Contents of the case
Media
Initial data
Whole works
- /01 Increasing organic reach in the used electronics and new laptops niche
- /02 Displaying priority categories by brand in the top 3 search results
- /03 Optimizing and indexing filter pages to attract highly targeted traffic
- /04 Building a backlink profile to boost domain authority amid major marketplaces
Issues and general strategy
The project operates in a highly competitive market segment, where the main competitors are national retailers and aggregators. At the start of the project, the site had basic optimization, but the potential of the Khoroshop platform was not fully utilized. The main problem was low visibility for low-frequency queries, which make up the highest-converting audience (specific laptop models and their specifications).
The overall strategy focused on aggressively expanding the site’s structure. We decided to concentrate on creating thousands of product pages using filter combinations, which would allow us to capture traffic from specific search queries. We also planned a gradual cleanup and expansion of the backlink profile to improve overall search engine trust.
What has been done
Semantics
We conducted an in-depth analysis of the semantic core, covering not only general search queries but also specific product names and technical specifications. All queries were clustered by intent—gaming, education, office work—as well as by technical parameters (display type, processor model, storage capacity). This allowed us to create a clear relevance map for every page on the site.
Technical Optimization
Since the site is based on the Khoroshop platform, the main work involved configuring SEO filters. We established rules for generating unique titles, descriptions, and H1 tags for each combination of specifications. We implemented Product and Review microdata, which made the snippets in search results look more appealing by displaying product prices and ratings. This directly contributed to an increase in impressions, which reached 90,000 per month.
Backlink Profile
Analysis revealed a need for high-quality, relevant backlink sources. We developed a strategy for gradually building backlinks by combining crowd marketing on forums with guest posts on authoritative IT resources. Over the course of our collaboration, the number of donor domains grew from 45 to 180, ensuring stable rankings during Google algorithm updates and increasing visibility to 7.0.
Content
We conducted a complete overhaul of category descriptions. We moved away from “text for robots” in favor of informative guides that help users choose the right device. We paid special attention to the blog, where we published comparative reviews of models and tips for checking used laptops. This helped attract additional informational traffic and increase the level of expertise (E-E-A-T) in the eyes of the search engine.
Results
After 12 months of operation, the project demonstrated exponential growth across all key metrics. Thanks to the implementation of filters, the total number of keywords in the database grew to 62,950, and the number of phrases in the top 10 increased more than sixfold.
| Options | At the start of the project | In 12 months | The difference |
|---|---|---|---|
| Organic traffic (months) | |||
| Organic traffic (months) | 11290 | 35440 | +214% |
| Conversion | |||
| Conversion | 1,2% | 1,8% | +50% |
| Visibility | |||
| Visibility | 0,93 | 1,8% | +652% |
| Top 10 Keywords | |||
| Top 10 Keywords | 1200 | 7880 | +556% |
