VIKNALAND

VIKNALAND is one of Ukraine’s largest producers of PVC profiles for window and door structures with more than over 400 employees. The factory began work in 2014 in the Dymer town of the Kyiv region.

When the website was created it would have been just a corporate website. But after COVID-19 the decision was made that the company wanted to increase its online presence. In this project, I was responsible for SEO promotion.

Website: viknaland.ua
Region for promotion: Ukraine
Promotion period: 12.20 – 02.22

The main SEO task was to increase the visibility of the site in Google search and reach the top for commercial keywords. But the problem was that the company trades only in the B2B market and all commercial queries were related to window retailers, but not to the PVC profile manufacturer.

Solutions

We conducted a competitor analysis by visual research and using Afrefs, Majestic, Similar Web. As it turned out, expanding the structure of the site was necessary. All TOP competitors have product pages, and it would be difficult or even impossible to reach positions in commercial queries without shop functionality in our site. Therefore we have created spesial pages for typical window designs as product pages. Examples of pages:

To rank commercial queries, we have created landing pages for each city where we have retailers (total 150 pages). Examples of pages:

Along with the expansion of the site structure, work was carried out on link building and writing articles for the blog.

What I did in this project

  • Conducting competitive SEO analysis, researching site structure, appearance and usability, amount of pages in google index, website age, organic traffic, organic keywords, the total number of referring domains and backlinks by Ahrefs, trust flow and citation flow by Majestic, the main traffic channels and % of SEO by Similar Web, site speed, CMS, the best pages that bring in the most organic traffic.
  • Creating SEO promotion strategy for one year
  • Developing SEO friendly web-site structure
  • Conducting technical audit, using such tools as Screaming frog, Google Search Console, Ahrefs.
  • Creating technical tasks for developers for fixing the issues
  • Prototyping new type of landing pages in Figma, in oder to show developers which elements should be on the page.
  • Setting up Google Search Console and Google Tag Manager
  • Adding content to new landing pages and optimising them (title, descriptions, H1-H4, alt, lists markup, internal linking, Schema markup)
  • Conducting Keyword Research for Blog articles
  • Link Building – studying the link profile of competitors, selecting sites for building backlinks, preparing content for posting, publishing guest posts, setting tasks for crowd marketing specialists
  • Position tracking and reporting

SEO performance

The graph illustrates trends in organic traffic, it presents two periods: before (orange line) and after (blue line) SEO promotion.

Before SEO promotion

December 4, 2020 figures (Ahrefs data)

Now

July 10,  2022 figures (Ahrefs data)

The sharp drop in organic traffic in February is associated with war in Ukraine. Because of this, all work on the site has been suspended. In early March, the territory of the company was captured by Russian troops, and the plant was partially destroyed.

How I see the next steps in SEO promotion for VIKNALAND

I think that the main tasks in the future are:

  • increasing the number of external links;
  • collaborating with niche building bloggers, prepare video reviews;
  • writing new articles for the blog;
  • re-optimizing pages with low CTR using Google Analytics and GSC data;
  • setting up event tracking in Google Analytics;
  • developing interactive content to keep visitors, such as: an interactive guide how to choose a window with the right features, window price calculator, interactive color and accessories guide.