Case study of SEO optimization of the Royal-Life coffee company website

Priority for optimization and promotion (client request): 

 Coffee wholesale/retail

 Sale of coffee machines (across Ukraine and locally in Kyiv)

 Coffee machine rental (locally in Kyiv/Lutsk)

Project start: SEO site optimization, technical limitations and growth dynamics

At the start (January 2023), the project worked on the OKAYCMS platform, which had a number of technical and functional limitations for full-fledged SEO optimization of the site.

Data from SERPSTAT (at the time of the start of cooperation — January 2023)

Main problems at this stage:

• limited SEO template management
• insufficiently flexible category and page structure
• difficulties with semantic scaling
• technical limitations in working with filters and indexing
• partially implemented internal linking
• long-term approval and feedback from the client

As part of the work at this stage, basic and strategic SEO optimization of the site was carried out:

 structure formation/optimization

 semantics collection and clustering

 optimization of main custom pages

 optimization of main categories

 technical audit

 working with meta tags

Despite the existing technical limitations, at this stage we managed to form the basis for further organic growth of the site.

Data from Google Search Console as of 23.02.23 after implementing the SEO launch strategy 

The screenshot shows the dynamics of positions over the last 28 days compared to the previous period. As we can see:

• The number of clicks has increased and is 599

 Impressions are 25.8 thousand.

 Average CTR - 2.3% (share of impressions that led to clicks)

 The average position is 20.8 

Position dynamics after six months of SEO optimization

After six months of SEO optimization of the site on the OKAYCMS platform, we managed to achieve the following results:

• The number of clicks has increased and is 4.07 thousand.
• Impressions have increased to 175 thousand.
• Average CTR – 2.3% (percentage of impressions that resulted in clicks)
• The average position increased and is 22.7

Keyword dynamics over 6 months of operation

Below is the profitability timeline

For 2 months of work (since launch), during which 2 SEO strategies were worked out:

March 2023

16 orders recorded, profitability 7,517.50 UAH 

May 2023 (6 months of work)

116 orders recorded, profitability – 71,957.74 UAH 

After starting work on SEO optimization, we gradually built the necessary foundation for further scaling the project, and later PPC advertising was added to the promotion. It was in the combination of SEO and advertising that the site began to demonstrate systemic growth: organic traffic began to strengthen advertising campaigns, and it became easier for users to find the right products and make the purchase faster.

After connecting advertising, both channels began to work in synergy: SEO increased the quality and relevance of the site for search engines and users, and Google Ads helped to attract the target audience faster and scale sales. Thanks to this, traffic became not just larger, but also higher quality and more conversion. As a result, the site noticeably improved its structure and strengthened its position for both advertising and organic SEO promotion of the online store.

Such a comprehensive approach allowed not only to get short-term results from advertising, but to build a foundation for systemic business growth in two directions at once — SEO and Google Ads, which mutually reinforced each other's effectiveness.

SEO search engine optimization as a strategic stage of scaling: the experience of migrating to Khoroshop

In the process of work, it became obvious that for further promotion of the brand on Google, a transition to a more flexible platform was necessary. That is why in 2024 the decision was made to transfer the site to the Khoroshop platform.

This decision was a compromise and justified by the current situation on the project. On the one hand, the existing CMS already significantly limited the possibilities of SEO development and scaling the structure. On the other hand, at that time of cooperation, limited budgetary resources were an important factor. In these conditions, Khoroshop became the optimal intermediate option, which allowed:

 remove some of the technical limitations of the previous platform;

 implement SEO recommendations faster;

 scale the site structure to meet commercial requests;

 ensure more stable indexing and SEO foundation.

At the same time, it is worth noting: from the point of view of long-term strategy, a more effective solution for such a business - a coffee manufacturer engaged in wholesale sales, rental and service of coffee equipment, as well as B2B and Private Label services - would be custom development in Python. This approach would allow to completely eliminate platform limitations, provide full control over the technical architecture and create unlimited opportunities for scaling the SEO structure.

As a result, the site could develop as a fully competitive digital system, and not be partially limited by the capabilities of the CMS.

As part of the migration, the following was performed:

• migration/refinement of the site structure to the new platform;
• setting up 301 redirects to preserve the already developed results and pages that are already indexed;
• development of a single site style;
• checking page indexing;
• removal of technical errors after the migration.

Main problems of the stage

The migration process was significantly delayed due to lengthy coordination with client side and irregular implementation of necessary changes.

Additionally, the result was influenced by:

 periodic pauses in SEO work;

 postponement of implementation of recommendations;

 partial failure to implement technical and content tasks.

