UDC Parts is a niche eCommerce in the USA that sells OEM-compatible parts for lawn equipment.
When a client from America who specializes in selling OEM-compatible parts for lawn equipment contacted us, the website had virtually no organic traffic. All visibility was built on paid advertising, the content on the site was not organized, and there was no clear SEO strategy (there was no understanding of which queries were priority and which pages they wanted to promote).
Niche
E-commerce (aftermarket parts for lawn mowers, chainsaws, garden tractors), B2C + B2B
Service
Comprehensive SEO
GEO
USA only
Problems
low organic traffic, no website structure, dependence on paid advertising
Goals
Top positions for target categories for high-frequency and low-frequency queries; organic growth from zero base; attracting B2B audience; reducing PPC costs
Promotion period
One year
Results
+260% organic traffic and +108 selected keywords in TOP-10
UDC Parts is a fairly small and highly specialized online store that has to compete in the American search results with giants like Amazon, eBay, as well as large marketplaces that sell original parts for lawn equipment from well-known manufacturers. And a small spoiler would be to say that after a year of our work, for the target keyword we were able to get close to Amazon and take the first position after it.
At the time of contact, the client set clear goals: get to the TOP for priority categories, grow stable organic traffic from scratch, attract B2B audience and reduce dependence on PPC. The main categories of the client’s product catalog include:
The client requested to focus on promoting two priority categories: Belts and Blades.
It’s important to note that all parts on the site are not original, these are compatible analogs (aftermarket, OEM-compatible), which are not inferior in quality to the original. For legal reasons, this must be clearly stated on each page. This factor greatly affects SEO: promoting non-original parts is more difficult than original ones, because users more often search for branded products. Therefore, this was taken into account in the further strategy.
We started work on the project with an SEO audit: technical, content and link profile. We quickly identified the key problem that there were no pages on the site for relevant search queries of the target audience (TA). There were no pages for parts groups and their correspondence to a specific manufacturer. The entire structure was too general, without taking into account the search intent of users, which made it impossible to rank for low- and medium-frequency queries.
We proposed to build a hybrid SEO architecture that would maximally cover real search scenarios: from general queries like “lawn mower parts” to specific ones like “husqvarna lc221a drive belt”. We also recommended creating several hundred target pages, each of which corresponds to a real search cluster, which was not available now.
Overall, we proposed the following structure of pages and menu:
| Catalog | MOWER | CHAINSAW | SHOW THROWER | Brands |
| BELTS | BELTS | SAW CHAINS | BELTS | Husqvarna |
| BLADES | BLADES | Craftsman | ||
| CLUTCH CABLES | CLUTCH CABLES | John Deere | ||
| CONTROL CABLES | CONTROL CABLES | … | ||
| TENSION SPRING | TENSION SPRING | |||
| PULLEYS | PULLEYS | |||
| SPINDLES | SPINDLES | |||
| SAW CHAINS |
Each page represents a certain entity, schematically it looks as follows:
| Catalog | Device Parts | Device Parts | Device Parts | Brands |
| Category Parts | Category + Device Parts | Category + Device Parts | Category + Device Parts | Manufacturer Name parts |
| Category Parts | Category + Device Parts | Manufacturer Name parts | ||
| Category Parts | Category + Device Parts | … | ||
| Category Parts | Category + Device Parts | |||
| Category Parts | Category + Device Parts | |||
| Category Parts | Category + Device Parts | |||
| Category Parts | Category + Device Parts | |||
| Category Parts |
Here:
| Manufacturer Name parts | Manufacturer equipment page | queries: | husqvarna partshusqvarna replacement partshusqvarna parts catalogue |
| Manufacturer Product Types | Page by equipment type from manufacturer | queries: | husqvarna mower parts |
| Manufacturer Replacement Parts | Parts group page for manufacturer equipment | queries: | husqvarna beltshusqvarna mower beltshusqvarna lawn mower beltshusqvarna drive belts |
| Manufacturer Model Parts | Parts page for specific equipment model from manufacturer | queries: | husqvarna lc221a parts |
| Device Parts | Parts page for specific equipment type | queries: | lawn mower parts |
| Category Parts | Parts group page | queries: | belts parts |
| Category + Device Parts | Parts group page for equipment | queries: | lawn mower parts belts |
| Catalog | General page with links to all categories and connections | ||
| Brands | Hub page for all manufacturers |
Thus, each page will respond to search queries of potential clients.
And for better understanding with the client and designer, we worked out page layouts to take into account blocks important for promotion on the page.
Example of recommended layout from SEO specialists -> view
Thus, we got the opportunity to create dozens of pages for clear search clusters: brand parts, category + device, category + brand. This allowed not only to satisfy user intentions, but also to scale the site without losing logic and usability. The structure became the basis of the entire subsequent SEO strategy.
This was the main stage on which the further SEO promotion of the site is based. That’s why it’s extremely important to work through search queries qualitatively. Thanks to such analysis, it becomes clear what exactly users are looking for and how to structurally and meaningfully organize content to bring them to the target page.
After that, we moved on to working on the technical component, content and link building.
We collected and transferred technical specifications to the client’s team for site optimization. It included:
As a result of technical improvements, the appearance in search became nicer and more clickable.
Currently we have over 7500 pages in Google index, each of which corresponds to users’ search intent. The site became more “filled” in Google’s eyes and began to steadily grow in coverage.
In parallel, we basically worked out templates for all types of pages. After that, we already did on-page optimization for each page from the priority list.
Pages were equipped with:
All this allowed to make pages not only SEO-effective, but also useful for the end user.
Since only 2 domains linked to the site, it looked like no-name to Google. To grow domain authority and accelerate ranking, a link building campaign was deployed, which includes:
The link mass became a good booster for technically correctly built pages that already responded to user queries.
Link profile change dynamics
GEO of made placements
achieved noticeable results: organic traffic grew from 492 to 1769 visits per month (almost 260%), the number of pages in the index grew from 144 to over 7500, and the link mass – from 2 to 240 domains. Domain authority also significantly strengthened: DR grew from 4 to 15.
| Indicator | Was (July 2024) | Became (July 2025) |
| Number of pages in Google index | 144 | 7500+ |
| Number of referring domains | 2 | 240 |
| Domain Rating (DR) | 4 | 15 |
| Organic traffic (average per month) | 492 | 1768 |
Data from Search Console
Chart from ahrefs
Traffic chart from Search Console
As can be seen from the screenshot, the main growth began in February. Before that, technical work, link building and content work were carried out.
+108 priority keywords got into TOP 10:
Data from ahrefs
To make it clear about query frequency, we suggest looking at the total frequency of clusters:
And also the queries themselves:
These results became possible thanks to the synergy of three key areas of work:
Together, these actions formed an effective strategy that gives results and provides a foundation for scaling in the future. According to the client, the share of orders from the B2B segment has also noticeably grown. All the goals set at the beginning of the work were achieved. Now the site began to appear in search results next to such well-known platforms as Amazon in organic search. We significantly increased brand visibility.
After successfully launching the SEO strategy and getting the first results, we together with the client moved to the next stage. Now the task is to maintain the results obtained and pull queries that occupy positions in the TOP 20 – TOP 50 zone to the TOP. This will strengthen the visibility of the main site categories and allow attracting more target audience.
Further plans also include:
We clearly see the potential in this niche and know how to scale the result.
→ If you also manage an eCommerce project and are fighting for search visibility, fill out the form and we’ll show you how to bring your site to the TOP.
CONTACTS
Promotion application: [email protected]
For partnership: [email protected]
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