Case Study of Webdelo’s Work with Mates China - A Marketing Agency
Mates China
The client's goal
The client wanted to:
- Increase website visibility in organic search.
- Attract more leads.
- Increase brand awareness.
The main focus was on promoting commercial queries as well as attracting an audience at the early stages of the sales funnel through a blog.
Initial conditions: The project consisted of an archive of HTML pages without a full-fledged website and convenient content management.
Solution
We took the project on a turnkey basis:: transferred the website to MODX, integrated the old layout, and prepared the platform for future growth. Additionally, we planned a redesign of the blog and case study sections to improve user experience and increase audience engagement.
Some of our results in Yandex Search:
- WeChat mini programs - 1
- Douyin sales - 1
- Taobao streaming - 1
- E-commerce in China - 4
- Trademark China - 4
- Promotion in Douyin - 1
- Popular Chinese marketplaces - 4
Design
We developed mobile and desktop versions of the blog pages, updated the header and footer. All new elements were integrated into the website, significantly improving its appearance and enhancing user convenience. The homepage and service pages remained with the old design, as their update was not agreed upon. We managed the project in 2024, and in 2025, we noticed that the client had changed the website's design to a more modern one without our involvement. Below are screenshots of our design and the refined sections that helped us bring the website to the top of search engines.
Web development
Our web development team took on the task of transferring the website to a new system and refining the old layout.
We chose MODX for its flexibility and ease of working with content. This allowed the client to independently edit and update the website without the need to involve technical specialists.
- Integrated the new header and footer
- Fixed layout errors for proper display on different devices and browsers
- Integrated pages with the new design – blog, contact, case studies.
In the screenshot, you can see the header and footer we integrated into all website pages – both old and new.
SEO
Promotion was made more challenging by the specifics of the business, as working with Chinese marketplaces and social networks was a new challenge for us. Our SEO specialists and copywriters thoroughly delved into the topic, conducted market analysis, consulted with the client, and held live calls to communicate information clearly and effectively.
We conducted a detailed analysis of the website, identified errors, and created a clear plan for fixing them. A website without technical errors is the foundation for promotion in search engines.
For keyword research, we used Yandex and Google tools, focusing on queries from Russian-speaking users in Russia.
Based on the collected keywords, we optimized both old and new pages.
We analyzed competitors, their strategies, content, and keywords to identify growth opportunities. We researched not only Russian-language websites but also English-language ones to understand which topics attract user attention.
For each article, we gathered input data and created a technical assignment based on search engine results. Some articles were written by us, and others by the client's team. All texts went through the following stages:
- Creation of a technical assignment
- Writing expert articles with emphasis on EEAT (Expertise, Authoritativeness, Trustworthiness)
- Text approval with the client
- Article optimization
- Publication and placement verification
The result of this collaboration was high-quality expert content, full coverage of the topic, and internal linking to commercial services.
Examples of work from the comprehensive website optimization:
- Optimization of titles and meta tags
- Optimization of subtitles and structure
- Improvement of design
- Speed optimization
Over the course of a year, we observed a natural and steady increase in traffic. In the screenshot, you can see a new achievement in Google Organic results.
Registration of the organization in Yandex Maps and filling out the business profile with data and photos.
The Yandex Maps profile brought additional traffic. It also increased the website's authority with search engines, showing that the website is backed by a real business.
Achievements
Work on the project led to significant improvements.
The website secured top positions in search engine results for key queries.
- January: 300 visitors
- August: 3600 visitors
The graph below clearly shows the growth, reaching its peak in August 2024.
Increase in the number of leads from the website thanks to improved usability and content quality.
The comprehensive approach to development and promotion significantly improved Mates China’s website positions in search engines and enhanced its business effectiveness.
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