Organic revenue (12 mo)
€41k€227k
Case file BP-1400 · Ecommerce SEO
Bistritsa Parquet — Hardwood flooring retailer · Sofia
How a parquet showroom turned 1,400 SKUs into Sofia's most-searched flooring catalogue
+€186k
organic revenue · modelled over 14 months
1,390 boards laid · 14 months
- Organic revenue (12 mo)
- €41k → €227k
- Indexed product pages
- 380 → 1,390
- Free-listing clicks / month
- 0 → 5.2k
- Avg. category position
- 24 → 6
01 · The challenge
Most products were hidden behind filter URLs Google never indexed, and there was no product feed at all.
Bistritsa Parquet stocks around 1,400 flooring SKUs in its Sofia showroom: oak in a dozen grades, herringbone and chevron blocks, SPC vinyl, laminate, and the oils and underlays that go with them. Online, shoppers found them by filtering, and that was the problem.
Every filter produced a parameter URL that robots.txt kept out of Google. Products that lived only behind those filters simply did not exist to search. With no product feed, the free Shopping tab, where flooring buyers compare price per square metre, was closed to them too.
Underside of the catalogue · one square per SKU
02 · Diagnosis
Eight defects, stamped on the underside of the boards
- 01FacetsCritical
1,020 product URLs were reachable only through ?filter= parameters, which robots.txt blocked.
FixStatic facet landing pages for combinations with demand; products linked from them.
- 02FeedCritical
No Merchant Center account and no product feed, so zero eligibility for free listings.
FixERP-driven feed, nightly, with GTIN, price per m² and stock.
- 03SchemaHigh
Product pages carried no Product or Offer markup; price and stock were invisible to Google.
FixProduct + Offer JSON-LD generated from the same feed fields.
- 04CanonicalsHigh
Every variant page set its canonical to the category root, collapsing 600 SKUs into 38 URLs.
FixSelf-referencing canonicals; variants consolidated only where content was identical.
- 05PaginationHigh
Infinite scroll with no paginated fallback: page two onwards was never crawled.
FixCrawlable ?page= links behind the scroll, in the HTML.
- 06ContentMedium
38 category pages shared one 40-word template description.
FixUnique copy per category answering the questions buyers search.
- 07LocalMedium
Showroom address only inside an image; Business Profile categorised as a generic Store.
FixAddress in text, Store schema, Flooring store as primary category.
- 08SpeedMedium
Category LCP of 5.8 s on mobile from uncompressed 4 MB swatch photographs.
FixResponsive AVIF swatches and lazy loading below the fold: LCP 1.9 s.
03 · Strategy
Four boards, laid in order
Built on our Commerce SEO plan. Herringbone only holds if every board locks into the last: the feed feeds the schema, the schema feeds Merchant Center, and the facet pages give all of it somewhere to land.
Board 01
Product feeds
One feed, built nightly from the ERP, becomes the single source of truth for Merchant Center, on-page schema and the catalogue itself, so price and stock never disagree.
Board 02
Faceted navigation
Filters stay for shoppers, but only the 112 combinations people actually search ("oak herringbone 14 mm", "grey SPC click") get a static, indexable URL with its own copy.
Board 03
Product schema
Product, Offer and AggregateOffer markup carries price per m², pack coverage and availability, which makes the pages eligible for rich results and merchant listings.
Board 04
Merchant Center
Verified account, shipping and returns policy and enriched attributes put 1,312 SKUs into the free Shopping tab and product knowledge panels.
паркет рибена кост
flooring-marketplace.bg
Паркет рибена кост — каталог
parket-world.bg
Паркет рибена кост — каталог
homedepot-bg.com
Паркет рибена кост — каталог
Bistritsa Parquet: position 48 · page 5
паркет рибена кост
Products · free listings
Oak 14/3 natural
€38/m²
Oak smoked 15/4
€44/m²
Oak white oil
€41/m²
bistritsa-parquet.bg › herringbone
Herringbone parquet in Sofia — 46 oak patterns
★ 4.8 · From €38/m² · In stock · Showroom in Lozenets
04 · Timeline
14 months, board by board
Survey
Measure the room · M01–M02
- M01€3.4k/mo
Crawl & log-file audit
30 days of server logs: Googlebot spent 71% of hits on filter URLs it was then told not to index.