In SEO promotion, the factor of speed of implementation of changes directly affects the rate of organic growth of the site. Because of this, some results were achieved more slowly than they could have been with systematic implementation of the strategy.

Despite this, we managed to:

• preserve a significant part of the earned visibility;
• minimize the risks of subsidence after the transfer;
• form a more stable and scalable SEO strategy;
• achieve growth in the site's organic performance.

Data from Google Search Console

(after transfer to the Khoroshop platform)

Dynamics of positions over the last 6 months compared to the previous period (since the transfer to the Khoroshop platform)

 The number of clicks increased to 12.1 thousand.

 Impressions are 586 thousand.

 Average CTR – 2.1% 

 Average position increased to 10.6

Indicators from Google Analytics

Organic Search (SEO)

• The number of users has increased to 1,738
• The average session duration is 1 minute 12 seconds
• The number of orders - 33
• The average revenue per purchase is 5,119.73 UAH.
• The company's revenue from the Organic Search channel is 168,951.00 UAH.

Direct (regular PPC/SEO users)

 Number of users is 799

 Average session duration is 1 minute 17 seconds

 Number of orders – 44

 The average revenue from the purchase is 1531.86 UAH.

 The company's revenue from the Direct channel is 67,402.00 UAH.

The site migration to Khoroshop became a defining stage in the project's development, as it was after it that SEO search engine optimization received the necessary conditions for the transition from a technically limited structure to a flexible and scalable system for SEO promotion.

The migration to the Khoroshop platform made it possible to:

• improve the technical base of the site, work out technical errors that we had access to
• scale the site structure for certain services and queries
• work more efficiently with categories, filters and indexing
• create a basis for further growth in organic traffic

In addition, the migration stage had a positive impact not only on SEO, but also on the effectiveness of PPC advertising, as more relevant and optimized pages and categories improved the overall effectiveness of attracting traffic.

Stabilization of development and commercial efficiency: results of SEO site promotion (2025-2026)

In the period 2025-2026, SEO optimization of the site was interrupted twice: 

in July-September 2025 and in March-April 2026. 

Active SEO work resumed in May 2026.

It is also worth noting that the project is being implemented under a limited budget, so the work is being carried out in stages and with prioritization of tasks to ensure the most efficient allocation of resources and stable development of results within the available capabilities.

Dynamics of positions over the last 6 months compared to the previous period

 The number of clicks is 24.1 thousand.

• Impressions increased to 1.81 million.
• The average CTR is 1.3% (the percentage of impressions that led to clicks)
• The average position has increased and is 8.8

Position dynamics over the last 3 months compared to the previous period

 The number of clicks is 10.5 thousand.

 Impressions increased to 846 thousand.

 The average CTR is 1.2% (percentage of impressions that resulted in clicks)

 The average position has increased and is 8.7

Position dynamics over the last 3 months compared to last year 

Position dynamics for the last 28 days compared to the previous period

• The number of clicks has increased and is 3.17 thousand.
• Impressions have increased to 269 thousand.
• The average CTR is 1.2% (the percentage of impressions that led to clicks)
• The average position has increased to 9

Position dynamics over the last 28 days compared to last year 

Despite the positive growth dynamics, the results of SEO site promotion partially fluctuate due to pauses in work, irregular implementation of changes, as well as the impact of seasonality in the niche.

An additional factor was changes in search engine algorithms, in particular the introduction of AI-reviews, which partially reduce the number of clicks from organic. At the same time, even under such conditions, the project demonstrates a gradual increase in organic visibility.

Data from Google Analytics

Data from analytics for the last three months compared to last year 

Comparing the data for the last three months with last year, we can see: 

Organic Search (SEO)

 The number of recorded orders is 259, which is 32.14% more than the previous year, when the number of purchases was 196.

 Revenue from the Organic traffic channel increased by 20.79% compared to last year and is 557,391 UAH, last year the revenue was 461,436 UAH. 

Direct (regular PPC/SEO users)

• The number of recorded orders is 490, which is 102.48% more than the previous year, when the number of purchases was 242.
• Revenue from the Direct traffic channel increased by 77.96% compared to the previous year and is 813,453 UAH, last year the revenue was 457,098 UAH.

Analytics data for the last 30 days compared to last year

Comparing the data for the last 30 days with the last year, we can see:

Organic Search (SEO)

 The number of recorded orders is 94, which is 70.91% more than the previous year, when the number of purchases was 55.

 Revenue from the Organic traffic channel increased by 78.55% compared to last year and is 172,337 UAH, last year in this period the revenue was 96,520 UAH.

Direct (regular PPC/SEO users)

• The number of recorded orders is 176, which is 122.78% more than the previous year, when the number of purchases was 79
• Revenue from the Direct traffic channel increased by 114.46% compared to the previous year and is 285,800 UAH, last year the revenue was 133,301 UAH.

