Agriculture is one of those e-commerce segments where the purchase decision is closely tied to seasonality, sowing dates and the specific needs of individual farms. Users very often aren't looking for general inspiration, but for specific seed material, a specific plant, or a product matched to a planned crop.
This is the environment in which sklep.mhr.com.pl operates, the online shop of Małopolska Hodowla Roślin, a brand with more than a hundred years of tradition in the production and breeding of agricultural plants. Since 1872, the company has supplied certified seed material, specialising in, among other things, fodder plants and spring and winter cereals.
The SEO cooperation began in September 2024, so it has now been running for almost 2 years. From the outset it was designed as a long-term effort, because in the agricultural industry organic visibility requires not only systematic work on the website, but also a good understanding of seasonality and sales priorities.
Starting point
At the start of the cooperation, the shop had a very strong business foundation: a recognisable brand, years of tradition, a specialist range, and products that matched the real needs of farms. However, its organic visibility didn't fully reflect the potential of its offer or the brand's standing in the industry.
The problem wasn't the shop's presence in Google as such, but too few keywords ranking high in search results, and organic traffic that was limited relative to the potential of its categories and products.
The shop operates in an industry where users search for products in a very specific way. They often type in plant names, the type of use, the kind of crop, or queries tied to the season. Examples include keywords about crimson clover, winter oats, fodder beet, lucerne (alfalfa), or buckwheat as a cover crop.
That's why it was clear from the start that an effective SEO strategy had to take into account not only the shop's structure, but also the seasonality of demand and the priorities arising from the nature of the agricultural industry.
What was the problem? Goals and challenges
The biggest challenge was too low a visibility for keywords directly linked to the purchase decision. The shop had a specialist range of seed material, but many important queries weren't reaching their full potential in organic results.
In practice, this meant that users searching for specific seeds, fodder plants, cereals, or products used in crop growing didn't always land on sklep.mhr.com.pl at the decision-making stage. This matters especially in this industry, because the moment of searching very often coincides with a real purchase need.
The goal of the work was therefore to increase the shop's visibility at various stages of this path: from general queries, through product categories, to keywords tied to specific plants and seasonal demand.
Purpose of the cooperation
The goal of the work was to increase the organic visibility of sklep.mhr.com.pl for keywords related to cereal seeds, fodder plants, cover crops, and certified seed material.
It wasn't just about increasing the number of keywords in Google. The priority was to move the most important queries closer to the top positions, and to increase organic traffic from keywords that could support sales in the online shop.
What was done? Strategy and actions
The SEO work for sklep.mhr.com.pl was based on an approach that combined an analysis of the current situation, an ordering of priorities, and systematic strengthening of the site for keywords related to the shop's offer.
From the start of the cooperation, the key priority wasn't just to increase organic traffic, but above all to improve rankings for queries with high purchase intent.
In this industry, users very often find themselves at the stage of a specific need. They may be looking for a particular plant, seed material for a specific use, or a product suited to the season. That's why the work had to address both general interest in the offer and more specific purchase needs.
SEO strategy and analysis
The first stage of the cooperation was an analysis of the shop's starting situation and the identification of areas with the greatest growth potential. Particular attention was paid to keywords directly related to the shop's offer.
On this basis, a direction for the SEO work was set, aimed at gradually increasing visibility in the Top 10 and Top 3. The strategy was planned as a long-term process, because in agriculture, competition and search potential change depending on the season and the current needs of farms.
Content development and optimisation
An important part of the work was developing content and matching it to the way users search for seed material. In this industry, queries are often very specific and relate to a particular plant, use, or sowing date.
That's why the content had to support visibility not only for the main keywords, but also build a broader topical context around product categories and users' seasonal needs, as well as through the creation of suitable blog content.
The work included optimising existing areas of the website and strengthening the parts of the site that could meet the real needs of people looking for seeds, fodder plants, cereals, or cover crop products.
Strengthening visibility for offer-related keywords
At the same time, work focused on improving rankings for queries most closely linked to the purchase decision. The priority wasn't to generate random traffic, but to increase the shop's presence wherever a user is searching for specific seed material or a product matched to a planned crop.
