Naklejkomania.eu – How we faced the challenges of e-commerce SEO and achieved a 331% increase in visibility in the TOP 3 for the photo wallpaper category

Check How We Achieved These Results

Positioning websites in the e-commerce industry is undoubtedly one of the biggest challenges for SEO specialists. The competition is usually significant and equally actively competing for high positions in search results. The goal itself is ambitious, as it involves leveraging visibility and traffic to increase conversions and revenue. This is why effective SEO for e-commerce must be based on a comprehensive strategy where every element is meticulously implemented.

Project Start

Naklejkomania.eu offers a wide range of products in the interior decoration category. The store's assortment includes primarily wall stickers and wallpapers, as well as posters and paintings. Positioning these products in a competitive industry was a project priority and the main focus of our activities from the start.

We began our cooperation in September 2022 with a technical audit and building a keyword database. The first actions directly on the website took place in October 2022.

Understanding the business and industry specifics allowed us to identify the main project goals and properly plan actions that resulted in significant successes.

Main project goals:

• Increase visibility of phrases in the wall stickers and wallpapers categories,
• Translate the website’s visibility into increased organic traffic, and subsequently, into sales conversions.

Results

Over 16 months of cooperation, from October 2022 to January 2024, the overall visibility of the website increased by over 100% in both TOP 3 and TOP 10.

The screenshot below shows the beginning of the campaign and the current visibility in Google

Category: Stickers

As previously mentioned, wall stickers are the primary business category for the Naklejkomania.eu website. We successfully ranked many phrases in the top 3 positions on Google, which almost doubled the estimated traffic for this category.

(Data sourced from Senuto monitoring – phrases with a search potential of 50 or more)

The screen below shows the visibility growth for the phrases with the highest potential in the stickers category.

Category: Wallpapers

The second key product category for our client is wallpapers. Here too, we achieved significant growth.

(Data sourced from Senuto monitoring – phrases with a search potential of 50 or more)

The screen below shows the visibility growth for the phrases with the highest potential in the wallpaper category.

In addition to the core business categories, we also achieved growth in other categories.

Category: Images – Alongside improvements for many sales-related phrases linked to category pages, we successfully positioned the very general, high-volume keyword “image/images” in the TOP 10. According to Senuto estimates, these two phrases alone deliver an average of 6,000 visits to the site per month!

Category: Wallpapers – Another crucial product category for the business, where we achieved growth for important transactional phrases, is wallpapers.

Implementation

During planning, we focused on actions related to technical SEO, content marketing, and linking. Our goal was to implement changes in a logical order with meticulous attention to detail, as only this approach delivers long-term results. To the list of ongoing tasks, we also added regular checkups for core web vitals and implementing continuous improvements. Every collaboration begins with a comprehensive technical audit.

Technical SEO

2022:

• Improved canonical links for products of varying sizes,
• Optimized page titles,
• Blocked login, search, and cart pages in robots.txt,
• Implemented fixes in the blog section, including adding authors, publication dates, and eliminating duplicates.

2023:

• Mapped the entire website,
• Removed test pages from the index and eliminated unnecessary redirects,
• Added alt tags to all products,
• Eliminated render-blocking elements to improve page visibility,
• Removed unnecessary 301 redirects and redirect chains,
• Fixed pagination errors,
• Added an HSTS header to secure the site from data leaks,
• Implemented schema for products,
• Added schema for articles and authors,
• Removed URLs with errors from the sitemap,
• Eliminated links to 404 pages.

Content

Using our know-how and tools, we prepared a total of 720 keyword sets to optimize existing subpages (category pages) and create new ones – mainly blog articles.

We optimized 462 offer subpages by adding content built on keywords relevant to those category pages. We optimized 85 subpages in the stickers category and 59 in the wallpaper category.

We identified 258 blog articles based on our keyword sets for all product categories.

Well-optimized content for SEO is essential for success in Google's organic results and should meet several criteria:

• Topical Authority: Google favors and rewards websites that comprehensively cover a specific topic area – addressing all relevant keywords. From Google's perspective, an expert site is more likely to fulfill the user's search intent than a site that addresses the topic to a lesser extent.
• Search Intent/Customer Journey: Search intent is directly tied to the customer's purchase journey. Informational, commercial, and transactional intents align with the stages of the customer journey (consideration, purchase). An online store should address these intents/stages by building an appropriate information architecture and content that fulfills the user's search intent. This also supports topical authority.
• Internal Linking: When creating new subpages or optimizing existing ones with relevant content, it's crucial to ensure proper internal linking, a fundamental element of successful SEO. For an e-commerce site, the link structure should lead to the category tree, and blog articles should link to their respective category pages and other thematically related blog articles.

Internal Linking

Internal linking is one of the fundamental elements of SEO optimization. After all, Googlebot navigates the web through links. Google recommends that every subpage important for SEO should have at least one link from another page within the site. Internal links make it easier for Googlebot (and users) to navigate through the website structure and index its pages.

Using our proprietary tool, we identified as many as 26,000 links to be added! This includes 1,764 links for the stickers category and 4,880 links for the wallpaper category. If you'd like more information about our internal linking system, you can find it here: https://lp.vestigio.agency/linkowanie-wew.

What's Next?

We still have plenty of work ahead to strengthen the site’s position further. Upcoming tasks include:

• Rebuilding the homepage. The strategy includes several actions aimed at accelerating the indexing of new products and improving the site’s performance,
• Content pruning and reducing the number of subcategories. This involves optimizing content that is not engaging for users, focusing on reducing the number of pages Google has to visit for indexing,
• Reducing duplication of product pages. Reviewing and consolidating products that currently are not variations.

Summary

Our year-and-a-half-long work on the Naklejkomania.eu site is an excellent example of how to plan effective SEO for e-commerce and implement a positioning strategy to achieve long-term results. The significant improvement in visibility for the most business-critical categories and the increase in organic traffic is no coincidence. We achieved this with a meticulously thought-out action plan and our expertise, which allows us to seamlessly operate in the areas of technical SEO, content planning, and link-building, extracting maximum results from each.

This is also another case that proves how crucial it is to understand the business and take an individualized approach to every website, especially in the e-commerce sector. Excellent communication on the client’s side, attention to detail, and continuous analysis of competitor actions by our team of specialists are undoubtedly important components of this project’s success.

Do you want to outpace the competition, improve the visibility of your e-commerce site, and generate more conversions? Take advantage of our experience! We know how to use SEO strategies to increase sales and revenue.