Case Study – Galeria Zapachu 24: +17,231 Visits & 84% Growth in 28 Days

About the client

Galeria Zapachu 24 is a Polish ecommerce store. They sell affordable, inspired-by fragrances for B2C buyers in Poland and the EU. The catalog includes men’s and women’s scents, gift sets, and sample vials. The brand competes with marketplaces and price engines. Legal compliance around brand names is strict.

Project ownership

Agency: Marketer Coffee
Lead strategist: Adrian Dąbrowiecki

TL;DR outcomes (12 months)

• Domain Rating: 1.4 → still low; link-building intentionally deferred.
• Referring domains: 335; backlinks: 674 (99% of them are spammy links).
• Organic keywords: 9,100+ ranking keywords.
• Estimated organic traffic: 21,200+/month (Ahrefs).
• GSC clicks (last 28 days snapshot): 17,231 (+84%).
• Top 3 positions: secured for priority queries (Polish).
• Men’s perfumes: position #8 (“perfumy męskie”).
• Head term “perfumy”: Top 10 in Poland.
• Ranking listicles: average 250+ clicks/day from Google and Discover.
• Cart value: +35% after product content work.
• Production: 750 product descriptions, 60+ category descriptions, 30 articles (≈80% AI-assisted).
• Time budget: 40 hours/month.

Opinion: We won by building topical depth first, not by chasing links or “DA.” Fundamentals beat hype.

Timeline

• Start: September 2024
• Core build-out completed: June 2025
• Ongoing improvements: July–September 2025 (and continuing)
• Total effort: ~480 hours (12 months × 40 h)

Business constraints and goals

1. Grow non-branded organic revenue with near-zero authority.
2. Stay compliant: avoid trademarked phrases and “dupe” language in product pages.
3. Increase cart value and product discovery.
4. Establish topical authority for perfumes without thin, generic AI text.
5. Create a repeatable content system the in-house team can scale.

What we implemented (scope)

1) Research and architecture

• Built a topical map for the perfume niche
• Clustered 400+ topics into rankings, comparisons, how-to, notes & accords, and gift-intent silos.
• Defined entity lists (notes, families, longevity, sillage, seasons) for consistent on-page attributes.

2) Content production at scale (LLM SEO done right)

• Delivered 750 product descriptions with consistent tone of voice and schema.org Product properties.
• Wrote 60+ category descriptions with internal-link hubs and faceted anchors.
• Published 30 editorial articles (≈80% AI-assisted using a custom-tuned GPT + Perplexity research; final human edits by Adrian).
• Prioritized ranking pages (top-X lists). Result: 250+ clicks/day average.

3) On-page SEO and UX details

• Title/H1 formulas by intent.
• Intro answers in 2–3 sentences to capture snippet intent.
• Comparison tables, pros/cons, note pyramids, and longevity/sillage meters for skimmability.
• Internal linking: category → subcategory → product; articles → category hubs; lists → product PDPs.
• FAQ blocks with FAQPage schema.
• Freshness policy: review and republish every 90 days.

4) Compliance-first product language

We avoided risky terms on PDPs yet captured demand with educational content and category phrasing. Polish priority queries and their English glosses used in non-PDP contexts:

• zamienniki perfum – perfume substitutes/alternatives
• tanie perfumy – cheap/affordable perfumes
• perfumy inspirowane – inspired-by perfumes
• odpowiedniki perfum – equivalents
• podróbki perfum – fakes/knockoffs (educational, not promotional)
• rozlewnia perfum – perfume filling/decanting

5) Technical SEO (lean, high-impact)

• Clean URL taxonomy and breadcrumbs.
• Canonicals to avoid listicle/PDP cannibalization.
• Pagination and faceted navigation handled with noindex + internal links from hubs.
• Lightweight performance checks (Core Web Vitals within pass thresholds).
• GSC, Ahrefs, and simple Looker Studio dashboards.

Challenges and how we solved them

Low authority (DR 1.4).

• Response: Compensated with topical depth, tight internal links, and SERP-intent matching. Deferred link-building until we proved ROI.

Legal wording limits around “dupes.”

• Response: Separated transactional PDPs from informational clusters that target the language users type. Education pages captured the queries; PDPs stayed compliant.

Product catalog variance.

• Response: Created templated attributes (notes, season, longevity) to normalize pages. Improved filters and related products.

Thin content risk with AI.

• Response: Human-in-the-loop editing. Brand tone guide. Evidence blocks and comparisons. No fluff.

Results in detail

• Keyword growth: 9.1K+ ranking keywords; strong curve since Q4 2024.
• Positions: Multiple Top 3 wins across ranking and comparison pages.
• Head terms: “perfumy męskie” at #8; “perfumy” in Top 10 nationally.
• Traffic: 21.2K estimated organic/month (Ahrefs), with ~99% in Poland.
• Discover: Ranking listicles drove significant surges; average 250+ clicks/day from list posts.
• Revenue proxy: +35% Average Order Value after PDP and comparison table rollout.
• Backlinks: 674 links from 335 domains without an active outreach program.
• Paid search: Minimal; SEO carried the lift.

What moved the needle (practice, not theory)

1. Set a topical map first. Don’t write at random.
2. Publish ranking pages early. They capture intent and build internal link equity.
3. Standardize PDP attributes. Consistency wins snippets.
4. Update and republish on a 90-day cadence. Freshness helps.
5. Track entity coverage (notes, families, seasons). Fill the gaps systematically.
6. Split compliance-sensitive intent from PDPs. Educate in content; sell on PDP.

Tech stack and tools

• Ahrefs, Google Search Console, Looker Studio for tracking.
• Perplexity + custom-tuned GPT (knowledge base + style guide) for research and drafting.
• Schema markup: Product, FAQ, BreadcrumbList, ItemList.
• CMS: Custom Ecommerce build on NextJS.

Example impact queries (Polish SERP wins)

• Top 3 clusters across: zamienniki perfum, tanie perfumy, perfumy inspirowane, odpowiedniki perfum.
• Educational coverage for podróbki perfum and rozlewnia perfum (non-transactional).
• #8 for perfumy męskie.
• Top 10 for perfumy.

Process checklist (8 steps you can reuse)

1. Map topics and entities for the niche.
2. Architect category and hub pages before articles.
3. Ship 10–20 ranking listicles targeting mid-funnel intent.
4. Template PDP content blocks (notes, longevity, sillage, season).
5. Implement Product/FAQ schema and clean breadcrumbs.
6. Interlink hubs → lists → PDPs with descriptive anchors.
7. Measure weekly in GSC; republish winners every 90 days.
8. Add lightweight link-building only after content proves ROI.

What we’d do next (next 3–6 months)

• Launch review content and UGC blocks on PDPs.
• Start digital PR for evergreen guides (perfume notes, seasonality) to earn 20–40 new RDs.
• Expand men’s and women’s seasonal clusters (fall/winter/spring/summer).
• Build comparison tool (A vs B) with entity attributes.
• Scale Discover-friendly editorial calendars tied to holidays and gifting.

Closing takeaways

You don’t need a high DR to win ecommerce SEO. You need clear topical scope, useful pages, and relentless updating. We proved that with a DR 1.4 site hitting Top 10 for head terms and 21K+ monthly organic visits.

Do one thing today: map your top 50 topics and ship 5 ranking pages with real comparisons. Revisit in 48 hours and wire internal links from category hubs.

Work with us

If you want the same no-nonsense approach for your store, book a quick review with Marketer Coffe. We’ll audit your topical coverage, show the gaps, and outline a 90-day plan you can execute tomorrow.