USA
Germany
Moldova
Brand Synonym Search
Luxury Eyewear Store
Introduction
In this case, user behavior revealed a critical gap: people searched for “Гуччи” (Gucci)”, “Диор (Dior)”, or “Версаче (Versace),” but the system, expecting exact Latin-script brand names, provided no results. This directly affected conversions and user experience— and many users never even reached the product page.
The business needed one clear adjustment; to recognize brand names typed in Russian and return relevant product results.
Nevertheless, our team saw a broader challenge. Adding synonym support wasn’t enough—it had to be scalable, fast, and reliable under any traffic conditions. That’s why, from the outset, we addressed not only business expectations, but also website architecture, performance, and resilience.
System Overview
The platform is a modern e-commerce solution built with Laravel, housing 194 brands and 34,000 products. Initially, it followed a standard relational design: products linked to brands through pivot tables. It scaled well for product growth, but wasn’t prepared for linguistic flexibility or mass text filtering.
When we tried integrating Russian synonyms into the existing structure, performance issues became clear. Each query triggered expensive JOINs—up to 1,500 SQL queries for just 100 searches. Under load, system responsiveness dropped significantly.
Adding to the challenge, there was no centralized method for managing synonyms. Manual input via the admin panel was inefficient and lacked quality control.
Problem #1: Users Search the Way They Want
When someone types “Гуччи (Gucci)”, they expect to see Gucci products. That’s a given for any serious e-commerce site.
We implemented full synonym support. First, we used an AI language model to generate transliterations, colloquial forms, and popular variations. Then, our content team reviewed and refined the lists manually for precision.
Synonyms were imported via CSV files, allowing admins to update the database quickly and centrally—without developer involvement.
Problem #2: Search Architecture Was Hammering the Database
We realized that as data grew, keeping the current structure would cripple performance.
So we made a strategic decision to denormalize. Brand synonyms were embedded directly into the product model. Searches were now executed on the main product table—no more JOINs. This reduced database load dramatically.
We also made synonym syncing between brands and products asynchronous via Laravel’s events and queues, ensuring stability even during traffic spikes.
Problem #3: Bulk Updates Must Be Production-Safe
Updating synonyms shouldn’t slow down or crash the site. Users shouldn’t feel a thing.
All updates now run in the background. When a brand’s synonyms change, an event triggers a queue to update all related products. The load is distributed and has zero impact on frontend performance.
| Metric | Before Optimization | After Optimization |
|---|---|---|
| SQL queries per 100 searches | ~1,500 | ~100 |
| Average search response time | ~800 ms | <120 ms |
| Conversion from search | ~2.5% | >4.1% |
| Scalability | Limited | High |
SQL queries per 100 searches
~1,500
~100
Average search response time
~800 ms
<120 ms
Conversion from search
~2.5%
>4.1%
Scalability
Limited
High
We didn’t just add synonym search—we made it robust, lightning-fast, and ready to scale. The client now has a future-proof foundation, not just a patch for one pain point.
Conclusion
This project proves that when a business challenge meets proactive engineering, the result can exceed all expectations.
The next step? Predictive search and advanced query interpretation.
The outcome: smarter search, a more stable platform, and a client team empowered to manage data independently.
Other projects
VPUT is an aggregator for apartment rentals in Bulgaria. Over a dozen people worked on this project, with an overall investment of 300,000 euros. This rental property database currently features 2,200 units.
WineShip Liquor Store – advanced catalog functionality with over 2,000 bottles of wine.
We developed a family clothing online store, optimizing the catalog, design, and user experience, boosting sales with SEO and usability improvements.
A modern site for selling elite, handmade carpets. Our main goal was to create a user-friendly, trustworthy website.
Successful launch of the RiseX cryptocurrency exchange from scratch – in just 7 months. The project involved 5+ people.
Bolgarskiy Dom is an aggregator for apartment sales in Bulgaria. Over 10 of our people worked on launching this project, creating a database of 5,000 apartments (as of 2024).
