Service

Project

Supplements & CBD e-commerce store

Objective

– Increase organic traffic from Google
– Grow sales and conversions from organic search
– Promote commercial categories and product pages
– Improve website visibility for target search queries
– Optimize the current e-commerce site structure
– Expand page structure to capture additional search entry points
– Build site authority in the natural products niche
– Increase brand trust and awareness among the target audience

Period

June - October, 2025

Region

Ukraine

Challenges of the project

The client was the owner of an e-commerce store specializing in natural mushrooms and plant-based products.

The product range included:

dried fly agaric;
lion’s mane (Hericium erinaceus);
mushroom extracts;
other mushroom-based products.

The target audience consisted of people looking for natural and alternative solutions to improve their emotional and physical well-being.

At the start of the project, the website was already operating as a commercial online store, but its organic search performance was low. The site had weak visibility in Google and was unable to compete effectively with key competitors for commercial search queries.

Key limitations at the beginning of the project:

a weak site structure with a limited number of pages;
insufficient SEO optimization of existing pages;
lack of a systematic content strategy.

As a result, the website had low organic visibility, a limited number of entry points from search engines, and was losing potential commercial traffic.

A separate issue was content performance. The blog was developed in a fragmented way: only a small number of articles were published, without a clear structure, semantic logic, or content strategy. This prevented the site from effectively attracting informational traffic and converting it into sales.

Key project objectives:

increase organic traffic;
grow e-commerce sales;
improve Google visibility for commercial search queries.

In addition, it was necessary to strengthen brand trust, as the site operates in a niche subject to YMYL requirements and E-E-A-T factors (experience, expertise, authoritativeness, and trustworthiness). This required a comprehensive approach to content quality, site structure, and external authority signals.

As part of the SEO strategy, we also focused on optimizing and expanding the e-commerce site structure. We created new categories and landing pages to:

increase the number of organic search entry points;
optimize key commercial landing pages;
support a link-building strategy aimed at increasing domain authority.

We also developed a content strategy based on programmatic SEO and the creation of new informational sections.

Project analytics prior to collaboration

Project Visibility:

Conclusion:

An analysis of the initial SEO metrics showed an almost complete lack of website visibility in Google’s organic search results for the tracked keywords. The site did not appear on the first search result pages for most queries, indicating the absence of stable rankings and a minimal impact of SEO on traffic acquisition.

Despite having a functioning e-commerce store and a solid product range, the website was receiving very little organic traffic from search engines. The main reason was the lack of optimization for relevant commercial keywords. As a result, the site failed to attract purchase-ready users and was missing out on potential organic sales.

The initial site audit identified several key weaknesses that were holding back organic visibility growth:

a weak site structure with a limited number of landing pages;
insufficient optimization of commercial pages for target search queries;
lack of a systematic approach to blog and content development;
an underdeveloped external backlink profile;
technical issues negatively affecting indexation and how search engines interpreted the site.

Taken together, these factors prevented the website from competing effectively with other players in the niche and from consistently attracting organic traffic from Google.

To change the situation, a comprehensive SEO strategy was required. This included eliminating technical limitations, expanding and optimizing the e-commerce site structure, improving commercial pages, actively developing content, and building a high-quality external backlink profile to increase domain authority.

Traffic analysis:

Conclusion:

At the initial stage, the website showed a consistently low level of organic traffic. The trend remained flat, with no clear growth throughout the entire period, which indicated the absence of systematic SEO work and a minimal contribution of the organic channel to the overall performance of the e-commerce store.

The lack of positive traffic dynamics was driven by several factors:

no optimization of commercial pages and the homepage;
weak coverage of commercial keyword intent;
lack of optimized content on key landing pages;
absence of a targeted SEO strategy.

Under these conditions, the site remained barely visible to search engines and had no real opportunity to scale organic traffic.

To change the situation, a comprehensive approach was required. This included optimizing and expanding the current e-commerce site structure, creating optimized content for commercial pages, implementing a systematic SEO growth strategy, and strengthening the backlink profile to increase domain authority.

Keyword distribution by rankings:

Conclusion:

An analysis of the initial keyword distribution in search results showed that the website had a very limited presence in the top positions of Google.

Ranking	Number of queries
TOP 1	2
TOP 3	5
TOP 5	6
TOP 10	26

This volume was not sufficient to generate meaningful organic traffic or a stable inflow of targeted users.

Most of the keyword set was concentrated in the TOP 50 (150 queries) and TOP 100 (229 queries) ranges, where CTR is minimal and traffic is virtually nonexistent. This indicated that the majority of keywords had not reached competitive positions and were effectively not contributing to organic traffic acquisition.

