SEO for an online store selling designer jewelry and clothing
About the project
Over the course of nine months of systematic SEO, we helped a Ukrainian brand of designer jewelry, clothing, and accessories significantly increase its organic traffic and boost sales. The task was not only to catch up with competitors in top search queries, but also to build a solid foundation for further growth.
Initial data
- Website age - 6 years
- Promotion region - Ukraine
- Initial organic traffic - 108 visits/month
- Website in the process of redesign and structure expansion
Goals
- Increase conversions and sales
- Bring priority keywords to the top of Google
- Increase organic traffic
- Expand the site structure and optimize existing/new pages
Context and challenges
Before the start of work, the resource had partial visibility in search, but this was not enough for the brand's ambitious goals. The audit revealed a weak link profile compared to key competitors and low overall visibility. An additional complication was the redesign and significant expansion of the catalog, as well as CMS limitations, which meant that technical changes had to be implemented in stages and in order of priority.
We developed a comprehensive strategy: to simultaneously upgrade the technical base, build up the semantic core, expand the structure, create relevant content, and rapidly strengthen links to top destinations.
What was done
Technical optimization
- Configured robots.txt for correct indexing of the necessary sections
- Optimized meta tags on key pages (Title, Description, H1)
- Fixed technical errors: broken links, incorrect redirects
- Launched indexing of new pages via Google Indexing API for faster indexing
Semantics
- Complete semantic core compiled, with an emphasis on product categories and commercial clusters
- Coverage of medium- and low-frequency queries expanded to increase visibility and traffic
Structure
- Competitors analyzed and logical expansion of category structure proposed
- Balanced the catalog hierarchy as products were added
- Launched a blog to attract additional organic traffic and strengthen the brand's expertise
Content
- Created unique SEO texts for priority categories and new landing pages
- Rewrote weak texts and added informative blocks with visual content
- Focused on relevance to queries and content convertibility
Usability
- Based on competitor benchmarks, implemented conversion elements: clear CTAs, feedback forms, relevant pop-ups
- Improved user scenarios to reduce friction on the path to purchase
Structured data
- Prepared requirements for micro-markup, but due to CMS limitations, implementation was postponed to a later stage
Link profile
- Implemented a mix of outreach, crowd marketing, and thematic submissions
- Focus on quality mentions and links to increase domain authority
- Priority — strengthening top categories and key commercial queries
Results for 9 months
- Organic traffic +3,797%
- Keywords in the index - 42 → 1,170 (+2,785%)
- Domain visibility - 0.1 → 2.35 (+2,250%)
Conclusions
A comprehensive approach — from the technical base and semantics to content, UX, and systematic link building — allowed us to quickly increase visibility and organic traffic even in the context of redesign and CMS limitations. The growth in positions for top queries directly impacted sales, and the expansion of the structure and content laid the foundation for further scaling.
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About the project
Over the course of nine months of systematic SEO, we helped a Ukrainian brand of designer jewelry, clothing, and accessories significantly increase its organic traffic and boost sales. The task was not only to catch up with competitors in top search queries, but also to build a solid foundation for further growth.
Initial data
- Website age - 6 years
- Promotion region - Ukraine
- Initial organic traffic - 108 visits/month
- Website in the process of redesign and structure expansion
Goals
- Increase conversions and sales
- Bring priority keywords to the top of Google
- Increase organic traffic
- Expand the site structure and optimize existing/new pages
Context and challenges
Before the start of work, the resource had partial visibility in search, but this was not enough for the brand's ambitious goals. The audit revealed a weak link profile compared to key competitors and low overall visibility. An additional complication was the redesign and significant expansion of the catalog, as well as CMS limitations, which meant that technical changes had to be implemented in stages and in order of priority.
We developed a comprehensive strategy: to simultaneously upgrade the technical base, build up the semantic core, expand the structure, create relevant content, and rapidly strengthen links to top destinations.
What was done
Technical optimization
- Configured robots.txt for correct indexing of the necessary sections
- Optimized meta tags on key pages (Title, Description, H1)
- Fixed technical errors: broken links, incorrect redirects
- Launched indexing of new pages via Google Indexing API for faster indexing
Semantics
- Complete semantic core compiled, with an emphasis on product categories and commercial clusters
- Coverage of medium- and low-frequency queries expanded to increase visibility and traffic
Structure
- Competitors analyzed and logical expansion of category structure proposed
- Balanced the catalog hierarchy as products were added
- Launched a blog to attract additional organic traffic and strengthen the brand's expertise
Content
- Created unique SEO texts for priority categories and new landing pages
- Rewrote weak texts and added informative blocks with visual content
- Focused on relevance to queries and content convertibility
Usability
- Based on competitor benchmarks, implemented conversion elements: clear CTAs, feedback forms, relevant pop-ups
- Improved user scenarios to reduce friction on the path to purchase
Structured data
- Prepared requirements for micro-markup, but due to CMS limitations, implementation was postponed to a later stage
Link profile
- Implemented a mix of outreach, crowd marketing, and thematic submissions
- Focus on quality mentions and links to increase domain authority
- Priority — strengthening top categories and key commercial queries
Results for 9 months
- Organic traffic +3,797%
- Keywords in the index - 42 → 1,170 (+2,785%)
- Domain visibility - 0.1 → 2.35 (+2,250%)
Conclusions
A comprehensive approach — from the technical base and semantics to content, UX, and systematic link building — allowed us to quickly increase visibility and organic traffic even in the context of redesign and CMS limitations. The growth in positions for top queries directly impacted sales, and the expansion of the structure and content laid the foundation for further scaling.