From technical audit to +180% increase in clicks: ACARA e‑commerce SEO growth step-by-step

This project is a prime example of long-term SEO collaboration: from initial audit and implementation to information architecture development, STDC-based content, and preparing for generative search (AIO, SearchGPT).

No magic—just pure SEO and consistent collaboration with the client's team.

Results that put ACARA in the spotlight.

The key was building a scalable category structure, strengthening internal linking, and establishing a content strategy that aligns with the entire customer journey.

Results overview:

• Sustained growth in organic clicks and visibility throughout nearly the entire project period.
• In addition to ranking for niche keywords, we successfully captured high-volume search queries.
• Significant bolstering of TOP 3 positions and a broad expansion of the keyword portfolio on page 1.
• The ability to rank for both highly specific long-tail keywords and high-volume search queries.
• Launching a new organic segment: acoustic panels achieved +195% YoY growth in clicks, with impressions showing a similar upward trend.
• Increase in branded queries such as "acoustic panels acara" – a clear signal of strengthened brand authority in this new product category.

ACARA was a classic case of a great e-shop held back by its technical limitations. We needed to unlock its organic potential through architecture, indexation, and content tailored to every stage of the customer journey. The key was data-driven execution and close synergy with the client’s development team.
– Daniel Procházka, SEO Specialist

Who is ACARA and why was it an SEO challenge?

ACARA is a premier Czech manufacturer and distributor of construction profiles, flooring and wall slats, tiles, and acoustic panels. With over 25 years of market experience, the company holds a strong position in both the B2B and B2C segments. The central pillar of their growth is the acara.cz e-commerce platform, which includes a dedicated B2B portal for corporate partners.

In this segment, SEO is critical for several key reasons:

• A vast amount of product combinations and long-tail queries,
• High demands on category structure and internal linking,
• The need for market education (installation, maintenance, material compatibility),
• Pressure on technical SEO (indexation, speed, duplicate content).

From solid foundations to high-quality development

From the start, the ACARA project was a comprehensive effort: we covered everything from technical audits and implementation to keyword-driven architecture, speed, and UX.

Our initial priority was to establish a foundation for long-term SEO growth and minimize potential errors. Throughout the collaboration, we continuously addressed minor issues alongside the client's development team.

Technical solution and project launch

Right at the start, we conducted a detailed technical site audit aimed at identifying key obstacles to indexing, speed, and content structure.

We took over an already developed website structure and a fundamentally functional e-shop. We proposed an expansion of the existing framework, specifically through new categories and subcategories, and improved targeting of both mid-tail and long-tail categories. This new structure was further reinforced by high-quality internal linking.

From an indexing and crawl budget perspective, we revised the robots.txt rules, optimized the sitemap.xml file, and resolved duplicate content issues through canonicalization, content revisions, and strategic URL migrations.

Throughout our collaboration, we regularly monitored and evaluated GSC data, adjusting our tasks and activities based on real-time performance. In addition, we conducted periodic site crawls using SF to identify and rectify any emerging issues.

Defined goals

At the outset, we defined KPIs based on potential (search volume, expected rankings, and CTR by landing page type). The target growth rate for organic clicks was set at 60% year-on-year.

Set goals:

• Increase the number of conversions (purchases) and the conversion rate from organic traffic.
• Strengthen the product section of the website in TOP positions (measured, among other things, by coverage in TOP 3 and on the 1st page).
• Develop the blog section based on the performance of individual articles (rankings, CTR, impressions, traffic).
• Launch a new product segment for acoustic panels and build both a scalable structure and content support for it.

How did we approach content SEO for the Acara.cz website?

We approached content SEO from two directions:

1. Product section – optimizing existing categories and creating new ones based on keyword research.
2. Content section – launching and developing a blog to serve as a knowledge hub for professionals and DIY enthusiasts (See–Think–Do–Care).

We also handled the expansion into a new segment as a manufacturer of acoustic panels. Our second approach involved a complete content solution — including launching the blog and driving its organic growth.

Category content development

Category content development, structural optimization, and the subsequent organic growth in product searches were the cornerstone of our SEO strategy.

We prioritized categories based on:

• client priorities (profitability, sales targets),
• our data (search volume, competitiveness, potential),

The process followed a consistent structure:

• keyword research for the segment,
• mapping phrases to the existing structure,
• adding missing landing pages (new categories / supporting categories),
• content enrichment and internal linking.

These are usually categories targeting more long-tail /specific queries with lower search volumes – for example: https://www.acara.cz/dlazba–pod–krb–c5417/.

Acoustic Panels: A new segment that grew by 195% YoY

The project included the development of a new product line – acoustic panels. From an SEO perspective, this was handled as a standalone segment: structure, content, blog support, and the initial phase of link building.

Steps taken:

• keyword research and structural design for the main category and supporting subcategories,
• creating targeted content for top-searched and long-tail queries,
• thematic support through blog articles,
• initial targeted link building support (including carefully selected PR).
  

Key outcomes:

• queries like 'acoustic panels' and 'wall acoustic panels' are consistently ranking in the TOP 3,
• +195% YoY growth in organic clicks for acoustic panel categories (with impressions showing a similar trend).

In Google Search Console, we observed a steady increase in traffic from queries like ‘acara acoustic panels’. To us, this is a clear signal that the ACARA brand has successfully established itself not just as a retailer, but also as a manufacturer of acoustic panels. 

Daniel Procházka, SEO Specialist

The blog as an advisor: The STDC framework in practice

We developed the blog according to the STDC framework with a clear goal: to be a long-term, all-in-one advisor for craftsmen, DIYers, and people undergoing renovations.

