FESCO SEO Case Study

Client

FESCO

FESCO is one of the largest private transport and logistics companies in Russia with assets in the port, railway and integrated logistics business. FESCO diversified portfolio of assets allows for door-to-door delivery of goods and control of all stages of the intermodal transport chain. Most of the group operations are executed in the Russian Far East, which allows FESCO to gain additional benefits from the dynamically growing volumes of trade operations between Russia and Asian countries.

FESCO is the leader of container transportation through the Far East of the Russian Federation along foreign trade sea lines to Asian countries and from them, along coastal sea lines and by railway. The company is the largest port container operator in the Far East region.

The FESCO Group owns PJSC “Vladivostok Commercial Sea Port” with an annual throughput capability of 5 million tons of general cargo and oil products, 150 thousand moto vehicles and wheeled vehicles, 670 thousand TEU container cargos.
FESCO is one of the top 10 largest Russian private railway operators and performs the cargo transportation under the “Transgarant” brand (100% subsidiary company of FESCO). It has 9 thousand train vehicle units in service. The group manages over 100,000 TEU.

The FESCO fleet includes 21 transport vessels, which mainly perform the cargo transportation on their own sea lines.

fesco.ru

Start of work:

03.2016

Country or region:

Russia

SEO
Copywriting
Logistics and delivery

Project Goals

Growth of targeted keywords in the TOP-10
Growth of visits from organic search
Conversions growth

Difficulties
and Solutions

SSL Certificate Connection

SSL (Secure Sockets Layer) is a cryptographic protocol that provides secure data transmission in a computer network. It is widely used in web browsers, as well as when working with e-mail, instant messaging and IP telephony. In 2018 the SSL certificate became one of the ranking factors in Yandex, and all sites began graduating to it.

At the beginning of our cooperation with the client, he did not have an SSL certificate, that’s why first of all we took up the transfer of the site to this protocol. We have developed the following recommendations:

safe moving through Yandex Webmaster;
setting up per-page redirections;
updating the XML sitemap;
setting up innerlinking.

20% Duplicate Pages in Search Engine Indexes

During the technical audit some problems with the indexing of important commercial pages were found:

due to the duplicated pages – in this case, these are duplicates of the filter;
errors in the XML sitemap, as well as broken links to its English version;
full mirror of the site, duplicating the main domain.

We developed recommendations for error correction, 50% of which were immediately implemented by our client.

Lack of Relevant Landing Pages

The availability of relevnat pages for keyword clusters allows us to reach the target audience as much as possible and attract customers. When we started working with the site, its structure consisted only of basic services pages. According to the experience of working with logistics companies, this is only 10% of the entire possible site structure.

We have developed the keyword list which takes into account the geography of transportation. In addition to creating new pages, our team proposed to improve the structure of the site with a division:

by type of transportation;
services;
geography.

Lack of Relevant Content

The availability and relevance of texts is the important ranking factor in the logistics niche. Based on the keyword research, we prepared the content for each page.

Results Achieved

Thanks to the implementation of our recommendations, we managed to achieve good SEO results. For 2 years we have tripled the share of keywords in Yandex TOP-10, and have doubled in Google TOP-10.

We thank the logistics company FESCO for productive cooperation and wish success in business. Our team has gained the invaluable experience!