Ecofabric is a company specializing in the wholesale and retail sale of high quality, all kinds of garbage cans and containers and waste separation containers.
Products are distributed through a professional online store, a partner network, auction portals and direct meetings with customers. The company carefully selects its cooperating suppliers for their ecological approach to business. In addition to its commercial activities, Ecofabric places a strong emphasis on education. The company maintains a blog and fanpage dedicated to zero waste and sustainability.
Ecofabric
Manufacturer and distributor
SEMO
2022 - 2025
Challenges the project has faced in the past have included several key areas affecting the effectiveness of marketing efforts and visibility of the site. One of the main problems was an improperly executed site redesign, which led to numerous technical errors and drops in organic traffic. A particularly critical challenge was the faulty redirection system between address versions (http / https and with and without www), which resulted in duplicate content and loss of some domain authority. Additionally, the lack of a fully functioning analytics infrastructure made it impossible to accurately track data and assess the effectiveness of marketing efforts.
Another challenge was the insufficiently optimized structure of Google Ads campaigns, which limited the use of the brand's advertising potential. In the area of SEO, there was noticeable suboptimal use of blog content and product descriptions that could support organic visibility. Additionally, the lack of an extensive internal link architecture hindered effective indexing and authority flow within the site.
When we began working with Ecofabric, the client was facing a number of challenges related to the site's online visibility. The company's website, despite a recent redesign, was struggling with a number of technical issues that were negatively affecting its presence in search results.
Basic aspects of search engine optimization needed improvement, and the content on the site was not fully aligned with SEO principles and appropriately selected key phrases. In addition, the content marketing structure, including the company's blogging, category descriptions and internal link architecture, needed to be expanded.
In order to supplement their knowledge in creating SEO-compliant content, the Eco Factory team asked for support in training their employees, especially in the area of adding products. In addition, the implementation of analytical tools was necessary to gain valuable information on user behavior and key phrases to help further optimize the site.
All of these factors contributed to Eco Factory's weakened position in search results. As the Semguru team, we set out to solve these problems and improve our client's online visibility. The first step was to implement analytical tools that would allow us to better understand user needs and behavior, and then use this data to optimize the site according to SEO best practices.
Metrics of cooperation
+30 %
After a year of cooperation+170 %
After a year and a half of cooperation+166 %
Users per dayfrom organic
+10k.
Clicksfrom Google Ads
+746 %
ROAS from the campaignAnalysis and definition
of existing problems
We started the activities by conducting a detailed analysis of the technical side of Eco Factory, tools and analytics configuration, which later proved to be a fundamental topic that enabled us to build scale. Activities focused on:
Technical analysis and correction of errors, including prefix redirections
Optimization of content according to SEO principles and key phrases
Running GA4 with custom events and conversions
Re-structuring Google Ads campaigns to maximize sales
Training the Eco Factory team on how to add products according to SEO
Expand content marketing: blog, category descriptions, internal links
Implement Consent Mode for data protection compliance
Effects of implementation
Increase in visitors and revenue from organic traffic
In the second year of the partnership, in June 2024, Ecofabric reported a 166% increase in new users (from 253 to 673 new users per day) and a 135% increase in revenue from the Organic Search channel compared to the same period of 2022-2023. The improved visibility in search results translated into increased conversions and product sales.
Increase in the number of key phrases in the TOP 3, TOP 10 and TOP 50
Thanks to SEO optimization and content marketing efforts, Ecofabric has achieved an impressive increase in visibility in search results. The number of brand-exclusive key phrases in the TOP 3 increased by 536%, in the TOP 10 by 318%, and in the TOP 50 by as much as 303%. This means that many more potential customers were able to find the client's products in high positions on Google, which translated into increased organic traffic to the site.
Increase in key phrases excluding branding in TOP 3 by 536%
Increase in the number of key phrases excluding branding in the TOP 10 by 318%
Increase in the number of key phrases excluding branding in the TOP 50 by 303%
Organic Search visits increase by 166% from 253 to 673 users per day
Effects of implementation
Increase in visitors and revenue from paid traffic
Comparing the data from May 2023 with May 2024, by optimizing Google Ads campaigns and improving the quality of traffic, the number of clicks on ads increased by more than 10,000 users, and ROAS (return on ad investment) increased by as much as 746%. This means that the campaigns were run effectively, attracting valuable traffic and generating significant revenue for Eco Factory.
YoY increase in the number of conversions by 96.35
Decrease in conversion costs by 899 pln
CTR% increase of 0.78%
Increase in cpc average by 0.02pc
The cooperation between Semguru and Ecofabric has resulted in significant results thanks to the synergy of SEO and SEM activities, which allowed for a perfect balance between paid and organic activities. This optimal combination enabled efficient use of the budget and achievement of the best results.
The analysis of data from Google Analytics 4 proved to be crucial, enabling precise monitoring of results and accurate decision-making. Thanks to the use of information obtained from GA4, it was possible to optimize the structure of campaigns based on ROAS and cyclically adjust marketing activities to changing trends and user behavior.
Semguru's substantive support in the development of the store, including preparing content for the blog and category descriptions, helped optimize the site for SEO. In addition, Semguru's training of Ecofabricka's employees in SEO proved extremely helpful. Thanks to the knowledge and skills gained, the Ecofabricka team was actively involved in the optimization process, making a valuable contribution to the results achieved.
Summary
Thanks to the actions of Semguru , Ecofabric has seen a significant increase in website traffic and sales, which has translated into a significant improvement in profitability and strengthening of the company's market position. The achieved results confirm that long-term and consistent implementation of integrated marketing activities brings tangible benefits to the development of e-commerce business.
