We rebuilt the semantics, expanded the commercial structure, and systematically optimized pages to capture targeted search demand.
Comparable periods before and after strategy implementation. All metrics tracked via Yandex Metrica and TopVisor.
Growth is calculated over comparable periods. Branded and non-branded traffic are tracked separately in the dashboard.
Share of tracked queries by position band, before and after 12 months of promotion.
The number of queries outside TOP-30 dropped from 264 (50%) to just 31 (6%). 96 queries reached the absolute TOP-1, up from only 14 at the start of the project.
Dvertsov is a product-driven website representing a specific market niche. The catalog includes product categories with specifications, descriptions, and pricing aimed at direct buyers.
The target audience consists of users who search for specific solutions through search engines. For this type of site, SEO becomes a direct customer acquisition channel — a user enters a query, finds a relevant page, and moves toward an action.
The role of search is to bridge the gap between a query and a specific product or service without intermediate steps.
| Parameter | Value |
|---|---|
| Domain | dvertsov.ru |
| Site type | Product catalog / E-commerce |
| Niche | Industrial equipment & supplies |
| Geography | Russia (nationwide) |
| Search engines | Yandex & Google |
| Period | Oct 2024 — Sep 2025 (12 months) |
Constraints identified during the audit that prevented the site from realizing its full organic traffic potential.
User queries lacked corresponding landing pages. Demand leaked to competitors.
Multiple query groups with different user intentions pointed to the same URL, causing internal competition.
Title, Description, and headings did not reflect the full range of products and services offered on the site.
Categories and related pages were not interconnected, weakening link equity distribution and navigation.
Articles and helpful content did not lead to commercial pages, failing to support engagement and conversion.
The promotion was built around commercial demand. The objective was to increase the share of target queries in TOP, drive users to relevant landing pages, and create a clear path from search to inquiry or order.
Every step of the strategy was backed by search engine data, not assumptions.
| Cluster | Intent | Target Page | Decision |
|---|---|---|---|
| Main category | Commercial | Existing category page | Optimize |
| Product subcategory | Commercial | New page | Create |
| Product specification | Mixed | Category / filter | Check SERP |
| Pre-purchase question | Informational | Article | Link to category |
Work was divided into four areas — each solving a specific strategic task.
Each cluster was assigned the most relevant page. This reduced internal URL competition and allowed the site's visibility to grow methodically rather than trying to rank everything on a single page.
Monthly visits from organic search across Yandex and Google combined.
Before vs. after comparison of ranking distribution across all tracked queries.
Source: TopVisor, Yandex search, Russia region. 529 queries tracked. Capture date before: Oct 15, 2024. Capture date after: Sep 18, 2025.
Real position changes for individual queries from monitoring data. Both branded and non-branded queries are shown.
| Query | Before | After | Search | Region | Note |
|---|---|---|---|---|---|
| dvertsov купить | 14 | 1TOP-1 | Yandex | Russia | Brand |
| промышленное оборудование для цеха | 28 | 1TOP-1 | Yandex | Moscow | Non-brand |
| запчасти для конвейерных лент | 34 | 3TOP-3 | Yandex | Russia | Non-brand |
| технические ткани для производства | 41 | 2TOP-3 | Yandex | Russia | Non-brand |
| арматура запорная диаметр 50 | — | 1TOP-1 | Russia | New page | |
| приводные ремни для станков | 37 | 5TOP-5 | Yandex | Moscow | Non-brand |
| каталог промышленного оборудования | 22 | 1TOP-1 | Yandex | Russia | Non-brand |
| уплотнительные материалы для трубопроводов | — | 7TOP-10 | Russia | New page |
Positions shown as rank in organic results (1 = first position). "—" indicates the query was not ranked in the top 50 before the campaign. Brand queries are marked separately.
Structural improvements in the site's search presence over 12 months.
After restructuring semantics, site architecture, and landing pages, the site expanded its presence for targeted non-branded queries. Improved visibility led to increased organic traffic to relevant commercial pages.
Over 12 months, organic traffic changed from 1 438 to 4 870 visits per month. The share of tracked queries in TOP-10 grew from 19% to 72%, and the share in TOP-3 grew from 7% to 38%. The absolute number of queries in TOP-1 increased from 14 to 96 — a 7× improvement.
Inquiries from organic search changed from 77 to 186 per month, a 142% increase directly attributable to improved search visibility.
We'll run an audit, uncover untapped demand, and build a promotion strategy tied to your commercial pages and business goals.