The starting situation
nadomu.kiev.ua came in with a goal to increase inquiries from organic search for appliance-repair services. The site had a basic structure but no quality semantic core, weak service pages, minimal content and a minimal link profile.
The niche: appliance repair — fierce local competition and huge semantics (brands × faults × districts). Here the behavioural factor holds via a pairing of info content and commercial pages.
There were technical errors, usability issues and insufficient local optimisation for Kyiv. The client's goal: steady inquiry growth and better visibility and traffic in a competitive repair niche.
The project's main challenge
The hardest part — content for hundreds of near-identical pages (place names, brands, fault types) without losing quality. We tried everything: copywriters, authors, ChatGPT — quality drifted down over time.
Main work directions
Huge semantic core
Collecting and grouping queries across all service types (washing machines, fridges, boilers, dishwashers) split by brand, fault and district — a unique page per cluster.
Content & blog
Copywriter briefs for new and existing pages, content for external articles, metadata (Title/Description/H1), useful materials and how-tos in the blog for behavioural signals.
Local SEO
Optimisation for Kyiv and districts, geo-tagging of pages, work with local signals.
Link strategy
PR, Scholarship and guest publications to grow trust in a competitive niche.
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 TOP-10 |
| AI search | — | steady conversions and traffic from AI and ChatGPT; work in 5+ cities |
Source: web analytics for nadomu.kiev.ua, work carried out over 5 years.
Over 5 years we reached a solid organic level: traffic grew from ~200 visits a month at the start to ~2,000 today. The niche is fiercely competitive and holding top spots isn't easy, but it's done regularly. The number of TOP-3 keywords grew steadily.
The project steadily gets conversions and traffic from AI search and ChatGPT, and works in more than 5 Ukrainian cities — each with its own unique domain.
Project team
The project was led by Nikolay Shmychkov — SEO strategy (deputy director, SEOquick). Full team and roles on the 'About' page.
What's next
A similar local service case: SEO for the Royal Thai Spa massage salon. Run a geo-tied service business? The concrete next step is an audit and a content strategy.