A fictional business. The figures are a modelled scenario, not a client result.
Rozhen Honeyworks · Artisan honey e-shop · Smolyan
+268%
organic revenue, in 10 months — modelled
Commerce SEO engagement · Retail & E-commerce · Bulgaria
The challenge · ledger p. 1
A two-person apiary sold mountain honey through a slow template store with duplicate product pages and no structured data. Big supermarket chains owned every 'буркан мед' and 'манов мед' query.
The honey itself was the advantage: single-apiary honeydew and linden harvested above 1,400 metres near Rozhen, sold within weeks of extraction. But search engines could not tell one jar from the next, and the queries that matter — the honey type, the jar, the region — all resolved to national grocery chains that carry a single blended product.
The brief was not more traffic. It was to make every jar a page Google could understand, show in Shopping and rank on its own — and to do it with a team of two who also tend 180 hives.
Diagnosis · smoking the hive
Technical
Each weight (250 / 450 / 900 g) and lid colour generated its own URL with identical copy. Google indexed 38 of 214 pages and picked the wrong canonical for half of them.
Structured data
Prices, stock and origin were plain text. No Offer, no shipping or return policy markup, so no price or rating ever appeared under a result.
Shopping
No Merchant Center account. The Shopping tab for “манов мед” showed only three supermarket chains and two marketplaces.
Architecture
All 40 jars sat on a single paginated list. There was no page to rank for honeydew, acacia or linden — the exact way people search.
Speed
A theme loading 2.1 MB of sliders and three tracking tags before the first jar photo. 71% of visits were mobile.
Content
Descriptions were the 40-word jar label. Nothing on harvest altitude, crystallisation or flavour — what makes a Rhodope honey worth the price.
The strategy · building the frames
Built on our Commerce SEO plan: the feed, the markup and the catalogue are one system, so a jar added once appears correctly on the shop, in search and in Shopping.
A primary feed generated from the store catalogue nightly — brand, weight, origin, harvest year, Cyrillic and Latin titles — plus a supplemental feed for seasonal promotions and gift boxes. Artisan jars without GTINs ship with identifier_exists=false rather than invented codes.
Product, Offer and AggregateRating JSON-LD on every jar; MerchantReturnPolicy and OfferShippingDetails sitewide; BreadcrumbList mirroring the new category tree. Validated in the Rich Results test before each release.
Account verified and claimed, free listings enabled, shipping rules for Speedy and Econt matched to checkout, and feed errors driven from 61 to zero. The same feed powers the on-site structured data, so the two never disagree.
One canonical URL per jar, variants as on-page options. Above them, a tree by honey type (honeydew, acacia, linden, chestnut), by use (gifts, wholesale, kids) and by hive product — each category page written by the beekeepers, with a short guide that links back down to the jars.
The season · month by month
Month 1
Crawl of 214 URLs. 74 duplicate variant pages, no schema, LCP 5.8 s on mobile.
avg. pos. 18.1 · 41 indexed
Month 2
Variants (250 / 450 / 900 g) merged under one canonical product. Template swapped for a lean theme.
avg. pos. 15.6 · 58 indexed
Month 3
Category tree built by honey type, origin and use. Six category pages written by the beekeepers.
avg. pos. 13.2 · 74 indexed
Month 4
Merchant Center live. Product feed with brand, weight, origin and identifier_exists=false for artisan jars.
avg. pos. 10.9 · 86 indexed
Month 5
Product, Offer and AggregateRating schema validated on all live products. Free listings start converting.
avg. pos. 8.7 · 94 indexed
Month 6
Comb honey, propolis and gift boxes added as their own products. Pages indexed pass 90.
avg. pos. 7.1 · 101 indexed
Month 7
Crystallisation and honeydew guides take position 1–2; they link into category pages, not away.
avg. pos. 5.8 · 106 indexed
Month 8
B2B category for cafés and bakeries; supplemental feed with seasonal promotions.
avg. pos. 4.9 · 109 indexed
Month 9
Feed titles rewritten with Cyrillic and Latin variants; chestnut range joins the comb.
avg. pos. 4.2 · 111 indexed
Month 10
112 pages indexed, core terms average 3.8, organic revenue +268% on launch month.
avg. pos. 3.8 · 112 indexed
Results · the harvest
Modelled scenario for a fictional business — not a client result. Rankings and traffic are never guaranteed; see our Terms.
Organic revenue
+268%
Free Shopping listings clicks
4,100/mo
Product pages indexed
38 → 112
Avg. position, core terms
19.4 → 3.8
Twenty-four tracked money pages. Play the season or scrub month by month; select a cell to read its ranking. The number in each cell is its best position.
Selected cell · category
Honeydew
/med/manov
Position 31 at launch → position 31. Starts climbing in month 3.
0 of 24 cells capped in the top three.
| Query | Monthly searches | Launch | Month 10 | Landing URL |
|---|---|---|---|---|
| родопски медRhodope honey | 1,300 | 12 | 1 | /med/rodopski |
| манов медhoneydew honey | 2,900 | 31 | 2 | /med/manov |
| мед с восъчна питаhoney with comb | 720 | — | 2 | /med-s-pita |
| липов медlinden honey | 1,900 | 22 | 3 | /med/lipov |
| буркан медjar of honey | 1,600 | 44 | 4 | /manov-med-900g |
| акациев медacacia honey | 3,600 | 27 | 5 | /med/akatsiev |
| пчелен прашецbee pollen | 2,400 | 38 | 6 | /pchelen-prashets |
| защо медът кристализираwhy honey crystallises | 1,100 | — | 1 | /kak-se-kristalizira-med |