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Platform recovery + SEO

Relaunching a multi-city food delivery platform

We stabilized a Laravel project after the previous team, restored critical user flows, and built the technical foundation for SEO growth and expansion into new cities.

Scope
Food delivery / e-commerce
Markets
Ukraine
Stack
  • Laravel
  • CRM
  • Monobank
  • eSputnik
  • Google Merchant
Desktop food delivery website interface
Original food delivery platform interface.

Starting point

Technical debt was blocking product growth

After the previous team, the site contained numerous issues across the catalog, admin panel, integrations, and SEO. The custom admin interface made automation difficult and increased the cost of every change.

The platform needed to stabilize current sales, fix indexing, and prepare separate versions for new cities at the same time.

  • Fast database exchange
  • Reliable CRM integration
  • Speed and UX
  • SEO automation
  • Multi-city structure

Solution

Stability, automation, and measurable SEO

  1. Order flow

    We restored the catalog, search, filters, statuses, and order management.

    • On-site search
    • Catalog and badges
    • Filters
    • Order statuses

  2. Payments and CRM

    We configured order transfer, online payments, and cashback for on-site payment.

    • CRM data exchange
    • Monobank
    • Cashback
    • Telegram order bot

  3. SEO automation

    We automated redirects, sitemap generation, feeds, and the handling of deleted pages.

    • 301 redirects
    • Sitemap XML/HTML
    • Breadcrumbs
    • Merchant feed

  4. Analytics and customer retention

    We restored marketing event tracking and the customer communication stack.

    • Data Layer
    • Google Analytics
    • eSputnik tracking
    • Facebook SDK

Implementation

From critical failures to a manageable platform

We began with an audit and issue prioritization. First we restored data exchange, ordering, and payments, then moved on to the catalog, performance, UX, and SEO features.

A dedicated automation layer handles redirects after product deletion, sitemap generation, Google Merchant, web tracking, and preparation of city-specific sections.

  1. Issue map

    We consolidated technical, UX, and SEO issues into a single backlog.

  2. Critical user flows

    We restored data exchange, payments, the catalog, and orders.

  3. SEO and analytics

    We added system-wide rules and reliable data transfer.

  4. New cities

    We enabled future expansion of the regional structure.

Results

Organic search became a key growth channel

Comparison period: October 2023 to October 2024.

01 / Metric organic traffic growth
500%+
Compared with the start of the campaign.
02 / Metric share of organic traffic
36%
Of total website traffic.
03 / Metric new users from organic search
40%+
Share of the new audience.
04 / Metric Google impressions
5M+
Over 12 months in Search Console.
05 / Metric impression growth
+230%
Since work began.
06 / Metric average position
20 → 8-10
Based on Search Console data.
07 / Metric CTR
2-2,5% → 6%
Search click-through rate trend.

Over one year, domain authority increased by 21 points, 155 new referring domains were indexed, and approximately 3,100 new keyword queries were gained.

The figures refer to the historical period documented in the case study materials.

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