Case Study of Webdelo’s Development and Promotion of Biomilk.ru
Biomilk
The client's goal
Biomilk is a food distributor in Moscow and nearby regions. Their catalog includes over 1,700 product items with weekly assortment updates.
The client wanted to increase their website's visibility in organic search and attract new customers. The client also wanted to display only current products on their website, so visitors could choose from the updated assortment. Additionally, the issue of different versions of the website on various domains needed to be resolved: a landing page, the old website with errors on a custom system, and the new, yet unfinished site on Tilda. None of these versions were being indexed correctly.
Solution
We suggested using a domain with an already established authority and search rankings. However, its website structure was overloaded with URL parameters and duplicate pages, which hindered promotion. It was decided to abandon Tilda and create a website on a new CMS with a custom design. After the launch, the search rankings steadily improved and were maintained.
Top Search Positions
- milk wholesale - 1
- butter wholesale - 1
- milk wholesale from the manufacturer - 1
- milk wholesale - 1
- milk wholesale price - 1
- buy milk wholesale in Moscow - 1
- buy milk wholesale Moscow - 1
- buy butter wholesale - 1
- milk wholesale from the manufacturer prices - 1
- Northern milk wholesale - 1
- Cherepovets dairy wholesale - 1
- Cherepovets dairy supplier - 1
- Elnatur wholesale - 1
- Dobry Kachalot supplier - 1
Design
We developed prototypes for the main pages and agreed on the content. We created 8 layouts for both mobile and desktop versions, which improved the content presentation across different devices. The developed layouts ensured a user-friendly experience on all devices, increasing engagement and improving the website's perception.
In the second phase, we refined the modal cart, added a new section – collections, and introduced a sidebar filter.
Web development
Implementation of a new CMS, code optimization, and speed improvement.
We chose the Modx CMS for ease of content management and migrated the old layout to it. After designing new sections – blocks and cases – we prepared the layout and integrated them into the website.
This CMS is user-friendly, and the client's staff can easily manage it.
We installed a plugin for bulk product import and configured templates, which sped up the process of updating the product range. Product updates are handled via export from 1C.
100% bulk work with products. We conserved time by not setting up individual products through the admin panel.
- Configured database caching
- Used WebP image format
- Optimized script loading
We implemented a custom order checkout system. When adding a product to the cart, the product type is considered – regular, weighted, or bulk. For bulk items, multiple units are added to the cart at once. If the product is weight-based, the price is recalculated per kg. Products can be added to the cart both from the catalog page and the product page. This solution speeds up the purchasing process and reduces errors during ordering, improving convenience for customers.
How the product search works:
- By name
- By keywords
Keywords are assigned to each product. For example, for the product "Milkshake Ultra-Pasteurized Banana", the keywords are:
- milkshake
- banana shake
Thanks to this, users can find more products, which is especially important when using synonyms, word rearrangements, and plural forms.
To simplify product selection, we added a sidebar filter to the website, which works based on several criteria:
- Manufacturer and brand
- Price
- Product characteristics (specific to each category)
SEO
We started with a technical audit and fixing critical issues. Then we conducted a competitor analysis and content optimization.
We conducted the audit, identified and fixed duplicates and indexing issues. The main problem was the absence of a single website ready for further development and promotion. We used only the trusted domain as the base.
In the screenshot, the main issue with the old website is the page URLs with URL parameters, duplicate h1 tags, and unoptimized metadata.
We gathered over 2,000 keywords and grouped them into clusters, which allowed us to create an effective URL structure. For the analysis, we used tools from Yandex and Google, as well as competitor analysis.
Based on the keyword data, the website structure was developed, and both new and old pages were optimized.
We analyzed competitors and identified their key strategies. We determined the necessary sections for the website, including product and manufacturer pages. The new structure was agreed upon with the client, and based on it, the semantic data was developed. The competitor analysis allowed us to create a structure that improves site navigation and enhances its effectiveness.
The screenshot shows the competitor visibility analysis based on the semantic core.
The prototypes were developed taking into account competitors, semantics, and the product assortment. The prototypes were then handed over to the designer and developer for the creation of the new website.
The old website was hosted on the biomilk domain, so we performed a merge with the new URL structure. We prepared a list of pages that were already indexed by Yandex and Google robots, including duplicate pages. Based on these lists, 301 redirects were set up. Additionally, the old website was prepared for the migration using the robots.txt file.
The screenshot shows part of the table with new and old addresses – a total of 530 addresses. Thanks to thorough preparation, the migration was completed without traffic and ranking drops, and soon it started to grow.
Texts were prepared for catalog categories by product type, manufacturers, and brands. The texts were written with SEO requirements in mind, and for each description, we highlighted something unique. For example, for each brand and manufacturer, we found a list of awards and achievements.
