The project's initial problems
About the project
Brovapharma.ua is an online store of veterinary medicines and pet products. The project came to us with problems typical of the eCommerce segment: technical errors, page duplication, weak indexing, no metadata optimization and an irrelevant content structure. The goal was to improve SEO metrics, fix technical flaws, increase site usability and create a basis for active organic-traffic growth.
When Brovapharma.ua came to us, the site looked functional at first glance, but inside it had a whole set of critical technical and structural errors hampering its growth. Problems started with basic technical settings: different site mirrors returned different response codes, and some pages opened separately, creating duplicates. This "diluted" link equity and made it harder for Google to tell which URL is the main one.
In parallel, the wrong types of redirects were used: temporary 302s, because of which the search engine kept indexing old versions of pages.
The lack of correct handling of "infinite URLs" also created technical duplicates.
The key problems could be split into several large groups:
- Technical errors: incorrect mirrors, wrong redirects, sitemap errors, conflicting rules in robots.txt.
- Indexing problems: 404 errors, robots.txt blocks, some pages missing from the index.
- Content flaws: missing or duplicated meta tags, empty H1s, structured-data errors.
- Usability issues: mandatory registration at checkout, non-clickable phone numbers, a broken language switcher, no messengers.
The site also had poor Web Vitals scores.
All these factors together created a situation where the site could not rank fully, lost organic traffic and complicated the purchase process for users.
The main challenge of the project
The site "looked functional", but inside were layers of critical errors: different mirrors with different response codes, temporary 302 redirects, "infinite URLs", robots.txt conflicts, poor Web Vitals and chaotic meta. All of this "diluted" link equity.
The solution: first the foundation (mirrors → 301, redirect cleanup, robots/sitemap), then structure and content (semantics, meta, ALT, Schema, hreflang), and in parallel UX conversion (removed mandatory registration, clickable phones, messengers).
Work performed
We started by fixing technical errors — this was the foundation, without which any SEO work would have minimal effect. The first step was a full mirror setup: we chose a single working domain version and set up correct 301 redirects from all the others. Next, temporary redirects were removed, the handling of sublinks like "/////" was fixed, robots.txt was updated and the sitemap corrected.
Once the foundation was leveled, we tackled the site structure and content optimization. Based on the collected semantic core, we distributed key queries across nesting levels, rewrote meta tags, removed duplicates, added correct ALT tags and fully rebuilt the structured data so it passes validation.
The most important changes in the SEO block included:
- creating and distributing the semantic core;
- updating title, description and H1;
- fixing ALT tags and image attributes;
- optimizing pagination;
- correct hreflang setup;
- implementing and fixing Schema.org.
In parallel we worked on improving usability — an important behavioral-ranking factor. Based on a detailed UX audit, the checkout interface was rebuilt: mandatory registration was removed, phone numbers became clickable, messenger buttons were added, "Bestseller" markers were introduced, product cards were improved and a "One-click purchase" module was proposed.
This approach made it possible to combine SEO and conversion tasks into a single strategy.
Promotion results
| Before | After |
| duplicates, weak indexing, Search Console errors | correct crawling, pages consistently in the index |
| commercial queries outside the TOP | strengthening in the TOP-10, growth of low-frequency queries |
| abandoned carts due to mandatory registration | fewer bounces, higher depth and time on site |
Source: Google Search Console and web analytics for Brovapharma.ua (changes recorded after the errors were fixed).
The effect of the work was noticeable even before all stages were complete. After the technical errors were fixed, Google began crawling the site correctly, the number of errors in Search Console dropped sharply, and pages started consistently entering the index.
At the SEO-visibility level there was confident growth for target queries: the reworked categories and product cards began rising to the TOP thanks to quality meta tags, fewer duplicates and improved structure.
The main positive changes can be highlighted as follows:
- Indexing growth: pages began crawling correctly, technical duplicates disappeared.
- Better positions: commercial queries strengthened in the TOP-10, a number of low-frequency ones began ranking higher.
- Higher conversion: removing mandatory registration and UX improvements noticeably reduced abandoned carts.
- Better user behavior: time on site grew, bounces decreased, browsing depth improved.
As a result, Brovapharma.ua got not just a fixed site, but a full, correct structure ready for further growth and scaling through content and assortment expansion.
Brief summary
Work on the Brovapharma.ua project included deep technical and structural optimization, fixing critical UX errors and content optimization.
We created a basis for the site's further SEO growth, ensured proper indexing, prepared the structure for expansion and improved user scenarios.
The project showed steady growth of SEO metrics after the errors were fixed and the technical recommendations implemented — which is especially important for an online store with a large assortment.
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 e-commerce case with technical cleanup: SEO for the Belsta online store.
Have a large-assortment online store? The concrete next step is to get a technical audit and a growth plan.