Growth in visibility and leads.

Introduction to the project

vitagroup.ru is a commercial website in the paper packaging niche, aimed at a wide range of customers: from cafés and retail shops to large companies that value high-quality, eco-friendly packaging solutions.

vitagroup.ru is a commercial website in the paper packaging niche, aimed at a wide range of customers: from cafés and retail shops to large companies that value high-quality, eco-friendly packaging solutions.

vitagroup.ru is a commercial website in the paper packaging niche, aimed at a wide range of customers: from cafés and retail shops to large companies that value high-quality, eco-friendly packaging solutions.

When active work began, the site was a small resource with a minimal page structure.

Our task was not only to bring the site into the top results for key commercial queries, but also to build a content and structure system that would attract organic traffic sustainably and strengthen rankings through informational clusters.

This case study covers the period of active SEO work from May to December. It was during this period that a comprehensive promotion strategy was implemented, including technical optimisation, work on existing and new landing pages, the creation of an informational section and work on external factors.

Preparation and strategic planning

The first step was a comprehensive assessment of the site. We carried out a full technical audit and identified the following problems:

The first step was a comprehensive assessment of the site. We carried out a full technical audit and identified the following problems:

The first step was a comprehensive assessment of the site. We carried out a full technical audit and identified the following problems:

• duplicate pages and overlapping URLs;

• errors in meta tags (Title and Description), including duplicates and incorrect structure;

• redirects and a sitemap that needed fixing;

• weak internal linking;

• incorrect H1 and H2 headings on pages.

In parallel, we analysed the competition: we assessed the websites of direct competitors in Russia and the CIS and studied their product pages, content structure, benefit blocks, infographics, visual solutions, and whether they had a blog and informational materials. This allowed us to identify the key growth points for the pages of vitagroup.ru and set priorities for implementing them.

After the audit, a detailed action plan was prepared:

1. fixing technical errors and optimising meta tags;

2. improving existing landing pages and creating new ones for long-tail queries;

3. launching an informational section with articles matching the interests of the target audience;

4. off-page optimisation and link building through publications and crowd marketing.

This step-by-step approach allowed us to strengthen the site's rankings gradually, without overloading the resource or creating conflicts between pages.

Working with search demand and page relevance

After the audit and the analysis of competitors' search results, special attention was paid to search demand in the paper packaging niche. The task at this stage was not to formally expand the keyword list, but to bring the structure and content of the site's pages in line with what users were actually searching for.

After the audit and the analysis of competitors' search results, special attention was paid to search demand in the paper packaging niche. The task at this stage was not to formally expand the keyword list, but to bring the structure and content of the site's pages in line with what users were actually searching for.

After the audit and the analysis of competitors' search results, special attention was paid to search demand in the paper packaging niche. The task at this stage was not to formally expand the keyword list, but to bring the structure and content of the site's pages in line with what users were actually searching for.

We analysed search phrases related to the main product types: paper bags with different types of base, handles and paper density, as well as queries reflecting commercial intent — buying and manufacturing packaging for business. We also studied the search results for competitive queries to determine which page formats and content types search engines consider most relevant.

Based on this analysis, each page was given its own query logic. This allowed us to adjust headings and meta tags, eliminate overlaps between pages, refine the copy and broaden reach through low- and mid-frequency queries that had previously brought no traffic to the site.

Work on search queries was carried out through page structure, content and internal linking. This approach made it possible to increase page relevance without over-optimisation and to lay the foundation for stable ranking growth going forward.

Technical optimisation

At the technical optimisation stage, we carried out a comprehensive set of work:

At the technical optimisation stage, we carried out a comprehensive set of work:

At the technical optimisation stage, we carried out a comprehensive set of work:

• The page structure was brought into logical order: H1–H3 headings were fixed, the sequence of blocks was arranged, and key elements were distributed correctly.

• The Title and Description meta tags were completely reworked: duplicates were eliminated, tags were adapted for CTR, and relevance to queries was strengthened.

• Redirects were fixed and the sitemap optimised, allowing search engines to index all pages correctly.

• Content uniqueness was strengthened, and keywords were distributed with relevance in mind.

Each fix had a positive effect on indexing and rankings: pages began to appear in search correctly, internal links passed weight, and snippets looked attractive to users.

Working with landing pages

The next stage was working on existing landing pages and creating new ones.

The next stage was working on existing landing pages and creating new ones.

The next stage was working on existing landing pages and creating new ones.

