SEO promotion for an online fabric store
About the project
A case study on systematic SEO for an online store on Prom targeting the Ukrainian market. Over the course of six months, we achieved significant growth in organic traffic, increased the share of queries ranking in Google’s top results, and boosted conversion rates.
The work was carried out under strict platform restrictions and intense competition-one of the direct competitors copied the site’s structure in an attempt to intercept traffic.
We focused on expanding semantic coverage, careful technical optimization within Prom’s capabilities, content enhancement, and controlled link building.
Initial data
- Domain age: 9 years
- Promotion region: Ukraine
- Platform: Prom (limitations on full technical optimization)
Project goals
- Increase conversion rate and sales
- Rank priority keywords in Google’s top results
- Outpace competitors on top head terms
Challenges and overall strategy
- At kickoff, the site already ranked in the top results for select queries and had solid organic traffic. The mandate was to grow search traffic and sales and to outrank competitors for priority high-volume queries.
- A direct competitor was mirroring our site structure to leapfrog us in search.
- The site runs on Prom, which limits full technical optimization. The audit revealed no critical issues, but several code-level errors couldn’t be fixed due to platform constraints.
- SEO on Prom is a time-intensive process. We recommended migrating to a more flexible CMS over time to accelerate results and gain full technical control.
What we did
Technical optimization
- Implemented fixes feasible within Prom’s admin panel:
- Removed or updated all on-page 404 links
- Added rel="nofollow" to all existing outbound links
- Made all product meta tags unique
- Configured Google Indexing API
Semantics
- The site lacked a collected semantic core. We compiled a full semantic core, segmented it by priority categories, and benchmarked rankings.
- Most target queries already ranked in the top 10; competition was mostly medium.
- We prioritized high-frequency keywords and optimized all keyword clusters on relevant pages to expand semantic coverage.
Site structure
- The site has a large, well-structured taxonomy that covers all major clusters and more—so much so that competitors are copying it.
- Click depth from the homepage to product pages is one step; products live in both main categories and subcategories.
- No structural changes are planned for now.
Content
- Category content appears mainly as text below the product block, with an additional paragraph above; inline images are used to strengthen optimization.
- At the start, only select main categories had text, so most categories required optimization from scratch.
Backlink profile
- Built a link acquisition strategy based on analysis of our and competitors’ backlink profiles.
- Chose only topical donor domains to earn not just link equity but also referral traffic.
- Executed via outreach and targeted placements (guest/sponsored posts).
Results (after 6 months)
- Organic traffic +29%
- Conversion rate +28%
- Visibility: 7.95 → 9.32 (+17%)
Conclusion
Even with the limitations of the Prom platform, you can achieve significant organic growth by effectively optimizing semantics, page relevance, technical health, and high-quality backlinks. For further scaling, we recommend migrating to a more flexible CMS—this will accelerate the implementation of technical improvements and provide an additional boost to growth.
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About the project
A case study on systematic SEO for an online store on Prom targeting the Ukrainian market. Over the course of six months, we achieved significant growth in organic traffic, increased the share of queries ranking in Google’s top results, and boosted conversion rates.
The work was carried out under strict platform restrictions and intense competition-one of the direct competitors copied the site’s structure in an attempt to intercept traffic.
We focused on expanding semantic coverage, careful technical optimization within Prom’s capabilities, content enhancement, and controlled link building.
Initial data
- Domain age: 9 years
- Promotion region: Ukraine
- Platform: Prom (limitations on full technical optimization)
Project goals
- Increase conversion rate and sales
- Rank priority keywords in Google’s top results
- Outpace competitors on top head terms
Challenges and overall strategy
- At kickoff, the site already ranked in the top results for select queries and had solid organic traffic. The mandate was to grow search traffic and sales and to outrank competitors for priority high-volume queries.
- A direct competitor was mirroring our site structure to leapfrog us in search.
- The site runs on Prom, which limits full technical optimization. The audit revealed no critical issues, but several code-level errors couldn’t be fixed due to platform constraints.
- SEO on Prom is a time-intensive process. We recommended migrating to a more flexible CMS over time to accelerate results and gain full technical control.
What we did
Technical optimization
- Implemented fixes feasible within Prom’s admin panel:
- Removed or updated all on-page 404 links
- Added rel="nofollow" to all existing outbound links
- Made all product meta tags unique
- Configured Google Indexing API
Semantics
- The site lacked a collected semantic core. We compiled a full semantic core, segmented it by priority categories, and benchmarked rankings.
- Most target queries already ranked in the top 10; competition was mostly medium.
- We prioritized high-frequency keywords and optimized all keyword clusters on relevant pages to expand semantic coverage.
Site structure
- The site has a large, well-structured taxonomy that covers all major clusters and more—so much so that competitors are copying it.
- Click depth from the homepage to product pages is one step; products live in both main categories and subcategories.
- No structural changes are planned for now.
Content
- Category content appears mainly as text below the product block, with an additional paragraph above; inline images are used to strengthen optimization.
- At the start, only select main categories had text, so most categories required optimization from scratch.
Backlink profile
- Built a link acquisition strategy based on analysis of our and competitors’ backlink profiles.
- Chose only topical donor domains to earn not just link equity but also referral traffic.
- Executed via outreach and targeted placements (guest/sponsored posts).
Results (after 6 months)
- Organic traffic +29%
- Conversion rate +28%
- Visibility: 7.95 → 9.32 (+17%)
Conclusion
Even with the limitations of the Prom platform, you can achieve significant organic growth by effectively optimizing semantics, page relevance, technical health, and high-quality backlinks. For further scaling, we recommend migrating to a more flexible CMS—this will accelerate the implementation of technical improvements and provide an additional boost to growth.