A fictional business. The figures are a modelled scenario, not a client result.
SEO case study · Ecommerce SEO · 8 months
Scroll and the flat-pack folds itself. Every panel is printed with one result.
The fold
The challenge
Their packing-supplies store sold boxes nationwide in theory, but products never appeared in Shopping results and category pages were thin.
Prenos Movers started selling boxes, tape and bubble wrap to the people it moved, then opened the shop to everyone. Couriers could reach every town in Bulgaria, but the shop had never told Google what it sold, what it cost or where it delivered. Shoppers searching for moving boxes saw marketplace listings and a hardware chain; the firm that packs flats for a living wasn’t in the results.
The opportunity was bigger than box margins: every shop buyer is someone about to move. If the shop ranked, the vans would follow.
No product feed and an unclaimed Merchant Center account: 0 of 412 products eligible for free listings.
Own-brand boxes had no brand or MPN and bought-in tape had no GTIN, so nothing could be matched to a product.
Prices rendered as text in two currencies after the euro changeover, with no structured price for Google to compare.
Delivery was configured for Sofia only; nationwide courier rates by weight were never declared anywhere crawlable.
14 category pages averaged 38 words: a grid of boxes, no sizes, no guide to how many a move needs.
Size, sort and page parameters spawned 9,800 crawlable URLs that diluted 14 real categories.
No Product, Offer, review or breadcrumb markup on any template, so no price or stock in results.
Shop and removals site never linked; a box buyer planning a move had no route to a quote.
The strategy
Built on our Commerce SEO plan. Each tactic only holds once the one before it is creased: no listings without a feed, no rich results without schema, no sales without pages worth landing on.
A nightly feed generated straight from the shop database, so stock and price can never drift from the page.
Claimed, verified and switched on for free listings, then treated as a weekly diagnostics loop rather than a one-off setup.
Fourteen thin grids became buying guides built from the questions the quote line hears every day.
Product, Offer and Review markup on every product template, tied to the business that also runs the vans.
Month by month
Crawl, feed and Merchant Center audit; facet crawl trap mapped.
Nightly feed shipped, account verified, 61 disapprovals cleared.
Free listings start serving; Product schema on all templates.
First six category guides rebuilt with size calculators.
Moving-kit bundles launched as their own products and category.
“Need a van?” block on every order page links to the quote form.
Remaining eight categories rebuilt; facet URLs cleaned up.
Revenue index at 311; the shop reports as its own business line.
Results · month 8
| Query | Organic before | Month 8 | Free listing |
|---|---|---|---|
| кашони за преместванеmoving boxes | 31 | 3 | ✓ Shown |
| кашони за книгиbook boxes | 27 | 1 | ✓ Shown |
| комплект за преместванеmoving kit | — | 1 | ✓ Shown |
| опаковъчни материали софияpacking materials sofia | 12 | 2 | — Local pack |
| кашони ценаbox prices | — | 2 | ✓ Shown |
| балонно фолиоbubble wrap | — | 4 | ✓ Shown |
| тиксо за опакованеpacking tape | 48 | 5 | ✓ Shown |
| стреч фолио ролкаstretch film roll | 62 | 6 | ✓ Shown |
Next shipment
Feeds, Merchant Center, category pages and schema, folded in the right order for your shop.