Service

SEO-promotion, Link building, SEO audit

Project

An online store for school and educational equipment

Objective

– Increase organic traffic from Google
– Improve conversion rates from organic traffic
– Promote commercial pages
– Grow visibility for targeted search queries
– Optimize site structure and improve page indexing
– Boost website authority through content marketing and link building
– Enhance brand recognition within the target audience

Niche

Selling didactic materials, STEM kits, models, interactive complexes, and turnkey classroom equipment

Period

May, 2025 - present day

Region

Ukraine

Challenges of the project

The website specializes in supplying equipment for schools, kindergartens, STEM labs, and educational classrooms “turnkey.” The client approached RegisTeam with a request to improve search engine visibility, drive organic traffic, and increase recognition within educational institutions.

At the project’s start, the site had virtually no results in search engine rankings, significantly limiting orders. The SEO work aimed at achieving noticeable results quickly and preparing the site for the active school equipment sales season. The product range includes didactic materials, teaching models, interactive complexes, classroom equipment, and solutions for modern STEM education.

The project’s goal was to increase organic traffic and expand the site’s visibility in search engines, especially for high-traffic and targeted commercial queries. Key tasks included attracting a new audience from the education sector, enhancing brand recognition among schools and government institutions, and growing the number of online orders and repeat inquiries. Additional tasks were improving site structure, creating blog content, and strengthening the external profile through link building.

Project analytics prior to collaboration

Visibility:

Conclusion:

Zero visibility of the project means that the site does not appear among the first 30 search results for the keywords tracked by the service. This metric is formed based on the site’s positions for selected queries and their search volume. If the site is not in the top 30, the tool records zero visibility.

The reasons why a resource does not reach the top positions can vary. The RegisTeam team highlights the most common:

♦ New website – if the site was launched recently, search engines need time to index it and start showing it in results. This process usually takes several weeks to a few months.

♦ Indexing issues – search bots may encounter difficulties when crawling and saving pages. This is often caused by an incorrectly configured robots.txt file, blocked indexing, or server errors.

♦ Weak or irrelevant content – non-unique, low-value, or off-topic materials reduce the chances of the site ranking high.

♦ Lack of SEO optimization – ignoring basic optimization principles (proper meta tags, keyword usage, fast page loading) leads to low visibility.

♦ Technical site errors – issues with the mobile version, slow site performance, or 404 errors on important pages can worsen rankings.

♦ Absence of external links – quality backlinks remain an important factor in improving site rankings. Their absence makes it much harder to achieve high positions.

To address these issues, SEO specialists first decided to conduct a comprehensive audit, including technical checks, content analysis, evaluation of the backlink profile, and implementation of SEO improvements.

Traffic Analysis:

SEO Specialist’s Conclusion:

At the start of the project, the website showed a stable but low level of organic traffic. Despite having a full-fledged online store and a wide range of educational products, the site was not realizing its potential in search traffic. The reasons lay in low visibility for commercial queries, limited coverage of the target semantic core, lack of a clearly structured site, and insufficient high-quality, relevant content.

Under these conditions, traffic remained consistently low, and the site was largely unnoticed by search engines. This underscores the need for a comprehensive promotion approach, which should include in-depth work on the semantic core, internal structure optimization, content strategy development, building a high-quality backlink profile, and technical improvements. Only such a holistic SEO strategy can ensure improved search rankings and stable engagement of the target audience.

Keyword Distribution by Positions:

Conclusion:

Analysis of the initial keyword distribution in search results showed that the site had limited presence in competitive positions. There were no keywords in the Top 1, only one keyword each in the Top 3 and Top 5, and 27 in the Top 10. The majority of the semantic core was concentrated in the Top 50 (127 keywords) and Top 100 (64 keywords), where CTR is significantly lower and traffic is almost nonexistent.

This situation indicated low visibility of the resource in organic search and a lack of effective SEO efforts previously. To improve rankings, comprehensive work was required, including building the semantic core, text optimization, improving site structure, and systematic work on external links to bring keywords into the Top positions.