We structured STDC topics into areas that match real-world needs and search intent:

• Product selection (example)
• Product variation evaluation and comparisons (example)
• Purchase of a suitable product
• Post-purchase product care and cross-selling of accessory materials
  • Surface preparation and product installation/application (example)
  • Product care and repair for long-term durability and customer satisfaction (example)

A major advantage was our agreement that the client would handle article creation internally. The reason is simple – the content is written by people with direct experience in product application and installation, who work with these products daily and possess deep knowledge of their structure and benefits. This gives us a clear edge in terms of relevance and expertise, fully aligning with E‑E-A‑T principles.

Daniel Procházka, SEO Specialist

Our responsibilities included:

• topic ideation and content planning,
• content editing and review,
• blog development proposals (author bios, interactive elements, and improved product integration to boost conversion rates).

We took a pragmatic approach to the blog: given the volume of content, tracking every single keyword wasn't efficient. Instead, we performed quarterly reviews based on trends and performance (rankings, traffic, CTR, and impressions), followed by targeted revisions and updates.

How does the project cover each stage of the customer journey?

As mentioned above, we utilized the STDC framework for our content strategy. However, when applied to the entire website, the DO stage naturally incorporates the category and product pages.

The SEE stage is represented by blog posts such as "How to grout tiles" (for grouting compounds), "What acoustic panels can look like", or "How to finish a wall/what to use on wall corners" (for corner trims). Our goal was to introduce users to both the products we sell and the range manufactured under the ACARA brand.

The THINK stage is crucial for queries like "How to choose tiles" or "how to choose a slope profile". In this phase, we also utilize a product comparison tool within our categories, which is highly effective for our target audience – https://www.acara.cz/porovnani/. This allows users to compare individual products based on their primary specifications.

The DO stage is handled directly by the e-shop categories and optimized product pages. In this phase, we focus on categories tailored to specific search queries and clusters identified in our keyword research.

The CARE stage is a vital part of the project, allowing the client, as a manufacturer, to communicate product maintenance, repair, replacement, or cleaning, thereby extending long-term product satisfaction. Additionally, the CARE phase is essential for cross-selling complementary products. This stage is consistently supported by high-quality blog content, such as 'How to install transition profiles?' or 'How to clean tiles and grout?

Link building approach

We continuously monitored the backlink profile, resolved broken backlinks, and initially utilized paid support. Over time, however, we moved away from paid link building to focus on a more natural and sustainable approach:

• backlinks from partner websites, building supply stores, and e-shops,
• leveraging a unique advantage: ACARA is a manufacturer and supplier to numerous companies and major retail chains,
• primary link-building support was directed toward product categories (both existing and new).

Why our SEO approach thrives in the era of AI Search

A core part of our collaboration was establishing a foundation that allows the website to thrive even without ongoing agency intervention—even as search shifts toward Generative Engine Optimization (GEO).

Throughout the project, we treated AI as a supporting tool, not as a replacement for human expertise.

We trained this model using Acara.cz’s internal documentation and product materials. It is designed to provide highly relevant content concepts and conduct efficient research on topics and phrasing variations—all while maintaining a strictly professional and expert level of quality.

Future-Proof: Ready for Generative Search Results (SearchGPT, AI Overviews)

Alongside traditional SEO, we have prepared the website for the rise of generative search engines and AI Overviews. This was achieved not through one-off tweaks, but through a systemic approach:

• integration with Bing Webmaster Tools (leveraging the connection between generative AI tools and the Bing ecosystem),
• eliminating technical barriers that could hinder crawlability and the correct interpretation of content,
• strengthening E-E-A-T signals (author expertise, authoritative sources, and a structured approach to content),
• designing article structures and FAQ sections optimized for how generative AI systems extract and synthesize answers.

"While user behavior is likely to shift with the advent of generative search engines, the core principles of SEO remain largely unchanged, and the fundamental elements stay nearly the same. Therefore, it was crucial not to overlook these aspects."

Conclusion: When SEO is built on a solid foundation, it withstands even the most significant shifts

The ACARA project demonstrates that long-term organic growth is not the result of a single optimization or a short-term hack. It is a combination of a technically sound website, thoughtful structure, high-quality content, and data-driven strategies across the entire customer journey.

Over the course of two years, we achieved:

• increased organic clicks by +180%, significantly boosting overall search performance,
• expanded visibility across top-ranking positions,
• built and scaled a new high-performing segment (acoustic panels) into a key growth driver,
• future-proofed the website for evolving search landscapes — including the rise of generative search results.

The ACARA website can now continue to grow even without daily external support. This is precisely the moment when SEO stops being a service and becomes a long-term asset.

Next steps: ready to grow further

SEO is never a "finished" state. Google changes, competitors add new content, and new result formats emerge. However, thanks to the foundations we’ve established, ACARA has an advantage—it is not on the defensive, but in a position from which it can accelerate again at any time.

Potential next steps may include, for example:

• further expanding product categories and long-tail landing pages based on data,
• ongoing revision and updates of high-performing content (including FAQ and AIO optimization),
• deeper development of content hubs for key segments,
• more systematic management of branded queries and brand credibility,
• or returning to continuous cooperation at the moment when a rapid response to new SERP changes is required.
  

The key is that ACARA now holds the key to further growth in its own hands. Whatever path is chosen, the SEO foundations remain rock-solid—and in an era of rapid change, that is the most valuable starting position.