Case study of SEO promotion and website migration from the Khoroshop platform to Python/Django for the brush brand Wobs

About the Project

• Ukrainian brand of professional makeup brushes Wobs
• Domain age – 03.05.2015
• Cooperation period: May 2022 (Horoshop) – present (custom-built resource)

Main Project Challenges

Irrelevant informational traffic

One of the key issues was a large volume of informational queries that did not align with users' actual purchase intent.

Examples of articles that were on the website:

As seen in the screenshot above, the articles were related to the beauty industry, but upon closer inspection, topics about manicures or which hair color suits whom only generated empty traffic, as they had no connection to the products manufactured by Wobs.

Consequently, the website ranked for queries that were only partially related to the makeup theme. Users landed on blog pages, read the content, and left the site without taking further action. 

Because of this:

 the bounce rate increased;

 behavioral factors deteriorated;

 SEO promotion of the online store did not generate sales;

 the website was losing growth potential in commercial search results.

Poor quality link profile

We also discovered a large number of low-quality external links. A significant portion of backlinks was placed on resources of the aggressor country, which negatively affected domain authority and search engine trust.

The share of Ukrainian donor domains was only about 2%, creating additional risks for the website's SEO metrics.

Technical limitations of the platform

The Horoshop platform had certain functional limitations that prevented the full implementation of necessary technical solutions and the scaling of the project to its full potential.

From setting objectives to results: Website SEO optimization and shaping the brand development strategy

The main goal became not just increasing traffic, but building a stable SEO channel that would generate sales and drive company growth.

To achieve this, we developed a comprehensive brand promotion strategy in Google.

What was implemented

1. On-page website optimization for commercial and relevant queries

Examples of queries:

We formulated an optimal and effective strategy, where search engine optimization of the website ensured comprehensive work on all growth points:

• conducted a deep semantic analysis;
• focused on commercial queries;
• reworked the content structure;
• optimized categories and product pages;
• started working on improving behavioral factors.

2. Off-page website SEO optimization and link profile cleanup

Large-scale work was carried out on external factors:

 removing or disavowing toxic links;

 gradually building a high-quality Ukrainian link profile;

 increasing domain trust from search engines.

3. Removal of irrelevant content

We removed or properly re-optimized articles that:

• did not bring in the target audience;
• did not match user intent;
• deteriorated the website's overall SEO performance.

A Brief History

The Year 2022 - Project Launch: What the Client Came With 

At the start of our cooperation, the website already had a good traffic level. However, a large number of visits did not convert into sales.

Approximately 14–15 thousand clicks recorded in Google Search Console during that period generated only 108 orders for a total amount of about 119 thousand UAH. This indicated significant issues both in the SEO strategy and the quality of the attracted traffic.

Results in 2022

The first months of cooperation were an investment period: the team was actively rebuilding the project's SEO foundation, so immediate results were not expected.

However, within six months, the situation began to change dramatically.

What we managed to achieve in the first 6 months

 about 150 orders from the Organic channel alone;

 over 200 thousand UAH in revenue from organic traffic;

 improvement in traffic quality;

 reduction in the share of irrelevant visits;

 stabilization of behavioral factors.

The Year 2023 — Period of Active Growth

In 2023, the results of systematic SEO work began to manifest.

After a stabilization period, the website started demonstrating substantial growth in clicks and impressions in search results.

A particularly noticeable surge occurred in September–November 2023.

Results

Thanks to the comprehensive strategy, website promotion in Google began yielding tangible financial results:

• 124 orders from organic traffic;
• over 851 thousand UAH in revenue;
• a significant increase in the average order value;
• active growth in bulk/large orders.

At this stage, SEO had already become one of the key sales channels for the brand.

The Year 2024 — Scaling and Securing Positions

In 2024, the website continued strengthening its positions in search results.

Key Metrics

 8.14 thousand clicks;

 357 thousand impressions;

 average CTR — 2.3%;

 average position — 11.7.

