DORINȚA

Dorința already had a large online store: books, puzzles, school supplies, learning materials, craft kits and toys. Each area had its own catalogue. Books were divided by age, format and subject, and school supplies by product type.

We took on SEO for the existing store, reviewing its catalogue structure, navigation and page content.

Our work list covered 75 category and subcategory URLs on dorinta.md. Each section needed individual attention.

Before rewriting headings, we studied competitors: Cărturești, Librarius, Elefant, Crafti, Libris and Librex. We examined website design and usability, and separately researched search queries.

We wanted to apply those findings to Dorința’s catalogue. A customer looking for a sound book needs a clear route to sound books. Someone choosing school supplies needs to reach the right section quickly, without having to navigate the entire range first.

That is why the work began with navigation itself as well as search wording.

We made subcategory links more visible in the catalogue. We reworked the dropdown menu so that the main product areas and their nested sections were accessible in one place.

We gave Super Reduceri its own emphasis. Analytics had already shown user interest in this section, so we did not bury it among the other menu items.

We added filtering to categories and subcategories. Books, for example, could be filtered by publisher, author and cover type.

This connected the SEO task with the customer’s task: finding the store in search and understanding the choices on the website itself.

A single piece of copy about the online store was not enough. Sound books, encyclopaedias and paint-by-number kits belong to different sections and answer different searches.

Using search query research, we updated headings on 170 project pages, including categories and subcategories.

In parallel, we worked on Title and Description tags, heading hierarchy and SEO copy. Categories received their own descriptions relevant to their content.

We improved how categories appeared in search, with descriptions tailored to stories and poems, sound books and preschool materials.

The children’s books page was also divided into meaningful sections. It gained subheadings about choosing books, reading with children and the range available. Readers can scan the sections instead of reading one uninterrupted block.

We reworked internal linking and addressed problematic URLs. The site had accumulated many 404 errors from incorrectly deleted pages.

Together with the developer, we worked on loading speed, removing unnecessary code to make pages lighter.

We also worked with the developer to move dorinta.md and dorinta.ro to separate hosting and separate their email services.

To assess the changes, we compared two 60-day periods: 23 March–21 May 2024 and 25 May–23 July 2024.

Users reaching dorinta.md through organic search increased from 6,458 to 8,184 – up 1,726, or 26.7%.

More users arrived from search, and time on site increased by one minute. This comparison covers search traffic and visitor behaviour; it does not include sales data.

We also tracked dorinta.md rankings for product searches. Here are the changes recorded during our work.

We worked with searches across crafts, learning materials, dictionaries, encyclopedias and books, covering several parts of the catalogue.

The site ranked first for the branded query libraria dorinta. We track this separately from product searches.

We also worked on the Romanian site, dorinta.ro, tracking its results separately from dorinta.md.

Over the same comparison periods, the Organic Search user indicator for dorinta.ro increased from 1,082 to 1,523: +441, or +40.8%. The time-on-site indicator rose from 1 min 42 sec to 2 min 4 sec.

This is a separate result for another domain. The main figures in this case refer to dorinta.md.

In this project, we systematically improved a large, existing catalogue.

We reconsidered how categories were organised, how users reached the right section and how pages appeared in search. We worked on headings, metadata and content, with technical improvements carried out alongside the developer.

After optimisation, Dorința became easier to find through searches for specific products: books, school supplies and craft materials. The site reached Google’s top ten for several product queries, with some reaching the top three and top four. For the business, this is an opportunity to attract shoppers who do not yet know the store’s name but are already looking for what it sells.