Case study: SEO promotion of a handicrafts website
Input data
Site type
Subject
Goods for needlework
Link to Instagram:
Monthly budget:
About the client:
Objectives.
Results
Technical audit (Internal optimization)
The short result
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1211%
Number of transitions
1 year
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3%
The number of refusals has decreased
1 year
800%
Orders have increased
1 year
The main goal of an SEO project
Our task was to increase organic traffic and increase sales for an online store specializing in selling handicrafts and creative goods.
The client approached us with a problem — the site had low visibility in search engines, poorly optimized pages, and a weak link profile.
Main objectives:
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bring key queries (“buy handicrafts”, “materials for creativity”, “handmade shop”) into the TOP 10 of Google;
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increase the volume of targeted traffic;
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increase site conversion and average checkout.
Startup analytics: where optimization began
We conducted an in-depth audit of SEO metrics and found:
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slow website loading (especially on mobile devices);
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duplicate pages and incorrect URL structure;
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lack of content optimization for keywords;
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low level of internal linking;
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limited presence in external links.
A clear SEO promotion plan was created, aimed at improving the technical part, optimizing content, and building a high-quality link profile.
Technical optimization and usability improvement
We conducted a full technical audit of the site:
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optimized the catalog structure by categories (fabrics, beads, threads, decor, handmade tools);
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reduced page loading time by 40%;
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fixed all 404 errors, configured redirects and HTTPS;
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added Schema.org micro-markup for product cards and reviews;
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optimized the title and description meta tags taking into account commercial queries.
Thanks to this, the site has become faster, safer, and more user-friendly.
Content strategy for organic traffic growth
We created a 3-month content plan focused on the target audience — crafters, designers, and creators of handmade products.
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SEO-optimized descriptions of categories and products have been developed.
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A blog has been launched with useful articles, including:
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“TOP 10 ideas for creating your own jewelry”;
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“How to choose quality materials for creativity”;
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“Secrets of promoting a handmade store online.”
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Added internal links between articles and categories to increase relevancy.
Link building and external SEO promotion
We implemented a natural link building strategy:
posted articles on thematic blogs and craft portals;
received mentions on forums of needlewomen and DIY communities;
collaborated with micro-influencers on Instagram and Pinterest.
Results for 6 months of SEO promotion
Traffic growth:
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organic traffic increased by +145%;
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the number of new users increased from 900 to 2,200 per month.
Improving Google rankings:
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50% of key queries were in the TOP-10,
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20% — in the TOP-3 in the main categories.
Increase sales:
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conversion growth — +60%;
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the average check increased by 18%.
Behavioral metrics:
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20% reduction in rejection rate,
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The average time spent on the site increased from 1:40 to 3:05 minutes.
Conclusions: How SEO Helped a Crafts Website Double Its Size
Comprehensive SEO optimization, a competent content strategy, and high-quality link building allowed the online store of creative and handmade goods to significantly increase search visibility, increase traffic, and profitability.
SEO promotion of the craft supplies website was an effective solution that proved that even in the competitive niche of needlework, it is possible to achieve stable growth thanks to a systematic approach.
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 the website of needlework products
SEO promotion of the website for handicrafts became a key point of growth for the online store, which previously lived mainly due to word of mouth and social networks. The catalog already contained a wide selection of materials for hobbies and creativity, but the site was almost invisible in the search engine, and the target customers switched to competitors. The task was to turn the SEO promotion of the handicraft store into a sustainable sales channel that regularly brings people with the clear intention to buy craft kits, accessories, tools and related materials. As part of the project, the structure of the catalog was worked out, meta tags were rewritten, text blocks were added to key categories, and internal linking was strengthened. Such an approach made it possible to make SEO for an online handicraft store not a set of formal edits, but a clear system where each section and each category works to attract organic traffic from Google.
A niche of goods for creativity and the start of a project
The online store specializes in goods for creativity and needlework: yarn, accessories, materials for decoration, sets for children and adults, tools for scrapbooking and different types of hobbies. The audience is emotional and at the same time demanding: buyers carefully look at the descriptions, composition, convenience of delivery and reviews. Before the launch of SEO promotion of the website for handicrafts, the main part of sales came from social networks and regular customers, and organic traffic was scattered and unstable. Category pages almost did not use commercial requests, many positions were hidden in the depth of the structure, and filters and navigation were understandable only to those who have been familiar with the brand for a long time. In the starting SEO conditions, the promotion of the needlework store was directed to the site being found by keywords such as "buy materials for needlework", "art products online", "set for children's creativity with delivery".
The main SEO problems of a craft store
The initial audit showed a typical set of problems for a niche e-commerce project. The semantic core was incomplete: some of the popular requests for goods for needlework and sets for creativity did not have corresponding landing pages at all. Categories and subcategories intersected by keys, which caused internal competition and blurred relevance. Meta tags were filled according to the template or remained empty, and the titles did not reflect specific search terms. Product cards often lacked detailed descriptions, which are important both for buyers and for the SEO promotion of a website for needlework products. The speed of loading on mobile devices left room for optimization. All this led to the fact that SEO for the online handicraft store brought less organic traffic than it could, and many potential clients did not find the right categories in the search.
SEO strategy of catalog optimization and structuring
The strategy was built around the logic of how real people look for creative products. Semantics were divided into clusters: materials for needlework, kits for children's creativity, accessories, tools, goods by type of hobby. Landing pages were created or modified for each cluster, where the SEO promotion of the site for needlework products was supported by clear headings, human-friendly URLs, and well-thought-out meta tags. Categories received unique descriptions with an emphasis on use, examples of use and selection for the level of experience. Internal linking linked the blog, idea collections and catalog sections so that users could go from inspiration to purchase in a few clicks. Technical optimization included speeding up loading, eliminating duplicates, and updating the site map. As a result, the SEO promotion of the needlework store began to rely on a clear architecture that is understandable to both people and search engines.
Content, blog and collections of ideas for the target audience
The content strategy became a strong amplifier. Articles with ideas for handmade gifts, step-by-step guides on using materials, and inspiring selections for beginners and experienced craftsmen appeared in the blog. Each material was built in such a way as to support the SEO promotion of the site of goods for handicrafts and at the same time help people decide on a choice. Key phrases were organically used in the texts, links to categories and specific items of the catalog were added. Product descriptions were reworked: instead of a dry list of characteristics, there were tips on use, combinations, and care. Such content increases trust in the brand, reduces the number of questions in correspondence and supports SEO for the online handicraft store due to additional organic traffic for informational and mixed requests. The buyer comes with an idea and stays to collect a basket of ready-made solutions.
SEO results and further development of the needlework product project
After the implementation of the basic SEO recommendations, the promotion of the site for needlework products showed a stable increase in visibility and organic traffic. Not only the main and several popular categories, but also narrow sections by types of hobbies and sets for creativity began to rank better in search. The share of non-brand requests increased, and the quality of traffic improved: there were more visitors who immediately add products to the cart and return for repeat orders. User behavior has changed for the better: they spend more time on the site, move between articles, categories and selections. SEO promotion of a handicraft store has become established as a strategic channel that complements advertising, and does not depend on it. Further steps include expanding semantics, launching new content categories, testing filters, and strengthening brand expertise among creative fans.