Service

Project

Website of an international online service for purchasing gift and prepaid cards

Objective

– Increase organic traffic through content optimization and promotion across targeted commercial and informational queries
– Improve search visibility for queries related to digital products, gift cards, and prepaid cards
– Optimize site structure and enhance page indexation
– Improve user experience, including page load speed, interface responsiveness, and navigation usability
– Increase purchases and conversions from organic traffic
– Strengthen trust and platform authority through content development and systematic work with off-page factors

Period

November, 2024 - present day

Region

Europe, the Middle East, North and South America, Africa

Challenges of the project

The client’s website is a platform specializing in the sale of digital products, including:

gift and prepaid cards;
gaming top-up cards and digital vouchers;
cryptocurrency cards and vouchers.

The project targets an international market and offers users a wide range of digital products with support for multiple payment methods, including cryptocurrencies, as well as instant delivery.

Target audience:

Users aged 18 to 55 who actively use digital products for online payments, entertainment, and financial transactions. For them, key factors include fast delivery of digital codes, convenient payment options, a wide variety of payment methods, and the ability to bypass platform restrictions. A significant part of the audience also consists of crypto users, gamers, and customers purchasing digital products as gifts. For these segments, reliability, security, and ease of use are critical decision-making factors.

Main issue at the start:

A simplified site structure and the absence of a systematic SEO strategy, which resulted in limited search visibility and insufficient organic traffic. Categories were weakly optimized for search, and the informational direction was barely developed, despite the niche’s strong potential and high search demand related to digital products and alternative payment methods.

Primary objective:

To increase organic traffic and improve Google visibility for both commercial and informational queries. Additionally, it was necessary to:

expand and optimize the site structure;
improve category optimization;
strengthen the informational content direction;
build an off-page strategy to enhance domain trust and authority.

Gift and prepaid cards from the international online service:

Project analytics prior to collaboration

Project Visibility:

Conclusion:

The website ranked poorly for target commercial and informational queries, with a significant share of visibility driven by branded keywords. This limited the acquisition of new users and prevented the platform from competing effectively in the digital products niche.

The analysis revealed several key weaknesses:

an overly simplified site structure;
insufficient development of category pages;
lack of systematic content optimization for search intent;
an underdeveloped informational content strategy;
limited focus on off-page SEO factors.

Combined, these issues negatively impacted user experience and constrained organic traffic growth.

To improve visibility and ensure sustainable growth, a comprehensive SEO approach was required. This included expanding and optimizing the site structure, developing content aligned with target queries, enhancing technical performance, and building a high-quality, natural backlink profile.

Traffic analysis:

Conclusion:

Before the start of the project, the website showed no organic traffic growth. Performance metrics remained flat over an extended period, indicating the absence of a systematic SEO strategy and clear growth opportunities within the existing structure and content. The site attracted a limited number of users and failed to expand its reach across search demand in the digital products niche.

Reasons for traffic stagnation:

underdeveloped site structure;
limited semantic coverage;
lack of active optimization for commercial and informational queries.

As a result, the website failed to capture a significant share of target demand and did not leverage the niche’s full potential for scaling organic traffic.

To reverse this trend, a comprehensive approach was required, including structural development, expansion of the semantic core, content optimization, and the implementation of a systematic, long-term SEO strategy focused on sustainable organic growth.

Keyword distribution by rankings:

Conclusion:

The initial keyword distribution analysis showed that the website had limited visibility in competitive search positions, which prevented it from generating a meaningful volume of organic traffic.

Ranking	Number of Keywords
TOP-1	2
TOP-3	7
TOP-5	14
TOP-10	53

The largest share of keywords was concentrated in the TOP 20 range (214 queries), indicating clear growth potential. At the same time, a significant portion of the semantic set was positioned in the TOP 50 (170 queries) and TOP 100 (185 queries) ranges, where click-through rates are minimal and the traffic contribution is close to zero.