The old pages had minimal text and did not reflect the advantages of the products. We added:

• Text blocks with specifications: paper density, base type, colour options, branding possibilities;

• Benefit blocks: eco-friendliness, durability, versatility of use;

• Additional text blocks expanding the product descriptions.

New pages were created for long-tail queries that had not previously been covered:

• separate pages for V-shaped and rectangular bases;

• coloured bags;

• bags with twisted handles and with flat handles;

• kraft bags of different densities.

Each page was unique, with detailed copy, specification tables, product images and correct linking to other products and informational articles.

This strategy allowed us to gradually cover the entire semantics of the niche and steadily improve rankings for commercial keywords.

Content and the informational section

To attract additional traffic and strengthen the commercial pages, a blog was created. It published articles that answered the audience's popular questions and reflected industry topics:

To attract additional traffic and strengthen the commercial pages, a blog was created. It published articles that answered the audience's popular questions and reflected industry topics:

To attract additional traffic and strengthen the commercial pages, a blog was created. It published articles that answered the audience's popular questions and reflected industry topics:

• eco-friendliness of packaging;

• pros and cons of paper and plastic bags;

• tips on choosing packaging for business;

• branding opportunities through bag colour and design.

Each article was aimed at attracting targeted traffic and supporting the site's commercial pages.

For example, the article “Logo placement on different types of bags: where best to position a logo on bags with handles” was built as an in-depth informational piece covering the key aspects of packaging branding: the optimal zones for placing a logo on bags with handles, the differences between bag types and their effect on brand perception, and recommendations on integrating brand identity visually. The text logically complemented the site's commercial pages and included built-in internal links that helped users move on to the relevant product pages and other site materials, strengthening the SEO effect and holding the attention of the target audience.

This work quickly attracted informational traffic: the articles reached the top of the search results, and users moved on to the commercial pages, increasing conversion.

Off-page optimisation and link building

To strengthen the site's authority, we worked actively on external links.

To strengthen the site's authority, we worked actively on external links.

To strengthen the site's authority, we worked actively on external links.

Publications on industry resources included natural link integrations pointing to vitagroup.ru Buying links from high-quality donor sites and crowd marketing allowed us to build a diverse and trustworthy link profile.

Each placement strengthened the rankings of the key commercial pages and supported the informational articles, ensuring a gradual and stable improvement in rankings.

Results over time

Growth in visibility and organic traffic (May — December 2025)

Growth in visibility and organic traffic (May — December 2025)

Growth in visibility and organic traffic (May — December 2025)

Between April and October 2025, vitagroup.ru showed confident growth in the search engines. In early May the figures were moderate: around 18,800 impressions and 1,070 clicks, with a CTR of 2.1%.

The first months were accompanied by ranking fluctuations and unstable traffic: the impression and click graphs rose and fell sharply several times. From June the situation stabilised, and from August a gradual and steady rise began.

Key achievements over the period:

• Search impressions: grew from 21,539 in May to 94,007 in December
  Increase: +72,468 impressions (≈337%)

• Clicks: increased from 1,261 to 3,834
  Increase: +2,573 clicks (≈204%)

• Site page views: reached 12,100 by the end of the year, reflecting a steady strengthening of traffic and audience interest.

• Growth in search rankings

From May to December, vitagroup.ru showed a steady improvement in rankings for key commercial and informational queries. Many pages that had previously been buried deep in the search results rose to the top 10–20, and certain target clusters are holding stable positions in the upper part of the search results.

Main observations:

• Organic reach grew almost 13-fold (49 → 640 queries in search).

• Branded queries secured the top positions (1st–2nd place), increasing trust.

• Commercial and topical queries (“window bag manufacturing”, “sachet bag”) are now in the top 3.

• The growth in impressions confirms the improved quality of snippets and content.

• The overall dynamics point to stronger search rankings and higher organic traffic.

These results demonstrate that comprehensive work on content, page optimisation and external links directly strengthens a site's search rankings and increases audience engagement.

A table of some of the key B2B queries:

Results and outlook

A systematic approach to SEO made it possible to:

A systematic approach to SEO made it possible to:

A systematic approach to SEO made it possible to:

• build a complete site structure covering both commercial and informational semantics;

• improve the site's rankings and visibility in the search engines;

• attract a new audience through informational articles;

• lay the foundation for further scaling: new products, articles, stronger conversion and a stronger external profile.

The vitagroup.ru project showed that a combination of technical optimisation, content and external factors delivers stable growth and a sustainable position even in a competitive niche.