The project's main challenge
The lectus24.pl furniture-store project began with a thorough market and competitor analysis. The goal: grow organic traffic from Poland, widen reach and lift conversions. Work ran in stages, broken down by month.
The niche: furniture e-commerce on the Polish market — new to us, with no link exchanges and competition from local players. The value lay in entering an unfamiliar foreign market from scratch through structure and Polish-language content.
Poland is a market without the usual tools: no link exchanges, an incomplete catalogue, everything in Polish. Link building had to be done by hand — scraping Polish media and running outreach.
Technical optimisation
Full audit
Fixing indexing errors, cleaning duplicates and URL structure.
Speed
Load-speed and mobile optimisation — PageSpeed > 90.
Analytics
Analytics setup and conversion tracking.
Schema
Schema.org for products, reviews and sales — for rich snippets.
Semantics and structure: catalogue 70 → 170
The key idea was to 'unpack' demand through structure. We expanded the catalogue from 70 to 170 categories, creating entry points for traffic filters and furniture types. Each new category is a dedicated landing for its cluster of Polish queries.
Category and product-card content
For each category we wrote Polish content and launched a blog at 3–4 articles a week for informational and long-tail queries. Product cards were enriched with SEO descriptions, specs and reviews, with internal linking built between categories and the blog.
Manual link building: up to 80 domains
With no link exchanges, link building was done by hand: we scraped Polish media and topical resources, gathered contacts, ran outreach and agreed placements — up to 80 domains. In parallel — local SEO in Google Maps to strengthen regional presence.
UX and conversions
Alongside traffic we worked on conversion: improving the user journey, navigation across a large catalogue, the product card and checkout — so the grown traffic converted into sales.
What Serpstat shows
Today lectus24.pl is a notable player in Polish furniture results: the domain is visible across a broad commercial core and holds the TOP on the highest-volume category queries.
| Query | Position | Volume |
|---|---|---|
| stolik kawowy | 2 | 110 000 /mo |
| krzesło do jadalni | 2 | 74 000 /mo |
| szafka nocna | 2 | 49 500 /mo |
| szafeczka nocna | 1 | 49 500 /mo |
| komoda | 3 | 40 500 /mo |
| biurko | 4 | 33 100 /mo |
| regał | 3 | 27 100 /mo |
| łóżko 140x200 | 2 | 18 100 /mo |
Source: Serpstat, Google Poland database. Representative high-volume queries shown; est. traffic ≈ 245,257 visits/mo, visibility 97.9.
Entering the EU market from scratch
Catalogue ×2.4
70 → 170 categories — a multiplied indexed zone and entry points.
TOP-1–3
On Poland's highest-volume furniture queries (stolik kawowy, szafka nocna, komoda).
245k traffic
Estimated monthly organic traffic per Serpstat at 97.9 visibility.
Up to 80 domains
Manual outreach built a link profile where no exchanges exist.
Project team
The project was led by Nikolay Shmychkov — SEO strategy (deputy director, SEOquick). Full team and roles on the 'About' page.
What's next
A similar foreign e-commerce case: SEO for an online store in Moldova. Entering the EU market? The concrete next step is an audit and an entry strategy.