ITForce

The Mattino project began in May 2022, when the clothing brand approached ITForce for Google Ads setup. At the time, the site had an e-commerce block, but by mid-2022, the platform was replaced with a custom CMS, which lacked full e-commerce support. Due to this, transactions were tracked using a static conversion value, and product feed updates had to be done manually.

Despite these limitations, the project has demonstrated notable performance results, proving the effectiveness of contextual advertising with proper configuration and ongoing optimization.

About the Client

Mattino is a Ukrainian apparel company launched in 2018, initially offering travel accessories like neck pillows and face masks. During the COVID-19 pandemic, the company shifted toward producing comfortable clothing with an emphasis on patriotic designs. With its own manufacturing, Mattino can quickly adapt to demand and customize offerings.

Product range includes:

• Oversized T-shirts and sweatshirts
• Bodysuits, bombers, vests, and trousers
• Zip-up tops and long sleeves
• Caps and seasonal wear

The client’s primary goal was increasing sales, with a target conversion cost of 250–300 UAH and an initial budget of 30,000 UAH/month, which scaled over time as the campaigns delivered results.

Initial Setup and Campaigns

Mattino had not previously used Google Ads but had experience with Facebook ads. ITForce started with:

• Search campaigns for the full catalog
• Shopping ads
• Remarketing

We helped set up:

• A Google Ads account
• A Merchant Center for product ads
• Goal tracking via Google Analytics

Early campaign adjustments included adding and excluding keywords, pausing ineffective products, setting up ad extensions, and creating custom audience segments.

Technical and Strategic Features

Because of the custom CMS, the product feed was not automatically updated. This limited full use of Google Shopping’s dynamic capabilities. Additionally, the e-commerce block was removed, so actions like “Add to Cart” and “Checkout” were tracked using static values.

Still, campaigns using these static metrics provided valuable conversion insights, which allowed us to continuously optimize bidding strategies.

Key optimization strategies included:

• Testing multiple Performance Max (PMax) campaigns
• Consolidating to a single PMax campaign for better ROI
• Creating a custom audience based on competitor data
• Launching a Discovery campaign (later paused due to low performance)

By June 2023, we made GA4 conversions the primary metric and enhanced tracking across campaigns.

Campaign Performance

Conversions (May 2022 – October 2023):

• Total conversions: 9,791.98
• Conversion rate: 3.9%
• Cost per conversion: 62.54 UAH
• PMax campaign: performed best with 60.18 UAH/conversion

These numbers clearly outperform the client’s target cost of 250–300 UAH, indicating highly efficient campaign setup and optimization.

Paid Channel Contribution (Jan–Oct 2023):

• 16,567 conversions from Paid Search, Shopping, and Cross-network
• These channels were the second-highest source of conversions

Year-over-Year Results (October 2022 vs. October 2023)

MetricChangeImpressions+4.26%Conversions+77.90%Conversion rate+59.28%Cost per conversion-36.74%Ad spend+12.48%

Despite a modest increase in spend, the number of conversions nearly doubled and the cost per conversion significantly decreased, indicating smarter ad targeting and campaign structure.

Cooperation and Flexibility

Mattino's team remains engaged and open to expert guidance. The owner regularly implements recommendations, helping maintain campaign relevance and performance. The collaborative approach has been key to success.

Future Plans

• Regular bid strategy audits and budget adjustments
• Refinement of negative/positive keyword lists
• Continued optimization of PMax campaigns
• Ongoing ad quality improvements
• Testing Demand Gen campaigns
• Monitoring and optimizing the Merchant Center feed

Conclusion

Despite the absence of full e-commerce tracking, the Mattino project achieved outstanding results through precise Google Ads campaign management. The client not only met but exceeded KPI goals, particularly in conversion cost and volume. The smart use of Performance Max, combined with tailored audience segments and responsive campaign management, helped the brand grow in one of Ukraine's most competitive industries.

