Case Study of Webdelo’s Development and Promotion of Biomilk.ru

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:

1. By name
2. 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:

1. Manufacturer and brand
2. Price
3. Product characteristics (specific to each category)

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.

• Advertising campaigns were set up, and irrelevant queries were filtered.
• The budget was optimized, and bids were adjusted.

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.