SEO for a football kit manufacturer: organic traffic x2 in 6 months

In addition to football kits, the manufacturer’s website also offers:

• sportswear;
• soccer balls;
• training equipment and accessories.

More than 30,000 football teams across Ukraine have already chosen Europaw products, including apparel manufactured using Cool Max technology. The company primarily competes with international brands in its market segment.

At the time Europaw approached our agency, paid acquisition channels were the company's primary source of customers and sales.

The client wanted to:

• increase order volume through organic traffic;
• improve the website’s visibility in Google search results;
• build a stable organic sales channel.

Our objective was to optimize the website for search engines, increase organic traffic from Google, and transform that traffic into a reliable source of revenue.

As part of preparing the website for SEO promotion, Sprava Agency specialists:

• conducted a comprehensive technical audit;
• fixed critical website issues;
• configured the XML sitemap and contact forms;
• resolved critical errors reported in Google Search Console.

Since the website was built on a custom platform, implementing many of the required improvements demanded additional technical solutions and extensive testing.

We addressed these challenges through:

• detailed step-by-step technical specifications;
• workaround solutions for platform limitations;
• testing across all templates and devices.

At the same time, we developed a semantic keyword core and content plan, optimized 90% of the product catalog and non-landing pages, and created and published content for 26 landing pages in two languages..

To improve user experience, we also implemented several usability enhancements:

• added a shopping cart icon for faster product additions from category pages;
• corrected size chart display issues;
• optimized the placement of interface elements;
• eliminated unused whitespace across page templates.

Technical improvements required 113.2 hours of work from developers and programmers.

The SEO team spent an additional 72 hours on:

• semantic core development;
• SEO file creation;
• backlink profile development.

In total, 157 tasks were completed.

During the six-month period from September 2025 through February 2026, we achieved the following results:

• Improved Keyword Rankings: 71% of target keywords reached top-ranking positions.
• Before partnering with Sprava Agency, this figure was 52%.
• For many search queries, the website had not even ranked within Google's Top 100 results.
• Growth in Commercial Organic Traffic: Commercial organic traffic increased by more than 2×, growing from 2,671 visits in September to 5,840 visits in February.

SEO is not a channel that delivers instant results. However, consistent optimization efforts enable businesses to build a stable source of organic traffic and sales over the long term.

The Europaw case demonstrated that even in a highly competitive market, comprehensive website optimization, content development, and technical SEO improvements can significantly increase Google visibility within just a few months.

Unlike paid advertising, organic traffic continues working around the clock and helps reduce dependence on advertising budgets.

If you want an effective SEO strategy tailored specifically to your business, contact Sprava Agency. We will develop a solution designed to deliver measurable and sustainable results.