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ParkanStal — Migration from Prom.ua to Horoshop, SEO and Google Shopping

Online store for a manufacturer of metal fences and roofing materials

Сайт ПарканСталь — металеві паркани від виробника

Client

ParkanStal is a Zhytomyr-based manufacturer of metal fences (louvre fences, ranch fences, metal picket fencing, modular blocks) and a supplier of roofing materials: metal tiles, profiled sheets, bitumen and composite shingles, gutter systems, siding and soffits. Delivery across Ukraine.

Goal

Move from the Prom.ua marketplace to the company’s own online store without losing search traffic, gain full control over the catalogue structure, SEO and advertising, and start selling through Google Shopping ads.

Металеві паркани ПарканСталь

Migration from Prom.ua without losing traffic

  • Catalogue transferred: more than 300 product pages and about 30 categories — fences, roofing, roof accessories, gutters, siding, gates and wickets.
  • Domain preserved. The site’s history and backlinks keep working for the new store.
  • 301 redirects from the old Prom URLs (/ua/p…-….html) to the matching new pages, so search engines and customers land on the right addresses.
  • Own platform instead of a marketplace template: full control over structure, copy, meta tags, filters and analytics.

Roofing materials catalogue

Сайт ПарканСталь — покрівельні матеріали
Категорія каталогу ПарканСталь

SEO at the development stage on Horoshop

  • Structure built around demand: separate categories for louvre fences, ranch fences, 80/105/115 mm metal pickets, modular blocks, metal tiles, profiled sheets, bitumen and composite shingles, and Izabella and Bryza gutter systems.
  • Titles and H1s for commercial queries, for example: “Louvre fence: buy from the manufacturer | Price per metre | Installation”.
  • Category SEO copy with FAQs: what affects the price of a fence per metre, whether a louvre fence is see-through, which metal is used.
  • Structured data: Product, Offer, BreadcrumbList, ItemList and WebSite with SearchAction.
  • Ukrainian and Russian versions with hreflang; robots.txt closes filters, sorting, search and cart; XML sitemaps.
  • Ready for AI search: llms.txt describing the manufacturer and categories, Content Signals search=yes, ai-input=yes, ai-train=no.
  • Speed: server response time ≈ 0.3 s.

Google Shopping ads

  • Product feed for Google Merchant Center generated from the Horoshop catalogue, with prices and availability updated automatically.
  • Feed optimisation: product titles with key attributes (type, size, colour, material), correct categories and attributes.
  • Analytics: Google Ads tag, conversion tracking, GA4 and Google Tag Manager.
  • Launch and optimisation of shopping campaigns by product group — fences, roofing, gutters and accessories.

Why it works

A marketplace gives a quick start but limits a manufacturer’s structure, SEO and analytics. An own store on Horoshop, with an SEO foundation laid before launch and properly migrated URLs, preserved search traffic and made it possible to scale. Google Shopping shows fences and roofing with price and photo to people who are already choosing what to buy.

Planning to move from Prom.ua to your own website? Leave a request and we’ll explain how to migrate your store without losing rankings.

Have questions?

Leave your contact details and we will contact you.

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