An educational toys store measured against 23 competitors, page by page
A specialist toy store wanted to know why hypermarkets and marketplaces outranked it on its own brands. The answer came from the raw source code of 23 competitors.
- Sector
- Children's and educational toys
- Scope
- 23 competitors, 11 categories, about 30 key product URLs
- Method
- Raw HTML harvest and parsing
- Language
- Report in English, strategy in Bulgarian
Context
The store sells specialist educational brands in eleven categories. Its competitors range from hypermarkets with online shops to large marketplaces and small specialist stores. The client named 21; two more that ranked for the client's core brands were added.
What we found
- A core category query with around 550 impressions and zero clicks, the largest single gap
- A category ranking at position 2.7 with no content behind it
- One product category where forums dominated the results and no store had answered the buyer's questions
- An unplanned article ranking at position 1.5 with a 66% click-through rate
- 74 existing blog articles, some ranking in the top six, that could be adopted rather than duplicated
What we did
- Collected raw HTML for every competitor URL so structured data stayed visible, then compared category and product pages side by side
- Built a 100-article plan in ten pillars with uneven cluster sizes matched to demand
- Wrote an on-page restructure guide with title, description and H1 specifications for 11 categories and 4 brands
Result
- Publish-ready titles for all 100 articles so the client could execute without another planning round
- The same method later reused across the client's other properties
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