Team actions

Project problematics:

  • Lack of Meta-Data Optimization for Relevant Keywords:

At the start of the collaboration, a complete lack of meta-data optimization (title, description, h1) for target keywords was identified. Most pages had duplicate or overly generic titles that did not include the commercial keyword phrases potential customers were searching for. This situation significantly reduced the site’s chances of achieving high rankings, even with quality content or a broad product range.

To address this issue, a new clustered semantic core was collected. Based on this data, a thorough optimization of meta-data was carried out, taking into account current semantics and the logic of site structure. This laid the foundation for further stable growth in search rankings and for attracting a more relevant target audience.

Example of optimized meta-data after collecting the semantic core:

Project problematics:

  • Incorrect H1 Tag Optimization:

During the analysis of the h1 header structure, it was found that on many pages they were incorrectly formed and did not comply with SEO principles. A significant portion of the headers were too general or abstract, for example, “Other Safety” instead of a clearer, search-query-oriented commercial version like “Classroom Safety Equipment.” Such formulations did not reflect user intent and did not align with the commercial keywords potential customers were searching for. As a result, the pages lost relevance for search engines and did not appear in results for important queries.

To address this, a comprehensive update of all h1 headers was necessary, adapting them to target keywords, the site’s product structure, and user needs.

Example of correctly optimized h1 headers for categories:

Project problematics:

  • Lack of SEO Text Optimization on Category Pages:

As part of our work plan, we carried out in-depth optimization of the text content for the site’s key categories. The main goal was to make the content as relevant as possible for search engines while remaining useful and clear for users.

To achieve this, we:

  • Created unique SEO texts for each priority category;
  • Included carefully selected commercial and informational keywords from the new semantic core;
  • Optimized headers (h1–h3) to precisely match the structure and logic of the categories;
  • Updated meta-data (title, description, h1) to improve page relevance in search results;
  • Enhanced pages with detailed descriptions of educational equipment, its functionality, and usage conditions in the learning process.

Example of correctly optimized SEO texts on category pages:

Thanks to these actions, we significantly increased the relevance of the pages and laid the groundwork for moving keywords from deep positions into the top of search results. As a result, the content became more structured, focused on the needs of the target audience, and capable of consistently attracting new visitors from organic search.

Project problematics:

  • Absence of a Google My Business Profile:

Google Business Profile is a modern tool that consolidates data from various Google services, including Google Analytics and Google Maps, and allows companies to effectively manage their online presence. The platform enables the creation of posts in the Google Posts format, sharing news or promotions, and tracking their performance. This provides the business with additional touchpoints with the target audience and the ability to influence how the company appears in search results and on maps.

Example of a Google My Business profile in the niche:

At the start of the work, the site had no presence in Google Business Profile. This meant absence in local search results and on Google Maps, resulting in the loss of potential customers. Google Business Profile is an important tool not only for increasing search visibility but also for building brand trust. A properly configured and regularly updated profile can significantly increase order volume.

Key recommendations followed during the work:

– Complete profile filling – entering all up-to-date company information.

– Description optimization – including relevant keywords to improve SEO.

– Use of visual content – adding professional images of equipment and examples of its use.

– Review management – encouraging clients to leave reviews and responding promptly.

– Active use of Google Posts – regularly updating information about products, events, and special offers.

Implementing these actions allowed us to increase brand awareness, strengthen local SEO, and open another effective channel for attracting the target audience.

Useful Articles:

Effective Local SEO Strategies in Google SEO

Project problematics:

  • Incorrect Configuration of Technical Files:

As part of the site’s technical optimization, work was carried out to configure and correct system files, such as robots.txt.

Proper configuration of the robots.txt file plays an important role in SEO and affects the quality of site indexing.

Key advantages of correct configuration:

– Managing access for search bots: The file defines which pages and sections can be indexed and which should be blocked from search, preventing low-value or administrative content from being indexed.

