SEO campaign for a cargo
dispatch service

How to save 4 million on advertising
and get 15,000 leads using SEO only
Project timeline
1
January 2017
Commencement of the project
2
Present
The work is still in progress
About the Client
Rosgruzovoz Venture Project is a cargo dispatch service. At the time of contacting R52.RU, a foundation was formed and preliminary agreements were reached with freight carriers throughout Russia, and an offline project infrastructure was created.

The monetization plan aimed at attracting customers to the service using Internet marketing, mainly due to the high positions of the future website in search results.

Website: rosgruzovoz.ru
Task
It was necessary to create the Rosgruzovoz project website and ensure stable receipt of applications from it by means of search engine (SEO) promotion throughout Russia. Promotion was supposed to affect all cities with a population exceeding 50,000 people (328 cities according to the results of the All-Russian population census).
Problems of multiregional promotion and possible solutions
Overcoming regional search engine ranking
It was necessary to ensure that rosgruzovoz.ru got into the TOP of search results for thematic queries in all regions of the Russian Federation. However, search engines always connect regions and websites and display them based on geo-dependent queries, mainly in the home region.

This means that if a business is located in Yaroslavl, then only users from Yaroslavl will see results of such requests as "auto dispatcher", "cargo transportation" etc. Users from other cities will see websites from their own regions in organic search results.

Adding the website to Yandex.Catalog in the case of Rosgruzovoz could not solve the problem, because Yandex allows assigning the website a total of no more than 7 regions. It is also worth mentioning that in the beginning of 2017, Yandex.Catalog was still active and ceased accepting applications only in December.

The only cost-saving solution was to create 328 subdomains of the website. Therefore each required city would be assigned with a copy of the main website that would be correspondingly optimized. In this case, each subdomain would be assigned the desired region through Yandex.Webmaster.
Satisfying Search Demand
1. We gathered the semantic core and selected query patterns that would coincide for all regions.

2. All search queries were divided into 3 groups to determine the necessary content and the formation of landing pages.

- the first group: geo-dependent highly competitive queries such as "cargo transportation", "cargo dispatcher", etc .;

- the second group: highly competitive queries with a corresponding toponym (city) such as "freight transportation in Irkutsk", "freight traffic dispatcher in Tula", etc .;

- the third group (the largest one): low-frequency geo-independent queries such as: "cargo transportation Yaroslavl Nizhny Novgorod", "cargo transportation Vorkuta Sochi" or similar ones.

3. An optimization plan has been developed:

- it was necessary to optimize the main page of each of 328 subdomain sites for queries from groups 1 and 2.

- for numerous low-frequency queries from group 3, it was necessary to create and optimize 327 pages for each direction of transportation in each subdomain website (for example, the website for Samara should have pages dedicated to transportation from Samara to each of 327 other cities included in the project base).

Development of the optimal website structure
1. Основной домен + 328 сайтов-поддоменов с одинаковой структурой.

2. Каждый сайт-поддомен должен содержать главную страницу, 327 страниц по направлениям перевозки из данного города, страницу «Контакты» и формы для заполнения заявок на всех страницах.

Таким образов необходимо создать сайт, состоящий из 329 частей-поддоменов и
107 585 лендингов по направлениям грузоперевозок.

3. Разработаны прототипы типовых страниц: «Главна страница поддомена» и «Страница по направлению перевозки».
Website development and filling with optimized content
Because the structure of the website involved creation of more than 100,000 pages that required content and text optimization (on-page SEO), it became clear that it was not possible to complete this task manually, promptly and inexpensively.
Therefore, the following steps have been made:
1. The website was programmed in PHP without any CMS based on scripts that automated generation of content and significantly reduced launching time of the website.

2. All text optimization was embedded in the active elements of pages with variables in the form of cities. On the main page of each subdomain, the following elements were added:
- Headings
- A capture form.
- An automatically generated block with current applications (adjustable number of ads in the block allowed us to influence the number of content on the page and the density for the keys we needed)
- An interlinking block.
Homepage of rosgruzovoz.ru
On the pages related to certain shipping directions, statistics blocks were added that were designed to increase key density and stimulate conversion.
Shipping Direction Page
Additional optimization work and indexing
Search engines indexed the website using the following standard actions across all 328 subdomain sites we have:
created an XML sitemap
added a site to YandexWebmaster
added an XML sitemap to YandexWebmaster
At the time of development of rosgruzovoz.ru, Yandex.Webmaster did not provide an API interface that would automate the necessary steps to index the websites, so a robot created using ZennoPoster was used to speed up the process.
So, as little as in 3 updates of the Yandex database, the website with all subdomains and pages was allowed for indexing, and began to receive traffic and convert it to leads.
Results
During 2 years of work, the following results were obtained:
139 869
referrals from search engines
Over 9900
completed application forms
Over 6000
phone calls from the website to
number 8-800- ...
11,37%
total site conversion into applications
50,31 rubles
the cost of an application
14,3%
conversion from order to order based on the results 2 years of work
During 2 years of work, 2274 confirmed orders have been received.
Thus, the order value amounted to 351.82 rubles.
Customer expenses for 2 years of work amounted to 800,000 rubles:

200,000 rubles for creation and maintenance of the website, plus 600,000 rubles as expenses for SEO (25,000 rubles per month).

Given that the average cost of switching from contextual advertising to a commercial freight niche was 40 rubles per visitor, it became obvious that the initial decision to focus on SEO promotion and a competent SEO strategy allowed the customer to save 4,793,620 rubles in contextual advertising over the period of 2 years.