This distribution pattern indicated low search visibility and a lack of systematic optimization. To improve rankings and shift keywords into higher positions, a comprehensive approach was required. This included expanding and clustering the semantic core, optimizing content for target queries, refining the site structure, and building a high-quality backlink profile. This would enable priority queries to reach top positions and support sustainable organic traffic growth.

Team actions

Project problematics:

Technical issues in site optimization

During the initial technical audit, we identified multiple issues that were negatively affecting indexation and rankings. Key problems included:

incorrect configuration of technical files;
content duplication;
lack of a logically structured page architecture;
errors in HTML markup usage;
canonical configuration issues;
structured data gaps;
incorrect behavior of certain site functionality elements.

All of this limited search engines’ ability to process pages correctly and reduced the overall quality of the website.

To address these issues, we carried out comprehensive technical optimization:

fixed key technical files;
implemented metadata templates for standard page types;
resolved 404 issues and content duplication;
cleaned up HTML markup and optimized the site’s utility pages.

After the technical work was completed, the website had a stable and reliable foundation for further growth. This created the conditions to scale the site structure, develop the content strategy, and build a high-quality backlink profile—ultimately supporting sustainable organic traffic growth and improved search rankings.

Project problematics:

Lack of metadata optimization for relevant target keywords

At the start of the project, there was no systematic metadata optimization aligned with target search queries. A significant number of pages had missing title and description tags, and where they were present, they often contained duplicate or overly generic headings. These formulations did not reflect the specifics of digital products and lacked commercial keywords that users search for when looking for gift and prepaid cards, gaming top-ups, and digital vouchers.

This situation significantly reduced search visibility and limited organic traffic growth. In addition, missing or irrelevant metadata negatively affected click-through rates in search results and failed to capture the attention of potential users. To resolve this issue, a comprehensive review and optimization of metadata was required, taking into account the site structure, semantic core, and user search intent.

Example of optimized metadata after semantic core development:

Project problematics:

Lack of SEO content optimization on commercial pages

At the start of the project, key site sections and category pages lacked properly optimized textual content. Descriptions were either missing or brief and generic, without alignment to search queries or user intent. This reduced page relevance, limited search visibility, and prevented the site from competing effectively for commercial queries in the digital products niche.

Our team carried out comprehensive content optimization. For priority sections and categories, we developed unique SEO texts incorporating targeted commercial and informational queries from the updated semantic core.

The content was structured in accordance with search engine requirements and user scenarios:

refined headings;
updated metadata;
added informational blocks describing products, service benefits, and conversion-focused elements.

This approach increased page relevance, improved indexation, and established a foundation for moving key queries into top search positions.

Example of properly optimized SEO content on commercial pages:

Project problematics:

Lack of a global SEO optimization strategy

Gift and prepaid card assortment from the international online service:

At the start of the project, the website had some basic development activity in place: new categories and digital products were being added, articles were published from time to time, and content was occasionally updated. However, these efforts did not produce measurable results and were not part of a cohesive SEO strategy. There was no clear understanding of priority growth areas, key leverage points, or which sections and page types could drive scalable organic traffic.

Without a strategic approach, the niche’s potential was only partially utilized. The project did not cover a significant volume of commercial and informational queries related to digital products, payment methods, and cryptocurrency usage. This limited the site’s semantic coverage and prevented it from competing effectively in search results.

As part of the SEO strategy, we developed a roadmap for systematic project scaling, including:

scaling the site structure through a wholesale direction;
active development of informational content;
using programmatic SEO to capture high-volume query patterns.

In addition, we defined dozens of scalable content scenarios — from creating a glossary and how-to guides on using digital products and cryptocurrencies, to optimizing the website for new search formats, including AI-driven search results. This approach established a clear growth direction and built a foundation for long-term organic traffic expansion.

