Case Study — eCommerce / Dance Clothes, Shoes and Accessories

Ds-Dance.com — Redesign with SEO + Quality Score, which pays off

WordPress/WooCommerce store with improved UX, semantic product structure and high relevance for Google Ads. Start with PPC, then organic growth to the first page.

WooCommerceUX / UITechnical SEOGoogle AdsPerformance 90+

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Business: eCommerce — Dance
Scope: SEO redesign + PPC → SEO only
Technical stack: WordPress / WooCommerce
Market coverage: ~90% online dominance*

Estimated share of organic and paid traffic in the target keywords/segments.

Overview of the project

The redesign was guided by SEO principles and improved shopping — clear categories, filters and content that helps search engines index the website correctly. Parallelly, we built a structure for Google Ads with a high Quality Score, to start with PPC, and after stabilizing the organic positions — to stop the paid campaigns.

Challenge

Identifying the niche and building a semantic product structure (clothes, shoes, accessories; children/adults; levels and styles), plus additional content for correct indexing and high relevance.

Solution

Information architecture and clustering; UX improvements (facets, sizes, tables, guides); technical SEO (CWV, schema, internal links) + ad-friendly landing pages, matching the intention.

SEO, IA & Google Ads — Approach

Semantic structure (IA)

Categories: clothes (triko, poli, tuniki), shoes (palci, polovinki), accessories.
Segmentation: children / adults; level: beginner / advanced.
Faceting: size, color, brand, scene/rehearsal.
Guides for sizes, care for products and advice for choice.

Technical SEO & Ads

Core Web Vitals “green”, optimized images (WEBP), critical CSS.
Schema.org for Product/Offer/FAQ/Breadcrumb + rich snippets.
Landing pages by intention: brand/generic/long tails → high QS.
GA4 + events/e-commerce; Consent Mode; remarketing.

Results

Easy

Ordering and navigation

6–8 months

Strong PPC → then SEO only

1-st page organic

Organic ranking, stopped PPC

Screenshots

Ds-Dance.com - product catalog — Product catalog

Ds-Dance.com - individual product — Individual product

Ds-Dance.com - organic ranking in Google — Organic ranking in Google

Testimonial

“I'm very happy to have met Dot Com Services, they helped us immensely with our overall online presence. The results are impressive and we are very happy with everything we achieved together. We will work with them for many years ahead. ”
— Mariana Nikolaeva, Owner, Ds-Dance.COM

Frequently asked questions

How did we move from PPC to SEO only?▼

First we validated the search/intention and landing pages through PPC, while cleaning the IA and CWV. After achieving stable positions on the first page, we stopped the campaigns without losing volume.

How did we improve the Quality Score?▼

Strict adherence to search–ad–landing, clear semantics, fast pages and relevant extensions; subsequent CRO iterations for higher CTR and conversions.

How long does it take to build such a store?▼

Normally 2-3 weeks depending on the quantity of products and whether we need to make photos and video for the presentation. After the store is launched, the advertising campaign is also started and the SEO optimization which can take from 3 to 6 months, since there is a lot of competition and we need to work a lot to achieve the optimal results.