COIL

Initial Data

Age of the website:

4 years

Business Type:

E-commerce — sales of equipment for tourism, camping, mountaineering, and outdoor activities.

Target region:

Ukraine

Direction:

SEO (Search Engine Optimization)

At the start of the project:

the website featured a large assortment but had low visibility for category queries ("camping tents," "sleeping bags," "backpacks"). The primary issues were technical duplicates caused by incorrect filter functionality and a lack of optimized content on landing pages.

Objectives

/01 Increase organic traffic by ranking major product categories in the Google TOP 10.
/02 Optimize the website structure to make it as clear as possible for both users and search engine crawlers.
/03 Fix technical errors, specifically content duplication and slow loading speeds of category pages.
/04 Enhance the quality of the semantic core by covering not only commercial but also informational queries (e.g., equipment selection guides).
/05 Increase the number of target conversions (transactions) from organic search.

Implementation Strategy

The strategy was based on a comprehensive approach: deep technical optimization to eliminate “junk” pages from the index and aggressive content marketing. Since the niche is highly seasonal, the work was planned according to peak demand for summer (tents, backpacks) and winter (thermal underwear, gas equipment) gear.

Work Performed

Technical SEO Audit and Bug Fixing

Eliminated duplicate pages created by filtering and sorting parameters.
Configured SEO-friendly URLs (SEF/ЧПУ) for filter pages.
Optimized website loading speed, which is critical for mobile traffic (accounting for over 70% of traffic in this niche).

Semantics Collection and Clustering

Formed an expanded semantic core including brand names, product types, and specific characteristics (e.g., “winter sleeping bag down to -10°C”).
Clustered queries to create new subcategories, allowing for better coverage of low-frequency target queries.

On-Page Optimization and Content

Developed and implemented unique meta tags (Title, Description) and H1 headers for all active categories.
Created valuable blog content (“How to Choose a Tent,” “Top Backpacks for Hiking”), which helped attract “cold” audiences and increase domain authority.
Implemented structured data markup (Product, AggregateRating, Breadcrumbs) to enhance the visual appearance of search snippets.

External Optimization (Link Building)

Built a high-quality backlink profile through placements on travel forums, blogs, and major outdoor activity portals.
Utilized a “viral” content strategy (new equipment reviews) to acquire natural backlinks.

Analytics and UX Optimization

Configured Google Analytics 4 (GA4) with full e-commerce tracking.
Analyzed user behavior using heatmaps to simplify the checkout process.

Results


Significant growth in organic traffic (especially during peak seasons), leading to an increase in order volume.
Achieved TOP 5 rankings for high-frequency queries in key categories ("camping equipment," "hiking backpacks").
Increased average session depth and decreased bounce rate due to improved structure and navigation.
Stable rankings for brand-specific queries of well-known equipment manufacturers available in the store.
Established a long-term asset in the form of an authoritative domain, making it easier to introduce new product groups to the market.

Significant growth in organic traffic (especially during peak seasons), leading to an increase in order volume.

Achieved TOP 5 rankings for high-frequency queries in key categories ("camping equipment," "hiking backpacks").

Increased average session depth and decreased bounce rate due to improved structure and navigation.

Stable rankings for brand-specific queries of well-known equipment manufacturers available in the store.

Established a long-term asset in the form of an authoritative domain, making it easier to introduce new product groups to the market.

Analysis and validation of results

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