Knieja operates in a restrictive industry where SEO is subject to additional algorithmic restrictions, and the growing influence of AI Overview systematically limits information traffic. The challenge was therefore not only to maintain its position in Google, but also to secure the real business value of SEO in an environment of dynamic change and decreasing predictability of search results.
Instead of scaling content on a massive scale, we designed an SEO strategy that is resistant to algorithm changes and the influence of AI, focusing on categories and products with the highest sales significance.
The collaboration between Delante and Knieja is an example of a project where SEO moved beyond an operational tactic and became a strategic business growth tool.
In a market shaped by industry restrictions, rapid algorithm changes and AI-generated search results, the goal was not short-term visibility gains, but building long-term resilience of the organic channel.
Knieja operates in one of the most demanding eCommerce categories from an SEO perspective. The outdoor and hunting sector involves:
An additional challenge was maintaining measurable business impact at a time when traditional informational content increasingly fails to generate clicks, and visibility does not automatically translate into sales.
The objective was not growth for its own sake, but stable and secure development of traffic and revenue in an increasingly unpredictable search environment.
From the outset, it was clear that SEO for Knieja could not rely solely on scaling informational content. The strategy needed to:
The core assumption was to build SEO resilience — results that remain stable despite algorithm updates and changes in how search results are presented.
We focused on key categories and products with the highest sales potential. This included refreshing content in line with current Google requirements, improving alignment with transactional intent, and removing competing or redundant sections. At the same time, we strengthened category semantics based on real user search behaviour.
Instead of scaling article volume, we implemented a blog process aligned with the growing role of AI Overviews. Blog content was designed to support AI visibility while acting as expert support for product and category pages, without cannibalising transactional keywords.
Rather than creating large volumes of new content, we focused on updating and optimising existing materials. This allowed us to adapt to new user intents and changes in search result presentation while maintaining high content quality.
A carefully planned internal linking structure based on topic clusters helped strengthen priority categories and products. This allowed Google to identify pages with the highest business value more efficiently, while users moved more smoothly from research to purchase.
From the very beginning, we focused on actions that directly support sales — even in the context of AI-driven search and increasingly demanding algorithms.
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SEO activities for Knieja were designed to deliver consistent and secure organic growth, resilient to Google algorithm updates and the development of AI Overviews.
Year-on-year organic sessions increased by over 20%:
Growth was not a one-off spike, but the result of consistent optimisation of site structure and content. Visibility also scaled effectively, with impressions reaching nearly 1 million per month in the second half of the year.
The most important outcome was the direct impact on business results. Organic revenue increased by 28.20% year-on-year.
Revenue growth outpacing traffic growth indicates improved traffic quality and stronger alignment with high-intent, transactional queries. SEO became a stable and scalable sales channel.
The Knieja case confirms that SEO can remain an effective sales channel in restricted industries and in the age of AI, provided that:
For Knieja, SEO has become a predictable and scalable revenue source, resilient to short-term algorithm fluctuations.
This is not the end of the journey, but a solid foundation for continued growth in the years ahead.
