Project Overview: Stove Shop is a comprehensive online store featuring a vast selection of heating stoves, sauna stoves, fireplaces, boilers, chimney systems, and accessories. With over 3,000 models listed and numerous showrooms nationwide, the company offers high-quality products and services, including the production and installation of metal chimneys, as well as stove and boiler installations.
Project Duration: 7 years of collaboration with Neolines, encompassing continuous SEO and PPC strategy refinement to capitalize on high-demand keywords and leverage a diverse portfolio of brands.
Project Components and Strategy
1. SEO Analysis
- Keyword and Competitor Research: An exhaustive analysis identified roughly 3,000 keywords spanning multiple product categories, including “heating stoves,” “sauna stoves,” “fireplace inserts,” and “chimney kits.” Competitor research guided keyword targeting, uncovering ranking opportunities and laying the groundwork for a strategic SEO approach.
- Semantic Core and Mapping: A robust semantic core enabled a precise mapping of keywords to website structure, supporting relevance and search engine visibility.
- Content Optimization for Brand-Specific Pages: To accommodate a wide range of brands, dedicated content was optimized around popular names like Feringer, META, Breneran, Vulcan, Teplodar, Harvia, and others. This approach highlighted product features, comparisons, and installation instructions, maximizing visibility for users searching by brand and product type.
2. Website Structure
To align with the identified semantic core and user experience goals, the following structure was implemented:
- Main Categories:
- Stoves
- Boilers
- Chimneys
- Company Info:
- Shopping Cart
- Contacts
- Reviews
- Delivery
- Price List
- Installation Services
- Types of Stoves:
- Russian Bath Stoves
- Sauna Stoves
- Fireplace Stoves
- Heating Stoves
- Fireboxes
- Accessories and Chimneys
- Chimney Sets:
- Indoor Systems
- Outdoor Systems
- Chimney Components
- Russian Bath Section:
- Ventilation in Russian Baths
- Choosing a Bath Stove
- Bath Design Aspects
- FAQ Section: covering essential questions like:
- “Which local cast-iron stoves do you offer?”
- “What promotions are available for chimney kits?”
- “What is the average lifespan of a bath chimney?”
- Brands Represented:
- Over 40 leading brands, including Feringer, META, Breneran, Vulcan, Harvia, Teplodar, Jotul, Invicta, and Kratki.
- The extensive brand portfolio also featured Nordica, Romotop, Tim Sistem, Eurokom, and more, underscoring the site’s role as a one-stop destination for quality stoves and accessories from reputable manufacturers.
3. PPC Campaigns
- Campaign Structure: Seven PPC campaigns structured with around 60 ad groups, strategically targeting specific product lines and seasonality trends.
- Marketplace Integrations: Listings on platforms like Yandex Market and Google Merchant further boosted visibility, providing product-specific details optimized for each marketplace.
- Ad Group Strategy: Ad groups were tailored to high-traffic products, like bath stoves and chimney kits, capitalizing on both seasonal and evergreen demand.
Results
Over seven years, Stove Shop experienced significant growth in both organic and paid channels. Here are the primary metrics reflecting the campaign’s impact:
SEO Metrics:
- Organic Traffic Growth: +30%
- Organic Sessions: +12%
- Overall Sessions: +15%
- Keyword Visibility: Increased by over 900 keywords
- Top 5 Keywords Performance: +28%
- Impressions Growth: +7%
- Click Growth: +6%
- New Users: +38%
- Returning Users: +20%
PPC Performance:
- Click Growth: +25%
- Conversion Growth: +90%
- Average CPC: -3%
- Cost-Per-Conversion: -25%
- CTR: +80%
- Conversion Rate: +60%
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