– Crawling optimization: By blocking secondary sections, we direct search engines to prioritize indexing important pages, using crawl budget more efficiently.

– Preventing duplicate content: Robots.txt helps exclude pages that create duplicates (e.g., technical versions or print versions) from indexing.

– Protection of technical directories: Administrative panels, service sections, or confidential directories can be hidden from search.

– Improving SEO structure: Directing indexing to important pages positively affects site visibility and ranking positions.

Incorrect robots.txt configuration can cause search engines to miss important content. Therefore, any changes to this file were made taking into account the site structure and SEO goals.

Project problematics:

  • Lack of Optimization of External Factors:

Before the start of SEO work, the project did not engage in link building, brand promotion on external platforms, or setting up company profiles in online directories and business listings. The absence of an external backlink profile reduced search engines’ trust in the site and limited its chances of achieving high positions for competitive queries.

In the field of selling and supplying educational equipment, where competition is particularly high, having a high-quality and balanced backlink profile is crucial. Backlink factors are among the top three ranking criteria, alongside technical optimization and content quality. Without external authority signals, even a well-optimized site loses to competitors with a developed link profile.

Therefore, as part of the strategy, we focused on building a natural, long-term backlink profile, targeting only high-quality sources. The work included publishing articles on authoritative industry blogs, thematic placements on forums and in crowd-marketing formats, adding the company to verified online directories, and creating relevant mentions on niche informational resources.

This approach ensures steady growth of the site’s authority, increases its trust from search engines, and creates a solid foundation for maintaining high rankings over time.

Links on the internet act as a form of 'recommendation,' increasing search engines’ trust in a site. A well-thought-out link building strategy can significantly enhance site visibility, strengthen its authority, and improve relevance for target search queries.

We are convinced that creating high-quality content that naturally attracts attention and receives links from authoritative sources is the most effective and sustainable strategy for long-term SEO growth.

SEO Specialist’s Opinion

Our approach to building both external and internal link profiles is based on the following principles:*

♦ Quality over quantity: Links are placed only on verified, authoritative, and thematically relevant resources, enhancing their value for search engines.

♦ Natural integration into content: Links are embedded into materials in a way that provides value to the reader.

♦ Diversity of sources: We work with various platforms — industry blogs, forums, directories, news portals — avoiding excessive concentration of links from a single domain.

♦ Internal linking: A well-planned internal linking structure improves site navigation and evenly distributes “link weight” across pages.

♦ Avoiding artificial link accumulation: We exclude spammy methods or bulk link purchases to avoid the risk of search engine penalties.

Example of the backlink profile after starting link building work:

Results

Website Visibility Growth:

Traffic Growth Dynamics:

Improved Keyword Distribution by Position:

Summary

The site had almost no presence in organic search and was not generating significant orders, so the primary goal was to quickly achieve measurable results and prepare the resource for the peak season of school equipment sales. As a result of implementing a comprehensive SEO strategy, the project achieved significant growth in site visibility in search engines. A large number of target queries were brought to the top of Google, attracting a new audience from schools, kindergartens, and other educational institutions. Thanks to the professional work of the RegisTeam SEO specialists, a solid foundation was laid for the further development of the project and stable traffic growth.

The scope of work included semantic optimization with the creation of a complete keyword core and its integration into meta-data, headers, and content; technical site improvements; optimization of structure and internal linking; registration and full setup of the Google Business Profile; and building a high-quality backlink profile from authoritative and thematically relevant sources.

Thanks to this approach, the site not only improved its rankings for competitive keywords but also strengthened its authority within the niche, providing a reliable foundation for further project scaling. Overall, these efforts by the RegisTeam team led to an increase in sales of school equipment through the site, improved brand recognition, and solidified a leading position in the educational equipment segment.

*This case study only discloses information in accordance with the terms outlined in the Non-Disclosure Agreement (NDA) signed between the parties