Branded apparel — 91,000 organic visits and 45 M ₽ revenue from Russian search

A Russian online store of branded apparel — jackets, coats, suits, accessories. Search already produced sales but was unmanaged: no regular work on positions, content or technical SEO.

Brief: build a continuous SEO retainer — from technical audit to monthly content and ranking work in Yandex and Google.

Technical audit. Found catalogue duplication via sort/filter parameters. Set canonicals, blocked faceted filters from indexing, sped up the catalogue by image optimisation.

Catalogue structure. Reworked the hierarchy around Russian search demand: dedicated landings for «купить брендовую куртку», «мужские костюмы премиум», «женские пальто известных брендов» — each unique in copy and internal linking.

Audience-grade content. Wrote copy for actual buyers of branded fashion: collection descriptions, materials, authenticity proofs, delivery and warranty terms — well above the templated descriptions of competitors.

Monthly retainer. Position monitoring across 200+ queries, behavioural-factor analysis, semantic-core expansion to new brands and categories, link work.

Over 6 months of continuous SEO support:

• Visits from search: 91,008
• Yandex: 50,674 visits, 1.32% conv, 33,153,820 ₽ revenue
• Google: 39,454 visits, 0.63% conv, 11,317,350 ₽ revenue
• Search conversions: 1,195
• Search revenue: 45,068,010 ₽

Search became the store's primary revenue channel. Yandex delivered two thirds, Google the rest.