Initial Data
- A strong regional brand with over 30 branches across Western Ukraine.
- A relevant domain — the presence of optics and Lviv subdomains strengthened both topical and local relevance.
- Local backlinks — the website was mentioned in local listings, positively impacting geo-targeted visibility.
However, before starting SEO, the website faced several critical limitations that hindered its growth:
- Unoptimized structure: Missing dedicated pages for eCommerce and service sections, numerous orphan pages in the sitemap.
- Weak content: No descriptions on the homepage, category, or product pages; missing trust-building informational pages (delivery, warranty, reviews).
- Technical issues: Duplicate pages, incorrect canonical URLs, missing alt tags, schema markup errors, and meta tag issues; internal links leading to 404 errors.
- Duplicate website: An alternative version of the site was also indexed by Google.
- Poor UX: Minimalistic design lacking informational sections, internal linking, and product recommendations.
Goal
Improve the website’s rankings among national competitors in the optical niche and strengthen local visibility in the Lviv and Zakarpattia regions.
The main objective was to increase relevant organic traffic and boost conversions across both eCommerce categories and medical service pages.
Tasks
- Conduct an in-depth competitor analysis.
- Compile a complete semantic core covering both commercial and informational queries.
- Develop a new SEO site structure that includes product and service pages.
- Perform technical optimization to fix critical and medium-priority issues.
- Implement structured data, merge duplicate websites, and optimize metadata.
- Create technical specifications for new pages, content, and informational sections.
- Develop a link-building strategy and start acquiring backlinks from high-authority websites.
Initial Data Analysis
Target Audience:
- People with vision impairments are looking for glasses or contact lenses.
- Young adults and office workers who need lenses for computer work.
- Parents of schoolchildren should have regular eye check-ups.
- Clients aged 35–55 in need of multifocal lenses.
- Potential patients searching for nearby ophthalmology services.
Main Competitor: Luxoptica — a nationwide optical chain with strong offline presence and high brand recognition.
Tools Used: Google Search Console, GA4, Ahrefs, Serpstat, Screaming Frog.
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Competitor Analysis
As part of the competitive analysis, the Panem team conducted an in-depth study of key players in the optical market — from nationwide chains to regional salons. We thoroughly examined website structures, content strategies, and SEO approaches to understand how competitors generate traffic and maintain strong search rankings.
A special focus was placed on local SEO: we analyzed competitors’ geo-targeting tactics and semantic cores. This helped us identify niche opportunities and low-competition keywords where our client could quickly strengthen visibility and gain additional traffic without significant costs.
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Technical Optimization
At this stage, we conducted a comprehensive technical audit and resolved all critical issues that were hindering the website’s ability to rank effectively.
- Fixed critical and medium-priority errors affecting indexation and site speed.
- Configured proper canonicals to prevent duplicate content.
- Optimized product pages — simplified structure, improved load speed, and UX.
- Created new landing pages for key product and service categories, expanding semantic coverage.
- Added schema.org structured data, improving the way pages appear in Google search results.
- Removed duplicate websites and internal duplicate pages that previously diluted traffic.
- Redesigned key pages by adding informational sections, internal links, and recommendation blocks to improve navigation.
Result: The website became technically clean, fast, and fully prepared for further SEO growth and organic traffic scaling.
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On-Page Optimization
As part of on-page optimization, we focused on ensuring that every page of the website drives both traffic and conversions.
- Rebuilt the site structure with a clear focus on commercial and service pages.
- Prepared detailed technical specifications for new categories and landing pages based on modern SEO standards and AI-driven optimization.
- Optimized product page content to improve relevance and enhance user experience.
- Added trust-building informational pages (warranty, delivery, reviews), which strengthened the website’s authority and increased brand credibility.
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Off-Page Optimization
After completing the technical and on-page work, the team proceeded to external SEO optimization, aiming to enhance the website’s authority in the eyes of search engines.
- Developed a link-building strategy focused on increasing domain authority.
- Published guest posts with high-quality content and visuals on relevant websites in the medical, fashion, and beauty niches.
- Added tier-2 backlinks to reinforce primary publications and accelerate the impact.
As a result, the website achieved a higher Domain Rating, improved search visibility, and secured top positions for its priority keywords.
Results
- Website performance in the last month of promotion
Within a month, the Domain Rating increased to 18 (+6), the number of backlinks grew to 317 (+86), and the number of referring domains reached 17 (+10).
Organic traffic rose to 2K (+1.7K), while the number of ranking keywords increased to 317 (+209), with 23 keywords in Google’s Top 3.
- Traffic Performance During the Promotion Period
The chart shows steady and rapid growth in organic traffic: starting from spring 2025, website visits began to increase actively, reaching over 2,200 sessions in August 2025.
