An example of a content strategy for promoting an online weapon parts store

There is much debate about the role of content in SEO, it’s hot and at different levels:

  • Does he solve anything at all?
  • If he decides, can it be neglected as an insignificant factor?
  • If not, how much content is needed in the characters?
  • If you can’t create so much, can you steal?
  • If you can’t steal, then how to steal unnoticed?
  • If you can’t steal unnoticed, where can you find it for free?
  • If you can’t find it for free, then how to get at least cheap, fast and just as high quality?

Having found out what to choose from “cheap”, “fast” and “high-quality”, a maximum of two points is possible, customers usually get sad and either put up with the state of things or go to the stage of denial and ask those who answered “does not solve” at the first level, to cheer and promise that everything will be fine.

By no means am I going to say that bare crowded links cannot be put in TOP3. I am sure that in your portfolio there are cases that just got there. I will get acquainted with them with great pleasure and take note.

I will not impose our position, this post is rather an answer to requests to give an example of what the content strategy for one of our projects looks like.

I must say right away that we consider content to be a significant factor in ranking, we like to place texts, we don’t refuse from other sides of promotion (on the contrary, we work on the model of “Balanced site indicators”).

Briefly about the case

Site type: online store
Field: weapons, spare parts and accessories for it
Domain age: 9 years
Keywords: 183
Promotion period (period described in the case): 12 months


When it comes to promoting an online store, a verdict axiom arrives immediately: “Online stores do not promote texts, decides type-in, links, and behavioral.” As already mentioned above, we are in favor of a balance of indicators taking into account the specifics of the project.

The fact is that the weapons theme is rather complicated in itself. Therefore, the target audience here is significantly different in terms of competency, but combined with high involvement. This distinguishes it, for example, from the audience of the online store covers for cell phones. The second is important to be suitable for a particular model, the former are not always sure what is suitable for their specific tasks.

Structure and clustering

Promotion was required by requests describing groups and types of goods. For example:


Query semantics implied that landing pages would be both product pages and category pages.

An example of query clustering: A


catalog is built according to a standard tree structure, parts in it are sorted by type and compatibility with different weapon models. In the example, we are talking about the spare parts section for the MP-153 hunting rifle.

Please note that, for queries of the type “forend Mr 153”, the page for a specific product is selected, in this case from black plastic. There are other options in the catalog: from different types of wood, with a camouflage print, etc. The page /1984.html is “lucky” to become an object of promotion for this request because at the time of clustering it was already selected by the search system and was searched by this request. We focused on Yandex.

I will immediately answer possible questions:

- And if not a single forend option was not a search?
- This happens, although infrequently (and with domains age 9 years - very rarely). For example, if the site is under construction right now, and you already need to determine which pages will move. In this case, we choose, together with the customer, either the most popular option, or the cheapest, or by some other criteria that he offers.
- And the rest of the goods of the same type, but of a different model? Will you order SEO texts for them too?
- We won’t do it for the rest, if the search engine does not consider that it is necessary to show other goods. This also almost never happens, but if it happens, we will be forced to work on another page.
- And if the selected page disappears?
- This happens well, oh, very rarely, because we negotiate this with the customer. Even if the product runs out of stock, the page still remains in place, just instead of the Buy button there will be another. But if this unlikely situation happens, then yes, we will put the 301st redirect and order a new text, re-deal with the reference environment, etc.

Text Types

For online stores, it can be difficult to pick up texts that look natural on the pages of products and categories. In our case, we were lucky: the theme itself allows us to think out a format that will be useful to one part of the audience and will not be perceived by the other part with hostility.

1. For categories

Short texts that would give information about the weapon itself and the possibilities of its modification. On the one hand, this convinces the potential buyer that improvement or repair according to the desired scheme is possible and makes sense. On the other hand, he learns about additional non-obvious opportunities.

The format is readable, and at the same time, it is great for the organic implementation of the necessary keywords and surroundings with additional words.
Since each of these pages is devoted to the repair and tuning of a specific weapon model, we get a text that is replete with related vocabulary: “replacement”, “accuracy of battle”, “reliable grip”, “balanced”, “caliber”, “scattering of fractions”, “ cuts ”, etc. And this is not only a convincing syllable for the user, but also natural text markers for the search engine.

