Baleano Ecommerce - Technical SEO and Outreach

Starting with the basics

Baleano is a Bulgarian shoe retailer e-commerce. It was struggling to get recognition in Bulgarian SERP. After identifying and fixing some technical issues, I've begun an outreach to most Bulgarian media, in order for them to get more recognition. Keep reading to see what and how I did it.

Before

After

How did I manage to fix that then?

Well firstly, I've checked their Google My Business profile to see if everything was populated correctly there. And to my surprise, a lot of the fields were not correctly filled and that's one part from where the issue with the brand name came from. Because when you have set up correctly GMB, the search engine knows better what to serve for an intent similar to a brand search.

Technical SEO Issues

Their website is built on Woocommerce, as such there are a lot of plugins and pages with issues. After crawling it with Screamingfrog tons of errors crawled out. Most of them were easy to fix. It had missing canonicals, no H1s, and duplicated meta titles and descriptions. Luckily they were using Yoast SEO Plugin, so it is really easy to bulk edit and set up everything correctly from there. Usually, when you fix this issue most of the pages will be better known from search engines. Thus, their pages started to get indexed and correctly placed on the SERP. This also made the brand name more popular, because I've tried to include it into the meta titles of each category.

Most hurtful was all the non-indexed pages. In Google Search Console it was showing 20k not indexed and 6k indexed. The problem was in their URLs. They were written in Cyrillic, which Google can't really understand, and was showing them as random symbols like %$#, etc. Therefore, these URLs cannot be indexed because they are dynamic and don't have canonicals pointing to them.

What I did was rename them in Latin. So for example, if you have an url which is - www.example.com.обувки/жълти it cannot be read by the search engines, so you need to change it to www.exmaple.com/obuvki/zhalti , in order for the search engine to know what it is about. Keep in mind that Google understands this www.exmaple.com/obuvki/zhalti and not this www.example.com.обувки/жълти.

Backlink SEO

Here is the easy part. As any SEO Expert, we have a database of media websites ready to collaborate with our clients. In Bulgaria, there is mainly the media, so I've gathered the websites which were local media for their market and made contact, in order to collaborate. So the results were these :

Conclusion

To wrap things up, we can see a steady search resulting from my efforts. Not all clients are the same and an SEO Expert is needed to consult your client first about their needs and pain points before starting the actual work. In this case, it was technical and backlinks, without content which usually is my main strength.