Client
Comfi
Project Period
April 2023 – Present
Project Type
E-Commerce
400
Organic Traffic Starting Point
8,100
Organic Traffic Reached
Baltic Countries
Market
Anyone who has done ecommerce SEO knows that product category structure can either make or break your rankings in the long run. That’s why, since we started in 2023, maintaining a sharp and evolving category architecture has been one of our core ongoing commitments on this project. Our work here unfolded across four stages:
1. Initial audit and restructure. At the start of the project, we audited the entire existing structure and built a new “categories tree” with an ideal semantic hierarchy as its foundation.
2. Gap identification. With the new structure in place, we mapped all uncovered opportunities, category pages that didn’t yet exist but should have, given that the client already had the right products in stock to support them.
3. Business expansion alignment. We then worked through Comfi’s future business goals together and made a joint decision to expand the product line, which opened up an additional layer of new category opportunities. Each new opportunity was evaluated if it passes the semantic threashhold that project's main idea holds.
4. Ongoing quarterly reviews. Every quarter, or at minimum twice a year, we revisit the entire “categories tree” and evaluate its performance. This tells us where user intent has shifted, where competitors have moved ahead, and where the semantic relationship between keywords has changed. The findings directly inform updates to the category structure.
Topical Connections Are Key Even in E-Commerce
Once the category structure was fully established, we built topical connections across category pages, high-traffic product pages, and blog content, turning the site from a collection of relevant pages into a genuinely interconnected entity. Rather than simply linking between related categories, we identified specific subtopics for each page that served as contextual bridges to the next, giving every internal link a clear semantic purpose. This approach created real relevance between connected pages rather than surface-level associations. Within three weeks of implementing this across the entire categories tree, category pages alone saw a 16% increase in organic traffic. More importantly, this semantic network established a scalable foundation that allowed new categories and content to inherit topical authority from the existing structure instead of competing in isolation.
We grew project’s organic traffic from an average of 400 monthly visits to 8,100, with a peak of 10,600 reached along the way, representing more than a 20x growth in SEO traffic overall. The majority of this growth was driven by category pages and commercially-focused content, creating a direct impact on revenue. The current dip from the peak is something we’re actively addressing through brand enhancement tactics, and based on the trajectory we’ve built, we’re confident the numbers will climb back to that high point and beyond in the near future. Antanas, CEO of Comfi’s words: “Excellently provided services, highly recommend.”
