Initial Situation
Client Objectives
- Increase qualified organic traffic from priority search queries;
- Achieve top rankings for priority keywords;
- Increase website conversions through Google Organic Search.
Key Challenges:
- Highly competitive commercial search landscape, including competition from aggregators and official brand websites;
- Poor technical SEO foundation, limited internal linking, and website performance issues common to large eCommerce platforms;
- Multiple language versions creating duplicate content risks;
- Lack of visibility into technical changes implemented by the client.
SEO Strategy and Step-by-Step Implementation
Considering all existing issues and limitations, the project was divided into three key stages.
Stage 1: Website Structure
- Complete restructuring of the website URL architecture;
- Creation and implementation of a redirect mapping strategy from old URLs to new URLs;
- Website migration to the new URL structure;
- Resolution of technical issues caused by the migration.
Stage 2: Optimization
- Comprehensive technical SEO audit and optimization;
- Content optimization for priority pages;
- Development and implementation of a link-building strategy;
- Acquisition of high-quality backlinks.
Stage 3: Scaling
- Ongoing backlink acquisition;
- Optimization of secondary and lower-priority pages;
- Expansion of category architecture and SEO filters.
Technical SEO Audit and Improvements
Since the niche is highly commercial, technical SEO became a top priority.
At the beginning of the project, the client decided to completely change the website’s URL structure. This resulted in a temporary decline in traffic, which had been anticipated and discussed beforehand. Thanks to extensive testing on a staging environment and careful implementation, traffic losses were minimized.
Key Technical Tasks
- Resolving indexing issues;
- Fixing duplicate category and subcategory pages;
- Eliminating automatically generated URLs for outdated language versions;
- Improving page load speed;
- Optimizing structured data and schema markup;
- Implementing internal linking and hreflang attributes;
- Fixing redirect chains and improper 302/JavaScript redirects that were diverting traffic into Direct traffic sources;
- Accelerating indexing through Google Indexing API.
Ahrefs data as of May 2023:
Competitor and Market Analysis
During strategy development, we analyzed key competitors in the niche, including:
- Other resale marketplaces;
- Official brand websites;
- Large aggregator platforms.
The analysis focused on:
- Website structure;
- Content strategy;
- Rankings for priority keywords;
- Backlink profiles.
Keyword Research and Clustering
Collected and clustered a semantic core for priority brands and product categories. The keyword set covered all search-volume levels (low-, medium-, and high-volume queries). Keywords were strategically mapped to different page types, including brand pages, brand + category pages, general category pages, and product pages.
On-Page Optimization
- Implemented meta tag templates (title and description) for each page type, incorporating target keywords for priority landing pages, including brand pages and brand + product category pages. Also created placeholder content templates for pages with three or more levels of depth.
- Developed an internal linking structure connecting priority and secondary pages through static SEO filters within general category pages.
- Expanded and optimized landing pages across multiple category directions to improve search visibility and semantic coverage.
Off-Page SEO
Conducted a backlink profile analysis and developed a link-building strategy focused on priority commercial pages. The campaign included acquiring high-quality backlinks through outreach and authoritative placements, as well as identifying and disavowing low-quality backlinks that existed prior to the start of the project.
SEO Results
- Ahrefs
Organic Traffic Growth Throughout the Domain’s History
Organic Keyword Rankings Throughout the Domain’s History
Ranking Improvements for Priority Keywords During the Campaign
As shown by the data, the website achieved top rankings even for highly competitive, high-volume keywords within the niche.
- Google Search Console
GSC Data (May–June 2023)
For a clearer view of performance, it is more useful to analyze the most recent calendar year compared to the previous year.
GSC Data for the Most Recent Calendar Year
The website demonstrated consistent organic traffic growth throughout the year, confirming the effectiveness of the long-term SEO strategy.
Google visibility expanded significantly, allowing the website to rank for a larger number of search queries and attract more entry points from organic search.
Recent performance trends show that the website continues to scale even after achieving substantial growth, while SEO results remain stable over the long term.
Last 6 Months vs Previous 6 Months (GSC)
Google Search Console data (comparison of the most recent 6-month period vs. the previous 6-month period):
Organic clicks increased by approximately 13.6%, while impressions grew by only 4.2%, indicating improved visibility quality rather than simple reach expansion.
CTR increased by approximately 9.1%, demonstrating improvements in snippets, page relevance, and alignment with search intent.
Average position improved by 10%, confirming the effectiveness of structural, content, and internal optimization efforts.
The greatest gains came from pages that moved from positions 11–20 into Google’s Top 10 results.
Last 3 Months vs Same Period Previous Year (GSC)
Google Search Console data (comparison of the latest 3-month period vs. the same period in the previous year):
An additional 29,000 organic clicks YoY confirmed continued growth despite strong gains achieved in previous periods.
Impressions increased by 20% (+1.47 million), indicating further expansion of keyword coverage and indexed pages.
Average rankings improved by 7%, showing that growth was driven not only by new pages but also by stronger performance of existing URLs.
- Google Analytics 4 (Organic Search Performance, 2025 vs 2024)
Google Analytics 4 (GA4) data — Organic Search channel performance comparison: 2025 vs. 2024.
- More than 587,000 organic users annually (+22.9% YoY);
- New users increased by 22.6%;
- Returning users increased by 23.9%;
- Sessions increased by approximately 25%;
- Engaged sessions increased by 31.1%;
- More than 7.7 million events recorded (+24.1%);
- Conversions increased by 19.5%.
The growth in returning users demonstrates not only improved SEO visibility but also stronger brand awareness and repeat demand.
The increase in sessions and engaged sessions indicates higher traffic quality, with users interacting more actively with the website.
The growth in conversions highlights the direct impact of SEO on business performance and revenue generation.
An average engagement time of 1 minute and 14 seconds, despite a slight decrease (-3.7%), remains healthy for a growing eCommerce project that continues to attract large volumes of new traffic.
Key Growth Drivers
The strongest impact came from three core areas.
- Technical optimization. Improved indexing stability, resolved critical structural issues, and enhanced website crawlability. A strong technical foundation was established to support long-term organic growth and future scaling.
- Content optimization. SEO content implemented on priority pages helped secure and maintain top-ranking positions. Existing content was further optimized to improve relevance, strengthen keyword targeting, and reduce ranking volatility.
- Off-page optimization. Link-building efforts strengthened visibility in competitive search segments, increased domain authority, and contributed to maintaining stable rankings for high-value, competitive keywords.
What did the business gain from content optimization?
Over more than three years of continuous SEO efforts, the client’s website evolved from a relatively young domain into a mature and reliable organic acquisition channel, generating more than 587,000 organic users annuall.
Organic search became one of the primary sources of new user acquisition and continues to deliver consistent year-over-year growth. At the same time, the increase in events and transactions demonstrates that SEO contributed not only to higher traffic volumes but also to measurable business outcomes, supporting the long-term growth and commercial performance of the project.
Conclusion
The SEO promotion of this resale marketplace demonstrates how a long-term, systematic approach can drive sustainable growth in a highly competitive eCommerce industry. The results were achieved through a comprehensive strategy that combined technical optimization, content development, and off-page SEO into a unified growth framework.
As a result, the website evolved from an early-stage project into a reliable organic acquisition channel that consistently generates substantial traffic, transactions, and new users. SEO became more than just a source of website visits—it developed into a key driver of business growth, supporting both customer acquisition and long-term revenue generation.
