Four Paws SEO Case Study

Client

Four Paws

Four Paws is the largest Russian chain of pet stores. The company entered the market in 1992, when it opened the first store in the Moscow region. Over almost 30 years, the business has grown impressively: today, the Four Paws retail chain operates in 22 regions and has more than 350 points of sale.

The stores offer products of well-known world brands, and the range includes not only food and treats, but also veterinary drugs, clothes and shoes for pets, goods for maintenance and care. Here you can buy everything you need for almost any pets, even the most exotic ones: cats and dogs of all breeds, rodents, birds, reptiles, and aquarium fish.

The company not only sales pet supplies, it also cooperates with charity funds and shelters, nurseries and animal protection volunteers, cat, and dog clubs.

4lapy.ru

Start of work:

09.2017

Country or region:

Russia

SEO
UX audit
Pet supplies

Project Goals

Growth in organic traffic, as well as:

Growth of positions of the target keywords in the TOP-10
Growth of the number of sales

Difficulties
and Solutions

Adaptation of the Mobile Version of the Website

By 2017 the trend of increasing mobile traffic had already appeared. The current dynamics suggested that soon its share would surpass the desktop one, so we analyzed the version of the website adapted to mobile devices and developed recommendations on how to improve it:

corrected internal links in the footer;
improved the functionality of the main menu and filters on category pages;
optimized snippets in mobile search results.

Extension of the Site Structure

The main growing-point of an e-commerce resource is expansion of the catalog and creation of new pages. So, for the development of the project, we did some keyword research on a regular basis and created new pages for the current categories. We also suggested building up new sections that were different in search intent from what had already been on the site.

Moving to a New Website Version

One of the tasks assigned by the client was to totally renovate the website. Alongside with the implementation of SEO recommendations, a new version of the website was being developed. We also joined this process and suggested ways how to keep the website traffic after the move. We conducted a technical audit on the MVP of the project several times and developed recommendations on how to correct critical errors.

Usability Audit

After updating the website, we carried out usability audit. The website was checked for 40+ issues, and then recommendations on finalizing the category pages, the main menu, and the brands section were prepared. In addition, we came up with the solution how to increase the loading speed of the website.

Results Achieved

When working on the project, we focused on the main KPI: attracting new traffic. And even though our ideas were only partially implemented, the results turned out to be impressive: over 9 months, the number of visits from organics multiplied by 4.

We highly appreciate the client’s cooperation and professionalism, the interesting tasks and the opportunity to solve them creatively. We look forward to continuing our work in future.