Published by isobel.regan@dontpanicprojects.com
Published Date 24.07.2024 
We are proud to announce that our marketing agency NPROFIT has been nominated for the prestigious Global Search Awards 2024. We have been recognized in the “Most Innovative Campaign SEO (Large)” category for our case study on an online store in the erotic industry – Swiat Doznan. This nomination is not only a great honor for our team, but also a confirmation of the effectiveness and innovation of the implemented SEO activities.
The Uniqueness of the Erotic Industry in SEO
The erotic industry is one of the most challenging and most difficult to SEO.
Due to its peculiarities and marketing limitations, standard SEO strategies often fail to deliver the expected results.
An example can be the history of competitive erotic stores, which have been struggling for years to maintain stable visibility in search results. In addition, results for queries like “vibrators” or “sex-shop” were frequently changed by Google – this required us to constantly adjust our strategy. Our experience in this industry allowed us to understand the challenges that come with positioning sensitive topics.
Positioning of Sensitive Topics – How to Approach It?
Our SEO campaign for Swiat Doznan was based on several key activities:
● Optimizing page load speed – in this case we used the paid version of Cloudflare, which allowed us to reduce the average page load time by half, which in turn maximized the conversion rate by several percent.
● Creating a contest to acquire a significant number of links – one of the measures used was to organize a contest for the design of packaging for a perfume brand with pheromones. It allowed us to acquire links from art university websites and thematic portals. As a result, we increased the reach and visibility of the brand, attracting the attention of different audiences and strengthening our position in search engines;
● Product rankings – a very good method of generating sales outside the store’s website was to create product rankings. This strategy allowed us to generate more than 500K in direct store sales revenue through a single ranking site. An example was the ranking of “TOP 5 best vibrators for couples”, which attracted users and encouraged purchases.
● Blog development – maintaining a blog with valuable content was an important part of our strategy, although visibility was limited on the main domain due to the nature of the industry. High-quality content allowed us to build authority from the point of view of users and search engines.
● The use of filters in the SEO strategy – that is, creating sub-pages with combinations of categories and manufacturers; although this did not generate a lot of traffic, it allowed us to achieve positive ROAS. This allowed us to respond precisely to our clients’ needs, delivering precise searches.
What Lessons Have We Learned from Our Efforts?
Our campaign was not only a success in terms of achieving high positions in the search results, but also a valuable lesson on adapting SEO strategies to specific industries.
Matching content to users’ intentions, despite initial difficulties, yielded the expected results – as did the use of the so-called “site-satellites” strategy. Understanding users’ intentions proved crucial in terms of content customization, allowing us to better respond to their needs, increasing engagement on the site.
Detailed Description of Our Case Study
Want to see how we got started? We discuss the details below.
Platform Selection and Technical Optimization
Our online store was built on the redcart.pl platform – this involved limited access to the source code. To compensate for specific limitations, we used a paid version of Cloudflare, which allowed us to significantly reduce page load times. These measures did not directly affect SEO results, but significantly improved the conversion rate, which translated into an increase in orders.
Link Building with the Help of a Contest
In order to gain valuable links, we organized a contest for the graphic design of the packaging for our pheromone perfume brand. It attracted the attention of art universities and thematic portals, which placed links to our site. Such a strategy brought dozens of valuable linking domains. Alternatively, we organized a contest for schools and kindergartens in our other online store (this time with children’s toys), which resulted in gaining links from local commune sites, cities and portals.
Product Rankings
Creating product rankings has proven to be a very effective method of generating sales. Despite the fact that sites based on ranking content are being viewed more and more unfavorably by search engines, this strategy has allowed us to generate more than 500 thousand PLN in revenue from direct sales. Despite the decline in the effectiveness of this method, our affiliate site still generates several thousand PLD of revenue per month.
Content and Blog Development
With blog content, we were able to tailor results to user intent and build long tail queries. However, the nature of the erotic e-commerce industry meant that Google often depreciated this content. Therefore, we decided to move the blog to an external domain, and also launched a new site with articles in parallel, with no connection to the main domain. Currently, the new site with posts has much better visibility than the blog, where we moved some of the content.
Adapting Content to Users’ Intentions
One of the main challenges was to adapt content to users’ changing intentions. Google often modified search results, favoring informational content over product content. Therefore, we changed category descriptions and even entire subpages to be more informative and blog-like.
Despite the initial difficulties, this approach allowed us to better respond to users’ needs and increase the visibility of our subsites.
Monetizing Off-page Activities
Google’s changing algorithms required us to look for alternative sources of traffic and sales. In this case, we used the strategy of so-called satellite sites, which were designed not only to enhance the main site, but also to generate direct orders. An example of this is the zdalny-wibrator.pl site, which generated more than PLN 90,000 in direct revenue for the online store.
The Impact of the Nomination on Our Team
Being nominated for the Global Search Awards 2024 is a huge honor for us. It shows that our innovative approach to SEO and our constant pursuit of excellence brings tangible results. It also motivates us to continue working and developing our competencies to serve our clients even better. For the entire team of NPROFIT marketing agency, it seems to be a confirmation that our efforts and innovative approach are appreciated in the international arena.
Summary
Our history is proof that through consistency and innovative solutions, success can be achieved even in the most demanding industries. We are proud of what we have achieved and ready for the challenges the future will bring. We hope that our story will inspire others to seek new and effective methods in the field of SEO and Internet marketing.
