Fashion SEO: How to increase organic traffic by 35,000 and double website visibility in 4 months

The fashion segment in Ukraine is oversaturated with large online stores, competition is high, and big brands take the first positions in the search. Websites try to attract the attention of every user, because they are the ones who can become a buyer.

SEO promotion of such a niche requires painstaking and systematic work. Company case Confiscated is a good example of how SEO can work for sites that are growing but are not niche leaders and do not rank high.

About the client: konfiskat.ua

konfiskat.ua — an online clothing and footwear store with a focus on searching for goods by popular commercial categories (“men/women's sneakers”, “women's bag”, etc.) and “confiscated” brand queries.

The main market is Ukraine, and the competition in the niche is high: there are large players nearby with a large assortment, strong category pages and active link building.

The period of cooperation is from September 2025 to January 2026.

Project request and goals

The client set out to scale organic traffic and visibility on Google in Ukraine, with an emphasis on:

• growth in positions in TOP 10/TOP 5 by commercial category;
• systemic increase in domain visibility;
• increased clicks and impressions from organic search;
• domain enhancement (quality of external links, search engine trust).

The starting point: what the analytics showed

To record baseline values and further measure the effect, we collected data from:

SE Ranking: distribution of search queries by groups (TOP-1/3/5/10/30), average position, traffic forecast, visibility.

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We started our cooperation on November 1. The site had low positions until November, the next month was devoted to active work, which we will discuss below, and in December we saw a steady increase in positions in the TOP-10 for keywords.

Ahrefs: organic traffic, search queries, referring domains/domain rank, examples of pages and queries.

Google Search Console: most popular searches, clicks/impressions.

Strategy: how we solved the problem

We worked simultaneously in several areas:
technical base → semantics and structure → content → increased authority.

1) Technical audit and indexing “hygiene”

During the audit phase, we focused on typical e-commerce aspects that most affect SEO scaling:

• indexing categories and filters (so that the right pages are ranked in the search);
• eliminating duplicates (URL parameters, page variations, incorrect canonical and redirect chains);
• basic elements: sitemap/robots, correct status codes (2xx, 3xx, 4xx), scanning speed and stability.

Goal: remove technical restrictions so that further optimization maximizes growth.

2) Catalog semantics and architecture

Next, we collected and clustered the semantic core for:

• priority categories (shoes/clothes, “men/women”, “buy...”);
• brand inquiries;
• subcategories with real demand.

After that, we checked the compliance of the catalog structure and updated the landing pages for key clusters.

3) On-page optimization and internal linking

On the category and subcategory pages, we have worked out:

• meta tags (Title/Description) under intent “buy”;
• H1/H2 headings and text blocks (not “for show”, but for real needs and benefits);
• internal links between categories and subcategories (to distribute weight to pages with the greatest business effect);
• markup and elements that enhance CTR and relevance.

4) Content plan for increased reach

To scale organic matter systematically, we have implemented a content approach:

• expanded the semantics of categories;
• we created and supplemented landing pages where there is demand and where the site can quickly reach the TOP.

5) Link profile and credibility

We worked separately to strengthen the domain:

• increased high-quality mentions and links;
• cleared the weak points of the link profile;
• monitored the dynamics ref domains et DR and their relationship to increased visibility.

results

SEO promotion results

The following results were obtained in numbers:

• in the TOP-10 at the beginning of cooperation there were 16% of key queries → it became 26%;
• in the TOP-5 it was 8% → it became 14%;
• organic visibility was 10.7 → became 21.4.

Data from Ahrefs

Organic growth to 77K + 31K during the collaboration.  The referral profile grew to 26; and we even received 34 citations in Chat GPT.

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The site also grew by geography: traffic from Ukraine increased by 19 thousand

At the same time, the number of keywords (many of which were irrelevant) decreased, which helped the site grow in queries with clear user intent.

Compared to competitors (the client's site is marked blue circle) it is clear that it contains relevant keywords, has grown to stable positions and has begun to compete for users with other sites in search.

Keyword positions

These metrics show the following: there is a keyword and a column Position — the site's position in the search.

For example:

• “women's flip-flops” — the site takes 1st place;
• “men's sneakers” — the site takes 4th place.

Positions and visibility (SE Ranking)

The graph shows the growth in the number of keywords in TOP 5, as well as increasing site visibility to 21.4.

Data from Search Console

Here is a comparison of keyword statistics for 28 days. It is important that not only the number of impressions is growing, but also clicks.

The first keyword is the company name. Despite the fact that shows have hardly increased, clicks have increased — this means that more users are searching for the site by brand name.

On request “women's bag” impressions have decreased, but clicks are increasing, which indicates an increase in the relevance and quality of traffic.

UP TO

AFTER

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