Case studies


Case study - Daniken

Daniken is a store offering martial arts equipment & accessories, both for professionals and amateurs.

Daniken is also a manufacturer of such equipment, yet the store offers a variety of products from many different brands. The products are being sold both online and in-store.

See how we increased the organic traffic by 160% in 3 months.


Martial arts equipment and accessories




Organic traffic


Increase in 3 months


Daniken’s store is managed with Shoper, which is a popular Polish CMS dedicated to online stores. We were working with a new website (since moving it to Shoper took place just a few months before our cooperation), built on a 17-year-old domain.

In the beginning, the lack of analytical tools (Google Analytics, Google Search Console) was challenging, as we didn’t have any past data that could help us define the starting point and plan the activities. We had implemented them shortly before the cooperation began.

We started the cooperation on the 1st of August 2018.

In August, the organic traffic amounted to 2031 (according to Google Analytics), which accounted for 71% of the overall traffic. In October, however, the organic traffic reached 5310 (75% of the whole traffic to the store).

A few facts for starters:

  • 17-year-old domain,
  • New online store managed with Shoper CMS
  • No analytical tools implemented
  • Responsive website
  • The store owners manage social media profiles
  • Products sold both online and in-store


A broad-based approach

We decided to take a long tail approach to SEO of the Daniken store. Long tail SEO basically means optimising for and monitoring a wide variety of multi-word phrases. After 3 months of cooperation, the list of such phrases already had 170 items. This kind of approach is the best for online stores since it makes it possible to increase the visibility of the whole website, not just some of its subpages.

The start of the cooperation: SEO audit, keyword research, implementation of analytical tools

As usual, we conducted an SEO audit at the very beginning, which showed the areas that had to be improved and thus, helped us develop a detailed plan for the next months. Actually, the first improvements were made during the audit. Afterwards, we discussed the findings with the Client and divided the tasks between us and the store owner.

While auditing the website, we also researched keywords that could be a good fit for the website and its optimisation. Since we hadn’t had any past data available, those keywords were chosen on the basis of current trends, competition, and its potential. The list of them is still growing.

Right before the start of the cooperation, we implemented the necessary analytical tools: Google Analytics and Google Search Console, and we passed the access to the Client. We also generated a sitemap and uploaded it into Search Console. In Google Analytics, on the other hand, we enabled e-commerce conversion tracking.

On-site process

After conducting the SEO audit, we started on-site optimisation. Even though Shoper CMS has many features dedicated to SEO, its basic version is quite limited. We began the process by adding a few improvements that made it easier to optimise the site.

Problem no. 1: “Unfriendly” URL addresses

The URL addresses of both products and categories were created automatically, depending on the name of the product. These were not very friendly to Google, for a few reasons. First of all, the addresses included capital letters, which Google doesn’t really like. Secondly, there were many catalogues in the URL structure listed, along with some numbers – which didn’t match the keywords and the product they referred to. Plus, many of them had special characters in the URL as well.

Exemplary URLs before the optimisation:


Exemplary URLs after the optimisation:


After changing the URLs, the 301 redirects were created automatically. Shoper added this feature quite recently – but it’s important to take into account that the redirects can be set up automatically only once. If we wanted to change the URL of the website once again, we’d have to do it manually.

Problem no. 2: Titles being created automatically (based on the name of the product or its category) and the lack of metadata

The site title was automatically copied from the product name, and meta descriptions were not added at all. Most of the titles included capital letters, which Google doesn’t really like seeing.

We implemented the global settings for all metadata.

How the pages were displayed in the search engine before the optimization:

Meta data before optimization

And after the improvements:

Meta data after optimization

The result:

Introducing the global settings for metadata and changing the URLs led to the visible increase of the positions of many phrases. A phrase “adidas adi kick” serves as a good example – before it wasn’t indexed properly, yet now it ranks first in Google.

Effects of SEO

Another example is “nike hyper ko” which moved from the eight to the third place.

seo effect

Problem no. 3: Further metadata optimisation

After inserting the global metadata, the positions of certain phrases increased – yet many pages needed some additional (and manual) optimisation of meta titles and descriptions in order to fully use their potential. Mostly because many of them still included capital letters and didn’t mention the keyword analysis or user preferences.

After two months of cooperation, in the middle of November, we were able to extract data from Google Search Console – that’s why we decided to further improve meta descriptions for the main categories.

