Where we started
A new store with no history: no links, no domain age, no recognition. A category where both marketplaces and hundreds of similar shops compete on the US market. The goal was not to outrank the big platforms but to find queries where their pages are templated and take those.
What we did
Built the semantics from scratch instead of translating the Russian set. This is the classic mistake when entering a foreign market: people phrase things differently, and a literal translation produces queries nobody types.
Structured the catalog around how the local buyer searches — by use case and by specification, not by the supplier's internal categories.
Wrote product and category copy for an American reader: units, date and address formats, familiar shipping and returns wording. The small things that show whether a store is local or translated.
Closed the technical part before the content went live: URL structure, speed, product markup and correct filter handling so the catalog would not spawn thousands of duplicates.
What changed
The store moved from zero visibility to a steady flow of organic traffic on category and product queries — without ads and without buying links.
We do not publish the numbers: the client is under an NDA. We show them in a meeting, with access to analytics.