The main challenge of the project
About the project
Getting started
The project to promote the furniture online store lectus24.pl started with a comprehensive market and competitor analysis. The goal was to grow organic traffic from Poland, expand reach to the target audience and increase conversions.
Work was carried out in stages, with a detailed month-by-month breakdown.
Poland — a new market without the usual tools: no link exchanges, an incomplete catalog, everything in Polish. Link building had to be done manually — parsing Polish media and doing outreach.
The solution: expanding the catalog from 70 to 170 categories for traffic-driving filters, category content and a blog (3–4 articles/week), manual outreach to 80 domains and local SEO on Google Maps.
Main areas of work
Technical optimization
- Full site audit and fixing indexing errors.
- Improving load speed and optimizing the mobile version (PageSpeed > 90).
- Setting up analytics and conversion tracking.
- Implementing structured data (schema.org for products, reviews, promotions).
Semantics and structure
The problem was an incomplete furniture catalog. Since everything was in Polish, we first benchmarked all competitors to find traffic-driving filters and build a structure for every potential page. The goal was to find subpages where none existed before.
- Collecting key queries across the main furniture categories.
- Building an SEO site structure with optimized navigation and filters.
- Rewriting and expanding texts for low-visibility categories.
- Expanding the assortment and adding new categories.
As a result, categorization was increased to 170 categories from the initial 70. Category pages delivered genuinely large traffic.
Content and blog
The task was to create blog articles that convert and drive sales. We chose topics with commercial value and excluded those with zero value.
- Developing a content-marketing strategy.
- Preparing and publishing SEO texts for categories.
- Creating and regularly maintaining a blog (3–4 articles per week).
- Optimizing product cards: SEO descriptions, reviews, specifications.
Link building and off-site promotion
The work plan was as follows:
- Placing links in local Polish directories.
- Publishing articles on Polish blogs and news outlets.
- Guest posts and press releases in the media.
- Growing the link mass to 80 unique domains.
- Earning links and mentions on Polish forums and niche resources.
The site was listed on many aggregators, done for free. But Poland was a new market for us — no link exchanges, so we had to analyze competitors, run a link audit, parse all Polish media and do outreach to them, finding contacts.
We manually found placement spots and proposed publishing our written articles. 80% of course wanted payment — but the amounts were not high. So link building in Poland is a perfectly achievable task.
UX and conversion improvements
The task was to build converting product pages, since here we had to keep up with competitors and account for all the niche's specifics. So minor changes were made to the product page per our specs.
There was also a review of the internal order stages.
- Adjusting the cart and checkout process.
- Internal linking between categories and the blog.
- A/B testing of headlines and descriptions to raise CTR.
Local SEO and branding
The site is present on Google Maps with high positive reviews and a sufficient number of them.
We also did outreach to Polish business directories and added the company to them.
- Promotion on Google Maps and local directories.
- Working with customer reviews and publishing them on the site.
- Strengthening brand mentions online.
Results
| Metric | Before | After |
| Organic traffic | ~700 users/mo | 1,100+ users/mo |
| Categories | 70 | 170 |
| Link mass | — | up to 80 unique domains |
Source: web analytics for lectus24.pl, visibility in Google.pl for key queries.
- Organic traffic grew from 700 users per month to 1,100+ users per month.
- A significant increase in the site's visibility in Google.pl for key queries.
- Higher conversion rate thanks to UX optimization and improved product cards.
Project team
The project was handled by the SEOquick team:
- Nikolay Shmychkov — SEO strategy (Deputy Director)
Full team and roles — on the About page.
What's next
A similar foreign e-commerce case: E-commerce SEO in Moldova.
Entering an EU market? The concrete next step is to get an audit and an entry strategy.