Such a distribution pointed to the absence of systematic optimization and insufficient work with the semantic core, site structure, and content. Improving the situation required comprehensive SEO efforts, including expanding and clustering the semantic core, optimizing commercial pages for search intent, improving the e-commerce site structure, and building a consistent backlink strategy to move key queries into the TOP 10 and above.

Team actions

Project problematics:

Technical issues in site optimization

During the initial technical audit, we identified a number of SEO issues that negatively affected site indexation, how search engines processed pages, and the website’s overall visibility in Google.

Key technical issues included:

duplicate metadata across commercial and service pages;
incorrect HTML usage and broken heading hierarchy;
missing structured data required for commercial pages;
robots.txt misconfigurations that limited proper indexation;
non-obvious page duplicates (the site being accessible with and without www without a proper redirect);
lack of a structured internal linking system across the e-commerce pages;
404 pages and incorrect handling of these URLs.

Taken together, these issues made full indexation more difficult, diluted SEO value across duplicate pages, and reduced overall organic search performance.

To address these findings, we carried out comprehensive technical optimization. As part of the work, we ensured correct indexation, eliminated duplicate pages and metadata, organized the HTML structure, implemented the required structured data, fixed robots.txt settings, and built a baseline internal linking structure between key pages.

After the technical work was completed, the website had a stable and clean SEO foundation for further growth. This created the necessary conditions to scale the store structure, work effectively with content, build the backlink profile, and — as a result — achieve steady growth in organic traffic and search rankings.

Project problematics:

Lack of metadata optimization for relevant target keywords

During the initial analysis, we found that page metadata was not performing its SEO function. Titles, descriptions, and H1 tags were created without considering target search queries, and many pages used duplicate or overly generic formulations. As a result, the pages did not match user search intent and were not competitive for relevant commercial keywords.

This situation negatively affected not only search rankings, but also snippet performance in search results. The lack of clear and relevant metadata reduced click-through rates and limited the inflow of targeted traffic, even in cases where the pages could have been of interest to users.

To address this issue, we collected and clustered a new semantic core with a focus on commercial intent. Based on this data, we carried out comprehensive optimization of page metadata and headings, taking into account site structure, search intent, and navigation logic. This increased page relevance, improved visibility in search results, and laid the groundwork for further organic traffic growth and targeted audience acquisition.

Example of optimized metadata after semantic core development:

Project problematics:

Lack of SEO text optimization on category pages

At the start of the project, the store’s commercial pages and key sections had underdeveloped text content. Product and category descriptions were either missing or too short and generic, with no alignment to target commercial keywords. As a result, these pages had low relevance for search engines and could not compete effectively for top Google rankings.

To address this, we carried out a comprehensive content optimization effort. Based on the updated semantic core, we created unique SEO content for priority categories and commercial pages. The texts were built around user search intent and the specifics of the niche:

we refined heading structure (H1–H3);
updated metadata (title, description);
added informational blocks describing products, their features and benefits, as well as conversion-oriented elements.

This approach increased the relevance of commercial pages, improved indexation quality, and created a strong foundation for higher rankings on target queries—followed by growth in organic traffic and sales.

Example of properly optimized SEO texts on commercial pages:

Project problematics:

Lack of a well-structured site architecture

Example of the site structure developed by the RegisTeam team:

Example of a page structure designed for GEO-based queries:

Example of the page structure for the new informational section:

At the start of the project, the e-commerce site structure was simplified and insufficiently developed from both an SEO and user experience perspective. The website essentially consisted of a homepage and basic catalog categories, without deep hierarchy, logical connections between sections, or a well-designed internal linking system. This approach significantly limited the site’s ability to cover relevant search queries and restrained organic traffic growth.

The lack of additional landing pages targeting different types of commercial and geo-based queries resulted in weak semantic coverage. The site failed to capture a large portion of mid- and low-frequency keywords and remained barely visible in search results across many potentially valuable directions. Internal linking between categories and catalog pages was also poorly implemented, which negatively affected SEO, UX, and the site’s conversion potential.

The SEO strategy involved a phased improvement and scaling of the site structure. First, we refined the category and catalog structure and introduced thematic internal linking blocks. Next, we expanded the site architecture by creating new pages optimized for specific commercial and geographic queries, which significantly increased the number of organic search entry points.

A separate strategic focus was the creation of a new informational section using programmatic SEO. As part of this approach, we developed a glossary of nervous system conditions that was regularly expanded with optimized content. This allowed us to scale the number of informational pages, cover additional informational queries, and attract a new segment of organic traffic from search engines.

This comprehensive expansion of the site structure became the foundation for increased organic visibility, broader semantic coverage, and the development of a scalable SEO model focused on long-term results.

