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Dmitry FabushevHEAD OF SEO
RU·ENContact me

I lead SEO for a large e-commerce business —
from strategy to product change.

Since 2021 I have led SEO for 5element.by and a five-person SEO team: strategy, priorities, technical change and analytics. I focus on problems that require alignment with product and engineering and delivery through to a measurable outcome.

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LinkedInRésumé PDF
5element.bySince 2021large-scale e-commerce
Portrait of Dmitry Fabushev
Scale, outcomes and experience
+40%

growth in non-brand organic traffic

Versus the 2021 baseline; conversion did not decline.
2M+

organic visits per month

Scale of the organic channel.
175K+

pages in the search index

SEO scale in a large e-commerce environment.
30%+

of total website traffic from SEO

Share of the organic channel in total website traffic.
Selected cases

Cases from large-scale e-commerce SEO

All cases
Implemented · measured

SEO recovery after a release: from a severe drop back to positive YoY

After a major backend release, organic performance moved from +25–30% YoY to roughly −40% during a high-demand season. I turned the incident into a recovery program: 20+ prioritized fixes, engineering coordination and follow-through until the channel returned to growth.

+25–30%
YoY before the release
~−40%
YoY after the release
+15–20%
YoY after remediation
My role

Led the SEO recovery: diagnosis, prioritization of 20+ fixes, engineering alignment and validation of the result.

Release recoveryOpen case
Implemented · measured

Faceted navigation: rules instead of millions of excess URLs

Google already knew about 65M+ non-indexed URLs, and crawling one large category reached roughly 5M addresses. We changed not only indexability but the URL model itself: justified search landings received clean stable URLs instead of parameter combinations, while the sitemap stopped reflecting the technical tail of the catalog.

65M+ → ~1.3M
non-indexed URLs known to Google
~500K → 181K
indexed footprint after consolidation
146 → 4
sitemap files after URL-space cleanup
My role

Diagnosed the source of URL growth, designed page-type rules, the target URL model and exception policy, aligned requirements and validated implementation.

Catalog architectureOpen case
Operating in production

SEO Operating Model: roadmap, monitoring and business demand in one system

In a five-person SEO team, roadmap work, recurring operations, monitoring signals and business requests compete for the same execution capacity. I used the move from Jira to Kaiten not as a tool migration, but as an opportunity to redesign the operating model, automate repeatable work, connect monitoring to execution and formalize unplanned demand.

~50 → 1
managed demand channel for category managers
up to 10 / month
quota for unplanned category SEO work
Signal → owner → action
monitoring integrated into execution
My role

Designed the SEO operating model: intake, ownership, capacity rules, automation, recurring work and the cross-functional demand model.

SEO operationsOpen case

How I take a difficult SEO problem to an outcome

01

Understand the problem

Clarify the business problem, validate the data and define what must change for the customer and the channel.

02

Set the priority

Balance expected value, urgency, risk and implementation effort so the team knows why one initiative comes before another.

03

Align delivery

Turn the SEO requirement into a workable specification, discuss options with product and engineering and agree acceptance criteria.

04

Validate the outcome

After release, verify site behavior and the relevant metrics. If the hypothesis is not supported, change the solution rather than the story.

Content automation

Content automation that does not push the work back onto editors.

When hundreds of pieces move through a system, mistakes scale too. I did not build a “text generator”; I built a workflow where sources, structure, visuals and editorial review are one cycle, and recurring feedback changes the next iteration.

My roleDesigned the workflow and quality criteria, set up the review loop and refined the rules using real editorial feedback.
Open the case
prepare 5 articles with images
~2 hours
materials processed
~400
accepted at first editorial review
~95%

Let’s discuss the SEO challenge
and the role in your team.

Discuss a roleView cases