Skip to main content
Caspian Almerud
cd ../marketing
BUSINESSWork in progress

Sporttema

Caspian Almerud portrait
Caspian Almerud
SEO Specialist · Stockholm, Sweden
Published

A work-in-progress SEO recovery case for a large e-commerce catalog, focused on category ownership, cannibalization, live SERP tracking, and implementation loops.

Project outcomes

Problem

Sporttema had uneven organic recovery across a large catalog, with Google often selecting product or legacy URLs instead of the intended category pages.

Outcome

Built a live recovery workflow around category-page ownership, weekly GSC watchlists, SERP checks, content refreshes, and follow-up tasks after implementation.

Metrics

Ranking recovery
Avg rank ~16 -> ~11
Roddmaskin
19.75 -> 7.89 avg pos
Vibrationsplatta
#14 -> #7 live SERP
Role

SEO Specialist

Category

SEO Case Study

Skills
E-commerce SEOTechnical SEOSERP AnalysisCategory StrategySearch Console Analysis
Tools
Google Search ConsoleAhrefsGoogle.se Live SERPTodoistCRMNy e-handel

The challenge

Sporttema is a large e-commerce catalog with many overlapping product and category intents. Organic visibility had declined, and the recovery was uneven across categories. Some pages were strong, others were slipping, and Google often selected product or legacy URLs instead of the intended category pages.

This made the work less about publishing more text and more about rebuilding search ownership: which URL should rank, what intent it should satisfy, where products should appear, which old URLs create noise, and how to measure whether each fix is working.

What I did

I built a diagnosis and follow-up workflow around live search behavior, not only static audits.

Key work included:

  • Reach Top 3 diagnostics for priority categories such as roddmaskin, vibrationsplatta, lopband hemma, spinningcykel, crosstrainer, stakmaskin, trappmaskin hemma, and multigym
  • Google.se live SERP verification with location and personalization controls
  • GSC keyword watchlist for recently touched category pages
  • Weekly comparison of clicks, average position, and live SERP position
  • Page-ownership analysis where product URLs outranked intended category pages
  • Product-first category recommendations where long guide content was pushing products too far down
  • CMS-ready category content refreshes
  • Blog product embeds to connect informational posts with relevant products
  • Follow-up Todoist tasks so changes are rechecked after implementation

Latest improvement signals

This is explicitly a work-in-progress case. Overall recovery is not complete, and May 2026 non-branded organic clicks are still down versus the contract-start baseline. The right public framing is process and early recovery signals, not a completed traffic win.

Latest watchlist signals as of June 3, 2026:

  • Average ranking has improved from about 16 to about 11 after technical fixes, though recovery is uneven.
  • roddmaskin: GSC average position improved from 19.75 to 7.89 week over week, and live SERP moved to #4.
  • vibrationsplatta: live SERP improved from #14 to #7.
  • ryggsträckare: stable #1 live SERP, with 15 clicks and avg position 1.16 in the latest 7-day pull.
  • motionscykel: stable #2 live SERP, with 18 clicks and avg position 4.34 in the latest 7-day pull.
  • chinsstång: newly identified low-hanging-fruit term, live SERP #4.
  • dipsställning: newly identified low-hanging-fruit term, live SERP #8.
  • crosstrainer, multigym, and spinningcykel still show page-ownership issues where product URLs or legacy URLs appear before the preferred category page.

Result

Sporttema is valuable as a case because it shows a realistic SEO recovery workflow. It is not a polished before/after story yet. It shows how to work when the site is messy, rankings are uneven, and every category needs a different decision: protect, fix, redirect, rewrite, reorder, or reassign ownership.