What's in the TK:

  • 1-2 text requests
  • Diluted occurrence, 1-2 times for each keyword
  • Volume up to 1500 characters without spaces
  • Additional words
  • Subtitles
  • At least 1 bullet list

Page Location:

  • Short announcement of the section to the list of goods
  • The rest of the text after the list

2. For product pages

It turned out to increase the allowable volume: on the card there is a special tab with detailed information:


By the way, there is also a “See also” block that allows you to quickly switch to another product if the user was looking for another performance (it was not originally planned to put it above the text, the customer insisted).

The structure of the text is similar, with the difference that here we talk in more detail about a specific product, and not about a group of products. That is, if a user visits a page with a plastic fore-end, then he reads about a more reliable grip, less weight, a well-thought-out ergonomic shape.

What's in the TK:

  • 1-3 text requests
  • Diluted entry, 1-3 times per request
  • The volume depends on the number of keywords, ~ 500 characters per entry, total from 1,500 to 3,000 characters
  • Additional words
  • Subtitles
  • At least 1 bullet list

Page layout:

  • In a special tab on the product card

3. For the section of articles

As part of the development of the overall content component and internal linking, we ordered texts on an open topic and without given keywords. The topic was determined by the page to which the article refers.

What's in the TK:

  • Link to the catalog page that defines the subject
  • Volume 2000-2500 characters

Location on the page: In
solid text on a separate page in the "Articles" section.

4. For third-party sites

Two formats of materials were ordered.

Question answer. For services like Answers. What's in the TK:

  • Volume: question 150-250 characters, answer 200-400 characters
  • Links to catalog pages
  • Special requirements for mentioning products and brands

Reviews For sites like Otzovik. What's in the TK:

  • Volume 300-600 characters
  • Links to catalog pages
  • Special requirements for the mention of goods, brands, site names

How much to hang in grams?

The texts were ordered in three batches, it took just 3 months to optimize the content. Placed as agreed (it turned out to be agreed quickly), about once a month.

In total, it was ordered:

1. In the category:

Stage I - 6 texts, 13,000 characters
Stage II - 6 texts, 18,500 characters
Stage III - 4 texts, 9,500 characters

2. On product cards:

Stage I - 19 texts, 32,900 characters
Stage II - 15 texts, 25,500 characters
Stage III - 12 texts, 20,000 characters

Articles, “questions and answers” ​​and reviews are ordered on a regular basis. The schedule is as follows:

3. Articles on the site:

  • 2 per month

4. Question-answer:

  • 2 pieces, 1 time in 2 months

5. Reviews:

  • 2 pieces, 1 time in 2 months.

Dynamics and Results

According to the first list of keywords, we worked for exactly a year, achieved good results, since December 2018, we agreed on a new list and started working on it. Since the work is still ongoing according to the new words, I propose to see how the positions changed in the first six months of work, when the texts described above were posted.

I must say right away that we worked not only with content, so the time is clearly visible in the graphs when the total effect of working with all factors begins to act.

Example 1. “Saiga store 12 for 5 rounds”


The texts were posted on January 24, on February 12 the site rises from the 6th to the 5th. By March, we are completing the whole range of work on promotion (internal optimization, link environment, etc.) - we get a new jump in growth.

General promotion dynamics:


Example 2. “Buy a scope for magnum pneumatics”


This is an earlier “batch” of texts, what is called “Stage I” in the case. The texts were posted after the New Year holidays, almost got into indexing. And on January 14 we get an increase of 15 positions. Since March, another leap, as in the first case.


Example 3. “Forearm on saiga”


The texts were from the second “party”, posted on January 28, growth from February 14.

General promotion dynamics:



We in no way affirm that working with texts can be used as a universal separate method of promotion. On the contrary, we insist that SEO must be integrated.

This example shows, however, that the content optimization gives certain results, therefore it is entirely conceivable that in some subjects (with weak competition) you can achieve good results after you work with the texts.

It can be seen from our example that even with relatively simple keywords, the text allowed less than half the path to Top10, and the rest, the most complex achievements, were obtained as a result of further work.

I gave examples of TK in the text, I hope someone will find it useful. I must say right away that far from everything can be taken as a direct instruction: for each project we develop our own content strategy. But something can be noted for yourself, especially if you have a similar site where you can organize information blocks in a similar way and such a presentation will look appropriate.

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