- Backlink Profile During the Promotion Period
The chart illustrates a steady increase in the number of referring domains, which accelerated after the launch of the link-building campaign in June 2025.
By August, the number of referring domains grew from 8 to 17, confirming the effectiveness of the off-page strategy and the consistent growth of the domain’s authority.
- Data for the last month before the start of the promotion
Before the start of SEO work, the website had 523 clicks and 10.6 thousand impressions, with an average CTR of 4.9% and a position of 22.1. The traffic was unstable and limited to branded and low-frequency queries, which indicated the need for complete structural and technical optimization.
- Data for the Last Month Before SEO Promotion
Before starting SEO work, the website had 523 clicks and 10.6K impressions, with an average CTR of 4.9% and an average position of 22.1.
Traffic was unstable and primarily consisted of branded and low-frequency queries, indicating a need for comprehensive structural and technical optimization.
- Data for the Entire Promotion Period
Throughout the promotion period, the website received 14.4K clicks and 382K impressions, with an average CTR of 3.8% and an average position of 17.
The chart shows steady, consistent traffic growth — from just a few visits at the start to regular peaks of thousands of sessions — confirming the effectiveness of the comprehensive SEO strategy.
- Priority Category Page During the SEO Promotion Period
Over the past six months, the number of clicks increased from 95 to 852, and impressions grew from 35.1K to 92.1K.
The average position remained stable (≈15), indicating an expansion of the page’s semantic coverage and improved visibility in search results.
- Priority Service Page During the SEO Promotion Period
The service page demonstrated even stronger growth: clicks increased sixfold (from 95 to 603) and impressions rose to 41.5K.
The average position improved from 8.8 to 6.6, while the CTR tripled to 1.5%, indicating higher user engagement and enhanced page relevance for target queries.
Page Positions in Search Results
- Homepage
The main keywords (“optics Lviv”, “optics Lutsk”) exhibit steady ranking growth, moving from an average position of 10–11 to the Top 6–7, ensuring a consistent flow of local traffic.
- Priority Category Page
Most key queries (“buy glasses”, “contact lenses Lviv”, “sunglasses”) have reached Google’s Top 10, with several — including “children’s glasses” and “prescription glasses” — ranking in the Top 3. This indicates effective on-page optimization and a well-structured page fully aligned with user search intent.
- Priority Service Page
Queries such as “eye diagnostics Lviv,” “eye test Lviv,” and “glasses repair” showed significant ranking improvements — from positions 30–40 to the Top 10, with some even reaching the Top 5.
This highlights the effectiveness of the comprehensive approach, which combines technical, content, and local SEO optimization.
High-Quality Results
- Strengthened brand presence and increased awareness among the target audience.
- Improved UX and behavioral metrics (page depth, time on site).
- Higher conversion rate: more online appointments and repeat purchases.
- The website became a regional leader among local optical stores for key commercial queries.
What the Business Gained After Working with Panem
After implementing the SEO strategy, the website experienced stable organic growth across all key areas — including products, services, and local search queries. Users began engaging with the site more actively, viewing more pages and submitting more inquiries.
As a result, increased sales, more service bookings, and stronger brand awareness, all without increasing the advertising budget.
Conclusions
Achieved Results
Through consistent and systematic work, the Panem team ensured rapid online visibility growth for the optical chain:
- Organic traffic increased from 200–500 to over 1,500 visits per month, creating a steady flow of new clients.
- Priority product and service pages reached Google’s Top 10 and Top 3, significantly expanding visibility.
- The number of inquiries, online sales, and consultation bookings grew, directly impacting revenue.
- The brand became more recognizable and authoritative, outperforming even national competitors in terms of visibility and trust.
Key Success Factors
- Eliminated critical technical issues (canonicals, duplicates, schema markup), unlocking full site indexation.
- Developed a new structure with dedicated categories and service pages optimized for commercial intent.
- Implemented link-building via guest posts on relevant medical and lifestyle websites, increasing DR and search engine trust.
- Added trust pages (warranty, privacy policy, reviews), strengthening E-E-A-T and improving conversions
Why the Strategy Worked
The chosen strategy was built on the business’s real strengths — strong offline coverage, high regional brand awareness, and a trusted local domain (lviv.ua).
Instead of using a one-size-fits-all approach, we implemented a complete SEO cycle — from technical audit to content and off-page optimization. This comprehensive approach delivered the first measurable results just a few months after launch.
By focusing on geo-specific queries for Western Ukraine, we achieved rapid local traffic growth, a steady influx of customers, and reinforced the brand’s position as a leading optical network in the region.
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