The starting situation
About the project
The nadomu.kiev.ua project approached us with the task of increasing inquiries from organic search for home-appliance repair services.
The site had a basic structure, but lacked a quality semantic core; service pages were incomplete, content was weak and the link profile minimal. There were also technical errors, usability issues and insufficient local optimization for Kyiv.
The client's goal — steady growth of inquiries, improved site visibility and increased traffic in the competitive niche of service repair.
The main challenge of the project
The hardest part — content for hundreds of nearly identical pages (toponyms, brands, fault types) without losing quality. We tried everything: copywriters, authors, ChatGPT — quality sagged over time.
The solution: an info-content + commerce tandem (the blog holds behavioral metrics, since users rarely return to commercial pages), plus combining manual work and ChatGPT, local SEO and a link strategy (PR, Scholarship, guest posts).
Main areas of work
The work was comprehensive and included several SEO directions at once:
1. Building the semantic core
- Collecting and grouping key queries across all service types (washing-machine, refrigerator, boiler, dishwasher repair, etc.).
- Creating a full core for the promoted pages.
- Preparing a content structure for each cluster.
The semantic core turned out to be huge — we had to account for the full list of toponyms, and for each service the breakdown went by brands, fault types and repair types (e.g., replacing particular parts), so that a unique page could be created for each cluster.
2. Creating and optimizing content
- Preparing specs for copywriters for new and existing pages.
- Writing a large volume of content for external articles.
- Creating specs for metadata (Title, Description, H1).
- Preparing blog content: useful materials, tips, instructions.
- Optimizing texts for intent and the technical specifics of home appliances.
The strategy was based on combining info content with direct commercial content in tandem. It turned out that in the services niche there is a direct correlation between a closely linked blog and commercial service pages. The reason is simple — users rarely become regular visitors to commercial pages, so the behavioral factor is sustained by info-content pages.
A difficult task was writing content for very similar pages. We tried every method:
- Hiring copywriters.
- Hiring specialist authors.
- Writing ourselves, doing the uniqueness work.
- Writing via ChatGPT.
In the end the problem was quality. It always started to sag over time. And we used the last method to combine the second and fourth methods.
3. Technical work and audits
Sites of this type don't actually require complex technical fixes. One of the requirements is well-optimized pages with fast load speed.
- Full technical site audit.
- Usability audit accounting for competitor analysis.
- Preparing separate specs for the developer to fix technical problems:
- speed optimization,
- mobile-version fixes,
- correct internal-linking logic,
- improving the structure of service pages.
- Ongoing webmaster work to implement changes.
4. Local SEO (Kyiv)
- Optimization for local queries like "at-home repair Kyiv".
- Refining contact details and NAP information.
- Working with commercial trust factors: certificates, guarantees, UGC signals.
5. Link strategy
Publishing topical articles and gradually building the link profile raised the site's trust by 15–30%. Positions for competitive commercial queries grew on average by 5–15 positions, and some target queries reached the TOP-10. New pages began indexing faster, which accelerated the expansion of semantic coverage.
- Preparing specs for off-site promotion.
- Writing and placing articles on niche sites.
- Gradual and safe link growth for key services.
- Strengthening brand authority in the home-appliance repair topic.
The combination of PR strategies, Scholarship, guest publications and news press releases delivered an effect.
6. Ongoing project audit
- Regular error monitoring.
- Adjusting the strategy depending on competitor behavior.
- Expanding semantics and refining existing service pages.
What was done on the project
| Metric | Before | After |
| Organic traffic | ~200/mo (start) | ~2,000/mo (today) |
| Site trust | — | +15–30% |
| Commercial positions | — | +5–15 positions, some in the TOP-10 |
| AI results | — | steady conversions and traffic from AI and ChatGPT; operating in 5+ cities |
Source: web analytics for nadomu.kiev.ua, work carried out over 5 years.
Work on the project was carried out over 5 years, and we managed to reach a sufficient organic level. Organic traffic went from about 200 a month at the start to 2,000 today. Yes, competition in the niche is fierce, and holding the top spots is not easy, but we manage to regularly.
The number of keywords in the TOP-3 also grew as of the reports
The project steadily receives conversions and traffic from AI results, as well as from ChatGPT. The project operates in more than 5 cities of Ukraine, each with its own unique domain.
| Promotion region | Kyiv |
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Project team
The project was handled by the SEOquick team:
- Nikolay Shmychkov — SEO strategy (Deputy Director)
Full team and roles — on the About page.
What's next
A similar local services case: SEO for the Royal Thai Spa massage salon.
Have a service business with geo targeting? The concrete next step is to get an audit and a content strategy.