Online shop, SEO, Google Shopping, Google Ads
Bazeni Akcija: an online shop with 517 products and a library of 400 buying guides
Pools sell for only a few months a year, and the same Intex and Bestway models are on offer from big retail chains, marketplaces and dozens of smaller shops. We built the shop together with a content system that answers the buyer’s question “which pool should I get?” before they ask a competitor.
517
products in the shop
376
published guides and articles
24
articles scheduled ahead
Project background
About the client and the market
Pools, hot tubs, filters, pumps and water chemicals sell in a short window, roughly from April to July. During that time buyers move fast: they compare sizes, volume and delivery and decide within a few days. For the rest of the year, searches almost disappear.
The same models are sold by many shops, so buyers do not decide on price alone. They buy where they first get a clear answer: how much water a 366 cm pool holds, which pump goes with which filter, how many chemicals are needed each week, what to do with the pool in autumn. Whoever answers those questions gets the order.
That is why Bazeni Akcija was never meant to be “just an online shop”, but a shop and a knowledge library in one. Every product type has a guide, and every guide leads to the right product in the shop.
The challenge
What needed solving
At the start, four things had to be solved at once:
- A large catalogue that has to be accurate: hundreds of items with dimensions, volume, pump power and part compatibility.
- Payments and fiscal receipts (a legal requirement in Serbia) that work with no manual effort, because in season there is no time to retype orders.
- Visibility before the season. Google needs time to index and rank new pages, so content published in May arrives too late.
- Content that does not go stale. When a price or model changes, a guide must not be left with old data.
The solution
What we did
We built a WooCommerce shop on the Woodmart theme, with card payments and fiscal receipts issued directly from the shop. The whole catalogue goes into a Google Shopping feed. Alongside the shop we are building a large SEO blog of buying guides, and for this site we developed our own plugin that fills the guides with real data from the shop.
- A WooCommerce shop with 517 products across pools, hot tubs, filters, pumps, chemicals and equipment
- Card payments and automatic fiscal receipts
- A Google Shopping feed for the whole catalogue (Product Feed PRO)
- Rank Math SEO and structured data for products
- Our own plugin that pulls dimensions, volume and availability from the shop into the guides
- A content plan with articles scheduled months ahead
- Caching and speed optimisation for mobile shoppers
In detail
How the solution is set up
Shop and payments
WooCommerce on the Woodmart theme carries 517 products. Customers pay by card, and the fiscal receipt is issued automatically with the order. In season, when orders come in every day, the shop needs no manual entry or retyping.
The guide library
The site now has 376 published guides and articles, with another 24 scheduled ahead. Each one answers one specific buyer question: choosing a garden pool, water volume, choosing a pump and filter, chemicals, winterising, hot tubs.
Shop data inside the text
Our own plugin inserts real product data into the guides: dimensions, volume, model and a link to the product. When a product changes in the shop, it changes in the guide too, so the text never goes stale and never sends a buyer to an item that no longer exists.
Google Shopping
All 517 products go into the Google Merchant Center feed, with price and availability matching the site. The same catalogue powers both free listings in the Shopping tab and paid Shopping campaigns in season.
Publishing schedule
Articles are published to a plan and scheduled months ahead. That way, seasonal content reaches the site in winter and early spring, giving Google enough time to index it before searches spike.
Speed on mobile
Most pool buyers search on their phone, often from the garden. Caching, optimised images and a lightweight product template keep pages fast even as the catalogue and blog grow.
Process
How we worked, step by step
- Market and search analysis. We listed the questions buyers ask before buying a pool and equipment, and grouped them by product type and stage of the decision.
- Catalogue structure. We split categories the way buyers search: by pool type and size, by equipment and by chemicals, with filters for dimensions.
- Shop, payments, fiscal receipts. We set up WooCommerce, card payments and automatic fiscal receipts, then tested the whole purchase journey on a phone.
- Feed and ads. We connected the catalogue to Google Merchant Center, so the same data feeds both free listings and Shopping campaigns.
- Content to a plan. We write and schedule guides in advance, link them to products and check that shop data reaches the text.
SEO · AEO · GEO
Visibility in Google and AI search
The guides are written so that the first paragraph answers the question straight away (“how much water does a 366 × 76 cm pool need”), followed by tables, lists and steps. Google uses this format for featured snippets, and AI tools such as ChatGPT and Google AI Overviews cite it easily because the answer is short, precise and verifiable.
Because the data in the text comes from the shop, the answer always matches what the buyer can actually purchase. That matters equally for SEO, for direct answers (AEO) and for being cited in AI search (GEO): a source that never contradicts itself earns trust.
Where it stands today
What is on the site today
Status on 1 November 2026, from the shop’s WordPress:
- 517 published products
- 376 published guides and articles
- 24 articles scheduled ahead for next season
- The whole catalogue in the Google Shopping feed
- Card payments and fiscal receipts with no manual entry
We do not publish traffic or sales figures without the client’s consent.
Lessons
What you can apply to your own project
- For seasonal products, publish content months before the season, not when it starts.
- Guides linked to real shop data do not go stale, and they build trust.
- One catalogue should feed both SEO and Google Shopping, with no manual duplication.
- A buyer who gets their question answered is more likely to buy where they got the answer.
Who this approach is for
Who this approach suits
This approach makes sense for any shop whose sales depend on the season: pools and garden equipment, air conditioning, heating, bikes, school supplies, Christmas ranges. What they have in common is that buyers decide quickly in season, while Google rankings are built months earlier.
- Online shops with seasonal products and many similar models
- Shops competing with big chains for the same products
- Businesses that want Google Shopping and SEO to run from the same catalogue
- Shops that want content that stays accurate when prices change
Technology
- WordPress
- WooCommerce
- Woodmart
- Elementor
- Rank Math
- Product Feed PRO
- Card payments
- NetRačuni
Related services
Services used in this project
FAQ
Questions about the Bazeni Akcija project
Each article answers one specific buyer question and leads to the right product. The more of those questions you cover, the more seasonal searches lead straight to your shop.
Yes. The shop is connected to a fiscal service, so the receipt is issued with the order with no manual entry.
Our own plugin pulls product data from the shop, so any change in the catalogue automatically shows up in the guide too.
At least two to three months before the season. That is why the articles on this site are scheduled ahead.
Yes. Every product goes into the Google Shopping feed, with price and availability matching the site.
Key lessons
What Bazeni Akcija shows about seasonal online shops
Bazeni Akcija is a good example of how to build an online shop for products that only sell a few months a year. If you start writing content in April, you are already late: Google needs time to find, assess and rank new pages. So for Bazeni Akcija the guide library was written over the winter, and the categories were ready before the season began.
What turned out to matter most
- Content ahead of the season. Guides on choosing pools, filters and chemicals are published in advance, to a schedule.
- Categories built around buyer intent. Buyers do not search for “product 517”, but for a pool of a certain size, shape or brand.
- Shopping and Search together. In season, Google Shopping catches model searches, while the SEO guides bring in buyers who are still choosing.
We apply the same approach to every online shop with seasonal sales. Read more on our online shop development and marketing for online shops pages, and Google publishes guidance on product pages in its documentation for e-commerce sites.
Similar projects
Enquiry
Send us an enquiry.
We reply within one working day.
+381 69 740 754
office@plusnet.rs
Mon – Fri, 8:00 – 16:00 (CET)