Online shop, SEO, supplier integration, Meta and Google catalogue
Kocke.rs: 1,386 products from a supplier API, with SEO categories and 545 articles
The catalogue of toys and construction sets comes from a supplier and changes all the time. Instead of manual data entry, we built a system that imports the data on its own and puts human effort where it brings in searches: categories and content.
1.386
products in the shop
545
published articles
3
custom plugins
Project background
About the client and the market
Kocke.rs sells building bricks, construction sets and educational toys for children and adult collectors. The catalogue comes from a supplier and it is large: new sets arrive, old ones are discontinued, prices and stock change. A shop maintained by hand always has some of its data wrong.
The second problem is descriptions. The supplier gives the same texts to every shop, and Google does not reward a page that is a copy of a hundred others. A parent looking for a present does not type a set code, but “building sets for a 6-year-old” or “gift for a boy who loves technology”.
The goal was to automate everything that could be automated and focus attention on the pages that can genuinely rank.
The challenge
What needed solving
- A catalogue of more than a thousand products that changes constantly and cannot be maintained by hand.
- Legal information about the importer, country of origin and weight that has to appear on every product.
- The same descriptions as competitors, which bring no organic rankings.
- Ads on two channels, Google and Meta, which have to follow the same up-to-date catalogue.
The solution
What we did
We developed three custom WordPress plugins. The first shows every field the supplier sends through the API, so we could see what actually exists and what is worth carrying over. The second imports weight, country of origin and importer details from CSV into product tabs. The third is an SEO optimiser that adds targeted intro texts, internal links and meta data to selected categories. On top of that we are building a blog of guides for parents and collectors.
- A WooCommerce shop with 1,386 products
- Integration with the supplier’s API
- Automatic tabs with technical and importer data
- SEO texts and internal linking by category
- 545 published articles and 24 scheduled ahead
- A Meta catalogue for Facebook and Instagram, plus a Google Shopping feed
- Card payments, fiscal receipts and newsletter sign-up
In detail
How the solution is set up
Supplier import
Data arrives through the API and CSV, and the plugins place it in the right fields and tabs. New products appear with full technical data, with no manual retyping.
Legal data as a trust signal
Weight, country of origin and importer are mandatory, but for someone buying a toy they are also a sign that the shop is run properly. That is why we show them in a separate tab on every product.
SEO at category level
Instead of 1,386 hand-written descriptions, we focus effort on the categories that cover the most searches. The SEO optimiser adds an intro text, internal links to related categories and meta data to the selected categories.
A blog for parents and collectors
The site has 545 published articles and 24 scheduled: gifts by age, set comparisons, tips for building and storing. The articles lead into categories and products.
Meta and Google catalogue
The shop is connected to a Meta catalogue for dynamic ads on Facebook and Instagram, and to Google Shopping. Both channels follow the same catalogue, so an ad never shows a product that has sold out.
Measuring the whole journey
Google Analytics for WooCommerce tracks the buyer’s journey from product view to purchase, so we know which categories and articles actually bring in orders.
Process
How we worked, step by step
- Audit of supplier data. The first plugin showed every field in the API, so we could decide what goes into the shop and in what form.
- Automated import. We set up the import of products and tabs with legal and technical data, with no manual work.
- SEO priorities. We picked out the categories with the most searches and focused texts and internal links on them.
- Ad catalogues. We connected the shop to the Meta and Google catalogues, with the same prices and stock.
- Content to a plan. We build the blog continuously, with articles scheduled ahead of the holidays and gift season.
SEO · AEO · GEO
Visibility in Google and AI search
Topic pages and articles such as “gifts for children by age” answer the exact questions parents ask Google and AI assistants. A short answer at the top, a list of recommendations and a link to the category is the format Google uses for featured snippets and AI tools use for recommendations.
Consistent product data (age, number of pieces, origin) helps both classic SEO and AI search, because the tool can describe accurately what is on sale and who it is for.
Where it stands today
What is on the site today
Status on 1 November 2026:
- 1,386 published products
- 545 published articles and 24 scheduled ahead
- Three custom plugins for import, tabs and category SEO
- Catalogue connected to Meta and Google Shopping
We do not publish traffic figures without the client’s consent.
Lessons
What you can apply to your own project
- With a large catalogue, automate data entry and invest human effort in categories and content.
- Legal data about the importer and origin is also a trust signal for buyers.
- Topic pages built around buyer intent (age, occasion) often bring in more than individual products.
- Ads on several channels must follow the same up-to-date catalogue.
Who this approach is for
Who this approach suits
The same way of working suits any shop that gets its catalogue from a supplier or distributor: toys, electronics, tools, cosmetics, spare parts. The bigger the catalogue, the more important it is to automate the import and put human effort into pages that can rank.
- Online shops with a thousand or more products from an API or CSV
- Shops using the same descriptions as their competitors
- Businesses advertising their catalogue on both Google and Meta
- Importers that need legal data on every product
Technology
- WordPress
- WooCommerce
- Woodmart
- Rank Math
- Meta for WooCommerce
- Product Feed PRO
- Card payments
- NetRačuni
- Mailchimp
Related services
Services used in this project
FAQ
Questions about the Kocke.rs project
Data comes from the supplier through the API and CSV, and our custom plugins place it in the right fields and tabs, with no manual retyping.
Categories are the priority, because they cover the most searches. Products get full technical data and solid meta basics.
Before buying, parents look for advice: what to get for which age and occasion. The articles answer those questions and lead to the category.
Yes. It is connected to a Meta catalogue, so dynamic ads show real products with up-to-date prices.
A separate tab on each product with weight, country of origin and importer, which is a legal requirement and useful information for the buyer.
Key lessons
What Kocke.rs shows about large catalogues
Kocke.rs is an example of a shop where manual work simply cannot keep up with the catalogue. When the supplier changes prices, stock and range every day, every manual entry error turns into a lost sale or an unhappy customer. So at Kocke.rs the import is automated, and people’s time goes into categories, series descriptions and articles that bring in searches.
What turned out to matter most
- Automation where it adds no value to do it by hand. Prices, stock and images arrive on their own, without delay.
- Unique content where rankings are won. Categories and series get their own texts instead of the supplier descriptions every competing shop has.
- The catalogue powers the ads too. The same data feeds Google Merchant Center and the Meta catalogue, so Kocke.rs ads always show the correct price.
If your online shop has hundreds or thousands of products, we can apply the Kocke.rs approach to yours. See our online shop development and SEO services pages, and Google explains the rules for product feeds in its product data specification.
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