It was particularly important that the website began to consistently occupy top positions for commercial and branded queries:

• "пензлі для макіяжу" (makeup brushes);
• "професійні пензлі для макіяжу" (professional makeup brushes);
• "набір пензлів для макіяжу" (makeup brush set);
• "купити пензлики для макіяжу" (buy makeup brushes);
• Wobs branded queries.

Furthermore, we managed to significantly improve positions for highly competitive product queries in both Ukrainian and Russian languages.

Query Position Dynamics

Organic Results

 185 orders;

 384,918 UAH in revenue from organic traffic.

The Year 2025 — Major Technical Project Development

The year 2025 became a turning point for the brand.

A strategic decision was made to migrate from Horoshop to our own custom-built resource developed on Python/Django.

Why the need arose to create a new resource on Python

The previous platform no longer allowed us to implement the required functionality and scale SEO solutions.

The team needed a more flexible architecture for:

• developing functionality;
• improving UX;
• implementing custom SEO solutions;
• creating additional tools for users.

What we managed to implement on the new resource

1. Custom Brush Set Builder

Users gained the ability to assemble their own set of brushes according to their individual needs.

This became not only a highly useful feature for customers but also provided an additional SEO advantage by creating new website interaction scenarios.

2. Brush Selection for Specific Needs

A brush selection system based on user tasks was implemented:

 for foundation;

 for contouring;

 for blush;

 for eyeshadow;

 for professional makeup, etc.

This had a positive impact on both UX and the website's commercial factors.

Website Migration and SEO Challenges

On October 29, 2025, the complete resource migration took place.

Following the release, we observed a predicted temporary dip in metrics:

• the URL structure changed;
• Google started re-indexing pages;
• new pages went through a re-ranking stage.

However, even in the first few weeks post-migration, the dip did not become critical:

 the average position shifted by only about 1 point;

 the website retained a significant part of its visibility;

 a sharp drop in organic traffic was successfully avoided.

This was made possible thanks to a properly prepared SEO migration.

A Little More About the Website Migration

The website migration was carried out in close cooperation with other departments of our company and involved several stages:

1) building the website architecture, which mapped out all inner page interlinks, established the logic, and set the vision for the future of the project;

2) website prototyping – creating a rough draft of the design that displays the interactive layout of elements on a page and their functional purpose; more about architecture

3) website design;

4) website development;

5) the migration itself, which also took place in several phases:

• content preparation phase;
• data population and transfer phase – populating the site and transferring valuable content from the previous resource;
• website launch phase – creating a redirect map and correctly launching the website into the search network.

It is important to note that the client did not feel the negative impacts of the migration, as our team transferred all accumulated results by building an accurate redirect map.

The Year 2026 — Current Development Stage

As of May 2026, the website's SEO promotion enters an active scaling phase, focusing on securing brand positions and expanding organic traffic within the professional makeup niche.

Current Metrics

 2.01 thousand clicks;

 109 thousand impressions;

 CTR — 1.8%;

 average position — 10.4.

After the large-scale migration, the website is gradually regaining and boosting its search result positions.

Already for the period from 01.05.26 to 21.05.26, we are recording stable positive dynamics in orders, indicating the resource's successful adaptation to new technical standards.

From Project Launch to the Active Growth Period: Scaling Wobs via Professional Website SEO Promotion

The collaboration with Wobs has become an example of how systematic SEO work can completely transform the efficiency of an online business.

At the start of the project, the website had good traffic, but this traffic brought almost zero sales. The main challenges were irrelevant informational queries, a toxic link profile, and the technical limitations of the platform. And it was comprehensive SEO search engine optimization that became the key tool for solving these problems.

Over the period of cooperation, we have succeeded in:

• cleaning up and strengthening the website's SEO foundation;
• shifting the traffic structure toward more commercial intents;
• significantly improving the quality of organic visits;
• increasing the number of orders and revenue from SEO;
• bringing the website to the top positions for a large volume of target queries;
• successfully executing a complex migration to a new platform without critical loss of positions;
• creating a solid base for further brand scaling.

The project is actively developing across multiple digital directions at once:

 Website SEO promotion — systematic work on organic traffic;