Polaris SEO Case Study

Client

Polaris

Polaris is a Swiss brand of household appliances, dishes, beauty and health products. Polaris products are sold in Europe, Asia, the Middle East, Russia and the CIS. The popularity of the brand is confirmed by numerous awards: “Product of the Year”, “People’s Brand – Brand No. 1 in Russia”, “Consumer Rights and Quality of Service”.

The main priority of the company is the creation of high-tech products and the implementation of innovations into every house. Polaris annually patents innovative solutions, due to which the brand technical devices become more and more perfect. All products undergo robotic laboratory tests for strength and durability.

To support Russian consumers, a large-scale network of specialized Polaris service centers has been deployed all over the country.

polar.ru

Start of work:

06.2019

Country or region:

Russia

SEO
Electronics
Household appliances

Project Goals

Growth of targeted organic traffic from Yandex and Google search engines:

Growth of commercial traffic to category pages and product cards
Informational traffic growth
Non-branded traffic growth

Difficulties
and Solutions

Contention With the Official Online Store

In Russia the Polaris brand has two main websites:

brand site polar.ru
online store on a subdomain

On the main site you can see the assortment, but you can’t buy the goods: all purchases are redirected to the subdomain of the online store. The online store outperforms the brand website for commercial keywords – those which indicate the user’s willingness to make a purchase, for example, they contain the words “buy”, “price”.

To avoid the contention, we have divided the traffic. Selling requests we left to the online store, and the brand website we decided to promote by general ones such as “polaris crockpot”, “robot vacuum cleaner” – users search for information about the product through them.

Lack of the Informational Section and, as a Result, Lack of the Informational Traffic

The official website of Polaris is monobrand. Due to the small assortment, it is difficult for such sites to compete in Yandex with aggregators and multi-brand online stores. Google is more loyal to monobrands, but the probability of getting into the TOP-10 is low. That’s why monobrand sites need a high-quality blog, to which users will come for informational keywords (“how to choose a crockpot”, “use of a humidifier”, etc.).

Before start of the work, all informational traffic accounted for only the “Recipes” section. There was no full-fledged blog where articles could be posted to increase traffic. Therefore, we developed recommendations, how to create and implement a blog, and began to fill it with useful materials every month.

Results Achieved

For the first 2 years, organic traffic has increased by 40%. In March 2021 87% more users came to the site from organic search than in March 2019. We managed to increase significantly the share of non-branded traffic: 25% more non-branded traffic over 2 years.

Such results we managed to achieve due to the professionalism and responsiveness of the client’s marketing team. In 2020 our Polaris colleagues completed the training we developed, which helped to improve communication, and the project began to progress faster.

+40%

more visits from organic search over 2 years

+25%

more non-branded traffic

Client Testimonal

Continent LLC has been working with iSEO LLC since 2021. The amount of work done proves that iSEO specialists have deep expertise and extensive experience in promoting home appliances websites.

We would like to note the well-coordinated work of the team, attention to detail, which allowed the website to grow in search results.

Continent LLC is willing to recommend iSEO LLC as a contractor fulfilling its obligations.

Sergei Sholokh

CEO
LLC “Continent”