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Case study · Kapruka

Strengthening a large-scale e-commerce website

Kapruka is a large Sri Lankan e-commerce business with a catalogue of more than 125,000 products and hundreds of brand relationships. At this scale, technical SEO becomes a major part of organic growth because search engines must efficiently crawl, understand and index a large number of product, category, brand and supporting pages.

  • E-commerce / Online Retail
  • Technical SEO
  • On-Page SEO Recommendations
  • Content Optimisation
  • Off-Page SEO Recommendations
The response, not a screenshot

Client

Kapruka

Industry

E-commerce / Online Retail

Primary market

Sri Lanka

Project period

10 Feb to 30 Apr 2026

Case study summary

When CraftDigitally began working with Kapruka, the website was experiencing a downward trend in organic search performance. The primary goal was to strengthen the site's technical SEO foundation and identify issues that could affect crawling, indexation and organic visibility.

Alongside technical SEO, CraftDigitally also recommended selected on-page improvements, content optimisation, content prioritisation and backlink opportunities to support the wider SEO strategy.

About Kapruka

Kapruka is a major Sri Lankan e-commerce platform serving customers locally and internationally.

Its website covers categories such as:

  • Groceries
  • Electronics
  • Cakes and food products
  • Flowers and gifts
  • Clothing and fashion
  • Cosmetics
  • Jewellery
  • Toys
  • Home and lifestyle products

The business also supports cross-border commerce and international shopping.

For SEO, this creates a complex environment. Large e-commerce websites often contain thousands of URLs created by products, categories, filters, parameters, promotions and changing inventory.

The challenge is not simply to get more pages indexed. It is to make sure search engines focus on the pages that have the highest value.

Visit Kapruka

The challenge

The main issue was a decline in organic search performance combined with the technical complexity of a large e-commerce website.

At this scale, several SEO problems can affect search visibility, including:

  • Crawl inefficiency
  • Duplicate or near-duplicate URLs
  • Canonical inconsistencies
  • Redirect issues
  • Sitemap problems
  • Weak internal linking
  • Low-value URLs consuming crawl resources
  • Product and category pages becoming harder to discover
  • Conflicting technical signals
  • Weak or thin content on important pages

CraftDigitally approached the project as a site-wide SEO challenge rather than reviewing only a small number of individual pages.

Project goals

The engagement focused on several priorities:

  1. 01Identify technical barriers affecting crawling and indexation.
  2. 02Improve search engine access to important commercial pages.
  3. 03Review technical signals such as canonicals, redirects and sitemap structure.
  4. 04Recommend on-page improvements for selected pages.
  5. 05Identify pages needing stronger content or better search intent alignment.
  6. 06Recommend backlink opportunities to strengthen authority.
  7. 07Build a more scalable SEO foundation for future growth.

What we did

  1. 01

    Website-wide technical review

    CraftDigitally reviewed the website from a crawler's perspective to understand how important pages were being discovered and processed.

    The analysis considered relationships between:

    • Product pages
    • Category pages
    • Brand pages
    • Internal links
    • XML sitemaps
    • Canonical tags
    • Redirects
    • HTTP responses
    • Navigational paths

    The goal was to identify patterns that could affect large groups of URLs.

    Technical SEO
  2. 02

    Crawlability and indexation

    For a large e-commerce website, crawl efficiency matters. Search engines should spend more time on important commercial pages rather than unnecessary URL variations.

    The project therefore focused on creating clearer signals around which pages should be crawled and indexed.

    This included reviewing technical relationships between crawlability, indexation, canonicals, sitemaps and internal linking.

    Ecommerce SEO
  3. 03

    Internal linking and architecture

    Internal links help search engines understand how pages relate to each other.

    For Kapruka, strong relationships between categories, products, brands and supporting pages are especially important.

    Recommendations focused on creating clearer paths to important pages and reducing unnecessary crawl depth.

  4. 04

    On-page SEO recommendations

    Although technical SEO was the main focus, CraftDigitally also recommended improvements for selected pages.

    These included reviewing:

    • Page titles
    • Meta descriptions
    • H1 and H2 structure
    • Keyword-to-page alignment
    • Category page copy
    • Internal linking
    • Duplicate metadata
    • Content depth
    • Search intent
    • Calls to action

    The aim was not to manually optimise every product page. Instead, priority was given to important page types and templates where improvements could influence a wider group of URLs.

    On-Page SEO
  5. 05

    Content prioritisation and optimisation

    CraftDigitally also recommended content changes for pages with stronger commercial or organic potential.

    The strategy included identifying pages that should be:

    • Expanded
    • Rewritten
    • Better aligned with search intent
    • Consolidated where topics overlapped
    • Supported with stronger internal links
    • Prioritised according to search opportunity and business value

    For a website with a large catalogue, content prioritisation is essential because not every URL deserves the same level of optimisation.

    Important category and commercial pages should receive stronger content signals than low-value or temporary URLs.

    Content Marketing
  6. 06

    Backlink and authority recommendations

    Technical SEO and content improvements work better when important pages also have external authority.

    CraftDigitally therefore recommended strengthening the site's backlink profile through relevant and credible sources.

    Potential opportunities included:

    • Editorial backlinks
    • Digital PR
    • Brand mentions
    • Supplier and partner links
    • Industry publications
    • E-commerce and retail websites
    • Contextual links to important commercial pages

    The focus was on relevance and authority rather than link volume.

  7. 07

    Semantic SEO considerations

    Kapruka contains many connected entities, including:

    • Products
    • Categories
    • Brands
    • Attributes
    • Commercial topics
    • Locations
    • Supporting content

    Technical SEO helps reinforce these relationships. Breadcrumbs, internal links, navigation, canonicals and category architecture all contribute to how search engines understand the meaning and importance of pages.

    This is why technical SEO and semantic SEO are closely connected on large e-commerce websites.

    Semantic SEO

Project outcome

The Kapruka project focused on creating a stronger SEO foundation for a complex and large-scale e-commerce platform.

CraftDigitally identified technical priorities and also provided recommendations around on-page SEO, content optimisation, internal linking and backlink building.

The value of the project was in improving the strategic and technical framework needed for sustainable organic visibility.

Verified before-and-after traffic, ranking, lead and revenue figures were not provided for this case study, so no unsupported performance claims have been included.

Key takeaways

Technical SEO matters more at scale

A repeated technical issue can affect thousands of URLs on a large e-commerce website.

Priority pages need stronger content

High-value category and commercial pages deserve better content, clearer search intent and stronger internal support.

Crawl efficiency and indexation must work together

The objective is not to maximise the number of indexed URLs. It is to help search engines find and retain the right pages.

Authority supports technical and on-page SEO

Relevant backlinks and brand mentions can strengthen important commercial pages.

SEO should work as one system

Technical SEO, on-page optimisation, content, internal linking and authority should support each other.

Why this project matters

Kapruka demonstrates the complexity of SEO for large e-commerce websites.

With more than 125,000 products and a large commercial ecosystem, the website requires a scalable SEO approach that goes beyond isolated keyword optimisation.

CraftDigitally's work focused on strengthening the underlying technical structure while also recommending content, on-page and authority improvements to support long-term organic growth.

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