How we transformed a new eCommerce brand into a sales channel through SEO
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The Brand
Cadeau.bg is an online store for stylish gift boxes and baskets, created with attention to every detail. The brand offers quality products, elegant packaging, and personalization options, turning every gift into a memorable gesture.
The Task
The primary objective was to build an organic presence for a new eCommerce brand in a competitive niche, focusing on positioning category and product pages in search engines. The goal was to achieve actual rankings for relevant products, sustainable organic growth, and sales support through SEO.
The Challenge
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New brand
Cadeau launched without an established organic presence or search engine authority in a highly competitive niche.
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Fragmented search
User searches in the “gifts” category are highly fragmented and often depend on the occasion, characteristics, or specific needs. This makes ranking difficult through standard categories alone.
3
SEO structure
An SEO solution was required to provide a solid site structure, cover various types of search intent, and prevent issues such as duplicate content and cannibalization.
Our Approach
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Search intent and product search analysis
The SEO strategy began with an analysis of user searches in the gift niche (specifically personalized ones) and identifying different types of user queries—from general category searches to specific product requests. Keywords were grouped by intent, SERP ranking potential, and organic traffic, allowing for the creation of a clear, logical structure and contextual links between categories, subcategories, and products.
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Implementation of SEO filters
A key element of the strategy was the implementation of SEO filters to serve long-tail and mid-intent searches based on attributes such as gift type, occasion, and other relevant factors. The filters were implemented as indexable and well-controlled pages with optimized metadata and content through automation, aiming to rank relevant product combinations without creating duplicate content or cannibalization.
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On-page optimization and internal linking
In parallel, on-page optimization of category and product pages was performed, including structural improvements, metadata optimization, and the building of a logical internal link network. This facilitated both user navigation and search engine crawling.
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Data-driven optimization
All SEO actions were supported by continuous data analysis from Google Search Console, Google Analytics 4, and Ahrefs. Based on actual performance indicators, optimizations were prioritized for pages and filters with the highest ranking potential, allowing for timely adjustments and sustainable organic growth.
Our Work
The Results
Organic growth
Compared to the May–August 2025 period, Cadeau.bg reported significant growth in Google Search Console during September–December 2025:
+562% organic clicks · +362% impressions · +45% CTR · ~46% improvement in average position
Better positioning
Increased CTR and improved average positions indicate a more accurate match with search intent and better positioning of product and category pages in SERPs. The improved metrics correspond to a significant increase in the number of orders and revenue.
Building organic positioning
From a near-zero base in May 2025, the organic presence grew steadily following the implementation of SEO filters. In September–October, traffic increased sharply without a significant rise in the number of indexed pages. As of December 19, Cadeau.bg reached ~1,080 organic visits per month according to Ahrefs.
Keyword growth
At the beginning of the period, the site had virtually no visibility—only 1 keyword in positions 11–20. By December 19, it already ranked for 43 keywords, of which 14 were in the top 3, 28 in positions 4–10, and 1 in positions 11–20.
Contacts