Case study · Kapruka
Kapruka Ecommerce SEO Case Study: Technical Audit
Kapruka operates a large ecommerce website serving customers across Sri Lanka. CraftDigitally conducted a comprehensive SEO audit covering approximately 223,000 URLs, identifying 40 prioritised technical findings and developing a 12-month strategy to improve search visibility, site health and organic growth opportunities.
- Ecommerce and Online Retail
- Technical SEO Audit
- On-Page SEO
- Content Gap Analysis
- Competitor Research and AI Search Readiness
URLs analysed
≈223,000
Prioritised findings
40
Critical issues
8
Growth roadmap
12 months
| Project detail | Description |
|---|---|
| Client | Kapruka |
| Industry | Ecommerce and Online Retail |
| Location | Sri Lanka |
| Services | Technical SEO Audit, On-Page SEO, Content Gap Analysis, Competitor Research and AI Search Readiness |
| Project Delivery | 12 March 2026 |
| URLs Analysed | Approximately 223,000 |
| SEO Findings | 40 prioritised findings |
| Critical Issues | 8 |
| High-Priority Issues | 18 |
| Final Deliverables | SEO Audit, Developer Issue Tracker and 12-Month Growth Roadmap |
| Implementation Status | Recommendations delivered; client implementation not verified |
About Kapruka
Kapruka is one of Sri Lanka's established online shopping platforms, offering products across categories such as cakes, flowers, gifts, groceries, electronics and fashion.
Its extensive product catalogue and multiple category structures create significant opportunities for organic search visibility.
However, maintaining technical SEO consistency across thousands of product and category URLs presents challenges involving crawlability, indexation, canonicalisation and content optimisation.
Kapruka required a structured SEO assessment to identify these challenges and prioritise improvements that could support sustainable organic growth.
The Challenge
Managing SEO across a large ecommerce website requires consistent technical signals, clear site architecture and efficient search engine crawling.
Our audit identified several areas requiring attention.
- Crawlability and Indexation: URLs requiring investigation due to indexing and crawl-related signals.
- Canonicalisation: Conflicting or unclear canonical signals across certain page variations.
- XML Sitemap Accuracy: Sitemap entries requiring review, including URLs recorded as redirects.
- On-Page SEO: Metadata, heading structure and content optimisation opportunities across product and category templates.
- Internal Linking: Opportunities to improve navigation and discovery of commercially important pages.
- Structured Data: Product and other schema implementations requiring technical review.
The challenge was not simply identifying individual issues. It was establishing which problems deserved immediate attention and which improvements could be addressed through a longer-term SEO strategy.
Project Goals
CraftDigitally's objective was to provide Kapruka with an evidence-based technical SEO assessment and a practical roadmap for improvement. The project focused on five goals:
- 01Identify technical SEO issues: Analyse the website's crawlability, indexation, canonicalisation and sitemap structure.
- 02Prioritise development work: Organise findings by severity, effort and recommended ownership.
- 03Identify organic search opportunities: Review existing search performance, content gaps and category-level optimisation opportunities.
- 04Evaluate competitors: Benchmark Kapruka against Daraz, Wishque and Lassana to identify strategic opportunities.
- 05Develop a long-term SEO roadmap: Recommend technical, content and AI search improvements across a 12-month planning period.
What We Did
- 01
Conducted a Large-Scale Technical SEO Audit
Technical SEO servicesWe analysed approximately 223,000 URLs to investigate technical issues affecting how search engines discover, crawl and interpret Kapruka's website.
The final audit documented 40 prioritised findings, including:
- 8 critical-priority issues
- 18 high-priority issues
- 10 medium-priority issues
- 4 low-priority issues
The assessment covered canonical tags, XML sitemaps, indexation signals, metadata, structured data, internal links and page-level technical configurations.
Findings were documented with supporting evidence and recommended fixes.
- 02
Identified URL-Level Technical Issues
Technical SEO servicesRather than providing only general SEO recommendations, we documented specific URLs and page types requiring investigation.
Example: Redirecting URL Recorded in an XML Sitemap
One example involved a Christmas cakes category URL appearing in the audit's sitemap redirect report.
Affected URL:
https://www.kapruka.com/online/cakes/price/kapruka_cakes/lanka/christmas
- Page type: Ecommerce category page
- Audit evidence: The URL appeared in the March 2026 sitemap redirect export, with a recorded crawl date of 8 March 2026.
