Service

SEO-promotion, Link building, SEO audit

Project

Website of a construction company specializing in turn-key house design and construction

Objective

– Increase organic traffic through content optimization and targeting key search queries
– Boost website visibility in search engines for commercial and high-frequency keywords
– Optimize website structure and improve page indexing
– Enhance user experience (increase load speed, mobile responsiveness, and intuitive navigation)
– Increase leads and calls from organic traffic
– Build brand trust and authority through content marketing and link building

Niche

Turn-key residential construction in Kyiv and the surrounding region. The company offers a full cycle of services, from house design and construction to interior finishing, engineering systems, and landscaping.

Key Services:
-Custom design services
-Sale of pre-built houses in Kyiv and the region
-Sale of standard house project plans

Target Audience: Young and middle-aged families (30-45 years old), often with 1-2 children, who view their home as a long-term investment in their quality of life. They prioritize creating a safe, functional, and energy-efficient living space for their family. Additionally, families (35-50 years old) who combine apartment and house living, and buyers (35-55 years old) who consider a home a status symbol and a means of self-realization

Period

September, 2024 - present day

Region

Ukraine

Challenges of the project

The client’s website is for a construction company specializing in the design and construction of turnkey private homes in Kyiv and the Kyiv region. The company offers ready-built homes, a catalog of standard projects, custom design services, as well as a full range of construction work – from laying the foundation to interior finishing and landscaping.

At the start of the project, the website had limited visibility in search engines and insufficient organic traffic. The main issue was that the site had a simplified structure: a homepage, several key services, a few blog posts, and a project catalog. Due to the small number of pages and lack of optimization, the site had weak visibility in search engines and could not compete for key construction-related queries.

The key objective was to increase organic traffic and improve the site’s visibility on Google for regional and commercial search queries related to home construction and design. Additionally, it was necessary to strengthen brand trust, improve site structure, optimize landing pages, and develop a link-building strategy to enhance domain authority.

Project analytics prior to collaboration

Visibility:

Conclusion:

The main problem of the site was its weak visibility in search engines and insufficient organic traffic. The resource hardly ranked for target queries, with a significant portion of its positions being brand-specific keywords. This prevented the site from attracting new audiences and competing with other construction companies.

During the analysis, several critical shortcomings were identified:

  • Weak site structure
  • Lack of content optimization for search queries
  • Underdeveloped blog
  • Technical issues
  • Lack of external links

These factors negatively impacted the user experience and hindered organic growth.

To increase visibility, a comprehensive approach was required: expanding the site structure, optimizing content for key queries, improving technical performance, and building a quality backlink profile.

Traffic Analysis:

Conclusion:

Before the work began, the site showed no consistent growth in organic traffic. The dynamics were inconsistent, with periodic spikes followed by declines, indicating the absence of a structured SEO strategy. The overall level of organic traffic remained low, preventing the attraction of a sufficient number of target users.

The growth was very weak and largely depended on the seasonality of the construction niche. Due to the weak site structure, few pages, and limited keyword coverage, the resource did not target key commercial queries. To fix the situation, a comprehensive approach was needed – optimizing the structure, expanding the semantic core, optimizing content, and implementing a systematic SEO strategy.

Keyword Distribution by Positions:

Conclusion:

The analysis of the initial keyword distribution showed that the site had limited presence in competitive positions. Only 9 keywords were in the top 1, 13 in the top 3, 16 in the top 5, and 45 in the top 10. A more noticeable reach was observed in the top 20 (133 queries), but the majority of the keywords were concentrated in the top 50 (699 queries) and top 100 (873 queries), where the CTR was minimal and traffic was almost nonexistent.

This situation indicated low visibility of the resource and the absence of a structured SEO optimization strategy. To improve rankings, a comprehensive approach was required: expanding the semantic core, optimizing content for key queries, refining the site structure, and building a backlink profile. This would help move keywords into the top positions and ensure steady growth in organic traffic.

Team actions

Project problematics:

  • Technical errors in website optimization

During the initial audit, numerous technical shortcomings were identified that negatively impacted the site’s ranking. Among the key issues:

  • Incorrect configuration of technical files
  • Duplicate content
  • Lack of a clear page structure
  • Incorrect use of HTML markup
  • Errors in setting up canonical and hreflang
  • Issues with microdata
  • Incorrect functionality of several website elements

All of these factors limited search engines’ ability to correctly process the pages, leading to lost positions and a decrease in the overall quality of the site in the eyes of both users and search engines.

To address the identified issues, we performed a comprehensive technical optimization. We configured the key technical files, implemented metadata templates for standard pages, resolved issues with 404 pages, HTML markup, and optimized service pages, among others.

After completing the technical work, the site received a solid foundation for further development. This created the conditions for effectively scaling the project, improving the content strategy, building a quality backlink profile, and, as a result, ensuring stable growth in organic traffic and search engine positions.

Project problematics:

  • Lack of metadata optimization for relevant key queries

At the start of the project, we identified the absence of a systematic optimization of metadata (title, description, h1) for target key queries. Most of the pages had duplicate or overly general headings that did not reflect the company’s services and lacked commercial phrases that users search for when looking for relevant services.