In this project, the key growth driver was the work on the site structure. Structure is the foundation of SEO, because creating new, properly optimized pages directly affects semantic coverage, ranking dynamics, and the stability of organic traffic. The e-commerce store had significant potential to scale both commercial and informational areas. The programmatic SEO strategy we developed made it possible to systematically expand the site through an informational section — a glossary that was regularly updated with content and helped attract additional informational traffic without having to create each page manually.
Content localization also played an important role. Semantic research showed demand for geo-based queries, so we implemented a structure expansion strategy built around location modifiers. This allowed us to cover additional keyword clusters and attract users from regional search. The blog content work is also worth highlighting. Creating instructional, review, and explanatory materials aligned with the site’s topic helped not only bring in informational traffic, but also strengthen trust in the resource and reinforce its perceived expertise within the niche.
Systematic development of structure and content is the basis of long-term SEO growth. When a site covers the widest possible range of relevant topics and responds to audience needs with quality content, it achieves stable organic traffic growth and gradually strengthens its positions in search results.

Maksym Vatsyk, SEO Specialist

Project problematics:

Lack of external factor optimization

An analysis of the initial backlink profile showed that link building had been done irregularly and without a systematic approach. Despite having a certain number of backlinks and referring domains, most of them did not create a consistent authority signal for search engines. Links were acquired sporadically, without a clear strategy, and a significant share of referring domains was not topically relevant to the project’s niche.

We also paid close attention to backlink quality. During the audit, we identified a portion of low-quality and potentially spammy backlinks that could negatively affect rankings. These links created visibility risks, especially in a sensitive niche and under high competition. To reduce the negative impact, we cleaned up the backlink profile and disavowed toxic domains via the Google Search Console Disavow Tool.

The lack of quality and consistency in link building limited the site’s ability to grow for competitive and commercial queries. Link signals are one of Google’s key ranking factors alongside technical optimization and content quality, so the absence of a strong external profile significantly constrained the project’s SEO growth potential.

Given this, one of the priority directions of the SEO strategy was to build a clean, natural, and systematic backlink profile. The main focus was on consistently acquiring high-quality backlinks from topically relevant sources, strengthening trust from search engines, and creating a solid foundation for long-term growth in rankings and organic traffic.

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

Results

Traffic growth dynamics:

Growth in keyword distribution by rankings:

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

Keyword growth dynamics:

Summary

Before the start of the comprehensive SEO work, the e-commerce store had an extremely limited presence in Google’s organic search results. Most keywords ranked outside the TOP 20, which provided neither stable traffic nor meaningful commercial impact. The site did not have enough pages capable of competing for commercial queries, and its informational potential was almost unused.

During the project, we implemented a comprehensive SEO strategy that included:

technical site optimization;
a major expansion and redesign of the e-commerce site structure;
optimization of commercial pages based on search intent;
creation and development of informational content;
systematic work on the backlink profile.

We also paid special attention to strengthening trust signals in a niche subject to YMYL and E-E-A-T requirements.

As a result, the website’s organic visibility increased significantly, and keywords shifted toward higher positions in search results. A substantial share of queries moved from low-visibility zones (TOP 50 and TOP 100) into the TOP 20, TOP 10, and higher, which directly contributed to growth in organic traffic and the number of targeted visits.

Importantly, growth occurred not only for informational queries, but also for commercial ones. This created a foundation for stable growth in organic sales. The site now has a scalable SEO model that supports further structural expansion, content growth, and continued ranking improvements without losing achieved results.

A significant improvement in rankings for key queries was recorded:

Google positions	Before (at start)	After SEO
TOP 1	2	17
TOP 3	5	25
TOP 5	6	26
TOP 10	26	87
TOP 20	40	152
TOP 50	150	188
TOP 100	229	133

The reduction in the number of keywords ranking in the TOP 100, combined with growth in the TOP 20, TOP 10, and higher, indicates a qualitative shift of the semantic core into competitive search result zones — not just mechanical keyword expansion.

The implemented SEO strategy transformed the website from a low-visibility resource with minimal organic presence into a fully functioning commercial acquisition channel from Google. A comprehensive approach to structure, content, technical optimization, and external factors ensured systematic growth in rankings, traffic, and the project’s commercial potential.

The achieved results created a solid foundation for further scaling of SEO efforts, expanding the product range, and increasing the share of organic traffic within the overall sales structure of the e-commerce store.

*This case study discloses only the information permitted under the Non-Disclosure Agreement (NDA) between the parties

SEO Case Study: A Supplements & CBD E-commerce Store Increased Organic Traffic 10× and Reached the Top of Google

Challenges of the project

Project analytics prior to collaboration

Team actions

Results

Summary

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