- Our recommendation: Verify the redirect destination and update the XML sitemap to reference the final indexable canonical URL, where appropriate.
This recommendation aimed to improve sitemap accuracy and reduce unnecessary crawl steps.
Implementation status: The recommendation was documented and delivered to Kapruka. Implementation has not been independently verified.
- 03
Reviewed On-Page SEO and Content Opportunities
On-page SEO servicesWe assessed opportunities to improve how product and category pages communicate their relevance to search engines.
The analysis covered:
- Page titles and meta descriptions
- Heading structure and content organisation
- Product and category content
- Internal linking opportunities
- Search intent and keyword alignment
- Organic click-through rate improvement opportunities
The strategic analysis also identified potential CTR opportunities, with modelled click gains used to help prioritise pages.
These projections represented potential opportunities, not traffic already generated.
- 04
Benchmarked Ecommerce Competitors
Ecommerce SEO servicesWe evaluated Kapruka's organic search positioning against three relevant competitors:
- Daraz
- Wishque
- Lassana
The analysis supported recommendations for improving category coverage, content targeting and search visibility.
The purpose was to identify gaps that Kapruka could address through technical improvements and future content development.
- 05
Evaluated AI Search Readiness
AI search optimisationWe reviewed opportunities to strengthen Kapruka's technical and content foundations for AI-powered search experiences.
Recommendations addressed structured data, entity consistency, content clarity and information accessibility.
The review considered discovery through platforms such as ChatGPT, Perplexity and Google's AI-powered search experiences.
These were strategic recommendations rather than confirmed improvements in AI search visibility.
- 06
Developed a Prioritised SEO Growth Roadmap
Technical SEO servicesFollowing the audit, we prepared a development-focused issue tracker and a 12-month SEO growth strategy.
The roadmap organised recommendations into immediate technical priorities, medium-term optimisation opportunities and longer-term improvements.
A planning target of 1.6 million annual organic clicks was included in the growth strategy. This was a proposed target, not an achieved performance result.
On 12 March 2026, CraftDigitally delivered the final audit report, technical issue tracker, supporting URL exports and strategic recommendations to Kapruka.
Outcome: Clear Priorities for Ecommerce SEO
The engagement resulted in a completed technical SEO audit and a structured improvement roadmap for Kapruka.
The documented outcomes included:
- 223K URLs analysed: A large-scale review of the website's technical SEO environment.
- 40 findings prioritised: Issues classified by severity to help guide development decisions.
- URL-level evidence documented: Supporting exports covering technical issues, affected URLs and recommended actions.
- Competitor opportunities identified: Strategic benchmarking against relevant ecommerce businesses.
- 12-month roadmap delivered: A phased plan covering technical SEO, content improvement and AI search readiness.
- Development handover completed: Recommendations organised to support implementation planning.
The project's verified outcome was the delivery of actionable audit findings and strategic recommendations.
Implementation of the proposed fixes and any subsequent improvements in traffic, rankings or revenue have not been independently confirmed.
Key Takeaways
Large ecommerce websites need template-level SEO analysis
A single technical issue can affect numerous product or category URLs.
Prioritisation makes audits actionable
Classifying findings by severity helps development teams focus on the most important work.
URL-level evidence strengthens recommendations
Specific examples and supporting exports make technical findings easier to investigate.
SEO growth requires both technical and content improvements
Crawlability, indexation, internal linking and search intent must work together.
Recommendations and measurable results are different
An audit establishes what should be improved. Performance impact should be assessed after verified implementation.
Why This Project Matters
Kapruka demonstrates the complexity of managing SEO across a large ecommerce platform.
With approximately 223,000 URLs reviewed, the project required more than a conventional page-level SEO checklist. It involved identifying technical patterns, documenting issues across page templates and translating findings into practical development priorities.
For CraftDigitally, the project demonstrates our ability to investigate large ecommerce websites, identify evidence-backed SEO issues and develop structured growth strategies.
The value of this engagement lies in providing Kapruka with a clearer understanding of its technical SEO challenges and a documented plan for addressing them.
Strong ecommerce SEO starts with understanding what needs to be fixed, why it matters and which improvements deserve priority.
CraftDigitally helps ecommerce businesses uncover technical SEO issues and turn complex audit findings into actionable strategies.
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