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Digital Marketing Agency Portfolio SEO Mirror manufacturer: how to become a category leader with a Cartum store

Mirror manufacturer: how to become a category leader with a Cartum store

Scope of Work

SEO PPC Advertising SEO for Cartum stores

Engagement Period

2025 - ongoing

Client Overview

A mirror manufacturer came to us a year ago with near-zero organic visibility and no systematic SEO results in place: the Cartum store had only baseline settings, and neither the site structure nor the content was working to attract search traffic. For a manufacturer with a broad product range, this meant losing market share outright - demand by mirror shape, size, and use case was being captured by competitors who had staked out the SERP first. In the first twelve months of the engagement we delivered a 390% growth in organic traffic, and once SEO was on a stable trajectory, we launched paid search to scale reach across the full funnel.

The Challenge

As with any Ukrainian business, we were up against the clock and had to move fast, with no room for mistakes. The platform itself added an extra layer: Cartum is a Ukrainian SaaS ecommerce platform with no access to the source code, so a portion of standard SEO edits and improvements were in question from the planning stage. But we found a path forward: where the platform's capabilities fell short, we deployed our own tooling - scripts installed on top of the site that give the flexibility Cartum's stock functionality doesn't provide.

Strategic Objectives

Rank in the TOP 10 organic results for core commercial keywords
Maximize the indexed site structure through a system of SEO filters
Build brand presence inside AI-generated answers (ChatGPT, Perplexity, Google AI Overviews)
Work around the platform's limitations via custom scripts and turn a Cartum store into a technically complete SEO asset
Scale reach with paid search once SEO had reached a stable baseline

SEO Strategy and Its Execution

SEO Audit and Strategy

Planning before execution

Full SEO audit of the current Cartum store: technical health, indexing, structure, content
Keyword research and intent-based clustering of the semantic core
Competitor analysis: structure, content patterns, backlink profiles of the category leaders
New site architecture planning: categories, subcategories, SEO filters, landing pages
Content plan built around the defined query clusters
Work roadmap prioritized by traffic impact and speed to results

Scaling the Site Structure Through SEO Filters

The main traffic growth driver

Cartum lets you convert filter URLs into SEO-friendly (clean) URLs and open them for indexing - we used this capability systematically
Demand analysis for every filter type: shape, size, style, use case, mounting method, etc.
Selection of filters with real traffic potential and their conversion into standalone SEO landing pages
Full manual work on Title, Description, H1, and descriptive copy for every SEO filter page
Managing the indexing of unnecessary filter combinations via canonical and robots - to protect the crawl budget

Technical Optimization on Cartum

Working within the platform's capabilities

Structured technical tasks submitted to Cartum support with clear acceptance criteria
Continuous monitoring of load speed and Core Web Vitals
Indexing control via canonical tags, robots.txt, and sitemap.xml
Ongoing updates to the platform's technical settings as new SEO filters and landing pages went live
Minimal UX fixes on key landing pages to lift conversion of incoming traffic

Our In-house Custom Scripts

What isn't there in stock Cartum

Where the platform's capabilities or support turnaround weren't enough, we deployed our own scripts installed on top of the site - closing non-standard tasks without waiting on Cartum's queue
Custom structured data (Schema Markup: Product, ListItem, FAQPage) - beyond the platform's base templates
Internal linking blocks on any page across the site - functionality stock Cartum doesn't provide
Automatic FAQ blocks surfaced where semantically relevant - to expand coverage of informational queries and reinforce E-E-A-T signals
AI sharing buttons - one-click sharing of pages to AI systems (ChatGPT, Perplexity, Google AI Overviews), increasing the likelihood of content being cited by generative engines

On-page SEO

Fully manual optimization

Manual on-page optimization of every page on the site - no template auto-generation
SEO-optimized Title and Description across the entire catalog
Work on heading structure (H1-H3) and image alt attributes
Content blocks written to match the defined query clusters: category descriptions, product page copy, FAQ sections
Content aligned with the E-E-A-T framework (Experience, Expertise, Authoritativeness, Trustworthiness)
Internal linking optimization and a clear information hierarchy
Continuous sitemap.xml updates as new pages and SEO filters were added

Off-page SEO

Backlink profile growth

Link building primarily through high-quality guest posts
Donor selection based on topical relevance and backlink profile quality
Work with niche and topical platforms in the interior and decor space
Natural link-acquisition pace with no risk of algorithmic penalties

GEO (Generative Engine Optimization)

Presence in AI results

Creating llms.txt and llms-full.txt files for accurate parsing and citation of content by AI systems
Structuring content for citability in ChatGPT, Perplexity, Google AI Overviews
Deployment of AI sharing buttons as an additional citability signal (see the "Custom Scripts" section)
Adapting for the answer format of generative systems (AEO) alongside classic search results

Google Ads

Scaling reach after SEO

Paid search launched once SEO had reached a stable baseline - to expand the funnel rather than cannibalize organic
Search campaigns on high-volume commercial keywords + product (Shopping / Performance Max) campaigns across the catalog
Remarketing to organic traffic audiences for repeat interactions and a shorter decision cycle
Continuous ROAS optimization, systematic cleanup of irrelevant queries, negative keyword management

Growth Metrics

Before 302

After 1481

Users from organic search

Before 15

After 418

Keywords in TOP-1

Before 70

After 766

Keywords in TOP-3

Before 128

After 945

Keywords in TOP-5

Before 203

After 1226

Keywords in TOP-10

↑ 277%

Monthly revenue from organic search

Overall Trajectory: 1,832 Tracked Keywords, 67% in the TOP 10

In one year of work, the project's average ranking climbed from around position 60 to 22, and the share of keywords in the TOP 10 grew to 67%. TOP-1 gained +403 keywords, TOP-3 gained +696, TOP-5 gained +817, and TOP-10 gained +1,023. Forecast organic traffic grew by +11,454 users/month. The site is 100% indexed.

01/07

Client Testimonial

Very happy with our partnership with the G-WEB.GROUP team. Throughout our work together we're seeing a real positive trend. Inquiries are up, traffic is up, and most importantly - there's a tangible result from what the team is doing.

I want to give a special shout-out to our project manager, Daria. She's genuinely embedded in the specifics of our business, which is rare these days :) The team is always reachable, delivers clear and substantive reports, and responds quickly on any question. You can feel the process is under constant control, and that speaks to real professionalism.

And the reporting from the team is a separate breath of fresh air :) Always crisp, always clear, without a pile of empty metrics or marketing fluff. Just real analytics and a straightforward explanation of what was done and what result we got.

Over the years of working with Cartum and building ecommerce stores, I've worked with plenty of vendors, so I have something to compare against. That's exactly why I especially value the systematic approach, the quality of communication, and the attention to detail. The G-WEB.GROUP team works for real results, not for pretty reports. And that shows clearly in the project's growth. Absolutely recommend them.

Galina Glyadeshkina

Chief Marketing Officer

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