SEO Services
No magic - just our painstaking joint work on the site
Successful promotion of an
online store and increased sales volume is always the result of comprehensive work
To attract an audience and generate leads, it is crucial to optimize pages, create high-quality content, ensure user-friendly usability, maintain the website’s technical condition, and address commercial factors. The primary goal of launching contextual advertising as a paid traffic source is to attract targeted customers without wasting the budget.
The Sprava Agency case study on promoting the website of the Ukrainian furniture manufacturer is an example of the effectiveness of using various tools and considering the project's unique characteristics. Here’s how we started, what we achieved, and what we did to reach these results.
Who is Our Client
The Richman Factory, with a sales office in Dnipro, produces furniture for residential spaces, offices, hotels, conference halls, and HoReCa establishments:
- Sofas, beds, and armchairs;
- Tables and chairs;
- Ottomans.
The company uses certified high-quality raw materials and fittings from Ukrainian and international brands. Richman is the only furniture manufacturer in Ukraine that produces upholstered furniture from any fabric, including materials provided by customers. The manufacturer sells furniture wholesale and retail throughout the country.
Project Challenges and Objectives
The client’s global goal was to establish an effective online sales channel for their furniture and scale their business.
Our primary objective was to increase the factory's overall sales volume by leveraging a new traffic source — Google Ads. Initially, the company’s website relied solely on SEO, which, as we know, provides delayed results.
At the start of our work, the situation was as follows:
- The website had a limited number of products;
- The catalog had only seven categories;
- The website was available in one language;
- The traffic consisted mainly of branded searches directed to the homepage.
A major challenge was that many distributors also sold Richman furniture. For instance, on the Rozetka marketplace, Richman furniture was sometimes available at a lower price than directly from the manufacturer. Additionally, there were many furniture stores on the market. We proposed that the client promote the website using both SEO and PPC simultaneously.
What Was Done
For organic search promotion, we initially focused on low- and mid-frequency Ukrainian-language queries with precise wording and an emphasis on wholesale sales. When building the semantic core, we shifted the focus from branded searches to product offerings directly from the manufacturer without overpayment. Examples include: “Ukrainian manufacturer beds,” “buy a sofa from the factory,” “buy an office chair from the manufacturer,” and “buy chairs from the manufacturer.”
Key SEO initiatives:
- Included only queries in the semantic core for which the website could realistically rank in the Top 10;
- Added an “Office and HoReCa” section to the catalog, as the client had successful cases in this segment;
- Displayed the entire range of the factory’s products, including fabric and color options, to showcase all possible choices to potential buyers.
Additionally, we created a Russian-language version of the site to capture an audience searching in Russian and launched a corporate blog as part of our content marketing efforts.
In March 2023, when we began the project, 17% of queries (107) ranked in the Top 10 of Google search results. By October, after seven months of work, we had increased the share of Top 10 queries to 32%. To further boost search traffic, we expanded the semantic core by adding high-frequency Russian-language keywords aimed at retail buyers, such as “buy an office chair,” “office chair,” and “buy kitchen chairs.” As a result, Top 10 queries reached 37% (251 queries).
Other essential improvements that significantly impacted sales included:
- Active content creation by the client;
- Detailed development of commercial pages with clear payment and delivery information, ensuring users understood how to buy, pay, and when to expect delivery;
- Category filters to help users navigate the large assortment;
- High-quality product descriptions.
PPC Campaign Strategy
At the start of the PPC campaign, we tested various directions and campaign types. During this process, we identified which campaigns performed best and continued working with them.
The main challenge came after the website update. Most traffic came from Performance Max (PM) campaigns. Following the update, we had to retrain the campaigns and later optimize costs. Through optimization and testing new settings, we found that Shopping ads performed best with the new website, while other placements showed lower effectiveness. We tested ads without automated assets, but the results improved only slightly. Ultimately, we switched to Shopping-focused PM campaigns, which significantly boosted Google Ads performance.
Throughout the campaign, we narrowed and tested various audiences and geotargeting settings, enabling us to retain only the most relevant and interested audiences while significantly reducing costs.
SEO Results for Richman Website Promotion
Currently, we have achieved 60% of queries (251) in the Top 10 and reached the Top 3 for queries such as “Ukrainian-made furniture,” “beds from a Ukrainian manufacturer,” “office chairs from the manufacturer,” “hotel furniture,” “upholstered furniture for hotels,” “buy upholstered office furniture,” and “buy genuine leather furniture.”
However, the increase in traffic was primarily driven by contextual advertising, particularly Performance Max campaigns, as shown by a comparison of performance metrics.
