Case Study: SEO Optimization of Snus Online Store in Ukraine

Initial Website Status and Main Issues Before SEO

At the start of SEO promotion, the online store snus-go.com.ua had minimal traffic. The average CTR in search results was only 1.1%, and daily visits barely reached 3. The store ranked low for most key queries, catalog pages were poorly indexed, and competitors dominated the first pages of search results. As a result, users rarely found the site when searching for products. Google Search Console data showed an average position far beyond the TOP-20, making meaningful organic traffic generation nearly impossible.

Main issues included:
– Unstructured product catalog with duplicate pages
– Non-unique meta titles and descriptions
– Insufficient content on product and category pages
– Low site speed, especially on mobile devices
– No blog or informational content to expand semantic coverage
– Weak backlink profile, mostly irrelevant links

SEO Audit and Strategy Preparation

A full SEO audit was conducted using Google Search Console, Screaming Frog, Ahrefs, and other tools. The audit revealed duplicate product content, missing image alt tags, and errors in robots.txt and sitemap.xml. Many pages were marked as “Excluded” in indexing, limiting their visibility.

Based on the audit, the strategy included:
– Fixing technical errors and ensuring proper indexing
– Structuring the catalog and implementing user-friendly filters
– Writing unique texts for categories and products
– Creating a blog to target informational queries
– Optimizing snippets to improve CTR
– Building a quality backlink profile

Semantic Core Development and Expansion

The semantic core was developed in stages. Key product-related queries formed the base, such as “buy snus Ukraine,” “snus delivery Kyiv,” “tobacco-free snus,” “mint snus,” and “strong snus.” Queries were divided into three groups: transactional (purchase, price, delivery), commercial (brands and product categories), and informational (user questions about usage, properties, and storage).

Transactional queries were optimized on product and category pages. Commercial queries had brand-specific pages. Informational queries were addressed in blog articles like “How to Properly Use Snus,” “Differences Between Snus Types,” and “Popular Flavors and Brands.” This approach expanded reach to both ready-to-buy users and those exploring the topic, increasing overall traffic.

Technical SEO Optimization

Actions included fixing indexing errors, optimizing meta tags and H1–H3 headings, and structuring URLs correctly. All images received alt tags. The site was migrated to HTTPS and page load speed was improved through image optimization, caching, and CDN implementation. Mobile responsiveness was enhanced: product cards loaded faster and displayed more clearly.

Content Optimization and Relevance Improvement

All category and product page content was rewritten. Unique descriptions highlighted features, flavors, and brands. Product cards were enriched with detailed specifications, improving page relevance. Blog articles were added to address popular user questions. These new pages increased site visibility in search results.

Snippet Optimization and CTR Increase

Snippets were optimized to boost CTR. Titles and meta descriptions incorporated key queries and calls-to-action, e.g., “Buy Snus in Ukraine with Delivery – Low Prices,” “Tobacco-Free Snus – Wide Selection and Fast Delivery Across Ukraine.” Schema.org markup was added for products, enhancing search result display. CTR increased nearly fivefold—from 1.1% to 4.8%.

Backlink Strategy

The backlink profile was strengthened through forum posts, niche blogs, and reviews. Crowdmarekting and article placements on relevant sites were used. Gradual link growth improved search engine trust and rankings for competitive queries.

Performance Dynamics and SEO Results

Within the first two months of implementation, metrics steadily improved. Daily visits rose to 20–25, CTR reached 3.1%. After five months, average CTR was 4.8%, and daily visits exceeded 70. Google Search Console reported 31.8k clicks with 657k impressions, and the average position improved to 25.2. Peaks in traffic corresponded to blog updates and product card improvements.

Conclusions and Recommendations

This case demonstrates that even a low-traffic online store can achieve significant growth through systematic SEO. Comprehensive work on technical issues, content, structure, and backlinks increased CTR from 1.1% to 4.8% and daily visits from 3 to over 70.

Recommendations for further development:
– Continue expanding the semantic core and adding new categories
– Regularly update the blog with expert content
– Implement more video content and tutorials
– Strengthen backlink profile with authoritative sites
– Develop local SEO for key Ukrainian cities

Thus, snus-go.com.ua achieved stable growth and reached a new level of competitiveness in its niche.