Project type: Ecommerce SEO
Status: Ongoing
Cy Deals, a Cyprus-based ecommerce retailer, set out to dominate the general goods market through strategic category expansion. After establishing their presence in home gym equipment, they identified pet products as their next growth opportunity—two distinctly different niches requiring separate keyword strategies and audience approaches.
The primary challenge was ranking both product and category pages across these disparate verticals, targeting competitive keywords like “adjustable dumbbells” and “automatic cat litter boxes.” Operating as a generalist retailer added complexity: search engines typically favour specialized brands with topical authority in a single niche.
However, Cyprus’s relatively underdeveloped SEO landscape presented a unique opportunity. While competing as a generalist would prove difficult in mature markets like the US or UK, the local market conditions meant that with the right technical optimization and strategic link building, Cy Deals could establish authority across multiple categories before competitors caught up.
Our task was to build a sustainable SEO foundation that would support their multi-category expansion strategy while overcoming the inherent disadvantages of a generalist positioning.
Our approach centered on three core strategies designed to build topical authority across multiple product categories while establishing Cy Deals as a trusted local resource.
Comprehensive Content Development
Rather than standard product listings, we transformed category pages into informational hubs that provided genuine value beyond the point of purchase. Each category page featured in-depth guides, comparison frameworks, and buying advice specific to that product vertical.
For product pages, we applied the same principle selectively—focusing on higher-ticket items where purchase decisions require more consideration. The goal was to answer every potential customer question on the page itself, reducing friction in the buying journey and increasing time-on-site signals that strengthen SEO performance.
Strategic Internal Linking Architecture
We developed industry-specific content pieces that naturally linked to relevant category and product pages, creating a semantic web of interconnected information. This internal linking strategy helped distribute authority throughout the site while guiding both users and search engines through logical content pathways.
Digital PR and Link Acquisition
To build domain authority in a multi-niche environment, we launched a targeted digital PR campaign focused on local Cyprus publications and news outlets. Within the first few months, we secured high-quality backlinks from authoritative sources, including Cyprus Mail—one of the country’s most prominent news publications—lending credibility and link equity across the entire domain.
Within just 2.5 months of implementation (mid-August to late October), Cy Deals achieved significant visibility improvements across both product verticals.
Traffic Growth
Multi-Category Success
143 unique pages now receive organic traffic, with strong performance across both verticals:
This distribution validates the feasibility of the multi-category strategy in Cyprus’s developing SEO landscape.
Keyword Performance
The site now ranks competitively for both brand and category terms:
These results demonstrate successful topical authority building across distinctly different product categories—a challenge that would be significantly more difficult in mature markets.
Domain Authority
The Cyprus Mail backlink, secured within the first two months, provided immediate credibility signals and helped establish Cy Deals as a legitimate local player worthy of ranking across multiple categories.