Exemplary metadata before the change:

Title: KARATE-GI | Daniken sports store

Meta description: We present the list of products from KARATE-GI / KIMONOS / CLOTHING category. We invite you to shop online and visit the Daniken store in Kraków.

After the change:

Title: Karate-gi: long-lasting outfits for different styles of karate | Daniken sports store

Meta description: High-quality fabrics used for its production increase the durability and freedom of movement. Karategi that will easily suit your body.

The result:

The phrase ”karate-gi” jumped from the 22nd to the 5th position.

seo effects on single phrase

Exemplary metadata before the change:

Title: GEL GLOVES | Daniken sports store

Meta description: We present the list of products from GEL GLOVES / BANDAGE /ACCESSORIES.  We invite you to shop online and visit the Daniken store in Kraków.

After the change:

Title: Gel gloves: adaptable, hand-fitting | Daniken sports store

Meta description: Protection during martial arts practices. Gel gloves for boxing and other contact sports. A great alternative for tapes and bandages to secure wrists.

The result:

The phrase ”gel gloves” jumped from the 22nd to the 8th position.

keyword position - seo effects

Problem no. 4: Non-optimised main page

The main page needed a lot of improvements as well. The major issues and the applied solutions were the following:

  1. A lack of content on the main page – we added the texts with keywords and internal links to the most important products.
  2. A lack of H1 and H2 headings on the main page – we made sure the text is well-divided and the structure of headings is proper.
  3. A vast number of dofollow links to external pages – we changed the attributes into nofollow, including social media links and the Instagram feed on the main page. Because of that, the website doesn’t pass authority to (or “endorse”) other webpages.
  4. Banners linking to 404 pages – changing the subpages they are linking to and creating the 301 redirects.
  5. No alt description for the logo – we added the alt description on the main page: “DANIKEN – store with martial arts equipment“.
  6. The logos of the manufacturers were linking to sites with “unfriendly” URLs – we changed those links.
  7. Also, the manufacturers’ logos had no alt descriptions – we added the right attribute into the code and then added the descriptions.

The result:

The keywords driving traffic to the main page ranked higher in the search results.

Example: Phrase “martial arts store” moved to the first place of search results.

long tail keyword position

At the same time, the phrase “karate store” moved from the 8th to the 2nd place.

karate store phrase

Problem no. 5: Lack of content and headings on the category pages

There were no descriptions that would include the right keywords on the category pages. We still add such content systematically, starting from the most important product categories. While adding the texts, we also optimise them by maintaining a proper structure and taking into account H2 headings.

We added the descriptions at the bottom of the pages so that they don’t interfere with more important details for the customers.

An example of the content added on the category page for boxing speedballs and trening balls:

category text

The result:

After adding the content to the category page, the phrase ”boxing speedballs” jumped from the 65th position to the 10th.

keyword raise

Examples of other phrases, which increased their ranks in search results after adding the content on the category pages include:

The phrase ”groin protectors” moved from the 49th to 6th position.

Keyword position - seo effect

The phrase “boxing helmets”, on the other hand, moved from 52th to 11th.

seo effects - keyword position

Broad SEO for product pages

In the meantime, we also use broad SEO approach for the product pages. We constantly optimise them based on the data from the Search Console and keyword analysis. Optimised subpages are then being linked to, as part of the off-site process and link building activities.

The examples of phrases and their positions 2 days after the optimisation:

The phrase ”Yokkao Fight Team” moved from the 24th to the 7th position.

Yokkao Fight Team keyword

The phrase “men nylon tracksuit” moved from the 45th to the 22nd nylon tracksuit keyword


Off-site process

Link building is an integral part of SEO efforts. In fact, the process of building links starts at the very beginning of the cooperation. Links are being added on the quality websites with strong domains, and each of them has a different anchor text thanks to which the domain authority increases.

From the start of the cooperation, the number of websites linking to the store has been increasing. Below there are graphs from two independent tools – Ahrefs and MOZ.

ahrefs results
Linking domains

Linking domains - moz


  • The increase of organic traffic by 160% during 3 months of cooperation (users)
    organic traffic growth
  • The increase in the number of views in the search results by 60%
    Daniken impressions
  • Increased visibility of the store in the search results

visibilty - seo results

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