The result – catalog pages are well-optimized and indexed in search engines.
The screenshot shows a fragment of the content plan.
We set up a table for processing data exports from 1C. The system automatically adds descriptions, metadata, photos, brand IDs, and categories for new items, as well as identifies new products and creates a list of redirects for outdated items. This allows for quick uploading and updating of products on the website.
We also leverage the main advantage of Google Sheets – teamwork. We assigned the task of adding photos and additional information to different specialists.
In the video below – the process of processing content from 1C.
Marketing
Working with advertising campaigns and conversion optimization.
- Advertising campaigns were set up, and irrelevant queries were filtered.
- The budget was optimized, and bids were adjusted.
Achievements
After launching the new website and promoting it, key metrics significantly improved.
Yandex:
- Over 55 keywords in the top 3
- Over 125 keywords in the top 10
Google:
- Over 30 keywords in the top 3
- Over 80 keywords in the top 10
A 100% increase in organic traffic within the first 7 months.
- Increase in conversion from organic traffic
- Structured inquiries with detailed order information
A comprehensive approach to redesign, development, SEO, and marketing has taken Biomilk.ru to a new level. Organic traffic and conversions continue to grow, and the user-friendly content management system has simplified the product range updates.
The client is satisfied with the results, and the website continues to develop and grow traffic.
Other projects
VPUT is an aggregator for apartment rentals in Bulgaria. Over a dozen people worked on this project, with an overall investment of 300,000 euros. This rental property database currently features 2,200 units.
WineShip Liquor Store – advanced catalog functionality with over 2,000 bottles of wine.
We developed a family clothing online store, optimizing the catalog, design, and user experience, boosting sales with SEO and usability improvements.
A modern site for selling elite, handmade carpets. Our main goal was to create a user-friendly, trustworthy website.
Successful launch of the RiseX cryptocurrency exchange from scratch – in just 7 months. The project involved 5+ people.
Bolgarskiy Dom is an aggregator for apartment sales in Bulgaria. Over 10 of our people worked on launching this project, creating a database of 5,000 apartments (as of 2024).
Neweurofences.com is an online store specializing in metal fences and gates. It operates in the USA, with delivery available to other countries.
Webdelo recently worked with a brand new dental office in a highly competitive market. We started with a limited budget, and this was one of our first projects in the USA. Read more to learn how we approached this project.
Solea Wellness is a beauty and health salon in Miami offering rejuvenation treatments. The client came to us with the request to increase the website's visibility in search results and attract new customers. The project started with zero rankings, which required a comprehensive approach to promotion and development.
🔹 As a salon in Miami increased applications by 3 times and organic traffic by 250%</br> 🔹 From 0 to 180+ requests in TOP-3: real business growth case
Case study of the development and promotion of an online optical store. Over 10 people worked on this project, creating a catalog with over 10,000 individual items.
Our case study of Svetlanadental.com explores Webdelo’s work in the promotion and website development of a dental office located in south Florida, USA. This establishment is owned by a doctor with extensive experience in her field, and numerous awards.
Advanced Dental Wellness Center is a dental office in Miami, Fort Lauderdale. ADW offers holistic dentistry with a unique approach to treatment.
Migrated MyMoneyArt to WordPress, optimized SEO & UX: +500% traffic, 6× more leads.
Biomilk is a food distributor in Moscow and the regions.</br> +100% organic traffic in 3 months, 200 keywords in the top 10 of Yandex and Google.
Promotion of VIP Dentistry in Manhattan, New York City</br> From 13 to 80 Queries in Google’s Top 10 in Six Months
Mates China is a digital marketing agency that helps businesses promote their products in China through local social networks and marketplaces, including: WeChat, Weibo, Baidu, Douyin, LRB, and others. We helped their team increase traffic by 12 times over a period of 7 months.
How We Built a Vacation Rental Service in Bulgaria and Reached 1,500 Seasonal Bookings – From Idea to Full-Scale Product with SEO and Marketing
Online service with automatic price calculation and +40% orders right after launch.
Discover how we turn ideas into IT products: evaluation, planning, development, and support. A detailed presentation of Webdelo's workflow.
A dental clinic located in Sunny Isles Beach tripled its number of patient inquiries through search engine traffic and digital marketing. We started promoting the website from scratch, right after the clinic launched.
Explore our SEO approach — from analysis and audits to content, links, and ads. See how we drive businesses to the top of search results.
A wine catalog with 2000+ bottles, smart filters, and selection by volume and vintage. Seamless UX and internal linking for better SEO.
Do you have a good project?
We will be happy to discuss it with you!
