SEO for E-commerce: +90% Users and Increased Carpet Store Sales

Solution:

Our strategy focused on shifting from broad search queries to capturing narrow, high-intent niches where the client could attract the most qualified and cost-efficient buyers. We implemented three key strategic changes:

• We completely redesigned the filtering logic. Each popular combination of product attributes (for example, color + purpose + pile type) was turned into a separate landing page with unique content. This allowed us to cover hundreds of micro-search queries such as “artificial grass for terrace” or “commercial linoleum for office”, effectively positioning the website as a dominant player in these highly specific niches.
• We eliminated critical technical issues (404 errors, slow page load speed) that previously caused traffic loss during peak periods. We also implemented advanced structured data (schema markup) for products and FAQ sections, which made our search snippets more visible than competitors and increased the chances of appearing in Google featured snippets and AI assistant answers.
• We analyzed user behavior to identify where visitors drop off in the journey and introduced elements that encourage faster decision-making and improve on-site navigation and engagement.

Results:

Over 6 months of active promotion, the project demonstrated rapid growth in both visibility and real business performance. We managed not only to increase traffic but also to make it highly conversion-oriented.

Traffic metrics

Keyword ranking growth dynamics 

We achieved top positions for highly competitive search queries such as “buy artificial grass”, “buy linoleum for home”, and entered TOP-3 for the query “high pile carpet”.

Looking at the yearly dynamics, the number of keywords ranking in position #1 increased from 0 to 18. This clearly demonstrates highly precise matching of user intent across key product categories.

TOP-10 performance: the number of keywords ranking on the first page grew from 12 to 58, representing nearly a 5x increase in search visibility within the click zone.

Several keywords demonstrated exceptional ranking improvements (see “Dynamics” column):

• “artificial grass for terrace”: improved from position ~30 to #2 (+98 positions from the lowest tracked point)
• “high pile carpet”: moved from #45 to #3
• “buy linoleum for home”: reached #1 from #50
• “buy artificial grass” (high-volume keyword, Volume 260): achieved #1 position in search results

Revenue performance dynamics 

Year-over-year comparison (YoY)

Based on the screenshot (annual comparison): 

The project demonstrates a significant leap compared to the same period last year:

• Total users: +90.67% growth (from 10,692 to 20,386). We nearly doubled the organic audience from search engines.
• New users: +272.33% growth (from 5,367 to 19,983). This reflects extremely strong SEO performance, with the number of first-time visitors increasing almost fourfold.
• Returning users: +92.65% growth. This is a strong signal that the new audience is not only being acquired but also retained and returning to the website.
• Average engagement time: +3.6%, reaching 2 min 25 sec. Users are spending slightly more time on the site, indicating that content quality matches the expectations of the growing traffic.
• Total events: +72.81% growth (up to 402,448). User activity has scaled proportionally with traffic growth.
• Purchases (key conversion event): 2x increase in organic orders (from 24 to 44 transactions).

Key event rate: +88.63% growth – including “add to cart” and “begin checkout” actions. 

Traffic and reach (7-month period) 

• Total users: 20,386, representing 4.94% of the site’s total audience.
• New users: 19,983, indicating that the channel is almost entirely focused on acquiring new audiences (new users account for over 98% of this segment).
• Returning users: 3,932, accounting for 4.41% of all returning users.

Overall, the channel demonstrates a strong acquisition-driven structure with a dominant share of new traffic and consistent audience reach growth.

Engagement quality

Organic search shows the strongest engagement metrics among all major traffic channels:

• Average engagement time: 2 min 25 sec. This is significantly higher than the site average (1 min 26 sec) and represents the best performance among the top 5 traffic channels.
• Engaged sessions per user: 1.05, also above the site average (0.92), indicating a higher level of user interest and interaction with the content.

Conclusion:

Over six months of active work, the project eurocarpet.com.ua has made a qualitative transition from a simple “catalog website” to the status of a niche market leader. We proved that in a highly saturated flooring market, it is possible to win not through large budgets, but through precise technical expertise and a deep understanding of user intent.

We built a strong foundation that not only withstands technical fluctuations in the market but is also scalable. At this stage, Eurocarpet has all the necessary tools for further expansion and potential dominance in adjacent product categories.