SEO case: how to increase organic presence and sales for the LEGO online store in 2 years
Website: LEGO online store
Domain registration date: 10/23/2023
CMS / Platform: Good
Start of SEO website promotion: March 2024
Location: e-Commerce (online throughout Ukraine)
Social networks: available, but not involved in business development
Problem area: annual pause in SEO work during peak seasonal demand
At the time of the beginning of cooperation, the site was completely new and had a minimal presence in search results. The team's task was not just to bring individual queries to the TOP, but to gradually form a wide search visibility of the site and turn organic traffic into a stable source of orders. In such a competitive niche, the promotion of a toy store required a clear sequence of actions, for which a flexible SEO strategy was developed, designed for long-term growth and regular expansion of the semantic core.
To achieve the set goals, SEO website promotion from the Golden-Web Digital team included the following set of actions:
- formation of an effective, logical and open to further scaling catalog structure;
- settings according to Google algorithms: manual and automated creation of unique meta tags, text processing of categories, as well as inclusion of potentially conversion filters in the index;
- in-depth analysis of relevant search queries for each individual series of designers;
- selection and processing of keys by age categories, gender, topics, hobbies, and seasonality;
- systematic SEO optimization of the site and systematic increase in positions for already established queries;
- constant monitoring of the resource and prompt correction of technical errors within the capabilities of the CMS Khoroshop.
Search Console metrics: what results did SEO give?
Indicators at the time of launch - March 2024 (data for the last 28 days):
- organic search brought 480 clicks to the site from organic results;
- Number of impressions: 35,400 (number of times the site was displayed in Google search);
- average CTR: 1.4% (ratio of impressions to clicks);
- average position: 9.2 (average position in the search results for all key queries)
Indicators March 2025 - year of SEO work (data for the last 28 days):
- organic search brought 2,570 clicks;
- number of impressions: 316,000;
- average CTR: 0.8%;
- average position: 10.2.
Indicators March 2026 - two years of SEO work (data for the last 28 days):
- organic search brought 6,480 clicks;
- number of impressions: 543,000;
- average CTR: 1.2%;
- average position: 6.3.
What has changed in 2 years?
- In March 2026, the site received 6,480 clicks from Google in 28 days, compared to 480 at launch. The number of impressions increased from 35,400 to 543,000, and the average position improved from 9.2 to 6.3. Comprehensive SEO search engine optimization laid a solid foundation for stable growth in all key metrics.
- In 2025, the average position temporarily decreased to 10.2. This is a completely natural process against the background of active semantic expansion: the site began to appear for a significantly larger number of new search queries, some of which initially had lower positions.
- Already in 2026, the average position increased to 6.3, which confirms the strengthening of the resource's position along a much broader semantic core.
Thus, since the beginning of the work, we have observed a significant improvement in indicators when comparing similar periods (March to March). It is the year-on-year comparison that allows us to exclude the seasonality factor and objectively assess the real impact of optimization.
It is worth noting that every year the client took a break from SEO work during the winter holidays (November–March) — the period of highest seasonal demand. Despite these breaks, the project shows excellent results and positive dynamics.
However, uninterrupted SEO promotion of the site would allow for an even more powerful effect, because a continuous process guarantees the maintenance of indexing rates and allows you to squeeze the most out of peak sales.
Serpstat performance analysis (2024 vs 2026): systematic website promotion in Google in numbers
Comparison of the main metrics of the resource:
| Metrics | Estimated SEO traffic | Keywords for which the site is ranked | Number of backlinks (referring domains) |
|---|---|---|---|
| 2024 | 47 | 357 | - |
| 2026 | 97,970 | 35,300 | 23 |
According to Serpstat, the number of keywords the site ranks for has increased from 357 to 35,300, an increase of approximately 9,788%. Projected monthly organic traffic has increased from 47 to 97,970 visits, an increase of 208,351%.
Visibility and position dynamics:
There is a steady improvement in the domain's visibility in the top 20 of Google, reaching a maximum of 12.94 (April 2026).
Traffic dynamics:
Thanks to effective optimization, the site is showing steady growth in the number of visitors from the Organic channel, with a peak of 97,970 per month.
Positions by semantic core:
According to the results of semantic analysis, the site ranks 1st in search results for 1,400 relevant queries.
Based on analytical data, you can clearly track the cumulative effect of the implemented strategy. The project demonstrates stable growth in organic traffic, ranking in the TOP for thousands of key queries, and a systematic increase in visibility in search results, which fully confirms the measurable effectiveness of the work performed.
At the same time, the overall competitiveness of the resource in the market has significantly increased. Systematic promotion of the site in Google has allowed to cover the maximum share of target demand, take leading positions in priority categories of the catalog and successfully outpace strong niche players in the fight for high-quality organic traffic.
Profitability data: increase in online store sales as the main result
Launch period 28.02-18.04 2024
- the total number of orders was 70;
- total sales amount – 126,094 UAH.
Data for the month of April 2025 (05.04-04.05)
General indicators:
- the total number of orders was 93;
- total sales amount – 222,169 UAH.
Organic
- 34 orders were placed for the amount of UAH 79,475;
- number of active users: 2,221;
- number of new users: 1,996;
- average income from purchases: 2,270 UAH.
Data for the month of April 2026 (01.04-30.04)
General indicators:
- the total number of orders was 172;
- total sales amount – 550,858 UAH.
Organic
- 87 orders were placed for the amount of UAH 301,633;
- number of active users: 7,562;
- number of new users: 6,907;
- average income from purchases: 3,467 UAH.
Organic traffic growth turned into sales
| Indicator | April 2025 | April 2026 | Growth |
|---|---|---|---|
| Organic orders | 34 | 87 | +156% |
| Organic Income | 79,475 UAH | 301,633 UAH | +280% |
| Active users | 2,221 | 7,562 | +241% |
| New users | 1,996 | 6,907 | +246% |
| Average revenue per purchase | 2 270 UAH | 3 467 UAH | +53% |
Year after year, we observe stable development of the project and convincing positive dynamics of its financial indicators. The main driver of this trend was the increase in sales of the online store, achieved thanks to the systematic increase in the visibility of the catalog and the inclusion of priority categories in the TOP results.
In addition to expanding the audience of active and new visitors, we are also observing qualitative changes: an increase in the average check indicates the attraction of more solvent buyers and an increase in the value of each individual order.
Such a record sales growth in 2 years clearly proves that professional SEO promotion services create a powerful cumulative effect for e-Commerce.
If you also want to scale your business, bring your project to the top of your niche, and get a predictable flow of orders, it's time to order SEO website promotion from Golden Web Digital. We will create an individual strategy and help you turn organic traffic into your main competitive advantage.