Systematic SEO and Link Building Ensured Stable E-commerce Website Growth

Introduction

This case study illustrates the impact of sustained collaboration on boosting e-commerce revenue. The project focuses on hair care products, targeting the CIS market, with organic search driving the majority of its sales.

Before our partnership, the site suffered from negligible traffic, an underdeveloped architecture, and negligible competition for high-intent commercial keywords.

Our collaboration extended over a year. In that span, the project underwent a profound transformation, evolving from a technically ill-equipped website into a robust and consistently expanding e-commerce platform, complete with a solid structural foundation, optimized content, and a comprehensive backlink profile. This methodical approach to partnership succeeds only when underpinned by unwavering trust and the client’s full embrace of a long-term strategic outlook.

Main Problem

The client came with a clear request: to increase impressions, clicks, and, consequently, sales. At that point, the website was not generating orders, as pages were poorly indexed, did not reach top positions, and organic traffic was minimal. Because of the high competitiveness of the niche, the absence of an SEO foundation made further growth impossible.

Objectives

• Perform a full website audit, identify technical and structural issues, and assess the gap compared to competitors.
• Rebuild the site structure, eliminate the lack of pages and content, and work on semantics and commercial keyword clusters.
• Strengthen positions through a backlink strategy, stabilize growth, and scale results without sharp spikes.

Our Actions

We initiated the engagement with a thorough SEO audit.

Every category and product page underwent meticulous analysis, uncovering technical constraints, indexing discrepancies, and architectural shortcomings. Drawing from these findings, we compiled a comprehensive set of technical assignments for the development team, which served as the cornerstone for subsequent site enhancements.

Concurrently, our team performed a detailed competitor analysis within the niche.

Our experts examined their site architectures, page formats, content strategies, and internal linking frameworks. This intelligence enabled us to refine the project’s ultimate structure, incorporating pivotal marker keywords and market demand signals. The finalized structure was documented in XMind and functioned as a navigational blueprint for all ensuing initiatives.

Our team devoted particular attention to the semantic core.

We systematically addressed all primary clusters, encompassing categories, subcategories, and filtering options. Over 100 individual product pages were equipped with fresh, optimized descriptions. Meta tags received a complete overhaul, H-tags were precisely tuned, and robust internal linking was established across products and categories to enhance navigational flow and relevance.

In addition, we carried out a zombie page audit***. This effort resulted in the removal of redundant elements that undermined the site’s topical authority. To accelerate content scaling, our experts crafted targeted briefs for copywriters, guiding the creation and refinement of texts aligned with core keyword clusters.

Link-building efforts progressed hand-in-hand with on-site SEO. We began by dissecting competitors’ backlink portfolios and classifying the various external link profiles. From there, our experts devised a procurement strategy emphasizing premium quality and measured, incremental expansion.

Over the course of our partnership, the following links were secured:

• Submits – 321
• Crowd links – 150
• Outreach – 29
• Regional directories – 10

The backlink profile was built carefully, taking into account the current dynamics of the project.

Results

According to Ahrefs data, organic traffic increased from 82 visits in December 2023 to 1,062 in December 2024. Keyword visibility grew from 231 to 1,336. The number of keywords in top positions increased significantly:

• TOP 3: from 0 to 38
• TOP 10: from 15 to 210
• TOP 20: from 34 to 248

According to Google Search Console, clicks increased from 1,523 in March to 4,521 in August. Further data is unavailable due to access revocation. However, the overall dynamics confirm steady growth.

The growth, when expressed in percentage terms, amounted to:

• Organic traffic: +1,195.12%
• Visibility: +478.35%
• GSC clicks: +196.85%

Look at screenshots to see step-by-step growth without sharp drops, which is especially important for e-commerce projects.

Conclusion

Over one year and four months, the project gained a strong SEO foundation, stable organic traffic growth, and the ability to scale sales without dependence on paid channels.

***Zombie pages are website pages that do not generate traffic, are not visible in search results, but remain indexed by Google.