Ongoing freelance engagement supporting the Euromat e-commerce platform — a Russian-market storefront. The team has been on the market for ~15 years with strong organic positions, but in a competitive niche. I came in to close the technical SEO side of the project.
Stack
- React
- Next
- TypeScript, TS
- Tailwind CSS
- SEO
- GEO/AEO (Generative Engine Optimization)
- Custom SEO Crawler
- Google Analytics
- Yandex Metrica
- Google Tag Manager
Context
Euromat has been running on the market for around 15 years and ranks well overall, but operates in a competitive niche with strong rivals. By the time I joined, the in-house team had already done a serious round of content work — improved copy quality, reworked internal linking, fixed routing, generated a clean sitemap, and structured the catalog into proper topic clusters and content cocoons.
They needed an outside technical expert to validate the work, plug holes their team had no time for, and bring purpose-built tools to the table. That is where I came in.
My role
Technical SEO validator + ongoing fullstack support. Not the strategy lead on content — that already lived inside the team — but the engineer who closes the technical loop: indexability, render correctness, infrastructure-side SEO, and incremental product improvements over the long run.
What I worked on
- Validated and audited the team's SEO setup (clusters, cocoons, internal linking, sitemap, routing) using my own crawler and toolchain.
- Solved Server-Side Rendering issues on React pages — making sure search engines see the same fully-rendered HTML users do, with correct meta, schema, and content order for indexation.
- Set up analytics that fits the SEO loop: Google Analytics + Yandex Metrica + a smart Google Tag Manager configuration that catches arbitrary events without hardcoding them in the codebase.
- Continuous technical support and content optimisation across the platform.
- "White net" growth strategy: defining how the brand should move on social platforms and which secondary channels to invest in to compound visibility around the core site.
Hardest problems
- SSR on React pages — making sure crawlers (Google, Yandex) get the fully-hydrated content reliably, with correct head tags, schema and canonical URLs. Specific gotchas around route-level data and meta drift required careful diagnosis with my own crawler vs. what the search consoles actually saw.
- Validating an SEO setup that the in-house team had already built — the trick is not redoing their work, but finding the gaps that only show up under real crawling and indexation pressure.
Want similar work on your site?
I take long-running engagements as a technical SEO + fullstack partner: validating in-house work, fixing render/index issues on React/Next sites, and running the slow systemic improvements that actually compound. Reach out via the contacts on my home page.