THEGLOOW.COM: from 17 to 83 top 3 keywords in three months
By removing the English store pages from Google’s index and focusing search activity on Poland, we helped THEGLOOW.COM attract more relevant organic traffic, exceed its ranking target and generate more than 100 organic clicks per day.
(01) PROJECT OVERVIEW
Refocusing organic growth on the Polish market
THEGLOOW.COM is an online store offering supplements, cosmetics and perfumes across around 600 product categories. The website had been available for eight months, yet its organic growth had slowed. Apart from a brief period after launch, fewer than 300 keywords appeared among Google’s top 10 results.
The store was available in Polish and English. Before deciding how to improve its search performance, we examined whether both language versions supported the company’s sales goals.
Our analysis showed that THEGLOOW.COM appeared frequently in search results outside Poland, but these impressions rarely turned into website visits. At the same time, foreign customers still generated 20% of organic revenue. Removing the English pages without examining customer behaviour could therefore have meant losing sales.
We compared visibility, clicks, location, language and revenue. The findings gave us a clear direction to focus Google’s attention on the Polish store, where the business had greater growth potential. At the same time, we were carefully monitoring the commercial impact of the change.
details
Industry
Beauty, wellness & supplements
Market
Poland
Project type
Long-term partnership
Services
(02) Challenge
High visibility in lower-value markets
A multilingual store can reach customers in several countries, but having more language versions does not automatically lead to better search results.
THEGLOOW.COM had considerable visibility outside Poland. Many users saw its pages in Google, yet few clicked on them. This low click-through rate suggested that the store was appearing for searches that did not match its main offer, delivery area or audience.
At the same time, the Polish version was struggling to gain stronger positions. In June 2024, the website ranked for:
- 17 keywords in the top 3,
- 191 keywords in the top 10,
- 2,366 keywords in the top 50.
The website’s two language versions also competed for Google’s attention. Search engines had to discover, process and assess thousands of Polish and English product and category URLs. This made it harder to direct attention towards pages created for the store’s main market.
The decision carried a business risk. The English version accounted for 20% of organic revenue, so it could not be removed from search results based on visibility data alone.
(03) OBJECTIVE
More qualified organic traffic from Poland
The main goal was to restart organic growth and bring more users from the market with the greatest sales potential.
Within three months, we planned to:
- double the number of keywords in the top 3, top 10 and top 50,
- increase daily organic clicks to more than 100,
- attract users whose location and search intent matched the store’s offer more closely,
- support conversion and revenue growth from organic search.
This meant improving traffic quality as well as volume. More visits would have limited business value if they continued to come from countries where users were unlikely to buy.
(04) SOLUTION
Strategy that drove results
Giving Google a clear market direction
Our work began with an analysis of how users from Poland and other countries interacted with the store.
We reviewed:
- the countries in which THEGLOOW.COM appeared in Google,
- clicks and click-through rates by market,
- language preferences,
- user behaviour after entering the website,
- revenue generated by Polish and international visitors.
The data showed that foreign visibility was broad, but often ineffective. The Polish market offered more room for growth and a closer match with the company’s commercial plans.
Based on these findings, we recommended removing the English category and product pages from Google’s index.
What de-indexing meant for the store
De-indexing did not remove the English version from the website. International customers could still visit and use it. Instead, we added instructions telling Google to exclude these pages in its search results.
This allowed the search engine to spend more attention on Polish URLs and reduced competition between language versions within the same domain.
A dedicated plugin applied a noindex,follow directive to English category and product pages. In simple terms, Google could still access the links, but the pages themselves were no longer intended to appear in search results.
The process began in June 2024. Visibility started to improve soon afterwards, with faster growth recorded from late July.
Cleaning the sitemap
The sitemap is a file that provides search engines with a list of pages they should discover. After adding the de-indexing instructions, English URLs still appeared in this file, sending Google mixed signals.
PrestaShop did not offer an easy way to remove a large group of URLs, so we implemented another plugin to exclude the English pages in bulk.
Once Google had processed the new instructions, we also blocked these URLs in the robots.txt file. This reduced unnecessary visits from search engine crawlers and directed their attention towards the Polish store.
Coordinating SEO and paid campaigns
Blocking the English URLs initially caused errors in Google Merchant Center. We therefore worked with the Performance team to confirm whether English product pages were used in paid campaigns.
After verifying that they were not needed for PPC or product feeds, we completed the robots.txt changes without disrupting advertising activity.
This cooperation prevented one channel’s optimization from causing problems in another and allowed both teams to work towards the same market priorities.
(05) results
Ranking targets exceeded within three months
The campaign produced growth across each monitored ranking group.
83 keywords in the top 3
The number of keywords in Google’s first three results increased from 17 to 83.
The original target was 34 keywords, which means the final result was 49 keywords above plan.
659 keywords in the top 10
The number of first-page keywords increased from 191 to 659.
The target was 382, so the website gained 277 more top 10 keywords than expected.
For the business, this meant that many more product and category pages could be discovered before users reached competing stores.
4,619 keywords in the top 50
The number of keywords in the top 50 increased from 2,366 to 4,619.
The planned result was 4,732. Although the website finished 113 keywords below this target, it almost doubled its overall search presence.
This wider visibility created more opportunities for further ranking gains after the initial three-month period.
More than 100 organic clicks per day
THEGLOOW.COM also exceeded the target of 100 daily clicks from organic search.
Traffic growth came with a better geographic fit. Google directed more attention towards Polish pages, helping the store reach users who were closer to its main customer profile and more likely to purchase.
Stronger commercial results from organic search
The increase in rankings and clicks was accompanied by higher engagement, more conversions and increased organic revenue.
The project showed that reducing the number of indexed pages can support growth when those pages attract traffic with limited sales potential. For THEGLOOW.COM, a narrower geographic focus gave the Polish offer more room to compete across hundreds of product categories.
Within three months, the store exceeded two of its three keyword targets, passed 100 organic clicks per day and strengthened organic search as a customer acquisition channel.
(06) Client testimonial
“Insightland crafted a brilliant strategy to leverage the potential for our online cosmetics and supplements brand, which has led to incredible growth and visibility.”
Rafał Fąfara
Business Development Manager at THEGLOOW.COM
