigation.
• Simplified the checkout process to reduce cart abandonment.
• Added live chat support to improve engagement and address customer queries in real time.

Results Achieved

1. Traffic Growth

• National Traffic: Increased by 65% over six months.
• International Traffic: Increased by 40%, particularly from countries in Europe, North America, and Asia.

2. Keyword Rankings

• Ranked in the top 3 positions for targeted keywords such as:
  • “lockers Belarus”
  • “buy industrial storage lockers online”
  • “secure cabinets for offices international shipping”

3. Domain Authority Improvement

• Domain authority (DA) increased from 25 to 38 in six months.

4. Conversion Rate Enhancement

• Conversion rate improved by 30%, driven by better site structure, faster loading speeds, and targeted content.

Key Takeaways

The success of Griffon.by’s SEO strategy underscores the importance of a well-rounded approach that combines technical SEO, content marketing, and user experience enhancements. The project not only increased organic traffic but also improved the website’s ability to convert visitors into paying customers.

Griffon.by is now positioned as a competitive player in the global market for lockers and secure storage units, with a strong foundation for future growth.

Looking to achieve similar results for your business? Contact us to discuss how our customized SEO strategies can help your e-commerce store thrive!