Thousands of small queries instead of one big one
The Blenderok.com.ua store specialises in spare parts and accessories for home appliances: blenders, mixers, vacuums, coffee makers, multicookers, meat grinders and dozens of other devices — products by Delonghi, Braun, Kenwood, Tefal, Moulinex, Rowenta, Krups. The project began in July 2023.
The niche's specifics — extremely fragmented demand: a buyer looks for a specific part for a specific model. These are hundreds and thousands of long-tail queries, each small on its own, but together they form the bulk of traffic and sales. To capture them you need not 'one landing' but a developed catalogue structure and content for each part type.
Give the store a solid SEO base
In limited time (4 active months with breaks, through April 2024) — bring order to on-page optimisation, develop the key pages for product demand and fill them with useful content, so the store becomes visible on hundreds of narrow queries rather than a couple of general ones.
Structure and content for product demand
On-page optimisation
Tidied meta tags, catalogue structure and landings for commercial part queries.
Competitor audit
Studied how strong spare-parts stores are built and baked the best solutions into the structure.
Card and category work
Strengthened pages for specific appliance models and brands — so they answer a narrow query.
Content and copywriting
Prepared texts that help choose the right part and at the same time rank the long tail.
Organic growth almost from zero in a year
| Metric (over the year) | Value |
|---|---|
| Organic traffic (Serpstat) | 15 → 1,716 visits/mo (max 1.72K) |
| Visibility (Serpstat) | 0 → 0.63 |
| Organic keywords (Ahrefs) | 977 (+212) |
| Queries in TOP-3 | 39 (+39) |
| Domain Rating / ref. domains | 1.8 (+1.5) / 12 (+6) |
Source: Ahrefs and Serpstat for blenderok.com.ua, period July 2023 — July 2024.
The bet on structure and content paid off: in the first year organic grew practically from zero. Per Serpstat, traffic rose from 15 to 1,716 visits a month and visibility from 0 to 0.63; per Ahrefs the domain gained 977 keywords (+212) and 39 queries in TOP-3. This is exactly the product demand for specific parts that converts into orders.
What analytics show: the long tail
The store's strength is the long tail of specific parts. Per Ahrefs the bulk of keywords sit in positions 4–20 and keep growing, while a core in TOP-3 forms commercial traffic.
The distribution of keywords by position grows steadily: by April 2024 — 269 queries (11–20: 165, 4–10: 92, 1–3: 12), by July — around 380. Low competition on narrow queries and high commercial intent — an ideal combination for a niche spare-parts store.
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 e-commerce case: SEO for the Sunshouse clothing store — catalogue structure and content for product demand. Have a store with a wide catalogue? The concrete next step is an SEO audit to capture the long tail.