Portfolio
BSB Bulgaria: 68% increase in organic clicks through SEO optimization of categories
✨Highlights✨
- 68% more organic clicks*
- 43% more impressions*
- 33% improvement in average position
- CTR from 3.8% to 4.5%
Trends in organic clicks throughout the project
Online stores with extensive product catalogs have real – but often untapped – potential for organic growth. To turn this potential into measurable results, a strategy is needed that defines where efforts should be focused and in what order they should be implemented.
In our work with BSB Bulgaria, this process led us to product categories – an area with high growth potential. This laid the foundation for a 12-month SEO strategy tailored to user search behavior, seasonality, and the client’s business goals.
Key Results
- 68% more organic clicks*
- 43% more impressions*
- 33% improvement in average position
- CTR increased from 3.8% to 4.5%
* Comparison between the last two six-month periods of the project.
For the Customer
BSB is a well-established Greek fashion brand with over 40 years of history, more than 100 stores, and a presence in over 15 countries, including Bulgaria. The online store offers a wide variety of women’s clothing and fashion accessories.
The Challenge
BSB Bulgaria already enjoyed high brand recognition in the Bulgarian market. The online store consistently ranked well for brand-related searches, but this represented only a fraction of its potential for organic growth.
The client turned to Linkbox Group-which combines Zahara Consult’s expertise in strategic SEO planning with Linkbox’s expertise in executing SEO projects-to expand its organic presence and reach more potential customers.
Our work began with a detailed SEO analysis, keyword research, and user search behavior analysis. The goal was not simply to identify opportunities for optimization, but to understand how potential customers search for BSB’s products and to what extent the website’s structure aligns with that search behavior.
The analysis revealed a mismatch between the way users phrased their search queries on Google and the way some of the product categories were structured.
This limited the site’s visibility for numerous relevant searches and its ability to reach an audience that was not yet familiar with the brand but was actively searching for products such as:
- “wedding dress”;
- “women’s winter jacket”;
- “linen pants”;
and other product search terms.
Strategic Approach and Implementation
Once we had identified the main growth opportunity, the next task was to determine how to capitalize on it.
In an online store with dozens of categories and thousands of products, not every page has the same potential at all times. That’s why we’ve developed a prioritization model that combines:
- actual user search behavior;
- seasonality;
- the competitive landscape;
- the client’s business priorities.
Based on this, we developed a plan that outlined which categories to focus on, in what order, and when. The strategy was updated monthly to keep pace with market dynamics, after which it moved into implementation.
The Linkbox team carried out the planned optimizations through SEO copywriting, on-page SEO, content publishing, and building thematically relevant backlinks.
Results
Consistent implementation of the strategy has gradually improved the website’s visibility on Google.
One of the metrics that most clearly reflects the impact of SEO efforts is the average ranking of pages in search results. The higher they rank, the more likely they are to reach potential customers.
At the start of the project, search rankings showed greater volatility. When comparing the last two six-month periods, the average ranking improved by approximately 33%, indicating that the pages began to rank higher for relevant searches.
The improvement in rankings gradually translated into increased organic traffic. More and more users were reaching the site through unpaid search, with the strongest growth in clicks observed in the spring of 2026.
Resilience During the Google Search Update
In April 2026, Google officially released an update to its algorithm. Such changes often lead to fluctuations in rankings and organic traffic, making them a good test of the quality of an SEO strategy.
At BSB Bulgaria, organic traffic maintained its upward trend, and the website’s visibility continued to improve even after the update.
This shows that the results are not the result of short-term tactics, but rather of a strategy built on actual user search behavior and the consistent development of product categories.
Over the past six months:
- organic clicks increased by approximately 68%;
- impressions grew by about 43%;
- CTR rose from 3.8% to 4.5%.
Conclusion
For large online stores, success rarely depends solely on the quality of the content or technical optimization.
It is just as important to make the right decisions about where to focus your efforts.
The project with BSB Bulgaria demonstrates that when an SEO strategy is based on an analysis of user search behavior, seasonality, and business goals, product categories can become a sustainable driver of organic growth.
In this project, Zahara Consult established the strategic framework, set development priorities throughout the entire period, and adapted the plan based on results and market changes. Linkbox implemented these solutions through SEO optimization of the categories and their consistent development.
If you run an online store with an extensive product catalog, your website likely has untapped SEO potential as well. Through strategic analysis and proper prioritization of categories, it can be transformed into a sustainable source of organic traffic and new customers.