The project serves as a strong case study of how contextual advertising, even without advanced automation features, can drive sales efficiently when strategic setup and ongoing optimization are in place.

In June 2022, the owner of the Derma Solution website approached ITForce via referral. Initially, the goal was to increase brand awareness using pay-per-click advertising. However, by August, the client also opted for search engine optimization (SEO) to gain long-term visibility and reduce reliance on paid ads.

Derma Solution, based in Seoul, has operated in the aesthetic medicine niche since 2018. It sells high-quality skincare products like fillers and boosters, shipping globally through trusted services such as FedEx and EMS. The company caters to both B2B and B2C clients, partnering with brands like Neuramis, Chaeum, Dermalax, and Revolax.

Key Challenges

1. Lack of SEO Foundation
   The site had no previous SEO strategy. Our first step involved consultations to educate the client and align on SEO goals.

2. YMYL & EEAT Compliance
   Medical content is subject to Google’s Your Money or Your Life (YMYL) and Experience, Expertise, Authoritativeness, and Trust (EEAT) standards. Google may penalize content related to prescription or injectable products. In early 2023, the client's Google Ads account was suspended due to these rules, making organic SEO even more critical.

3. Competitive Niche
   Aesthetic medicine is competitive, with domains averaging 1–2 years in age, DR scores between 4.6 and 20, and 62–3,870 monthly visitors. Only one competitor had a blog—an opportunity for Derma Solution to lead with content.

Strategy and Implementation

SEO Foundation & Technical Fixes
We began with a technical audit, which revealed:

• Sitemap and robots.txt issues
• HTTPS redirect problems
• Broken or junk pages
• Incorrect canonical and noindex tags
• Low loading speed and URL errors

All issues were prioritized and passed to the developer, with many quickly resolved.

Commercial & Usability Improvements
Recommendations included:

• Clickable contact info
• Before/After photos
• Wishlist feature
• FAQ section
• Improved product cards and registration form

We also conducted a usability audit and later implemented eCommerce tracking via Google Analytics 4 to monitor behavior and conversions.

Semantic and Content Strategy

We focused on low to mid-frequency keywords for individual product and brand pages, avoiding highly competitive category terms. Each month, we receive new product lists and conduct:

• Keyword research
• Meta tag creation
• Blog topic development
• Content creation for internal and external use

The content workflow is a collaboration: the client writes or verifies content, and we handle SEO elements like metadata and semantic alignment.

Link Building Strategy

Due to the sensitive nature of the niche, many platforms refuse to host content. We overcame this by:

• Pre-selecting backup link platforms
• Following strict content guidelines (e.g., non-promotional, 1,000+ words)
• Customizing articles for each placement

The strategy emphasized gradual growth, anchor text diversity, and domain quality, while sticking to the approved off-site budget.

Results (August 2022 – October 2023)

Keyword Rankings:

• 261 keywords ranked in the Top 10 (20% of tracked terms)
• 56 keywords rank in position 1 on Google
• 140 in Top 3, 3,628 projected traffic
• Average position: 9
• Visibility score: 56.7
• Four search features (e.g., related searches, images)

Traffic & Conversions:

• +1,270% increase in monthly users (from 357 to 7,057)
• +14,342% increase in total conversions
• 53.73% of all conversions came from organic traffic
• 35.26% of total revenue came via SEO

Backlink Profile:

• 155 referring domains
• Domain Rating: 19
• Homepage Rating: 6
• Focus on links from trusted, relevant websites

Ongoing Work and Future Plans

We recently integrated Hotjar to analyze user behavior via heatmaps and recordings. Based on insights, we continue to refine usability and engagement. Upcoming tasks include:

• Verifying fixes from the latest audits
• Expanding the blog and semantic core
• Ongoing content and metadata updates
• Continued backlink building and monitoring
• Optimizing new product pages
• Refining indexing and position tracking

Conclusion

Through a tailored SEO approach and close collaboration, Derma Solution transitioned from zero SEO presence to a competitive, high-ranking website in just one year. The combination of technical optimization, content strategy, and link building enabled significant growth in traffic, rankings, and conversions—even in a sensitive, highly regulated niche.

