Fireworks e-commerce — pre-season SEO + behavioural factors
Visibility
Average position
Keywords in TOP-3
Keywords in TOP-10
Task
A Russian fireworks and salutes e-commerce. Peak season runs Nov–Dec around New Year. Brief: push the site to the Yandex TOP on commercial queries before peak demand.
At the start (Nov 2025): 37–47% visibility, average position ~9 — present in SERPs but losing the bulk of traffic to competitors above.
What I did
Express audit + meta tags. Quick technical sweep, fixed critical issues. Rewrote Title and Description across all categories and product cards: «магазин фейерверков купить», «где купить салют», «римские свечи», «петарды купить» etc.
Catalogue optimisation. Refined category structure for seasonal demand: salutes by shot count, Roman candles, firecrackers, coloured smoke, sparklers — with SEO copy emphasising the New-Year angle.
Behavioural factors. Launched scenarios with competitor-snippet skipping across 116 target queries, tuned to a holiday-shopper profile.
Speed of launch. The full prep + launch cycle took 3 days. First Yandex movement appeared within 30 minutes of behavioural launch.
Result
Over 6 weeks (Nov–Dec 2025):
- Visibility: 37% → 83% (+46 pp)
- Average position: 9 → 3
- TOP-3: 74 queries (was 12)
- TOP-10: 96 of 116 (83%)
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