Start of cooperation 

One of the key challenges at the start was the operation of the site on the OKAYCMS platform. Its functionality had a number of technical limitations, which complicated the implementation of a comprehensive SEO strategy and required constant refinement. In particular, we encountered the following systemic obstacles: 

 limited flexibility of SEO settings and templates

 difficulties with scaling the site structure to meet commercial demand

 limited possibilities of working with page indexing

 insufficiently flexible implementation of SEO filters

 complicated expansion of the structure for semantics

During the work, it became obvious that further scaling of search engine optimization within the current platform is limited, since any expansion of the structure required significant technical improvements or could not be fully implemented.

In this regard, a strategic decision was made to transfer the site to Khoroshop, which would allow us in the future: 

• implement a flexible SEO page structure (the platform allows you to work with categories, subcategories and filters, which is critically important for scaling semantics and reaching commercial demand and a new audience);
• optimize work with meta tags and SEO templates (title, description, H1 allow you to scale optimization without manually editing each page.
• quickly scale structures (the platform allows you to quickly create new pages for current events, seasonal offers or requests (for example, for B2B directions: «coffee wholesale» or «coffee machine sales»), which is key for e-commerce). 
• improve and accelerate page indexing (thanks to the correct generation of the URL structure and sitemap automation, the platform simplifies the work of search robots, which increases the quality of site scanning compared to OKAYCMS).

Transfer 

The process of transferring the site to the Khoroshop platform took longer than planned due to the need for phased approval of all changes by the client, as well as the gradual implementation of structural solutions. Each stage of the transfer required additional approvals regarding the site structure, SEO settings, page transfer, and the formation of a new category logic.

Because of this, some of the work was performed with delays or was divided into several stages, which made it difficult to implement the entire SEO strategy in parallel.

As a result, the pace of implementation was uneven, and the launch of some important SEO work, in particular, expanding the structure and fully working with semantics, was postponed until the completion of key stages of the transfer.

This work model affected the overall speed of SEO promotion, since full optimization is possible only after the stabilization of the new structure of the web resource and the completion of all migration processes.

Additionally, the overall dynamics of promotion were influenced by:

 periodic pauses in SEO work;

 unsystematic implementation of recommendations;

 partial non-implementation of individual SEO solutions;

 limited budgets, which directly affect the speed and scale of results, since organic promotion of a site in Google requires parallel work in several areas: technical optimization, content, development of its structure and external factors.

In such conditions, some tasks are not fully completed or are postponed in time, which leads to:

• slow expansion of semantics and coverage of search queries; 
• limited pace of creation and optimization of new categories, landing pages, etc.;
• loss of part of potential organic traffic to the benefit of competitors.

Current dynamics 

During the current cooperation, there were often pauses in SEO optimization of the site.

Such pauses have a direct impact on SEO dynamics, since organic promotion requires systematic and continuous work for stable growth of positions and traffic.

Key query dynamics (3-month period compared to the same period last year) 

Queries related to wholesale coffee 

Compared to the same period last year, we are observing a decrease in positions for targeted queries, which was significantly affected by pauses in SEO work.

Despite all the accompanying difficulties — technical limitations of the starting platform, a lengthy transfer process, pauses in work and untimely implementation of some recommendations — The project demonstrates in practice the key principle of SEO: stability and consistency are critical factors for the growth of organic results.

Any interruptions in work, implementation delays, or unsystematic implementation of recommendations directly affect the growth rate, especially in a highly competitive niche where the market is constantly developing in parallel.

In this case, we are talking about the B2B/B2C segment of the coffee business, where coffee producers, equipment suppliers, service companies, and rental services are actively promoting themselves at the same time. Competitors are constantly updating their assortment, launching new landing pages for commercial requests, strengthening their SEO structure, and investing in PPC advertising. As a result, even short pauses in SEO work lead to a loss of momentum relative to the market, as competitors continue to increase their presence in search results and actively close user demand.

That is why at the current stage of project development it is important to take into account not only the strategic part of SEO, but also the technical limitations of the platform, which begin to directly affect the possibilities of further scaling and the competitiveness of the site.

Current issues of the project

Despite the fact that Khoroshop is an effective solution for quickly launching projects, in the context of long-term SEO scaling and the specifics of the coffee business, it has a number of limitations.

In this niche, the project covers not only the standard e-commerce model (selling coffee and equipment), but also complex B2B areas:

 wholesale coffee;

 rental and sale of coffee machines;

 service of equipment;

 Private Label (production of coffee under the client's brand);

 work with corporate clients and HoReCa;

 potential personal account of wholesale buyers;

 extended segmentation of goods and services.