The foundation of search engine optimization is the client’s website, which ultimately aims to generate sales. But before that, it’s essential to make sure potential clients can find the company online—not just through referrals, but through search engines. That’s where SEO comes into play: it helps attract a wider, relevant audience actively searching for specific services.

The main SEO goal for this client was to reach the TOP 10 search results for commercial legal service queries related to IT businesses. This would drive targeted traffic and, ultimately, lead to more conversions.

About the Client

The client is a B2B legal firm that supports IT companies in Ukraine, Europe, and abroad. Their services include:

• Public Offer, Terms of Use, Privacy and Cookie Policies
• Software Development and Service Agreements
• NDA, NCA, IP Protection, Licensing, and Registration
• Dispute resolution, GDPR compliance, crypto regulation
• Tax audits, business structuring, and support for game development projects

The collaboration began in September 2021, when the law firm’s owner reached out to ITForce after reading reviews on a service platform.

Initial SEO Assessment

At the start (August 2021), organic traffic was around 26 users/day. The site had visible attempts at SEO but also numerous technical issues. After a thorough audit, we identified:

• Errors in robots.txt and hreflang tags
• Duplicate pages and incorrect canonical tags
• Missing or poorly configured microdata
• Slow mobile load speed, 404 errors, unoptimized metadata
• Pagination issues, unfriendly URLs, image alt errors

In collaboration with the client’s developer, we fixed critical issues within the first 2–3 months. Since SEO is ongoing, new technical challenges continue to be addressed.

SEO Strategy: Limited Commercial Queries

Legal SEO for IT is a narrow niche with few high-volume commercial queries like “IT lawyer” or “legal services for IT companies.” Competitor analysis confirmed the need to focus on informational queries through blog content.

We worked on:

• Semantic core collection and clustering
• Creating and optimizing main service pages
• Updating existing blog content based on keywords
• Writing new blog posts with low-to-medium keyword difficulty
• Ensuring all metadata, URLs, and indexing were optimized

As the blog grew, so did the site’s authority and trust. A section for media publications and case studies was also added to enhance credibility.

Link Building and Content Expertise

Due to the niche, link-building options were limited. The client had specific preferences about sources and content authorship, so we focused on white-hat methods, including:

• Crowd marketing
• Guest posting
• Carefully selected paid placements based on SEO and client criteria

Articles were written or approved by the client, often featuring real-life legal cases, which helped demonstrate thought leadership.

Monitoring and Results

We continuously monitor:

• Technical health via ScreamingFrog
• Site errors and indexing through Google Search Console
• Rankings via SE Ranking
• Event tracking through Google Analytics 4

Organic traffic doubled: from 26 daily users in August 2021 to 49 in January 2023, despite a pause in March 2022 due to the war in Ukraine.

Ranking Progress

October 2021:

• 21 keywords in the TOP 10
• Site visibility: 1%
• Avg. position: 53

January 2023:

• 618 keywords in the TOP 10
• Site visibility: 13.6%
• Avg. position: 23
• 29 images ranked in Google Image Search

The average ranking improved from 58 to 35 in Ukrainian and 36 to 19 in Russian. These are generalized averages; many key clusters are in the TOP 1–10.

Content Strategy Effectiveness

The blog became the main driver of organic traffic. Informational articles attracted visitors searching for legal guidance in IT, offering practical value and building trust.

Summary of Results (Aug 2021 – Dec 2022)

• +138% traffic growth
• 111 referring domains
• 38 keywords in TOP-1
• 13.6% search visibility

What’s Next

The focus is now on enhancing the English version of the site, expanding semantics, and continuing link-building. Regular technical audits help the site stay aligned with search engine algorithm updates.

This case shows how consistent, content-focused SEO with technical precision and client involvement can grow visibility—even in a competitive, narrow niche.