ePlaneta is a prominent Serbian online shop that offers a vast range of products across more than 1,000 categories, including electronics, home appliances, tools, auto accessories, clothing, and more. The platform caters to diverse customer needs with over 70,000 items available for purchase. ePlaneta has gained significant traction in the Serbian market, attracting around 500,000 monthly visitors.
Granular Group partnered with ePlaneta during the project’s inception three years ago and has been a key partner ever since, playing a crucial role in setting up the digital marketing strategy and operations. Among these, SEO has emerged as one of the most successful acquisition channels within the overall channel mix.
Client
ePlaneta
Expertise
Research
Strategy
Implementation
Operations
Year
2021 - Present
Challenges
- Managing a vast product range
ePlaneta offers over 70,000 products across more than 1,000 categories, making it challenging to ensure all products are properly indexed, optimized, and visible. Managing this scale means constantly updating content, avoiding duplicate pages, and ensuring proper keyword targeting across various categories without keyword cannibalization. - Handling technical SEO
The site’s large scale means more attention to technical SEO elements such as site architecture, crawl budget, sitemaps, and structured data. Implementing effective schema markup, optimizing URLs, and ensuring that search engines can crawl and index the most important pages are critical. Managing duplicate content, paginated categories, and faceted navigation also presents technical challenges. - Balancing SEO with user experience
ePlaneta needs to serve both informed and uninformed users. The challenge lies in creating a seamless user experience where visitors find products easily, while also ensuring SEO requirements like internal linking, fast page load times, and mobile-friendliness are met. This balancing act can sometimes compromise the immediate visual or functional appeal of the site. - Content freshness and relevancy
In eCommerce, products come and go frequently. Ensuring that product pages remain relevant in search rankings, even after stockouts or discontinuations, requires a dynamic content strategy. This includes maintaining an optimized category structure and regularly updating content to reflect current trends and inventory. - Coordination Across Teams
With multiple departments involved, aligning SEO efforts with other priorities, like marketing campaigns or product updates, can cause delays. Each change often requires cross-team approvals, slowing down implementation. - Managing SEO performance across thousands of product pages requires strong data-tracking systems. However, integrating SEO tools with ePlaneta’s back-end systems can be complex, requiring administrative approvals and technical configurations. Ensuring that SEO data flows properly into analytics systems for monitoring requires ongoing collaboration with developers, data teams, and marketing.
Solution
- Unified Strategy
A comprehensive SEO and content plan that aligned with ePlaneta’s business goals, focusing on both demand generation and conversion optimization. - Technical Enhancements
Improvements to the website's structure, making it easier for search engines to crawl and index large volumes of pages, and for users to navigate the extensive product catalog. - Performance-Driven Content
A streamlined content creation process, ensuring that all pages not only educated visitors but also drove conversions, leading to increased organic traffic and sales. - Ongoing Monitoring
The development of a custom SEO monitoring system that provided real-time insights into performance across all product categories and keywords, allowing for proactive adjustments to the strategy.
Results
- 66.56% increase in total organic users Y-O-Y
- 31.18% increase in non-branded organic users Y-O-Y
- 84% decrease in non-indexed pages, resulting in more than 90% of the entire architecture being indexed, visible, and gaining organic traffic
- Key categories 20% to 75% increase in non-branded organic visibility and traffic for key and high-competing categories.
