Why is a well-performing beauty and health industry website suddenly losing its position for most of its targeted keywords? Where is the mistake and what can be done to reverse this worrying trend? What actions should be taken to restore its previous position? Finally, how to reach new customers and gain their trust? The described problem concerns the urodaizdrowie.pl website, which deals with the topics of beauty and health (which was undoubtedly an advantage with great potential reach).

A high position in search results for specific keywords is one of the most important factors affecting the interest of potential customers and, consequently, the number of visits to websites. Therefore, for our Client, it was extremely important to locate the problem and rebuild the previous traffic.

Goal

The decrease in position for the majority of monitored keywords turned out to be the main cause of the problem. Importantly, for some phrases, there were even drops of several dozen positions. After preliminary analysis, it was found that the drops only affected products within certain categories – recipes and health. In further investigations, we found the issue. It was located in the website engine, which resulted in, among other things, duplicate content. This way, the mistake made by the programmers had a negative impact on positioning.

Implementation

Fixing the errors took several days, but getting certain phrases back to their previous positions in the top ten will take longer. Although some words returned to their previous positions very quickly, indexing the corrections for others requires more patience. Therefore, we will have to wait a bit longer for the effects. Additionally, while analyzing the problem, we noticed several mistakes made by previous optimizers during optimization. Among other things, incorrect meta parameters were introduced, which had a negative impact on indexing and the number of views.

Effects

The removal of errors brought the expected results. After the fixes, the traffic charts for each category began to rebound and gradually increase. The increased number of visits had a positive impact on customer interest and the number of visits, which previously had such drastic drops. Additionally, improving optimization (including image descriptions, but also other elements) had a positive impact on traffic from image search.