Throughout three months following the beginning of the process of SEO, we observed reaction in the form of a monthly increase in traffic by 45.8%. September, 2016, saw the largest Penguin algorithm update in many years, and it resulted in the loss of half of the gained growth by the website. Algorithmic changes are normal, they have happened many times already, and they will happen in the future, therefore, we have appropriate procedures and numerous tools which guide us in managing such events. After the period of intensified work crowned with introducing a strategy adjusted to the new conditions, in February, 2017, we saw a significant growth in visibility. Finally, in the period of 9 months of the process of SEO, the growth in a monthly traffic at the level of 85% was achieved. The initial 6-7 thousands of users reaching the customer with the use of the search engine turned into 12 thousands.