The Tirendo Holding GmbH was founded in 2011 and went live for the first time in March 2012 in Germany. Based in Berlin, the e-commerce company pursued a broad and rapid internationalisation strategy and has become a competitive European player. Within two years, Tirendo expanded into 10 further countries. At the same time, the team of Tirendo has been growing steadily. Starting up with five employees, their team today consists of 150 co-workers. In September 2013, Tirendo merged with the Delticom AG.
It is our aim to facilitate the decision-making process of buying tyres and automotive parts so that our customers can concentrate on what is most important: the joy of driving. We have partnered with multiple Formula 1 World Champion Sebastian Vettel as our international brand ambassador and moreover cooperate with the ADAC.
As is mostly the case with start-ups, we were lacking well-arranged processes in the beginning. At first, we could only take care of the SEO basics, as we simultaneously launched new countries and trained interns and juniors. That is why there was neither time nor staff left to deal with a profound optimization.
We then decided to go with Ryte. There certainly are other tools with similar functions, but as for us, Ryte is just perfect:
First off it brings together all of the necessary website analytics tools in a very well-structured layout.
Secondly it is worked up beautifully: appealing designs and innovative charts make it so much easier to deduce meaningful interpretations.
Thirdly – and we strongly emphasize that – Ryte provides users with its own knowledge acquisition area. It is hugely useful, especially for SEO beginners. Plus, considering our highly internationalized team, we appreciate that there is now a full English version of the tool.
Having tested the tool, we figured out our most important optimization potentials and set up regular tasks. We then worked out the most relevant of Ryte’s features for us and prepared instructions. Since then, each team member fulfills those specific optimization tasks for the actual country he/she is responsible for. For instance: To unlock our internal linking optimization potentials, we primarily use the reports „Click Path Length“, „Status Codes“ and „Number of Links“. Implementing the processes into our daily workflow went smoothly.
With the help of Ryte, we were able to successfully optimize our seven domains with a small team. We could detect bugs easily and remediate them right away. Ryte is of much use for us, especially for our internal linking strategy. That way the crawler knows which URLs are most important to us.
Teamlead OnPage, Tirendo GmbH
Status Code Check: That’s how we fix so-called Broken Links and adjust redirecting link targets. This can be extremely useful for pages that are linked sitewide and tend to disappear from view (such as FAQ sites, where there is sometimes a lot going on without you noticing it).
This is just perfect for our internal link structure. As we are constantly creating new landing pages, we need to ensure proper linking. Moreover, we regularly check if we got something wrong internally, such as links within texts. URLs, for example, should never be linked relatively.
Analysing the Click Path Length, my team can tell immediately if the first or second website layer links to all pages with high search potential. If not, the crawler actually struggles along to get to the most important URLs. That’s why we can switch around our internal link strategy to the respective season. Tyres are a very seasonal product - keywords change depending on the actual temperature.
Tools → My Contents:
This is my favorite feature, because it illustrates all attributes of an URL and enables me to tell if all the important OnPage rules have been observed:
Therefore, Ryte is one of few tools where you can detect immediately which internal links point to a specific URL.
All very well, but - there was only one thing which prolonged and complicated our analyses: Our strategy.☺
We decided to only index, target and analyze the internal link structure of a certain number of URLs. That’s what led us onto the tool’s only blind spot: It is impossible, to exclude certain sites or whole types of sites from the analysis. Also, exporting and then filtering didn’t work well enough as the tool kept on crashing (ok ok, we do have a loooooooooot of sites).
With Ryte’s new and advanced features, we can now filter as much as we want. It is now possible to exclude non-targeted sites and limit our analysis to those sites which are important for us.
Moreover, Ryte Zoom! has new features like the Visualizer (convincing your boss of a proper internal link structure is easy now) and a even more neatly arranged design.
Since using Ryte, we were able to double the SEO-Non-Brand part of our traffic in almost all of our countries. Of course there is more to it than what we were able to improve with the help of the Tool, but we want to emphasize strongly that using the tool saved us a lot of our precious time. Moreover, it enabled us to make better decisions and massively improve our site’s quality.