The project's initial problems
Brovapharma.ua is an online store of veterinary drugs and animal goods. The project arrived with typical eCommerce problems: technical errors, page duplicates, weak indexing, no metadata optimisation and an irrelevant content structure.
The niche: veterinary e-commerce — a sensitive YMYL-adjacent topic with a large catalogue, where technical errors and duplicates especially hurt indexing and trust.
The site looked functional, but inside it had a series of critical errors. Different mirrors returned different response codes; some pages opened separately, creating duplicates — that 'diluted' link equity and made it hard for Google to pick the main URL. In parallel, temporary 302 redirects kept the engine indexing old addresses.
The project's main challenge
The site 'looked functional', but inside were layers of critical errors: mirrors with different response codes, temporary 302s, 'infinite URLs', robots.txt conflicts, poor Web Vitals and chaotic metadata. All of it 'diluted' link equity.
Work done
We started by clearing technical errors — the base without which any SEO work would yield minimal effect. We chose a single working domain version and set 301 redirects from all others, removed temporary redirects, fixed handling of '/////'-type sub-links, and updated robots.txt and the sitemap.
Semantics & meta
Built the core, distributed queries across nesting levels, rewrote title / description / H1.
Images & Schema
Fixed ALT tags and fully rebuilt schema so it passes validation.
Pagination & hreflang
Optimised pagination and correctly set hreflang for language versions.
UX conversion
Removed mandatory registration at checkout, made phones clickable, added messenger buttons.
What Serpstat shows
After levelling the foundation, the domain gained steady visibility across the commercial core of veterinary drugs — visible in current Serpstat data.
| Query | Position | Volume |
|---|---|---|
| амоксицілін | 6 | 18 100 /mo |
| окситоцин | 3 | 9 900 /mo |
| новокаїн | 4 | 6 600 /mo |
| розчин рінгера | 3 | 5 400 /mo |
| іхтіолова мазь | 5 | 5 400 /mo |
| глюконат кальцію | 2 | 2 400 /mo |
| цифлодекс | 1 | 2 400 /mo |
| ентерит | 8 | 2 400 /mo |
Source: Serpstat, Google Ukraine database. Representative commercial queries shown; full core — 18,428 phrases, est. traffic ≈ 26,539 visits/mo.
Promotion results
| Before | After |
|---|---|
| duplicates, weak indexing, Search Console errors | correct crawling, pages stable in the index |
| commercial queries outside the TOP | strengthening in TOP-10, long-tail growth |
| abandoned carts from mandatory registration | fewer bounces, higher depth and time on site |
Source: Google Search Console and web analytics for Brovapharma.ua (changes recorded after fixing errors).
The effect showed even before all stages were done. After fixing technical errors Google began crawling the site correctly, the number of Search Console errors dropped sharply, and pages started landing in the index consistently. Reworked categories and cards rose to the TOP thanks to quality meta, fewer duplicates and better structure. Removing mandatory registration and UX improvements noticeably cut abandoned carts.
Summary
Work on Brovapharma.ua included deep technical and structural optimisation, fixing critical UX errors and content optimisation. We built a base for further SEO growth, ensured correct indexing, prepared the structure to scale and improved user scenarios — especially important for a large-catalogue online 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 with a technical cleanup: SEO for the Belsta online store. Run a large-catalogue store? The concrete next step is a technical audit and a growth plan.