FAVORITTI (R)

Site audit:

At the first stage of work with the project, the site was checked for compliance with the requirements of search engines for the technical component of the resource. Based on the data obtained, a set of recommendations for the technical optimization of the site was developed, drawn up in the form of a commented list, where the identified problems and the justification for the need to eliminate the identified shortcomings are described in understandable language.

For the convenience of using the data received by the client, the terms of reference for programmers were drawn up in the form of a checklist, which was transferred to work.

We always check the correctness of the recommended changes to ensure that the desired effect is achieved. This project is no exception. After the programmers announced that all the changes were implemented, our specialists checked the correctness of the implemented changes and compiled a list of changes that were not fully implemented, and sent them for revision.

In parallel with the optimization of the technical part of the site, a set of works on search engine optimization of the resource was implemented:

• the list of promoted requests has been updated and a list of matching request-page has been compiled;
• the content of meta data on all pages of the site was checked and a list of recommendations for their optimization was compiled;
• recommendations were developed for optimizing the text content of pages based on the list of promoted search queries, as well as terms of reference for creating new texts by copywriters;
• recommendations for the implementation of microdata on the site were developed;

* This list is not exhaustive and is provided as an example

After the implementation of the recommended changes, a final full check of the site was carried out in order to make sure that the resource was fully ready for promotion.

The better the site is optimized, the less effort and resources are required to promote it.

Website promotion:

At the initial stage of site promotion, it was the preliminary search engine optimization that made it possible to achieve a quick result. The position of the site in the free google search improved significantly during the first week, significantly surpassing the rate of improvement typical of online stores with a high level of competition. The correct staging of work when promoting any site is an important criterion that is followed by all specialists without exception.

Direct work on promotion began with the study of the main sites of competitors for promoted queries. Obviously, if a site ranks TOP3 for the main competitive search queries in a thematic search niche, then its content suits both users and search engines. After that, a work plan was developed for the next month, which took into account:

• The amount of time that managers allocate to the project within the agreed budget;
• Priority of the implementation of tasks to promote the online store;
• The need to achieve the maximum possible result in the shortest possible time;

From the first month of work, the positive dynamics of the site's visibility in free search results has become permanent. It is worth noting that the seasonality of demand and the presence of a loyal audience also contributed to the achievement of good positions in the search. That is, if the site sagged in terms of requests, users found it on the second page of the search results. This made it possible to quickly return requests to the previous TOP positions. Since the natural behavior of users, their loyalty to the resource is one of the main criteria that search engines take into account when determining positions for key queries.

Further work on the project was based on monthly adjustments to the initial work plan, taking into account the specifics and seasonality of demand. The efforts of our team have allowed the site to confidently occupy high positions in the search for several years in a row and delight its customers with quality products.

Advertising on social networks:

To increase the coverage of the target audience and increase sales, the client decided to launch advertising on social networks. The work was carried out in two directions:

• Systematic filling of Facebook and Instagram groups with interesting thematic content
• Setting up and maintaining paid advertising in these social networks

An integrated approach allowed us to get new customers almost immediately after the launch and create a loyal audience of subscribers who shared the joy of shopping with other network users.

Also, a section was created in paid advertising, which was focused exclusively on store owners, distributors and dropshippers, where good discounts and cooperation conditions were presented for potential wholesale customers.

Social media advertising has quickly become an integral part of the Favoritti brand's advertising strategy and has significantly expanded the company's customer base.