Case Study: SEO Promotion of “Tepla Pidloga” Underfloor Heating E-Commerce Store in Ukraine

About the Client and Niche

The Tepla Pidloga online store specializes in selling heating systems and underfloor heating for private homes, apartments, offices, and commercial spaces. The product range includes electric and infrared systems, cable heating mats, components, and installation accessories. The target audience includes both individual customers seeking to install heating at home and construction companies or installation teams purchasing materials in bulk.

The niche is highly competitive: large marketplaces, construction hypermarkets, and specialized stores operate actively in the Ukrainian market. To outperform competitors, the project required a systematic SEO strategy focusing on technical optimization, high-quality content, and effective keyword strategy.

Initial State and Challenges

At the start of the project, the website metrics were:

– Average CTR – 1.4%;
– Daily visits – around 10;
– Average ranking for main queries – 35–40;
– Catalog structure overloaded with duplicate filters;
– Titles and meta descriptions were repetitive and lacked unique selling points (USPs);
– Category and product page texts were short and not optimized;
– Page load speed – 3.8 seconds, negatively affecting user behavior metrics.

SEO Goals

– Double the CTR (from 1.4% to 2.8% or higher); – Increase daily visits to 90–100; – Reach the top 10 positions for high-frequency queries: “buy underfloor heating”, “electric underfloor heating Kyiv”, “heating mat price”; – Improve catalog and tagged page indexing; – Launch a blog to attract informational traffic and expand the sales funnel.

SEO Audit and Key Findings

The audit revealed critical issues:

– 30% of the catalog was not indexed by Google;
– Hreflang tags were missing, causing incorrect regional page indexing;
– Internal linking was almost nonexistent – categories and products were isolated;
– Category texts lacked keywords, and product descriptions were copied from manufacturers;
– sitemap.xml had errors, and robots.txt blocked some pages from indexing;
– No Schema.org markup was implemented for products.

Competitor Analysis

Main competitors included:

– Large marketplaces (Rozetka, Epicentr, Allo) occupying top positions for most queries;
– Specialized heating equipment stores;
– Local installation company websites with optimized landing pages.

Competitors actively used informational marketing – blogs and articles on choosing and installing underfloor heating, as well as regional landing pages for different Ukrainian cities. To compete, we focused on a combination of commercial SEO and informational promotion.

Promotion Strategy

The strategy included:

Technical optimization and fixing indexing errors;

Building a semantic core of over 2,000 keywords;

Optimizing the catalog, product pages, and filters;

Creating unique content: category texts, blog articles, FAQs;

Snippet optimization and CTR enhancement;

Link building via construction portals, guest posts, and crowd marketing;

Analytics and continuous strategy refinement.

Semantic Core Development

The keyword core was divided into clusters:

High-frequency queries: “buy underfloor heating”, “electric underfloor heating”, “heating mats Ukraine”.
Medium-frequency queries: “underfloor heating for tiles”, “infrared underfloor heating Kyiv”, “heating system for apartment”.
Low-frequency queries: “best underfloor heating for bathroom”, “heating cables price Lviv”, “install underfloor heating under laminate”.
Regional queries: “underfloor heating Kyiv”, “underfloor heating Kharkiv”, “underfloor heating Odessa”.

This ensured coverage of all target queries: from general interest to purchase-ready intent.

Strategy Implementation

1. Technical Optimization

– Fixed sitemap and robots.txt errors; – Implemented hreflang for correct indexing; – Optimized images and caching, reducing load speed to 1.9 seconds; – Added product markup (price, availability, reviews).

2. Catalog and Product Page Optimization

– Added 3,000–4,000 character SEO texts for categories; – Unique descriptions created for over 500 products; – SEO-friendly URLs and canonical tags for filters; – Internal linking between categories, filters, and blog implemented.

3. Content Marketing and Blog

A blog section was created with helpful articles:

– “How to Choose Underfloor Heating for Tiles: Technology Comparison”;
– “Infrared or Electric: Which Underfloor Heating is Better?”;
– “5 Mistakes During Heating System Installation”;
– “Energy-Efficient Solutions for Apartments: How to Save on Heating”;
– “Underfloor Heating Under Laminate: Step-by-Step Guide”.

The blog attracted additional informational traffic and built brand trust.

4. Snippet Optimization

– Titles and meta descriptions rewritten for categories and products with keywords and USPs; – Rich snippets added (price, availability, rating); – CTR increased from 1.4% to 2.8%.

5. Link Building

– Publications on construction forums and portals; – Articles in regional media; – Crowd links in relevant discussions; – Collaborations with home improvement bloggers for mentions.

SEO Results (Google Search Console Data)

– CTR increased from 1.4% to 2.8%; – Daily visits rose from 10 to over 90; – Total clicks during the period – 4.87k; – Impressions reached 234k; – Average position improved from 35–40 to 17.1.

CTR and Traffic Growth by Month

– August 2023: CTR – 1.4%, average traffic – 10–15 visits/day; – September 2023: CTR – 1.9%, traffic – 25–30 visits/day; – October 2023: CTR – 2.3%, visits – 50–60/day; – November 2023: CTR – 2.6%, visits – 70–80/day; – December 2023: CTR – 2.8%, visits exceeded 90/day.

Growth was smooth and stable due to step-by-step strategy implementation.

Conclusions

The Tepla Pidloga case (tepla-pidloga.com.ua) demonstrates that even in a competitive niche, it is possible to significantly increase CTR and traffic through a systematic approach. It was essential not only to fix technical issues but also to structure the site correctly, expand the semantic core, and create valuable content.

Next Steps

– Continue expanding the semantic core across Ukrainian regions (Kyiv, Lviv, Kharkiv, Odessa, Dnipro); – Develop video content (installation guides, product reviews); – Publish on YouTube and TikTok to reach a new audience; – Expand FAQ section and create an interactive calculator for underfloor heating cost; – Build the backlink profile through construction portals and international directories.

Summary: thanks to SEO promotion, the e-commerce store increased from 10 daily visits to a stable flow of 90+, doubled CTR, and secured top-20 Google positions. The next goal is reaching the top 10 and expanding presence across Ukraine.