Neweurofences.com is an online store specializing in metal fences and gates. It operates in the USA, with delivery available to other countries.
Webdelo recently worked with a brand new dental office in a highly competitive market. We started with a limited budget, and this was one of our first projects in the USA. Read more to learn how we approached this project.
Solea Wellness is a beauty and health salon in Miami offering rejuvenation treatments. The client came to us with the request to increase the website's visibility in search results and attract new customers. The project started with zero rankings, which required a comprehensive approach to promotion and development.
🔹 As a salon in Miami increased applications by 3 times and organic traffic by 250% 🔹 From 0 to 180+ requests in TOP-3: real business growth case
Case study of the development and promotion of an online optical store. Over 10 people worked on this project, creating a catalog with over 10,000 individual items.
Our case study of Svetlanadental.com explores Webdelo’s work in the promotion and website development of a dental office located in south Florida, USA. This establishment is owned by a doctor with extensive experience in her field, and numerous awards.
Advanced Dental Wellness Center is a dental office in Miami, Fort Lauderdale. ADW offers holistic dentistry with a unique approach to treatment.
Migrated MyMoneyArt to WordPress, optimized SEO & UX: +500% traffic, 6× more leads.
Biomilk is a food distributor in Moscow and the regions. +100% organic traffic in 3 months, 200 keywords in the top 10 of Yandex and Google.
Promotion of VIP Dentistry in Manhattan, New York City From 13 to 80 Queries in Google’s Top 10 in Six Months
Mates China is a digital marketing agency that helps businesses promote their products in China through local social networks and marketplaces, including: WeChat, Weibo, Baidu, Douyin, LRB, and others. We helped their team increase traffic by 12 times over a period of 7 months.
How We Built a Vacation Rental Service in Bulgaria and Reached 1,500 Seasonal Bookings – From Idea to Full-Scale Product with SEO and Marketing
Online service with automatic price calculation and +40% orders right after launch.
A dental clinic located in Sunny Isles Beach tripled its number of patient inquiries through search engine traffic and digital marketing. We started promoting the website from scratch, right after the clinic launched.
Explore our SEO approach — from analysis and audits to content, links, and ads. See how we drive businesses to the top of search results.
We built Nevapallete.cn for China: Hong Kong hosting, Chinese domain, fast loading across regions, and a timely launch.
A wine catalog with 2000+ bottles, smart filters, and selection by volume and vintage. Seamless UX and internal linking for better SEO.
Comprehensive SEO for Annazur beauty salon in Florida: traffic growth, local rankings, site optimization, and increased service bookings.
Dental clinic SEO case: 50-80 target calls/month, top search rankings, and traffic growth since Feb 2023 from content and tech improvements.
WordPress showcase website with catalog for German B2B- storage systems for measuring equipment. User-friendly catalog, shipping calculation, VAT validation.
Do you want your website to do more than just exist? Most likely; you want to bring real people to your website and attract customers to your business. At Webdelo, we know how to make that happen. The SoleaBrickellSpa case study is clear proof of our expertise and effective approach.
Discover how Webdelo helped a dental clinic with a small, one-page website double its local patient traffic.
Digital marketing for dental clinics: SEO, Google Maps, and targeted ads. Over 15 years of experience—50,000+ views and 4,860 leads monthly. Grow your clinic with Webdelo!
10 years of niche experience, 7 major projects in Russia and Europe. Comprehensive SEO: from catalog architecture to daily sales and rental leads.
Discover how we moved 5 business locations from Excel to a unified system.
Refinement and development of the educational portal.
Discover How We Reduced Overloaded Queries from 16,685 to 24 in 1.5 Hours
Optimization of automatic ad matching.
Full-cycle development: from detailed technical planning and API architecture to launch and support. Transparent sprints and modern technologies for implementing complex ideas.
We use Cookies