Technical Errors That Held Growth Back: Fixing SEO for a Nationwide Furniture Store

What seems better than a good-looking website with a tremendous catalog, delivering products almost nationwide? But behind the surface was a common challenge for many eCommerce businesses: SEO wasn’t performing, and promotion costs kept growing with no apparent improvement in business metrics.

Our client was facing this situation — search traffic was growing too slowly, keyword rankings weren’t moving, and the highest-converting products weren’t showing up in Google’s top 10. Technical challenges were making things worse and holding back growth.

Our client was a Ukrainian online store with a large selection of home furniture. They specialized in beds, sofas, and mattresses, delivering across Ukraine, with strong coverage in the city of Kyiv and the Kyiv region. The company worked in retail and offered competitive pricing, products from well-known brands, and reliable logistics.

In October 2024, we began a full SEO project. Our task wasn’t just to increase visibility, as we needed to turn organic traffic into a stable source of consistent orders.

Initial Work: Technical Audit and Promotion System

We began with a technical audit, which quickly revealed a number of critical issues. The most important were:

• No proper internal linking between pages;
• Duplicate content and a weak catalog structure;
• Slow page loading speed;
• Missing or non-unique meta tags on many pages, including product pages;
• Pages that were not indexed and contained significant technical errors.

We started by improving internal linking. After analyzing how pages were currently connected, we removed ineffective links (including those leading to 404 errors) and added missing ones where relevant links to categories or products were expected. We provided guidelines for setting up automated internal linking for key page types and handled manual linking in cases where automation wasn’t possible.

To fix duplication and structure issues, we reworked the catalog layout and developed unique meta-tag templates for product and category pages. As a result, within six months, the website began ranking better for non-branded commercial queries. Some of the optimized pages remain in the top 10 results.

Pages that weren’t being indexed or had critical errors were identified during regular monitoring and addressed individually — some were optimized, while others were excluded from indexing. We also optimized filtered pages by adjusting URL structures and improving how those URLs were generated. This ensured that only relevant filter combinations made it into Google’s index.

A separate task was implementing schema markup. We added schema markup to product pages and other key templates, including elements like pricing, location, reviews, and ratings. This allowed us to generate richer search snippets, which helped improve both visibility and clickability in search results.

To improve domain authority, we audited the site’s backlink profile and began acquiring quality links from relevant industry websites. Special attention was given to anchor diversity to avoid keyword overuse and the risk of uncontrolled backlink growth. As a result, we improved the domain rating and accelerated keyword growth.

Result

The work moved step by step, but always in a structured way. Even the first optimizations began to show results. For example:

• “купити ліжко” (buy a bed): +333 clicks;
• “ліжко дитяче” (children’s bed): +105 clicks;
• “ліжко мілу,” “bubble sofa,” “купити матрац” all showed consistent growth — from 50 to 90 additional clicks.

The website began ranking more consistently in the top 10 for high-value commercial queries in Kyiv and across other regions. As a result, we saw:

• +107 commercial queries with modifiers like “price” and “online;”
• +87 new transactional keywords (with terms like “buy,” “order”);
• +89 new non-branded queries focused on specific products rather than brand awareness.

We saw robust results in click and impression data from Google Search Console. Just a few months after applying technical fixes and optimizing key pages, the metrics started growing steadily.

Thanks to the updated microdata and improved meta tags, click-through rates also increased — users were more likely to click on our client’s listings:

• Daily Google clicks grew from around 40 to over 80;
• Impressions increased in parallel with clicks, meaning the website was being shown more often for relevant queries.

The rise in traffic led to actual growth in sales. Users were spending more time on the site, adding more items to the cart, and placing orders more often. Throughout the active project phase, we recorded solid improvements in key business metrics:

• +46% in revenue from organic search;
• +47.6% more completed orders;
• +37.8% more unique users who made a purchase;
• +6.5% more purchases per active user on average.

By the end of the project, purchases from organic traffic showed steady month-to-month growth. That confirmed what mattered most: our SEO wasn’t just improving rankings — it was driving results for the business.

Conclusion

SEO is not about reports. It’s about the actual state of your website. Sometimes, the issue isn’t the product, it’s how Google sees your content and structure. By resolving technical issues, improving content logic, and optimizing priority pages, we turned a stagnant project into one that moves confidently toward the top and generates sales.

If your online store is stuck and progress is slow, maybe it’s time to look at your SEO from a different angle. At Livepage, we solve challenges that go beyond the surface. We don’t focus on reporting. We focus on real outcomes. Get in touch, and we’ll help you find the SEO solution that fits your business.