SEO case study for an online trampoline store in Ukraine
Goals
- Comprehensive site promotion
- Increase organic traffic
- Boost conversion rate and sales
- Rank priority keywords in Google’s top results
Challenges and overall strategy
The client came to us with poor search visibility for their target keywords, which resulted in modest organic traffic and very low conversions. Although the site had been promoted before, results didn’t meet business goals and weren’t enough to ensure a steady flow of customers.
The primary objective was to rank priority high‑volume keywords like “buy trampoline” in the top of search results and increase the site’s conversion rate to drive sales.
At the start, the site was in decent shape. It runs on the Horoshop platform, which provides basic technical SEO capabilities. However, to reach top positions and unlock full potential, the site needed further optimization.
After analysis and a preliminary audit, we aligned with the client on a comprehensive promotion strategy built around:
- Semantic work
- Structural improvements
- Link building
- Static filter optimization
- Blog development
What we did
Technical optimization
Horoshop provides solid SEO basics, but we implemented additional improvements:
- Static filter optimization: configured filters to generate unique URLs for different parameter combinations, expanding the indexable page set and attracting more traffic.
- Meta tag setup: implemented automated generation of meta titles and descriptions for products, categories, subcategories, and filter pages with relevant keywords.
- Image alt attributes: added descriptive alt text to all images to improve image search rankings and indexing.
- Targeted fixes: through Horoshop’s admin panel, we resolved minor technical issues like broken links and duplicate content.
Semantic work
At the outset, the site ranked primarily for low- and mid-volume queries; high-volume terms like “buy trampoline” were not on the first pages due to strong competition.
- Semantic core overhaul: fully rebuilt and clustered the semantic core across low-, medium-, and high-volume queries, with special focus on filter-related terms to broaden reach.
- Competitor analysis: researched competitors’ semantics to uncover additional opportunities.
This updated semantic core guided both structural and content optimization.
Site structure
We optimized the site architecture for both users and search engines:
- Broad structure: expanded the main category coverage across most filter parameters to create additional landing pages for varied query combinations.
- Two-level hierarchy: clear categories and subcategories for intuitive navigation.
- Two clicks from homepage to product: streamlined paths to reach product pages in two clicks.
- Full cluster coverage: the structure now fully maps to the semantic core for better indexation.
This improved usability and search visibility.
Content
Content is critical to SEO, so we focused on:
- Competitor content review: identified optimal length, structure, and keyword usage.
- Briefs for copywriters: produced detailed guidelines for unique, SEO-optimized texts targeting high-volume queries.
- Images with alt text: added relevant visuals with descriptive alts on priority pages.
- Meta optimization: crafted titles and descriptions for all pages, aligned with high-volume terms and informed by competitor patterns.
These steps increased relevancy and boosted SERP appeal.
Structured data
We implemented Product schema on product pages to display rating and price in rich snippets. This improved CTR and enhanced visibility, bringing in more qualified traffic.
Link building
To strengthen domain authority, we executed:
- Competitor-based strategy: analyzed rivals’ backlink profiles and built a tailored plan.
- Outreach: placed high-quality guest posts on relevant, authoritative sites.
- Crowd marketing: engaged on forums, blogs, and social platforms with contextual links.
- Directory submissions: added the site to relevant catalogs and listings to grow Domain Rating (DR).
Results
- Organic traffic +233%
- Conversion rate +781%
- Visibility: 0.02 → 7.13 (+36%)
Comprehensive SEO based on Horoshop with an emphasis on semantics, filter-friendly structure, high-quality content, and well-thought-out link building allowed us to bring priority queries to the top positions, increase organic traffic, and significantly boost conversion and sales. This is a case study of systematic work that scales business results in the long term.
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Goals
- Comprehensive site promotion
- Increase organic traffic
- Boost conversion rate and sales
- Rank priority keywords in Google’s top results
Challenges and overall strategy
The client came to us with poor search visibility for their target keywords, which resulted in modest organic traffic and very low conversions. Although the site had been promoted before, results didn’t meet business goals and weren’t enough to ensure a steady flow of customers.
The primary objective was to rank priority high‑volume keywords like “buy trampoline” in the top of search results and increase the site’s conversion rate to drive sales.
At the start, the site was in decent shape. It runs on the Horoshop platform, which provides basic technical SEO capabilities. However, to reach top positions and unlock full potential, the site needed further optimization.
After analysis and a preliminary audit, we aligned with the client on a comprehensive promotion strategy built around:
- Semantic work
- Structural improvements
- Link building
- Static filter optimization
- Blog development
What we did
Technical optimization
Horoshop provides solid SEO basics, but we implemented additional improvements:
- Static filter optimization: configured filters to generate unique URLs for different parameter combinations, expanding the indexable page set and attracting more traffic.
- Meta tag setup: implemented automated generation of meta titles and descriptions for products, categories, subcategories, and filter pages with relevant keywords.
- Image alt attributes: added descriptive alt text to all images to improve image search rankings and indexing.
- Targeted fixes: through Horoshop’s admin panel, we resolved minor technical issues like broken links and duplicate content.
Semantic work
At the outset, the site ranked primarily for low- and mid-volume queries; high-volume terms like “buy trampoline” were not on the first pages due to strong competition.
- Semantic core overhaul: fully rebuilt and clustered the semantic core across low-, medium-, and high-volume queries, with special focus on filter-related terms to broaden reach.
- Competitor analysis: researched competitors’ semantics to uncover additional opportunities.
This updated semantic core guided both structural and content optimization.
Site structure
We optimized the site architecture for both users and search engines:
- Broad structure: expanded the main category coverage across most filter parameters to create additional landing pages for varied query combinations.
- Two-level hierarchy: clear categories and subcategories for intuitive navigation.
- Two clicks from homepage to product: streamlined paths to reach product pages in two clicks.
- Full cluster coverage: the structure now fully maps to the semantic core for better indexation.
This improved usability and search visibility.
Content
Content is critical to SEO, so we focused on:
- Competitor content review: identified optimal length, structure, and keyword usage.
- Briefs for copywriters: produced detailed guidelines for unique, SEO-optimized texts targeting high-volume queries.
- Images with alt text: added relevant visuals with descriptive alts on priority pages.
- Meta optimization: crafted titles and descriptions for all pages, aligned with high-volume terms and informed by competitor patterns.
These steps increased relevancy and boosted SERP appeal.
Structured data
We implemented Product schema on product pages to display rating and price in rich snippets. This improved CTR and enhanced visibility, bringing in more qualified traffic.
Link building
To strengthen domain authority, we executed:
- Competitor-based strategy: analyzed rivals’ backlink profiles and built a tailored plan.
- Outreach: placed high-quality guest posts on relevant, authoritative sites.
- Crowd marketing: engaged on forums, blogs, and social platforms with contextual links.
- Directory submissions: added the site to relevant catalogs and listings to grow Domain Rating (DR).
Results
- Organic traffic +233%
- Conversion rate +781%
- Visibility: 0.02 → 7.13 (+36%)
Comprehensive SEO based on Horoshop with an emphasis on semantics, filter-friendly structure, high-quality content, and well-thought-out link building allowed us to bring priority queries to the top positions, increase organic traffic, and significantly boost conversion and sales. This is a case study of systematic work that scales business results in the long term.