This situation significantly reduced the site’s visibility in search engines and limited organic traffic. Additionally, the lack of relevant keywords in the metadata negatively affected the click-through rate of snippets, failing to attract the attention of potential clients in the search results. To address this issue, it was necessary to revise and optimize the metadata, taking into account the target queries and site structure.

Example of optimized metadata after gathering the semantic core:

Project problematics:

  • Lack of SEO Text Optimization on Service Pages

At the start of the project, the service pages and key sections of the site hardly had any optimized text content. The service descriptions were either missing, too brief, too general, or did not contain the target key queries. This reduced the relevance of the pages and limited their chances of ranking in the top Google search results.

Our team conducted a comprehensive text optimization process. For each priority service, we prepared unique SEO texts that included commercial key queries from the new semantic core. The content was structured with consideration for user search intent and search engine requirements: we optimized headings (h1-h3), updated metadata (title, description), added blocks with useful information, company advantages, and calls to action. This work improved the relevance of the pages, enhanced their indexing, and laid the foundation for moving target queries into the top positions.

Example of properly optimized SEO text on commercial pages:

Project problematics:

  • Lack of a Well-Developed Website Structure

Example of the structure developed by the RegisTeam:

Example of filter optimization:

At the start of the project, the website had a simplified structure: a homepage, several key services, a project catalog, and a few blog posts. This structure didn’t allow for the coverage of a sufficient number of key queries and significantly limited the growth of organic traffic. There were no additional landing pages for different directions and types of queries, making the site less visible in search results.

The promotion strategy was based on scaling and deepening the website structure. For this, a branched page architecture was developed, optimized for specific commercial and informational queries (e.g., “Townhouse construction,” “Ready homes in Kyiv,” “Commercial real estate construction,” “House projects with flat roofs,” etc.). This approach significantly increased the semantic coverage, allowed for targeting both high-frequency and low-frequency queries, and created additional entry points from search.

Expanding the website structure is not just about adding new pages, but a strategic tool that ensures systematic promotion and steady growth in search rankings.

The core of the project’s promotion strategy is work on the structure. It is the structure, that is, the creation of new pages on the website, that can attract traffic and ensure positive dynamics in the site’s ranking for key queries. Implementing additional pages allows generating traffic for core queries and areas.

The construction niche has enormous potential for scaling the structure and actively working with content. As part of the strategy, pages can be developed in detail for specific materials used in construction, various types of construction objects, separate pages for each stage of comprehensive services, and even interactive elements, such as construction calculators. Additionally, optimizing filters (for standard projects) and localizing content for different regions plays a key role. In addition to commercial directions, informational content is also essential. Overviews of completed projects, expert articles in the "how to choose," "step-by-step instructions," "common mistakes" formats, etc., not only help users make informed decisions but also contribute to attracting additional search traffic.

Systematic development of structure and content is the foundation of long-term SEO growth. When a website covers the maximum number of key directions and effectively meets the audience's needs, it experiences steady growth in organic traffic and strengthens its position in the niche

Alexey Kondratenko, SEO Specialist

Project problematics:

  • Lack of Optimization of External Factors

Before the active SEO work began, link building was conducted sporadically and unsystematically, which did not provide the necessary growth in the backlink profile. The backlink profile was practically undeveloped, and the incoming links were random, failing to create a solid foundation from the perspective of search engines.

Weak growth and the limited volume of backlinks negatively affected rankings, especially for high-frequency and competitive queries. In the construction industry, competition for top positions is extremely high, and having a quality, diverse backlink profile is one of the key factors for success.

Backlink signals are among the top 3 most significant ranking factors, alongside technical website optimization and content quality. Even with well-established internal optimization, the lack of external signals severely limits the site’s ability to achieve high rankings in search results.

Therefore, one of the priority directions of the strategy was to form a systematic, stable, and as natural as possible growth of the backlink profile. The main goal was to strengthen the trust of search engines, improve positions for competitive queries, and ensure long-term organic traffic growth.

Example of the backlink profile after starting link building work:

Results

Traffic Growth Dynamics:

Comparison of Organic Traffic Metrics Since the Start of Work:

Keyword Growth Dynamics:

Growth of Keyword Distribution by Position:

Summary

Before the comprehensive SEO work began, the website had limited presence in organic search results and did not provide a stable flow of traffic. The main goal of the strategy was to increase the site’s visibility in search engines, generate stable traffic, and attract a new audience.

During the process, we conducted a large-scale overhaul of the site structure: we created dozens of commercial pages for key areas, worked on the blog to attract informational traffic, developed a calculator, filter pages, and a series of service pages aimed at increasing conversions and improving the user experience.

The implementation of the strategy led to a significant increase in rankings and traffic – just compare the numbers in the table below.

TOPNumber of keywords
WasBecame
Tоp-1932
Tоp-313125
Tоp-516174
Tоp-1045521
Tоp-20133998
Tоp-506993140
Tоp-1008732800

During the project, traffic increased from 5,146 to 7,952 sessions, demonstrating positive dynamics and the effectiveness of the work done.

The comprehensive optimization included scaling the site structure and expanding the semantic core, developing the blog and informational content, implementing interactive functionality, and building a quality and natural backlink profile. As a result, we were able to significantly improve rankings for competitive keywords and increase trust from search engines towards the site.

The achieved results laid a solid foundation for further organic traffic growth and strengthened the project’s position in the construction services market, ensuring sustainable development and new opportunities for business scaling.