OnlineMashini.bg – a million increase in turnover through SEO

Organic traffic growth

+32.2%  for 2 years period

Transactions growth

+44.4% YoY

Organic traffic revenue growth

+46.88% YoY

More about Onlinemashini.bg

OnlineMashini.bg is the biggest website for machines in Bulgaria, which provides a wide range of machines, tools, and equipment for construction, household, and garden.

Definition of goals: strategic focus on growth and conversions

At the start of the work together, we defined clear and measurable goals that were aimed at addressing specific challenges and unlocking the full potential of organic traffic.

It included:

1. Optimization of the category structure: The need to review and improve the way products are organized and presented on the site was identified. The aim was to create a more intuitive navigation for users and a clearer structure for search engines.
2. Identifying and prioritizing key phrases: The analysis showed the presence of multiple key phrases with high search volume for which the website was not ranking optimally. We paid special attention to phrases with obvious commercial intent that had direct potential to generate orders and increase turnover.
3. Increase business metrics: The ultimate goal of the project was not just to improve rankings, but to directly increase key business metrics such as conversion rate (CR), number of transactions and total organic traffic revenue. This required a focus on technical performance as well as semantic relevance and user experience.

At the initial stage, we focused on solving critical technical SEO issues, which laid a solid foundation for the follow-up activities. The focus then changed to a comprehensive refactoring and semantic optimization of key categories to improve the website structure and satisfy user expectations as much as possible.

The approach: a flexible and step-by-step SEO strategy

Considering the scope and complexity of the online store, the flexible “Monthly SEO” method was chosen. This model allowed for adaptive task planning and execution in accordance with market dynamics and the client’s internal resources.

The following key activities were implemented during the two-year collaboration:

• Extensive page revisions: A significant number of product categories and other important pages were thoroughly revised. These pages were grouped into logical clusters, which allowed for a systematic approach to their optimization.
• Detailed optimization assignments: For each landing page, an individual assignment was developed. These assignments included specific recommendations for optimizing the content structure, enriching it with semantically relevant keywords and terms, as well as improvements focused on increasing conversion potential. This micro-approach ensured that each page contributed as much as possible to the overall business goals.
• Technical optimization: Many technical SEO aspects were identified and addressed. Tasks related to URL structure optimization for better readability and relevance, page load speed improvements for better user experience and SEO evaluation, and implementation of Schema.org markup for better performance in search results were successfully implemented. Resolving these technical issues was a critical step that allowed the follow-up semantic work to have maximum results.

This systematic and step-by-step approach, which moved smoothly from technical to content and structural optimization, was key to achieve sustainable results. It allowed the teams to focus their efforts on the highest priority aspects at each stage of the project.

Results achieved: measurable growth in key indicators (YoY)

Concrete results measure the real success of any SEO strategy. Comparing the performance of the organic channel in the second year of our work together versus the first year of the project demonstrates the effectiveness of the approach taken.

This looks in the following way:

• 3.35% growth of users: Although the nominal growth in the number of unique users seems moderate, the analysis shows an increase in more targeted and quality traffic. This is confirmed by the significant improvement in subsequent metrics, indicating that attracted users were more likely to purchase.
• 15.12% increase in sessions: The increase in the total number of sessions indicates improved visibility of the site in organic results and increased user engagement. Users visited the site more often or spent more time, which indicates more relevant content and a better user experience.
• 22.20% increase in Conversion Rate: A significant increase in conversion rate is a key indicator of strategy success. It shows that category optimization, improved structure, and semantic content enrichment have made the user’s path to purchase easier and more efficient. The website is more successful in converting visitors into actual customers.
• 44.4% increase in transactions: The impressive growth in the number of completed orders directly results from the improved conversion rate and quality traffic. This is a clear sign that strategic changes to the website structure and targeted semantic work have resulted in a real increase in sales.
• 46.88% growth in Organic Revenue: The most important business performance metric, organic channel revenue, showed an impressive growth of nearly 47%. This proves that the strategic approach implemented has not only improved visibility and traffic but has also led to a significant and measurable increase in turnover generated by SEO efforts.

These results clearly show that focusing on traffic quality and user journey optimization leads to significantly better business results than simply chasing a higher volume of visitors.

SEO Evolution: a two-year review of organic presence

Analysis of SEO metrics over the two-year collaboration period shows the strategic evolution and its effect:

• Average Organic Traffic (Avg. Organic Traffic): At the end of the two-year period, there was a 32.2% increase in average organic traffic compared to data from the beginning of the project. This sustained increase demonstrates the effectiveness of the long-term strategy to improve visibility and attract relevant visitors.

• Organic Keywords:
  • Total number of rankings: At the end of the period, the site was ranked for 14.6% more keywords than at the beginning. This increase in the semantic core indicates better coverage of relevant searches.
  • Rankings in Top 1-3: There was a strategic refocusing. Instead of aiming for the maximum number of phrases in the top positions, our efforts were focused on refining semantics and prioritizing keywords with higher conversion potential. This change in strategy, although it led to a minor decrease in the number of words in the Top 1-3, contributed directly to the significant growth in conversion rate (+22.20% YoY) and number of transactions (+44.4% YoY) reported. This emphasises that the right choice of keywords is more important than their absolute quantity in the top positions.
  • Rankings in Top 4-10: There was a significant 55.9% increase in keywords ranking in these highly visible positions. This indicates a successful increase in first-page Google presence for a wide range of searches.
  • Rankings in the Top 11-20: There was an 18.4% increase in second-page keywords, representing solid potential for future growth through additional optimization to move to the first page.

This data confirms the following key conclusion: strategic optimization of structure and semantics that is focused on attracting the right audience and facilitating conversion brings greater business value than the single-target goal of chasing maximum traffic volume. Focus on the quality and conversion potential of keywords has proven crucial to achieving impressive growth in turnover.

Conclusion: Strategic SEO as a driver for sustainable business growth

The results demonstrate the success of a long-term, step-by-step SEO strategy implemented for a leading online machine and equipment shop.

The significant percentage growth achieved in key business metrics such as transactions (+44.4% YoY) and organic traffic revenue (+46.88% YoY) proves that a combination of thorough technical optimization, smart category restructuring and targeted semantic work leads to measurable and sustainable success.

The case study underlines that in a competitive industry, investing in strategic SEO for online stores is key. Not only does it increase visibility and attract more visitors, but when executed precisely, focusing on quality and conversions, it directly contributes to a significant increase in organic channel revenue and profitability.

The success of this project, achieved under strict confidentiality requirements, confirms our ability to deliver real business results through SEO expertise.

Client feedback

” Serpact is a great partner for the clients to help them achieve their business goals. The team is professional, organized and responsive, and their project management style is impressive. They communicate effectively through email, virtual meetings and a messaging app.”

Marketing manager of Onlinemashini.bg

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