SEO promotion case: Promotion of an online store selling fertilizers on Google
Input data
Site type
Subject
Organic fertilizers
Instagram link:
Monthly budget:
About the client:
Objectives
Results
Technical audit (Internal optimization)
The short result
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345%
Number of transitions
1 year
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15%
Reduced the number of failures
1 year
250%
Orders have increased
1 year
The basis of the team
Denis
Denis is the voice of our company. He spends hours making sure that our clients feel cared for and enjoy their interactions with the company. If you have any suggestions or ideas, you can write to us.
Christina
Khrystyna is responsible for the product concept, manages the creative team. Her task is to help the customer formulate a message for the target audience and visually package it so that it is correctly perceived.
Eugene
Evgeny is the main creative engine of our team. Logical thinking, analytical mindset, but at the same time can always impress our clients with a unique approach to business.
Daria
Daria's job is to formulate the client's objectives and desires, and then communicate them to the team of specialists. The project manager has to gather his or her will into a fist and finish the task with shocking force.
Nikita
Responsibility, broad horizons, marketing vision and many more qualities that can be said about Nikita. A unique tandem is the quality and speed with which Nikita performs her work.
Karina
A native speaker and expert in foreign languages with over 10 years of experience in writing texts for various tasks. She will study your tone of voice and craft the perfect text for each specific need.
SEO promotion of an online fertilizer store
SEO promotion of the online fertilizer store became a key growth point for the project at a time when the usual sales channels no longer provided the required number of orders. The store specializes in fertilizers for the garden, lawn, greenhouses and indoor plants, works with retail buyers and small wholesalers, but for a long time remained almost invisible in Google. Queries like “buy fertilizers online”, “fertilizers for tomatoes”, “complex fertilizers with delivery” led people to marketplaces and large agricultural chains, while the specialized store’s website was lost at the bottom of the results. The task was to turn the SEO promotion of the fertilizer store into a full-fledged channel for attracting targeted traffic, which consistently brings orders throughout the season. To do this, we had to start with a comprehensive audit, collect semantics, review the structure and build system optimization for real customer search queries.
Fertilizer niche and starting conditions for SEO promotion
The online fertilizer store initially developed as a highly specialized e-commerce project for summer residents, farmers, and homestead owners. The catalog already included mineral, organic, and complex fertilizers, lawn products, and fertilizing for seedlings and indoor flowers. However, before the launch of SEO promotion of the site, most sales were provided by seasonal advertising, recommendations, and regular customers. Organic traffic from Google was unsystematic and almost did not include non-branded queries. Categories were built according to the logic of the warehouse, and not according to how a real user searches for products: by culture, type of action, format, or application season. Separate pages for the queries “fertilizers for cucumbers,” “fertilizers for lawns,” and “fertilizers for indoor plants” simply did not exist. Therefore, the first stage of SEO promotion of the online fertilizer store was devoted to understanding demand and restructuring the structure to real semantics.
The main problems of the fertilizer site before starting SEO optimization
The initial audit revealed a typical set of difficulties for a niche online store. The semantic core was fragmented: popular queries for fertilizers for tomatoes, berries, lawns, and houseplants did not have their own landing pages. Some categories overlapped in keywords, creating internal competition and “blurring” relevance. Meta tags were often templated or empty, titles did not contain clear search terms, and descriptions were limited to a few lines without any real benefit to the buyer. Product cards lacked detailed characteristics: composition, application rates, recommendations by season and crop, which harmed both conversion and SEO promotion of the fertilizer store on Google. The technical part also needed improvement: slow loading of images, duplicate pages through filters, inconvenient navigation from mobile devices.
SEO strategy for optimizing the structure of an online fertilizer store
The SEO strategy for promoting a fertilizer store was based on aligning the catalog structure with search intent. The semantic core was divided into clusters: by crops (vegetables, berries, lawn, houseplants), by type of composition (mineral, organic, complex), by format (granular, liquid, water-soluble), and by usage scenario. For each cluster, separate categories with logical names, understandable URLs, elaborated titles, and meta descriptions were created or updated. Page descriptions were supplemented with recommendations for use, advantages of certain formulas, and typical mistakes when feeding plants. Internal linking connected related sections and blog content so that the user could move from an article or tip to choosing a specific fertilizer in two or three clicks. Technical optimization and duplicate cleaning were carried out in parallel.
Content, blog and commercial factors for a fertilizer store
A strong amplifier of results was the content strategy. The blog featured articles such as “how to choose fertilizers for the garden”, “what to fertilize the lawn”, “how not to harm seedlings”, “how to combine different types of fertilization”. The materials were written in simple language with practical advice, but taking into account semantics to support the SEO promotion of the fertilizer store in Google. The texts organically used key phrases and added links to relevant categories and products. The cards received full descriptions: composition, application rates, recommended crops, compatibility with other products, seasonal restrictions. Commercial blocks were separately strengthened: noticeable “buy” buttons, information about availability, delivery times, payment terms. Such a presentation simultaneously increased user trust and traffic conversion, which leads to SEO promotion of the online fertilizer store.
SEO results and opportunities for further store growth
After implementing key SEO recommendations, the promotion of the online fertilizer store began to be clearly reflected in analytics indicators. The number of impressions and clicks on non-branded queries increased, the site began to appear more often in the Google top for the phrases "fertilizers for the garden", "buy fertilizers online", "fertilizing for seedlings". The structure of entrances became more logical: users immediately get to relevant categories, view more pages and are less likely to leave the site after the first screen. The share of orders from organic traffic increased significantly, and dependence on seasonal advertising decreased. Further development of the SEO promotion of the fertilizer store involves expanding semantics for new crops and product formats, launching additional content categories, strengthening regional presence and constant optimization of the catalog for changing demand.