Luxtrade operates in a category where organic demand is largely monopolised by the Apple brand. Initially, traffic was based on general phrases such as ‘iPhone + model’, which on the one hand made it difficult to break through in SERP, and on the other hand attracted users with imprecise intentions. An additional risk was the inconsistency of language versions (mixing languages on pages), which reduced trust and conversion.
Instead of ‘producing content’, we rebuilt SEO around purchase intent: from the general “iPhone” to the precise ‘refurbished/used/refurbished’. We organised the index and language versions to eliminate UX friction, and built scale through a category architecture consistent with how users actually search (including product variants and attributes). Off-site strengthened the authority of the domain and pages with real sales potential.
Luxtrade sells refurbished, fully functional smartphones, as well as smartphone accessories like headphones, cases, or chargers. One of the company’s main goals was reaching a larger audience seeking more affordable Apple products.
The Luxtrade website competes with new Apple products and, consequently, with its branded keywords. Our task was to encourage potential iPhone buyers to visit the Luxtrade website and explore the range of offerings, which are comparable in quality to new Apple products.
Despite customers visiting the Luxtrade website, the sales could have been better – they were decreasing monthly. To change that we had to analyze the user purchase journey and identify areas negatively contributing to the decline in conversion rates.
The first thing we focused on was preparing a list of keywords that go hand in hand with the target audience’s search intent. Having those search terms defined, we made potential customers aware that the products they seek are available in the Luxtrade online store.
To improve the website search visibility, we had to let potential iPhone buyers know that the products they were looking for were available in the Luxtrade store. When we started working together, the website was ranking only for search terms like “iPhone+model.” As a result, Luxtrade’s product pages were getting lost among general Apple product searches, making it nearly impossible for potential customers to find Luxtrade’s offerings.
Furthermore, visitors might have gotten the impression that Luxtrade only sold brand-new smartphones, not refurbished ones. To clear this up, we suggested introducing changes to the menu categories and product page headlines. For example, we expanded the “iPhone+model” phrase by including “refurbished” (PL odnowione), which answers users’ search intent way better.
This seemingly small adjustment quickly started delivering positive outcomes. To provide more accurate information that Luxtrade’s target audience was actively seeking, we decided to include two additional phrases – “used” and “refurbished” – to better describe the specific products our client sells.
Example of a page title before adding long-tail keywords:
Luxtrade’s website sometimes showed content in the wrong language – there were instances where Polish mixed with Ukrainian on the same page. That’s why our next move was fixing the improperly implemented hreflang attributes.
One thing that negatively influenced the user experience and hurt conversions was how the content showed up on the website. Sometimes, because of messed-up hreflangs, some info was displayed in Polish while other elements and messages were in Ukrainian – like in the example below:
Given the situation in Ukraine and the number of Ukrainians in Poland at that time, we needed to set up Luxtrade’s website languages properly. We fixed the messed-up hreflangs, so now the website knows where users are and what language they prefer. This means even users located in Poland can get the Ukrainian version of the website displayed on their screens.
Fixing the blog issue was another win thanks to getting hreflangs right. Turns out, on the Ukrainian blog, some posts were in Polish, messing up the user experience and causing content duplication. Sorting out the hreflangs fixed it and reduced content duplication.
Then, we had to tackle the Czech and English website language versions. They shouldn’t have been indexed in the first place – users couldn’t find them from the homepage as they were hidden. Despite this, Google had indexed both, which negatively affected organic traffic. We put them out of the index and set up separate subdomains for each language version.
While we focused on the technical aspects of SEO, the content team was busy creating written content whose main goal was to increase the conversion rate – specifically, to invite the visitors to the client’s website to purchase refurbished smartphones.
Content creation was a relatively huge part of the entire SEO strategy devised for Luxtrade. Our content team was responsible for delivering, among others:
Each month we write new blog posts. The entire process of content creation revolves around picking the keywords from the list we put together at the onset of the cooperation with Luxtrade. In short, we use the new pieces of written content to place the most important terms, such as “used” and “refurbished.”
Another step that brought us closer to achieving the client’s goals was related to category pages. What we wanted to do was specify which products exactly are available in Luxtrade’s offer.
In the beginning, the Luxtrade website had just a couple of category pages – their content described only a type or a model of the product, eg. “Apple iPhone 11,” “Apple iPhone 12 Pro,” or “Apple Watch 7.”
Interestingly, our audit revealed that instead of typing just the model, the target audience also includes color in the search term. For that reason, we suggested expanding the product categories by mentioning the color of a given smartphone. This seemingly unimportant piece of information helped the target audience big time when searching for the iPhones available on the Luxtrade website.
This way Luxtrade quickly won higher positions in SERP, for those specific and detailed keywords:
Expanding the Luxtrade website by adding more category pages was hitting the jackpot looking both from the business (organic traffic and conversion rate increased visibly) and UX standpoint (the users can find products quicker). Also, this move allowed for displaying a wider range of products on the website.
One of the last improvements that we made to help the client achieve his objectives was refining the Google Business Profile – we wanted to take all the advantages it offers to local businesses.
Luxtrade runs a few regular stores in Poland. To help the client promote his brand to a wider audience and – at the same time – create a new space for web content, we suggested adding separate web pages for each store’s location.
Later we optimized Google profiles for each store belonging to the Luxtrade chain. Now, whenever someone looks for a given Luxtrade point, the Google Business Profile link takes them directly to a web page showing details of this specific Luxrade store.
The final step to increase search visibility and bring in more decisive customers to the website was verifying whether every single piece of structural data, such as breadcrumbs, was properly optimized.
Improved search visibility, more organic traffic, and better UX – this is what, among other things, structural data has an effect on. Having this in mind we suggested incorporating structured data into the Luxtrade website.
Below there is an example of breadcrumbs with an emoji that was added to the website:
The process of acquiring referral links for Luxtrade was composed of two elements. The first one was about strengthening the domain’s authority. We managed to achieve that by getting backlinks from websites that are devoted to smartphones.
The second part of the off-site strategy depended on strengthening the positions of the keywords that made it to the top 10. We did it, among others, by building backlinks that referred the users from paid articles to the Luxtrade official website. Our content team was responsible for writing high-quality pieces of content, which were later published on high-ranking domains, which, obviously, were related to the client’s niche.
It’s worth mentioning that we managed to overdeliver the results – the client wanted us to double the conversion rate.
Search visibility and CTR in January 2023:
Search visibility and CTR in January 2024:
We have been very impressed with our collaboration with Delante, primarily in three aspects: advanced technical competence, a personalised approach to customer service and exceptional communication efficiency. The team’s in-depth knowledge of SEO and SEM has contributed significantly to improving our online visibility.
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