Migration and SEO optimization of a turnkey online store

SEO migration and restructuring of the online store (3600+ products, 200 categories)

Comprehensive preparation of the online store for relaunch after domain change and accumulated issues of the old version.

The project included a full cycle of work: from technical audit and catalog cleanup to restructuring, SEO optimization, and preparation for scaling.

Initial problems:
- chaotic catalog structure;
- a large number of outdated and duplicate products;
- multilingualism errors (RU / UA);
- weak SEO foundation;
- lack of filter logic and semantic expansion;
- absence of scaling strategy.

What was done:
1. Migration and technical base
- created a technical specification for website transfer
- completed transfer to the new domain
- conducted technical SEO audit
- prepared technical specifications for the programmer
- configured: robots.txt, .htaccess, analytics, webmaster tools
2. Restructuring (core of the project)
- conducted catalog and competitor analysis
- collected semantics (RU / UA)
- designed a new structure of categories and subcategories
- redistributed products
As a result: the site was effectively rebuilt for SEO from scratch
3. Working with the catalog
- ~3600 products, ~200 categories
- removed 2400+ outdated and duplicate items
- unified structure and naming logic
- implemented a product status system
4. SEO optimization (RU / UA)
prepared:
- Title / Description
- H1
- SEO-friendly URL
eliminated:
- duplicates
- multilingualism errors
- page desynchronization
5. Architecture and URL logic
- developed a scalable website structure
- implemented URL logic (~400+ pages)
- laid the groundwork for further expansion
6. Filters and semantic expansion
- developed attribute groups (~500+)
- implemented filters
- realized SEO logic for filtering pages
As a result: filters were established as a separate source of traffic growth
7. Content and internal linking
- prepared ~120 SEO articles (RU / UA)
- texts for categories and the main page
- implemented internal linking
- developed a unified content style + technical specifications
8. Niche analysis and growth
- conducted in-depth competitor analysis
- identified missing categories
- calculated potential:
--demand
--traffic
--competition
As a result: directions for assortment scaling were identified
9. Regional SEO strategy (GEO)
- developed structure for cities
- designed URL logic for regions
- laid landing pages
This allowed:
- to expand semantics
- to increase reach
- to scale the project without restructuring
10. Markup and SEO preparation
- proposed and partially implemented structured markup
- prepared the site for rich snippets

Results:
- the site is fully prepared for indexing;
- critical SEO errors eliminated;
- catalog cleaned and structured;
- filters implemented as a traffic growth channel;
- GEO structure realized;
- scalable architecture laid;
- base prepared for rich snippets.

My role:
- development of the project's SEO strategy;
- designing structure and architecture;
- collection and clustering of semantics;
- setting technical specifications (programmers, content);
- implementation control;
- working with a large catalog and data.

Conclusion:
Complete SEO relaunch of the e-commerce project:
- migration to a new domain;
- restructuring;
- catalog cleanup;
- SEO optimization (RU / UA);
- filters and semantic expansion;
- GEO strategy;
- content and internal linking.
As a result: a foundation for traffic growth, scaling, and further project development has been established.
#seo #OpenCart