From Local CCTV Services to a National Affiliate SEO Leader.
About the client
IDG-Online.pl is a Polish website originally focused on CCTV camera installation services. The site now operates as a hybrid model, combining local lead generation for installation services with an affiliate content hub that covers CCTV, electronics, and home monitoring.
The site competes with major players like Ceneo, MediaExpert, MediaMarkt, and Komputronik on high-volume product rankings.
Project ownership
Agency: Marketer Coffee
Lead strategist: Adrian Dąbrowiecki
TL;DR outcomes (16 months)
- Google Organic clicks: 500 → 30,000+ per month (GSC data).
- Google Discover traffic: ~200 clicks/day at peak.
- Top 3 positions: captured for 10+ competitive affiliate keywords.
- City pages: top results for “camera installation + city name” in multiple regions.
- Content footprint: 50+ product rankings and buying guides (CCTV, TVs, routers).
- UX uplift: new ranking templates and visual refresh improved CTR.
- Affiliate revenue: scaled alongside the traffic surge until the March 2024 algorithm hit.
Business constraints and goals
- Build topical authority for camera installation services in Polish cities.
- Capture affiliate intent in CCTV and consumer electronics.
- Compete with high-DR e-commerce sites on generic “ranking” keywords.
- Create a repeatable content template to scale quickly.
What we implemented (scope)
1) Research and architecture
- Built a topical map for CCTV installation + monitoring
- Clustered 100+ topics: local services, product rankings, installation guides, and Q&A content.
- Designed URL taxonomy for scalability.
2) Semantic content production
- Created comprehensive Q&A sections targeting “People Also Ask” results.
- Answered every possible keyword variant to maximize topical coverage.
3) Affiliate site build-out
- Designed ranking page templates with comparison tables, pros/cons blocks, and schema.org ItemList.
- Improved UX: sticky CTAs, skimmable lists, and internal linking to relevant articles.
- Added freshness policy: republish every 90 days with updated picks.
4) Technical SEO
- Implemented schema (FAQ, ItemList, Breadcrumb).
- Clean internal linking between clusters (services → rankings → guides).
- Looker Studio dashboards for live performance tracking.
Results in detail
Keyword growth
- 30K+ clicks/month from Google Search before algorithm update.
- +228% YoY growth in 6 months.
- 200+ clicks/day from Google Discover, a critical traffic driver post-2024.
Top rankings (Polish → English)
| Polish Keyword | English Gloss | Position |
| najlepsza kamera do monitoringu podwórka | best outdoor CCTV camera (yard) | #1 |
| ranking kamer samochodowych | car dashcam ranking | #4 |
| ranking telewizorów 65 cali | 65-inch TV ranking | #3 |
| ranking telewizorów 55 cali | 55-inch TV ranking | #2 |
| ranking kamer sportowych | action cameras ranking | #1 |
| ranking telewizorów 75 cali | 75-inch TV ranking | #4 |
| ranking telewizorów OLED | OLED TV ranking | #1 |
| ranking kamer szpiegowskich | spy cameras ranking | #1 |
| ranking telewizorów | generic TV ranking | #3 |
| ranking kamer internetowych | internet/IP camera ranking | #3 |
| ranking kamer do monitoringu | monitoring camera ranking | #3 |
Competitive impact
These wins put IDG-Online.pl side by side with Ceneo, MediaExpert, and MediaMarkt — despite operating with a fraction of their authority and marketing budgets.
Challenges and how we solved them
Algorithm hit (March 2024):
Traffic dropped after Google’s Helpful Content + Affiliate update, which shifted visibility toward big e-commerce brands with strong branded signals.
Response:
- Updated and consolidated top-ranking pages.
- Strengthened E-E-A-T (author bios, editorial standards).
- Increased focus on Google Discover, which now drives up to 90% of recoverable affiliate traffic.
What moved the needle
- Topical map first: clusters before random content.
- Q&A + schema: better capture of PAA and AI-driven search.
- Republishing every 90 days: kept freshness signals strong.
- UX upgrade: more engaging ranking templates improved click-through rates.
- Discover optimization: compelling images, titles, and metadata.
Timeline
- Start: October 2022
- Core topical build-out: Jan – Aug 2023
- Affiliate expansion: Q4 2023
- Algorithm recovery & refresh: Apr – Sep 2024
- Ongoing scaling: 2025 (traffic rebounding steadily)
Closing takeaways
You don’t need a massive DR to compete with national e-commerce players — you need:
- Topical authority (semantic clusters).
- Scalable templates for rankings.
- Fresh, updated content every quarter.
- Discover optimization to stay visible in the AI era.
We proved this with IDG-Online.pl — a site that grew from 500 clicks/month to 30K+ monthly clicks and secured top positions for Poland’s most competitive product keywords.
Work with us
If you want the same results — service page visibility, affiliate growth, and Discover traffic that survives algorithm updates — let’s talk.
Book a strategy call with Marketer Coffe and lead strategist Adrian Dąbrowiecki.
We’ll audit your topical coverage, find your growth gaps, and give you a 90-day SEO action plan you can execute tomorrow.
From Local CCTV Services to a National Affiliate SEO Leader. About the client IDG-Online.pl is a Polish website originally focused on CCTV camera installation services. The site now operates as a hybrid model, combining local lead generation for installation services with an affiliate content hub that covers CCTV, electronics, and home monitoring. […]