Ortos Case Study: How to Increase Search Traffic by 1124% in 22 Months for an Online Store of Orthopedic Materials
The specifics of promoting medical and orthopedic materials involve combining strict algorithmic requirements (E-E-A-T factors) with complex B2B/B2C semantics. At the start of our work, the ortos.ua online store faced a significant internal barrier: search result cannibalization. Due to an incorrect structure, several site pages simultaneously competed with each other for the same queries, confusing search engine bots and lowering the resource's overall rankings. The previous semantic core was superficially collected, which deprived the project of a huge share of targeted traffic. Professional website promotion services allowed us to completely restructure the optimization logic and unlock the resource's hidden potential.
The main solution to the cannibalization problem was a large-scale catalog restructuring and a complete replacement of the semantic core.
Over 22 months of promotion, the team systematically implemented a range of tasks:
- Semantic core – built from scratch, deep filtering and clustering of a massive database of 9,932 specialized queries.
- Duplicate elimination – removal of duplicate pages, distribution of unique intents, and precise keyword mapping to specific landing sections.
- Content upgrade – populating categories and product cards with expert, trustworthy, and optimized texts that answer all questions from professional buyers.
- Technical monitoring – regular audit of the software code and elimination of indexing bugs to maintain a high level of optimization.
- Internal navigation – redirecting static page weight using custom interlinking blocks to strengthen priority product groups.
Clear separation of search intents and elimination of technical errors allowed the website to resolve internal conflicts and initiate rapid visibility growth.
What effectiveness did the comprehensive SEO promotion of the website demonstrate?
Eliminating cannibalization in synergy with extensive content creation led to explosive growth in metrics. The online store made a colossal leap, securing top positions for the vast majority of queries:
- TOP-1 – the share of keywords ranking in the absolute first position of search results tripled – from 4% to 12%.
- TOP-3 – almost half of the entire massive semantic database (40%) firmly established itself in Google's top three (it was 13% at the start).
- TOP-10 – the online store's visibility on the first search page increased from 48% to 62%.
- Traffic – monthly visits according to Serpstat showed a phenomenal surge: from 8,234 to 100,787 unique sessions per month (+1124%).
Such a massive influx of target audience completely reshaped the company's business metrics, ensuring a manifold increase in online orders and solidifying the brand's status as a market leader.
Results of ortos.ua optimization and the value of a correct semantic structure
The Ortos case clearly confirms: technical errors in structure and keyword chaos can block the development of even the most promising project. Systematically cleaning the site of duplicates and developing a broad pool of queries can increase traffic tenfold without inflating advertising budgets.
Noticed that your online store's rankings are stagnant, or pages are dropping out of the index or conflicting with each other? Order expert SEO promotion – our specialists will conduct a deep structural audit, gather the correct semantics, and put your website on a trajectory of maximum growth.
