How an integrated approach and coordinated teams grew search traffic for Shoppers.media

Planning and organising integrated marketing for a media project

By early 2024, Shoppers.media needed to scale and rebuild its technical foundations. This shaped a new strategy. Magnit's team set three priorities: search visibility, technical renewal and high editorial quality.

Specialist providers covered each area: SEO agency moab handled optimisation and promotion, while Agima modernised the platform. Magnit acted as client and coordinator, synchronising three teams and the editorial operation.

A comprehensive audit assessed tasks and priorities systematically. Its findings shaped the work plan and development focus, supporting transparent processes and effective collaboration.

Shoppers.media's development began with clear goals, a considered strategy and organised teamwork, forming the basis for integrated digital marketing.

Technical renewal and SEO implementation: preparing for traffic growth

Scaling the media project required extensive technical modernisation: new hosting, deployment processes and database optimisation. These changes created a reliable foundation for development.

A comprehensive technical and SEO audit received particular attention. It identified duplicate content, structured data issues, canonical and sitemap usage, and H2-H6 heading structure. These findings shaped priority tasks.

A detailed backlog of 49 tasks set priorities, descriptions and acceptance criteria. This made implementation transparent and enabled quality control for each change.

Meeting Google Discover recommendations became an SEO priority. Image requirements, author pages and markup were addressed to prepare for traffic growth from this source.

The selected SEO tasks were scheduled after technical reconstruction. This phased approach organised the workflow and established a foundation for effective promotion.

Content and editorial policy for sustained search growth

Stable SEO traffic requires rigorous editorial selection and a well-organised content pipeline. Shoppers.media focused on retail, logistics and agriculture. That specialisation helped produce expert, targeted content matching audience expectations and search queries.

Editorial policy required careful topic analysis: roughly one third of around 30 proposals passed internal selection. This maintained quality and relevance while reducing excessive or off-topic content that could hurt search rankings.

The publishing process mattered too. Limiting output slowed production but improved quality and relevance. A total of 102 articles were published during the period, supporting stable organic traffic of 3,000-7,000 visits monthly.

Content combined two complementary types:

• news providing timely audience updates;
• evergreen content supporting long-term value and stable traffic.

This content strategy balances current relevance and long-term usefulness. It helps maintain visitor interest and gradually improve rankings for target queries.

Combining editorial standards with an organised content pipeline is a foundation for sustained search traffic growth. It applies to integrated digital marketing projects of different sizes.

Results, lessons and prospects: traffic growth, incidents and AI adoption

Integrated SEO improvements increased monthly visits from 34,000 to 210,000, peaking in June 2025. Google Discover contributed most of the growth, with strict compliance with technical requirements helping realise the platform's potential.

New technology also brings challenges. In January 2026, anti-DDoS settings blocked Google bots, causing traffic to drop abruptly to 12,000 visits. Prompt detection and resolution, followed by an agreed change-management procedure, made the marketing approach more stable and manageable.

In December 2025, an audit assessed the site's presence in AI-powered search. It identified growth opportunities and led to recommendations for improving AI search visibility, supporting a strategy of technology integration and diversified traffic sources.

The project follows a long-term strategy combining technical foundations, quality content and innovative tools, including AI and automation. This helps retain results and create conditions for scalable future growth.