The result of this approach is high rankings for keywords such as “koniczyna inkarnatka” (crimson clover), “owies ozimy” (winter oats), “buraki pastewne” (fodder beet), “lucerna nasiona” (lucerne/alfalfa seeds), “pszenica” (wheat) and “gryka na poplon” (buckwheat as a cover crop). These are queries that clearly show the strategy was aimed at keywords with real sales relevance, not just broad informational terms.
Technical optimisation and site organisation
The SEO work also included ongoing work on technical elements and the shop's structure, which could affect how the search engine assessed the site and how comfortable it was for users. This matters especially for online shops, because a larger number of categories, products, and seasonal pages requires clear organisation.
This work supported further growth in visibility and allowed the shop to make better use of the potential of its product categories. By combining technical, content, and strategic work, the shop gradually increased the number of keywords in the top ranges of search results.
Effect of the implemented strategy
Consistent execution of the work translated into a clear increase in organic traffic and an improvement in the shop's visibility on Google. Traffic grew by around 104% compared with the start of the cooperation.
What matters most, however, isn't just the scale of the growth, but also the nature of the visibility achieved. Sklep.mhr.com.pl improved its rankings for keywords directly linked to the offer and to users' seasonal purchase decisions. This is exactly what shows that the SEO strategy supported not only the shop's presence on Google, but also its real business goals.
Growth in visibility:
Below is a chart showing the Top 3 and Top 10 keyword visibility in Google's organic search results:
Below are example keywords that generate visibility in AI Overviews.
Growth in organic sessions:
The growth in visibility and organic traffic visible on the chart since the start of the cooperation shows how effectively the implemented SEO strategy translated into greater visibility for the client's website.
The site has reached a higher level of visibility and now generates significantly more traffic than at the start of the cooperation.
Keywords in the Top 10:
Below are example keywords in the Top 10 of Google search results with high potential:
Sample keywords in high positions
As a result of the work carried out, sklep.mhr.com.pl achieved high rankings for keywords directly related to the client's offer.
These are keywords that clearly show the nature of the visibility achieved. They aren't random informational queries, but keywords tied to real interest in buying seed material, choosing a specific plant, and planning a crop.
Presence in the Top 3 is particularly significant for keywords such as “koniczyna inkarnatka” (crimson clover), “owies ozimy” (winter oats), “buraki pastewne” (fodder beet), “lucerna nasiona” (lucerne/alfalfa seeds), and “gryka na poplon” (buckwheat as a cover crop), because they point to users who are closer to a purchase decision than people searching only for general information.
Why did the long-term approach matter?
The cooperation with sklep.mhr.com.pl has been running since September 2024, so almost 2 years now. This aspect is key, because in e-commerce SEO it isn't enough to optimise a few categories once and wait for results.
The agricultural market is highly seasonal. Interest in particular products changes depending on the time of year, sowing dates, and the current needs of farms. Long-term cooperation makes it possible to develop visibility in stages, respond to the potential of new queries, and strengthen rankings where the greatest business value appears.
For sklep.mhr.com.pl, the result of this approach is not only an increase in organic traffic, but above all the movement of important keywords into the Top 3 and Top 10 ranges. This shows that the work wasn't limited to building broad, imprecise visibility, but instead supported queries that matter for the sales process.
Case study sklep.mhr.com.pl: summary
This case study of sklep.mhr.com.pl shows that effective SEO in agricultural e-commerce requires a combination of consistency, a good understanding of seasonality, and work on the visibility of categories and products that genuinely affect sales. The customer here isn't just looking for a product. Often they're looking for a specific plant, a use, a sowing date, or material matched to a planned crop.
From the start of the cooperation, the priority was strengthening visibility for keywords with a real connection to the shop's offer. The result is organic traffic growing from 6,878 to 14,026, the number of Top 3 keywords growing from 374 to 852, Top 10 growing from 1,011 to 1,936, and Top 50 growing from 3,212 to 4,636.
This is an example of long-term SEO that doesn't rely on random traffic, but on systematically building visibility wherever a user is actually searching for a product and is closer to a purchase decision.
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