Initial Data
Before the start of SEO activities, the website already had a solid foundation for growth. Several factors created favorable conditions for further development:
- Relevant domain. The main keyword was included in the domain name, which immediately strengthened the site’s relevance in search results.
- Clear specialization. The store focused exclusively on drones and accessories, without unrelated product categories that could dilute its niche focus.
- Small but “clean” backlink profile. There were a few backlinks, but they did not create any toxic or spammy footprint.
- No critical technical issues. Pages were indexed correctly, giving the website a strong foundation for potential traffic growth.
At the same time, during the initial audit, the Panem team identified a number of technical and structural issues that limited the project’s potential:
- Weak site structure. All products were placed on the homepage without separate category pages. This resulted in keyword cannibalization and diluted relevance, whereas competitors had optimized their landing pages for each category.
- Low-quality backlinks. Despite a small backlink profile, most links were spammy or came from low-authority sites, bringing no SEO value.
- Technical errors. Detected duplicate pages caused by http/https versions, broken (404) links, lack of structured content hierarchy, missing alt texts, and undefined image sizes. The absence of schema markup also limited the site’s visibility in search results.
- Unoptimized blog. Although the site had a blog, its content didn’t match user search intent and failed to attract informational traffic.
Goal
Increase the volume of relevant organic traffic from Google that would directly impact sales of drones and accessories.
Tasks
- Conduct a detailed SEO audit and competitor analysis.
- Collect a comprehensive semantic core covering both commercial and informational search queries.
- Expand the website structure by creating separate category pages.
- Implement on-page optimization and make technical improvements.
- Optimize existing blog content and add new articles to attract additional traffic.
Initial Data Analysis
Audience: Volunteers, military personnel, and tech enthusiasts searching for drones for various purposes.
Competitors: Ukrainian aggregator sites and specialized electronics stores.
Tools Used: Google Search Console, Google Analytics, Ahrefs, Serpstat, Screaming Frog, Google Sheets.
Promotion Stages
-
Technical Website Audit
We began with a comprehensive technical audit to identify and fix the most critical issues that were affecting indexing and performance. The following key improvements were implemented:
- Improved page load speed, image compression, and added fixed dimensions for all images.
- Set up 301 redirects from HTTP to HTTPS to ensure a secure connection
- Added self-referencing canonical tags to prevent duplicate content.
- Removed broken internal links leading to deleted pages with 404 response codes.
-
Competitor Analysis
As part of the competitor research, we conducted an in-depth analysis of the top players in the drone market, covering both large marketplaces and specialized online stores.
The team examined competitors’ website structures, content strategies, and SEO approaches to understand how they generate traffic and attract customers.
The main focus was on high-converting search queries, which helped identify underutilized market segments — areas with minimal competition but strong growth potential.
-
On-page Optimization
At the on-page optimization stage, our goal was to ensure that every page of the website actively contributed to driving traffic and generating sales.
- Comprehensive semantic core collection. We gathered all variations of low-, medium-, and high-frequency keywords, enabling the creation of a content structure that fully covered user search intent.
- Unique meta tags. Custom title and description tags were written for each page, ensuring proper keyword integration without duplication or automation.
- Homepage content. A detailed content brief was prepared for the homepage, targeting top commercial keywords such as “buy drone” and “buy quadcopter,” striking a balance between commercial and informational relevance.
- Product page optimization. Short, informative product descriptions were developed to highlight technical features and customer benefits.
- FAQ blocks and People Also Ask optimization. We analyzed common user questions in Google search results, on forums, and on manufacturer websites to create helpful, keyword-rich answers directly in product cards. This improved user engagement metrics and site visibility in search results.
- Blog optimization. Existing articles were reviewed and updated, while new traffic-generating topics were developed based on real user search intent.
Result: A significant increase in page relevance and overall search visibility, laying the groundwork for sustainable organic traffic growth — without additional ad spend.
SEO Promotion Results
-
Organic traffic performance over the entire promotion period
Organic traffic has shown steady growth throughout the campaign — the number of clicks increased to 8.9K, while impressions reached 469K.
After implementing the SEO optimization strategy, the graph clearly demonstrates a consistent rise in visibility and a stable increase in website visits from Google Search, confirming the effectiveness of the on-page and technical improvements.
-
Organic traffic for the 6 months before optimization
In the six months preceding SEO implementation, the website demonstrated moderate activity and unstable dynamics: during this period, it received 2.85K clicks and 160K impressions, with an average CTR of 1.8% and an average position of 9.9.
Traffic remained at baseline levels without noticeable growth, indicating limited potential of the existing structure and content prior to SEO improvements.
- Organic traffic during the on-page optimization period
During the optimization phase, the site showed a clear upward trend — clicks increased to 5.54K, and impressions rose to 295K, maintaining a steady CTR of 1.9% and an average position of 10.9.
The graph clearly illustrates a consistent increase in both clicks and impressions, confirming the positive impact of structural improvements, content optimization, and refined metadata.
- Comparison: Before vs. After Optimization
Within just six months, the number of organic clicks grew by 130% — from 2.41K to 5.54K, while total impressions in Google Search results increased by 138%, from 124K to 295K.
This steady growth highlights the effectiveness of the implemented SEO strategy and the site’s strengthened visibility in search results.
Next Steps for Further Growth
- Completing technical optimization. Eliminate the remaining medium- and low-priority technical issues to ensure maximum website stability and faster indexing speed.
- Expanding the site structure. Create new landing pages for key categories to cover a wider range of search queries and improve topical relevance in Google results.
- Active blog development. Continue publishing optimized, high-quality articles to attract informational traffic and strengthen brand authority.
- Launching off-page SEO. Develop a link-building strategy and start acquiring high-quality backlinks to boost domain authority and improve rankings in the top 10.
What the Business Gained After SEO Promotion by Panem
Thanks to the implemented SEO strategy, the business reached a new level of online visibility:
- The number of search impressions tripled, significantly expanding reach among the target audience.
- Website clicks increased threefold, generating a stable flow of organic traffic.
- Brand visibility and awareness increased, resulting in higher trust and increased sales.
As a result, the website transformed from a simple informational platform into a fully functioning client acquisition channel — one that continues to scale without increasing the advertising budget.
Conclusions
This case demonstrates that even without extensive link-building efforts, strategic on-page optimization and relevant content can deliver a significant growth boost.
By focusing on valuable content for real users, optimizing the site structure, and enhancing technical performance, the project achieved steady organic growth in its early stages.
The obtained results built a solid foundation for future scaling — expanding the content strategy, strengthening it with authoritative backlinks, and implementing new technical improvements.
Together, these steps form the basis for long-term growth in traffic, conversions, and brand recognition.
