Project type: Online store filterway.com
Promotion goal: Increase organic traffic, improve target page rankings, increase the number of orders
Promotion period: February 2022 – present
Project status at launch
At the start of the project, a number of technical and content issues were identified that significantly limited the site's SEO potential:
Technical:
Problems with the crawling budget: search robots indexed the service sections of the site
Lack of access control for system directories (errors in robots.txt)
Non-optimized personal account functionality (address data was not saved during purchase)
Errors in the checkout process
Limited choice of payment systems, not adapted to the US market
No meta-tag templating system
Inconvenient design
Content:
Poorly structured website navigation
Categories are partially formed or completely missing
Lack of text content in most sections
Insufficient page relevance to user queries
Unoptimized Fridge Water Filters category with no brand segmentation
Work performed
Structural and categorical optimization:
An expanded structure for “Whole House Water Filters” has been created and organized by type (1-stage, 2-stage, 3-stage).
Filter categories by size have been added.
The “Fridge Water Filters” category has been redesigned — a clear brand-based structure has been implemented.
A detailed structure has been developed for “Replacement Cartridges”.
All new categories have been filled with relevant products.
Content and meta tags:
Templates for product-card meta tags have been created.
Unique and relevant texts have been written for category pages.
Content has been optimized with user search intent in mind.
Consistency between the query and the landing page has been ensured across all navigation levels.
Technical improvements:
Website design has been updated to improve behavioral metrics and overall convertibility.
The robots.txt file has been fixed — technical directories are now properly blocked from crawling.
Bugs in the personal account and during the checkout process have been resolved.
The list of payment systems has been expanded to meet the specifics of the US market.
The logic for displaying the homepage has been configured:
Added main categories and best products to the first screen
Optimized user paths to purchase
Results
— Organic traffic growth
— Dynamics of key category positions
— Number of requests in the TOP 10
Over the past two years, the site’s profitability has increased significantly:
— the number of organic product purchases has grown by 137.9%
— overall website profitability has increased by 317.2%
— the average purchase amount has risen by 36.1%