SEO case: promoting an online paint store in Ireland

How the promotion was structured

First, we conducted a technical and content audit of the website. The category pages had no text, and the structure made navigation difficult. We redesigned the website architecture: divided categories by surface type, purpose, and material composition, and implemented breadcrumbs.

Main stages of the SEO strategy

• Conducting a technical audit and removing duplicate, unindexed, and technical pages
• Collecting a semantic core by coating type and product
• Preparing commercially oriented texts taking into account behavioral factors and AI requirements
• Expanding the site structure: separate pages for bathroom paint, heat-resistant enamels, floor paint, etc.
• Expansion of the blog with recommendations on choosing and applying paint and varnish materials to attract informational traffic
• Development and implementation of a link building strategy: crowd links, relevant articles
• Strengthening internal linking between products, categories, and articles

Implementation

Stage 1. Audit and error correction

We eliminated technical flaws: cleaned the site of duplicates, optimized loading speed, updated meta tags, and improved category templates.

Stage 2. Content optimization

Unique texts were created for key categories and products. The content is structured and adapted for voice and AI search.

Stage 3. External promotion

Analysis of competitors’ link profiles allowed us to form our own placement strategy: outreach articles, crowd marketing.

Stage 4. Internal linking

We linked all key pages together, ensuring logical navigation and growth in behavioral metrics.

Results

Six months after launching the updated content, organic traffic grew from 1,280 to 4,067 visits per month. The most active promotion was seen on pages in the categories “PVC paint,” “Graco paint sprayers,” and “driveway paint.” Working with the blog added another 1,500 visits from informational searches. The site’s visibility is steadily growing, with positions for priority keywords in the top 5.