Examples of large-scale strategies implemented within the SEO work:

– SEO scaling strategy through wholesale digital product segment development

– SEO Strategy to Strengthen E-E-A-T Through a Glossary of Terms and Concepts

– Scaling strategy using template-based content for cryptocurrency purchase scenarios

– Neural Network Optimization

The foundation of this project’s growth strategy is systematic, large-scale content development. In today’s environment, SEO is no longer limited to classic technical optimization, link building, and incremental structure expansion. Search optimization keeps evolving, and sustainable growth requires accounting for new search formats, shifts in user behavior, and the impact of AI technologies on search results.
As part of the strategy, it’s important to go beyond standard tactics and use approaches designed for content at scale. Programmatic SEO, template-based pages built around specific user scenarios and intents, automated informational sections, glossaries, and how-to guides make it possible to cover thousands of search queries and build a stable flow of organic traffic. In addition, optimizing a site for AI-oriented search results is becoming increasingly important — including work with expert content, structured data, and formats adapted for generative models.
At the same time, the key success factor remains assessing the project’s potential. In many niches, scaling opportunities are practically unlimited if you approach site growth strategically and systematically. When content covers the widest possible range of user scenarios and search intent, the site not only increases organic traffic volume, but also builds a long-term competitive advantage in search results.

Alexey Kondratenko, SEO Specialist

Project problematics:

Lack of off-page optimization

Before active SEO work began, backlink growth was inconsistent and did not provide a stable increase in off-page signals. Links were acquired sporadically, without a unified strategy or a clear understanding of priority pages and target queries, so the backlink profile failed to build a sufficient level of trust from search engines.

The limited volume and weak growth dynamics of backlinks negatively affected rankings, especially for competitive commercial queries in the digital products niche. In a highly competitive environment, a high-quality, diverse, and natural backlink profile is one of the key factors for achieving strong positions in search results.

Link signals remain among the most important ranking factors, alongside technical optimization and content quality. Even with well-structured on-page optimization, a lack of off-page signals can significantly limit a site’s potential to improve rankings and scale organic traffic.

As part of the growth strategy, one of the priority directions was building a systematic, stable, and максимально natural backlink profile. The main goals were to strengthen search engine trust, improve rankings for competitive queries, and create a solid foundation for long-term organic traffic growth.

Example of the backlink profile after the start of link-building work:

Results

Traffic growth dynamics:

Comparison of organic traffic performance since the start of the project:

Keyword growth dynamics:

Growth in keyword distribution by rankings:

Summary

Before the comprehensive SEO work began, the website had limited organic visibility and did not generate a stable flow of targeted traffic. The core goal of the strategy was to increase search visibility, build sustainable organic traffic, and attract new audiences within the digital products niche.

During the project, we implemented a structured SEO strategy focused on scaling. Our team worked comprehensively on the site structure, key commercial and informational areas, expanded the semantic core, and introduced scalable content strategies — including programmatic SEO, glossary development, AI-oriented optimization, and instructional content creation. We also improved user experience and worked on conversion growth.

The strategy execution resulted in a significant increase in rankings and organic traffic — the results are shown in the table below.

Number of Keywords
Ranking	Before	After
TOP 1	2	24
TOP 3	7	146
TOP 5	14	238
TOP 10	53	933
TOP 20	214	1270
TOP 50	170	583
TOP 100	185	694

Organic Traffic
Monthly Sessions	Before	After
	160,653	407,202

As we can see, the trend is clearly positive, confirming the effectiveness of the chosen strategy.

The comprehensive optimization included technical improvements to the website, systematic content development, structural scaling, and the formation of a high-quality, natural backlink profile. This approach not only significantly improved rankings for competitive keywords, but also strengthened search engine trust in the website.

The achieved results established a solid foundation for further organic traffic growth, project scaling, and strengthening the platform’s position in the international digital products market.

SEO Case Study: 153% Organic Traffic Growth for an International Gift and Digital Card Service

Challenges of the project

Project analytics prior to collaboration

Team actions

Results

Summary

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