Case study · Basic SEO optimization on Horoshop
Basic SEO optimization of an online store of board and role-playing games
Basic SEO optimization of an online store of board games and tabletop role-playing games on Horoshop, November 2024. The Title and Description were generated by the platform template: the home page Title had only the store name, the descriptions had the auto-text "Products in stock: N from UAH M", and the home page had no H1. LightSEO optimized every page of the website, examples are below.
What it was like
Horoshop template tags, a product counter and a home page without H1
What the SEO tag checker panel showed before the work began.
Store name and technical names in the Title
The home page Title consisted only of the store name – 9 characters. Categories got the formula "… – buy in the online store …", which picked up technical section names: "In Ukrainian Made in Ukraine", "In English Dungeons & Dragons".
Autotext with a product counter
The Description was built from a template: "Buy" and the page name, "Products in stock: N from UAH M", "Delivery", "Reviews". On the home page this produced "Buy Home … Products in stock: 0 from". The descriptions of the home page and two categories had 98–114 characters – the red zone of the panel. The contacts page had no Description at all.
Home page without H1, products with SKUs
The home page had no H1. The product page Title started with "Buy", contained the SKU and had 85 characters. The product page Description contained the store's phone number.
In numbers
What the checking panel showed
9 → 71
characters in the home page Title: phrases with the query instead of just the store name
98 → 164
characters in the home page Description: from the red zone to the green one
0 → 1
H1 on the home page
How we worked
Four steps of basic optimization
What the before and after screenshots show.
- Step 01
Checking the platform templates
We reviewed the Title and Description of the home page, categories, contacts, the brand page and product pages: the store name instead of a heading, technical section names, the product counter, the SKU and the phone number.
- Step 02
Hand-written tags for the home page and contacts
The home page Title got the phrases "Tabletop Role-Playing Games and Accessories" and "Buy board games", and the Description – the store's advantages and examples of games. An H1 appeared on the home page. Contacts got a 167-character Description.
- Step 03
One formula for categories
Categories got the scheme "section name – buy at a good price in the store …" and a description with advantages: a wide choice of TTRPGs, quality, delivery across Ukraine. Technical names were replaced with the phrases "Tabletop Role-Playing Games", "Ukrainian Tabletop Role-Playing Games", "D&D TTRPG (Dungeons & Dragons)".
- Step 04
Product pages and the brand page
The product Title now starts with the product name, and the SKU was removed. The product page Description lists the store's advantages and contains no phone number. On the brand page "TM" appeared in the Title, and the description lists the number of products, the price and delivery across Ukraine.
Before and after
SEO tags: before and after
Screenshots of the SEO tag checking panel before and after the work; the store name is hidden.
Home page
The Title made of just the store name (9 characters) was rewritten with the phrases "Tabletop Role-Playing Games and Accessories" and "Buy board games". The template Description with "Products in stock: 0 from" (98 characters) was replaced with a description featuring advantages and examples of games (164 characters), and an H1 appeared.
Category: board games
The template "buy in the online store …" in the Title was replaced with "buy at a good price in the store …" (53 → 52 characters). The template Description with the product counter (114 characters, red zone) was replaced with a description of the store's advantages – 165 characters.
Category: role-playing games
The Title was expanded to the full query "Tabletop Role-Playing Games" with "buy at a good price" (51 → 60 characters). The auto-description with the product counter (111 characters, red zone) was rewritten into a description with advantages – 173 characters.
Category: Ukrainian TTRPGs
The technical name "In Ukrainian Made in Ukraine" in the Title was replaced with the phrase "Ukrainian Tabletop Role-Playing Games". The template Description was rewritten with the store's advantages (129 → 184 characters).
Category: Dungeons & Dragons
The Title "In English Dungeons & Dragons – buy in the online store …" was rewritten for the queries "D&D TTRPG" and "Dungeons & Dragons" (69 → 66 characters). The template Description was replaced with a description featuring advantages (131 → 179 characters).
Contact information
The page had no Description, and the panel marked it as missing. We added a 167-character description with the store's advantages, and "Online store" appeared in the Title (32 → 49 characters).
Product: D&D rulebook
The SKU was removed from the Title, the product name comes first, and "Buy" was moved to the end (85 → 73 characters). The template Description with the phone number was replaced with a description of the store's advantages – 180 characters.
Brand page: D&D publisher
In the Title the brand name is highlighted as "TM" in quotes (63 → 68 characters). The template description was rewritten into structured text with arrows: number of products, price, delivery across Ukraine, phone number (151 → 181 characters).
Result
Correct snippets on every page
Basic SEO optimization was done for every page of the website: the home page, catalog sections, product pages and information pages. The screenshots above are examples that show how the Title, Description and H1 changed.
Every page in this case study got a new Title and Description. All Descriptions are now in the green zone of the panel – 164–184 characters, and the auto-text "Buy Home" and the empty contacts description are gone. An H1 appeared on the home page, category Titles contain search phrases instead of technical names, and the SKU and phone number were removed from the product page. The robots tag on every page is ALL.
A buyer sees the snippet in Google before visiting the website, so a heading with the query and a description with advantages are the first introduction to the store. Categories and product pages got shared tag templates, so new games and sections will get tags of the same kind. This order in the tags is worth putting in place before launching ads and SEO promotion.
BASIC package
Basic SEO optimization of your Horoshop store
Title, Description and H1 for all pages of the website: home page, categories, product pages, information pages. We replace the platform's template tags with texts containing search queries.
- Title and Description
- H1 on every page
- Templates for categories and products
- Before and after report
from $150
Free consultation
Want these tags for your store?
Send us your store's address – we will check which tags the platform currently generates and propose a scope of work. We reply Mon–Fri from 9:00 to 18:00.
- Telegram@LightSEOUA
- Phone095 430-06-28
- Emaillightseoua@gmail.com
- Office hoursMon–Fri: 9:00–18:00