132% Organic Growth in 12 Months – From 367K to 852K Monthly Clicks & Top 3 for High-Converting Queries
About the client
Aldi.pl is the Polish e-commerce and informational website of Aldi, a leading international supermarket chain. The site showcases weekly offers, product catalogs, store locators, and brand campaigns. Its primary challenge: competing for organic visibility against major grocery retailers and discount chains in Poland.
Project ownership
Agency: Marketer Coffee
Lead strategist: Adrian Dąbrowiecki
TL;DR outcomes (12 months)
- Organic clicks: 367,127 → 852,724/month (+132%).
- Top 3 rankings for high-intent queries:
- gazetki produktowe → “product leaflets”
- gazetki promocyjne → “promotional leaflets”
- Information architecture: redesigned and simplified for usability.
- Product content: optimized and standardized across categories.
- Navigation: streamlined both top and bottom menus to improve crawl depth and UX.
- Location data: unified using PinMeToo, improving local SEO consistency.
- Content strategy: launched a Zero Waste topic cluster to build authority and attract a sustainability-focused audience.
Business constraints and goals
When the project started, Aldi.pl faced:
- Fragmented product descriptions across categories.
- Inconsistent store locator data across multiple sources.
- Overloaded navigation menus leading to poor crawl depth and diluted link equity.
- Lack of a dedicated content strategy to engage users beyond weekly offers.
Project goals:
- Increase organic traffic to offers and product pages.
- Improve UX and crawlability through a leaner information architecture.
- Build topical authority around sustainability, aligning with Aldi’s CSR initiatives.
- Capture transactional search intent for queries like weekly promotions and leaflets.
What we implemented (scope)
1) Product content optimization
- Rewrote product descriptions for clarity, consistency, and SEO relevance.
- Added structured data (Product schema) for richer SERP appearance.
- Improved internal linking from category pages to products.
2) Information architecture redesign
- Audited existing navigation structure and eliminated redundant links.
- Created a clean, logical hierarchy that reduced click depth.
- Improved URL taxonomy for better crawl efficiency.
3) Local SEO & data unification
- Implemented PinMeToo to synchronize store data across Google My Business and internal store locators.
- Fixed NAP (name, address, phone) inconsistencies for better local ranking.
4) Zero Waste content strategy
- Developed a content hub around Zero Waste and sustainability topics.
- Published guides and tips, driving engagement and aligning with brand values.
- Captured informational search intent beyond weekly promotions.
Results in detail
| Metric | Mar 2021 | Feb 2022 | Δ (12 months) |
| Organic Clicks (GSC) | 367,127 | 852,724 | +132% |
| Indexed URLs | Consolidated | Improved structure | Higher crawl efficiency |
| Product Pages | Optimized | 100% | Standardized metadata |
| Navigation | 2-level menus | Streamlined | Better user flow |
| Top 3 Positions | – | gazetki produktowe, gazetki promocyjne | High conversion traffic |
Traffic trajectory: consistent growth month-over-month, boosted further by visibility gains on weekly leaflet queries that drove strong conversion intent.
Challenges and how we solved them
Overloaded navigation menus
- Solution: restructured top and bottom menus to focus on key categories, improving crawl depth and UX.
Inconsistent store data
- Solution: implemented PinMeToo for central data management, improving local pack visibility.
Lack of evergreen content
- Solution: launched Zero Waste pillar page and supporting content to attract informational searches.
Low visibility for key commercial queries
- Solution: optimized and interlinked leaflet and promotion pages to achieve Top 3 rankings for the most valuable keywords.
What moved the needle
- Navigation simplification: better crawlability and internal linking.
- Product content standardization: improved CTR and conversions.
- High-intent query targeting: secured Top 3 rankings for gazetki (leaflet) searches.
- Location data unification: stronger presence in local search.
- Sustainability content: positioned Aldi as a thought leader and attracted new audience segments.
Timeline
- Start: March 2021
- Completion: February 2022
- Total duration: 12 months
Closing takeaways
This project demonstrated that even for a major retail brand, content optimization, architectural redesign, and transactional keyword targeting can double organic performance within a year.
In just 12 months, we:
- Grew traffic by 132%
- Secured Top 3 rankings for high-converting queries like weekly leaflets and promotions
- Built topical authority with Zero Waste content
- Strengthened Aldi’s local SEO footprint
Work with us
If you want to grow your retail or e-commerce site’s visibility, capture high-intent search traffic, and create content that aligns with your brand strategy — we can help.
Book a strategy call with Marketer Coffe and lead strategist Adrian Dąbrowiecki.
We’ll review your site architecture, identify hidden traffic opportunities, and deliver a 90-day SEO action plan for measurable results.
132% Organic Growth in 12 Months – From 367K to 852K Monthly Clicks & Top 3 for High-Converting Queries About the client Aldi.pl is the Polish e-commerce and informational website of Aldi, a leading international supermarket chain. The site showcases weekly offers, product catalogs, store locators, and brand campaigns. Its primary challenge: competing for organic […]