In such conditions, the SEO structure should be much deeper and more multi-level than a standard online store.

The main limitations of the project on the Horoshop platform:

• limited customization of the technical part of the site, which makes it difficult to implement a unique architecture for different business areas (coffee, equipment, service, B2B);
• limited possibilities for building a complex SEO structure, in particular multi-level clusters for different demand segments (wholesale / retail / service / rental / Private Label);
• partial dependence of SEO logic on platform templates, which limits the creation of individual landing pages for narrow commercial requests;
• limitations in data structuring and advanced filtering logic, which is important for scaling a large catalog of coffee, equipment and services;
• lack of flexible implementation of B2B functionality, which could affect both conversion and the SEO structure of the site through personalized scenarios;
• in the context of indexing, Khoroshop has limited flexibility for complex SEO architectures: some pages are generated according to a template, which makes it difficult to have full control over the indexing of a large number of SEO filters and landing pages.

As a result, as the project develops, the platform begins to serve as a "scaling ceiling" for SEO, since it does not allow for the full implementation of a complex multi-level demand structure in the coffee niche, where it is important to simultaneously close B2C, B2B, service and production requests within the framework of a single site logic.

The next optimal step for business development and scaling is the transition to custom development in Python. This programming language is appropriate for this niche, as it allows you to completely remove CMS restrictions and build an SEO architecture for a complex B2B/B2C business model (coffee, equipment, rental, service, Private Label).

Python-solution allows you to:

 create a flexible multi-level site structure for full semantics;

 generate SEO pages for any combination of demand (wholesale, HoReCa, rental, service) with a focus on creating high-quality landing pages that most accurately match users' intentions, fully cover their needs and search scenarios - from an information request to a commercial solution. 

For example, not just a "coffee machine rental" page, but a full-fledged landing page for different business scenarios: "coffee machine rental for the office with monthly service" or "coffee solution for HoReCa with grain supply, equipment and service support", where the user immediately receives a comprehensive answer and closes their need without additional searches. This allows you to:

• fully control indexing and crawl logic;
• scale the catalog and services without technical limitations;
• optimize speed, server logic, and data structure.

In the context of PPC, this also makes it possible to flexibly create and test landing pages for advertising campaigns, increasing traffic conversion and reducing the cost of lead acquisition.

As a result, when switching to custom development in Python, the site turns into a fully competitive digital product that can be flexibly scaled and qualitatively promoted without technical limitations that currently hinder securing top positions in search. This allows us to implement a holistic SEO+PPC system, where every element of the structure, page, and logic works for stable growth and long-term maintenance of results in a highly competitive niche.

From technical base to leadership in the niche: systematic SEO promotion of the site as a tool for long-term results

Collaboration on SEO optimization of the project has been ongoing since 2023 and has gone from the initial platform limitations to the formation of a more structured and scalable SEO strategy.

At the start, the project had significant technical limitations that hindered the growth of organic traffic and the realization of commercial potential. In the process of work, a migration to a more flexible platform was carried out and a foundation was built for systematic SEO promotion of the site.

As a result, the current situation changed as follows:

There was:

 limited SEO structure and weak semantic scaling;

 practically zero visibility in search;

 limited opportunities for the development of commercial areas.

It became:

• a more flexible and scalable SEO structure is formed;
• expanded coverage of commercial searches;
• stable growth of organic visibility and traffic;
• gradual strengthening of key business areas in search;
• technical SEO optimization;
• indexing and visibility improvements;
• development of B2B areas (wholesale coffee, rental and sale of coffee machines, service, Private Label).

It is also important that the PPC advertising channel worked in parallel. The synergy of SEO and PPC had a positive effect on the overall effectiveness of the project: SEO strengthened the quality of traffic and the relevance of landing pages, and PPC ensured the prompt involvement of the target audience, which in turn increased the effectiveness of all channels and the profitability of the project.

This case confirms that the systematic SEO promotion of the site by Golden-Web Digital even in difficult conditions forms a cumulative effect and ensures stable business development in organic search over a long distance.

Start of cooperation in 2023 

Dynamics of positions in 2026

Data from SERPSTAT 

Beginning of cooperation – January 2023 

May 2026

Data on project profitability

Beginning of cooperation – The year 2023 

May 2026

Beginning of cooperation – The year 2023

May 2026

If you also want to turn your project into a powerful tool for leadership in a niche and bring your business to a level where technical limitations cease to exist — it's time to order SEO services from the Golden-Web Digital team. We don't just optimize your site — we build an architecture that works systematically for your profit and global scaling.