- M02€3.6k/mo
Facet demand map
Every wood × finish × width combination scored against Bulgarian search demand; 112 earned a page.
Subfloor
Level the subfloor · M03–M05
- M03€5.1k/mo
Indexable facet pages
Static, self-canonical URLs for the 112 combinations; the long tail stays noindex, follow.
- M04€7.4k/mo
Product feed from the ERP
Nightly export of 1,400 SKUs with GTINs, m² pricing, stock and colour attributes.
- M05€10.2k/mo
Merchant Center live
Account verified, shipping and returns set, free listings approved for 1,312 SKUs.
Laying
Lay the boards · M06–M09
- M06€13.3k/mo
Product & Offer schema
Product, Offer and AggregateOffer markup with price per m² and pack coverage.
- M07€16.4k/mo
Canonicals & pagination
Variant canonicals pointed at themselves; infinite scroll got a crawlable ?page= fallback.
- M08€19k/mo
Category copy rewrite
38 categories rewritten with installation, underfloor-heating and room-fit guidance.
- M09€21.2k/mo
Showroom signals
Store schema, address in text, Business Profile recategorised as Flooring store.
Finish
Oil and buff · M10–M14
- M10€22.9k/mo
Feed enrichment
Material, pattern, thickness and wear-layer attributes added; disapprovals down to 0.6%.
- M11€24.6k/mo
Supplemental promotions feed
Seasonal pricing pushed without touching the core feed or the ERP.
- M12€26.8k/mo
Guides link to categories
Twelve installation guides now pass internal links to the category they explain.
- M13€29.1k/mo
Herringbone & chevron hub
A pattern hub with layout calculator, linked from every herringbone SKU.
- M14€31k/mo
Consolidation & handover
Feed monitoring, facet rules and schema tests documented for the in-house team.
05 · Results
The floor, by category: each board’s grain is its revenue
Pick a category to read its board; switch periods to watch the grain grow. Herringbone and chevron, the category with the most hidden facet pages, moved furthest.
Modelled scenario for a fictional business — not a client result. Rankings and traffic are never guaranteed; see our Terms.
Board 01 · Oak engineered · €12.4k → €58.6k · ×4.7
TOTAL · 8 CATEGORIES€227k
Indexed product pages
3801,390
Free-listing clicks / month
05.2k
Avg. category position
246
Ranking ledger · Google.bg, Sofia
| Query | Vol / mo | Before | After | Landing page |
|---|---|---|---|---|
| паркет Софияparquet Sofia | 2,900 | 31 | #2 | Category |
| дъбов паркетoak parquet | 1,600 | 27 | #3 | Category |
| винилов паркет SPCvinyl SPC flooring | 1,300 | 22 | #5 | Category |
| паркет рибена костherringbone parquet | 880 | 48 | #1 | Pattern hub |
| трислоен паркет ценаengineered parquet price | 720 | >100 | #4 | Facet page |
| ламиниран паркет 8 ммlaminate 8 mm | 590 | 35 | #6 | Facet page |
| масло за паркетparquet oil | 480 | 41 | #3 | Category |
| подложка за паркетparquet underlay | 390 | 29 | #4 | Category |
| орехов паркетwalnut parquet | 320 | >100 | #2 | Facet page |
| паркет шевронchevron parquet | 260 | >100 | #1 | Pattern hub |
Commerce SEO · Ecommerce SEO
Get a plan like this
A catalogue Google can see, a feed it trusts, and listings shoppers can compare. We start with the audit.