Daniken is a recognised brand in the world of combat sports — especially among people who practise karate, kickboxing, boxing or jiu-jitsu. The company has steadily expanded its range over the years, and its products are present both in martial arts clubs and among competitors at events. Despite a solid offline presence, the online store had room to grow, particularly in terms of organic traffic.
When we started working together in December 2024, we noticed that the store had a strong brand, but its SEO structure was not aligned with user needs and did not fully leverage the capabilities of search engine algorithms. Some categories were ranking almost “by accident”, meta data was cursory, and category pages did not convey the real value the brand offers.
Our goal was to create a clear and logical category map so Google could better understand relationships between products. In addition, we wanted to improve the customer experience so navigating the store would be more intuitive and support purchase decisions.
From day one we decided not to introduce quick fixes but to focus on stable foundations. The greatest potential lay in the categories and their content, so they became the core of the project.
We treated meta tags as a foundation because they signal intent to both users and the algorithm. We prepared dozens of new, carefully considered title and meta description sets.
Category sections were enriched with content that not only explains product differences but also supports the purchase decision. As a result, pages began to rank for a wider set of informational and transactional queries.
On many pages, the H1 did not match what users were actually searching for. We improved headings to be natural for readers while logical for search engines.
We built a network of links between categories that naturally complement each other. This helped the search engine build context and made it easier for users to explore the range.
We analysed the user purchase journey and identified which categories had the greatest impact on conversions. Those were the categories we focused on strengthening through link-building.
In the first months we concentrated on fundamentals. Instead of dramatic changes, we focused on consistent structuring that gradually produced solid effects.
Online shopping starts with Google
That is why your store needs e-commerce SEO!
The effects of our work accumulated over months and then surged in the second half of 2025. The chart below, from Google Search Console (GSC), shows the number of impressions the site received in search results.
Over a few months the number of impressions:
Most importantly, the growth was not accidental — it resulted from consistent on-site work and building a logical structure that Google can quickly understand.
Daniken had a solid product range and clear potential but needed a coherent SEO strategy. We introduced a set of actions that:
This is only the beginning of the collaboration, but it is already clear that a consistent approach produces real results — and paves the way for further growth in 2026.
