Case of SEO promotion of a fuel pellet manufacturer / Traffic growth // Sprava Agency

Case

Gi Pellets

Ukraine

Eco Fuel

2022

Achieving top search engine rankings, increasing traffic, and boosting sales are challenging tasks that require a comprehensive approach. The experts at Sprava Agency have proven that a successful strategy involves internal and external SEO, creating high-quality content, and improving usability. In many cases, it’s best to build a website from scratch.

Our case study on promoting the GI Pellets brand's website demonstrates how an effective strategy can increase traffic by 10,577% over two years and ensure stable visits and sales with minimal effort.

Genesis Invest LLC is a Ukrainian manufacturer of eco-friendly fuel pellets. Over more than five years, the company has established close relationships with raw material suppliers and built a broad customer base.

GI Pellets are produced in Boryspil and primarily sold in Kyiv and the Kyiv region. The company’s high production capacity and partnerships with transportation services enable them to deliver pellets to other regions in Ukraine and the European market, including Italy, Poland, Hungary, Slovakia, Lithuania, Israel, and Greece.

The client approached our agency at the end of 2019. At that time, GI Pellets had a single-page website built with a site builder. The main source of traffic and sales was Google Ads.

The goal of involving Sprava Agency specialists was to increase the number of orders by boosting organic and paid traffic from Google.

Creating a new website with a CMS optimized for SEO;
Organic search promotion;
Contextual advertising.

Our team took on the task of building and promoting the web resource from scratch.

How did we promote the pellet manufacturer?

Sprava Agency specialists worked on the project from January 1, 2020, to February 28, 2022.

Created a full-fledged catalog website on CMS Sprava, with dedicated pages for each type of pellet. We ensured the site met search engine requirements and was user-friendly;
Developed a Google search promotion strategy, which included competitor analysis, technical and SEO audits, and collecting semantics based on page clustering;
Improved usability and worked on the site’s content.

Texts were created based on a content plan.

You can explore the site’s structure and content here.

Within a year of collaborating with Sprava Agency, Genesis Invest LLC saw their organic search traffic increase by 7,766%. Over two years, it exceeded 10,000%.

You can track the increase in Google search traffic on the graph.

Comparing organic traffic metrics from January 2020, 2021, and 2022.

For at least six months after the project work paused, there was a steady and significant growth in organic traffic. Compared to the first month (January 2020), search traffic increased by nearly 50,000%!

Results from SEO promotion of the pellet manufacturer's website

Notably, at the start of our collaboration, Google Ads was the main source of traffic and orders.

Today, clients come from organic search, as SEO continues to work effectively even without ads.

Project Manager
Sprava Agency

In my opinion, we achieved positive results thanks to the client's loyalty and interest, who listened to our specialists’ recommendations.

Since March 2022, the project hasn’t been actively promoted. Yet, orders from organic search still fully meet the company's production needs. In peak seasons, there’s even a shortage of products.

SEO Specialist
Sprava Agency

Pellet sales were a completely new direction for us, starting from zero—no positions, no traffic. Essentially, it was a B2B sales project. The domain was 1.5 years old when we started, with limited opportunities for semantics. We began with low-frequency clusters: 'pellets in bags,' 'pellets by the ton,' 'pellet production,' etc.

After filling the main and landing pages, we didn’t achieve immediate results. To reach top positions, we worked on E-E-A-T factors (then EAT), posted company information, payment and delivery terms, certificates, and more. After four months, some queries reached the TOP-20. Our goal was not just to increase traffic but to attract a 'warm' audience that might buy pellets in the future. The strategy worked, and the metrics continued to grow.

Starting work in the middle of winter hindered our first-year results. The next heating season’s promotion effects were much more significant.

SEO is a challenging and gradual path to promotion that works powerfully in the long term. A professional approach and site optimization during development can achieve high search rankings, saving on advertising, and generating traffic and sales with minimal effort. Want results just as impressive? Contact the experts at Sprava Agency and get ready for a fruitful collaboration.

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