My Big Love is a wine restaurant with an exquisite signature menu and an offering of more than 1,000 wines from the Old and New World, which could be selected through an online display. In addition to great food, they created a unique interior, the furniture for which was purchased at auctions around the world.
The site had many technical errors, not unique or optimized content, which caused the site to rank poorly in search engines, no traffic from search engines, and as a result, no sales.
Tasks and solution
The challenge was to increase sales of alcoholic beverages through organic traffic.
Period: August 2020 – July 2022
Competitor and target audience analysis
The market of alcoholic beverages is very vast, so first it was necessary to determine the target audience of our product and equal competitors, as it would not be efficient to compete with various supermarkets.
Formation of the semantic core
Based on the analysis of competitors, we formed a semantic core of fifteen hundred requests with a total frequency of over 230 000. This included elite alcoholic beverages from various regions with an average receipt of 1,000 rubles per bottle.
Technical analysis of the site
We carried out SEO-analysis and found a lot of technical mistakes, a large number of duplicate pages because of the large number of products, problems with the uniqueness of the meta tags and the lack of content on the pages.
Optimization of technical specifications
Developed and implemented the ToR to eliminate errors on the site. Updated the technical files. Formed the correct and unique meta tags (titles, titles, description) according to the new semantic core.
The client had a site with a lot of technical issues: frequently found double pages because of the large range of products and problems with the uniqueness of the meta tags — Alexey Taranov, CEO DigitalMust Agency
Content optimization
We wrote seo texts with keywords for search results and embedded them on the website for pages of categories, different regions and separate products. For high-frequency categories we wrote full texts with all keywords and their tails. For low-frequency categories and products we developed personal TOR. The main points were the volume of 500-700 characters, several keywords, and separate words on commercial themes “Buy, order, etc.”.
Improvement of commercial factors
We’ve developed category filters for the convenient product search. We worked out product cards in details and worked out the terms of reference for adding shering and one-click shopping functions, as they had minimal functionality before. 
What was the result?
Expanded over 170 queries to the top 10, 60 of which are in the top 5, and improved the average visibility position in search.
Increased traffic from search engines to 65% of total traffic to the site.
Increased monthly revenue share from search engines by 20%. In January 2021, revenue from search was about 50% of the total, we hit the 70% monthly mark in the fall of that year.