Challenge
In August 2022, OBI.si entered the Slovenian e-commerce market. Although their brand was already well established offline, they faced a significant challenge online: their digital presence lagged behind competitors who had built their SEO foundations years — even decades — earlier.
One of their main obstacles was a lack of organic traffic — without strong rankings on Google, their products remained hidden from potential customers, directly impacting sales.
They needed an effective, long-term strategy to increase visibility and achieve competitive positions in search — organically, without relying on paid advertising.
Solution
Together, we developed a tailored strategy focused on content optimization of product categories — a segment often overlooked by competitors but with great potential to improve SEO results.
1. Analysis and Prioritization of Categories
We worked with the client to conduct a rapid audit and developed a set of criteria for identifying high-potential categories for optimization.
Based on this analysis, we selected the categories where content improvements would have the greatest impact on traffic.
2. Content Optimization
The client provided basic content drafts for selected categories, while we handled the next phase of optimization. Our work included:
- conducting in-depth keyword research for each category,
- suggesting improvements to meta titles and descriptions,
- smart placement of keywords in headings, subheadings, and body text,
- enhancing readability and tone of voice,
- incorporating relevant internal links,
- consulting on subcategory creation and structural reorganization.
Results
After optimizing the first 100 categories, we started seeing a significant increase in organic search visibility.
Since keyword tracking began, total rankings improved by 1,023 positions across 472 tracked keywords. Notably:
- 11% of pages now rank #1,
- 9% rank #2,
- 9% rank #3.
That means 29% of tracked keywords for OBI.si now appear in the top 3 positions in Google search results.
- 11% of keywords improved by 10+ positions,
- 2% of keywords improved by 30+ positions — a clear sign of the impact of focused content optimization.
Even more impressively, 10% of keywords were previously not ranked at all, and some of those are now holding top positions (1st, 2nd, or 3rd place).
The targeted approach to content optimization not only improved keyword rankings but also brought tangible growth in organic traffic.
In the last three months, compared to the same period the previous year:
- Impressions increased by 50.4%,
- Clicks rose by 43.8%.
Looking Ahead
Despite the impressive results already achieved, the potential for further growth is far from exhausted. We will continue strategically expanding OBI.si’s website with optimized product categories and landing pages where we see untapped SEO potential.
At the same time, we recognize that sustainable growth can only be achieved when content optimization is backed by strong technical SEO. Search engines must be able to properly find, interpret, and index optimized content — which is why we also regularly monitor key technical factors such as indexing, page speed, link health, redirects, image load performance, and more.
With continued content expansion, data-driven strategy, and consistent technical maintenance, we are building a strong foundation for sustainable organic growth in a competitive digital environment.
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