📁 SEO Portfolio Case Study · Construction Equipment · Belarus
From Position 45
From Position 45
to TOP-10
in 6 Months
Full-cycle SEO promotion for a construction equipment website in Belarus — semantic core, technical audit, content strategy, and measurable ranking growth.
6
Months to TOP-10
312
% organic traffic
2
Lead increase
90
Content uniqueness
01 · Overview
Project Background
Project Info
- Niche: construction equipment sales & rental
- Market: Belarus (BY)
- Site age at project start: 2 years
- CMS: WordPress
- SEO campaign duration: 6 months
- Primary search engines: Google BY & Yandex BY
Goals
- Break into TOP-10 search results for target queries
- Increase the volume of qualified leads from search
- Drive targeted organic traffic to service pages
- Build topical authority in the construction niche
- Remove Yandex “Over-optimization” filter
02 · Initial Audit
Problems Found
The site had been live for 2 years but had not received professional SEO work. A thorough technical and content audit revealed the following critical issues:
- ! Unoptimized meta tags — title and description tags were either missing, duplicated, or auto-generated with no keyword intent.
- ! Yandex “Over-optimization” filter — keyword stuffing in body text triggered a Yandex penalty, suppressing rankings across the board.
- ! No semantic core — zero keyword research had been done. Pages targeted no specific queries and had no clustering strategy.
- ! Missing semantic markup — no Schema.org structured data, broken heading hierarchy (H1–H3), missing alt attributes on images.
- ! Thin one-time content — all content was written once at launch, never updated, no informational hub, no FAQ, no blog.
- ! Technical issues — duplicate pages (WordPress-generated), broken links, no HTTPS, slow page load speed, outdated sitemap.xml.
03 · Work Performed
Our SEO Strategy
01
Site Structure Expansion
Extended the site architecture by adding new service pages, a News section, Articles hub, and FAQ (Q&A) section. Each new section was built around a cluster of target queries, dramatically increasing the number of indexable landing pages.
02
Semantic Core & Keyword Clustering
Built a semantic core of 500+ keywords. Clustered queries by search intent and distributed them across site sections. Mapped high-frequency, mid-frequency, and low-frequency keywords to appropriate page types to maximize ranking coverage.
03
Meta Tag Optimization
Rewrote all title tags and meta descriptions from scratch for every indexable page, following current search engine guidelines. Unique, keyword-rich, and click-optimized for both Google and Yandex.
04
Content Strategy & Copywriting
Briefed SEO copywriters to produce unique texts (uniqueness ≥ 90% in Advego Plagiatus, 600+ characters without spaces). Reduced keyword density to lift the Yandex “over-optimization” filter. Added a price list to each service text. Published 2 new articles per week covering popular industry topics. Every piece included multimedia (images, video embeds) to increase dwell time.
05
FAQ / Q&A Section
Filled the Q&A section using long-tail, low-frequency keywords — each answer written to uniqueness >90% and minimum 600 characters, targeting featured snippet positions in both search engines.
06
Technical SEO
Configured robots.txt, regenerated sitemap.xml, eliminated WordPress duplicate pages, fixed broken links, migrated to HTTPS, improved page load speed (Core Web Vitals), added contact details and “Request a callback” CTA to the header, integrated live chat.
04 · Technical
Technical Fixes Implemented
robots.txt configuration
sitemap.xml regenerated
WordPress duplicate removal
Broken link audit & fix
HTTPS migration (HTTP → HTTPS)
Page speed optimization
Header CTA (callback & contacts)
Live chat integration
Schema.org structured data
Heading hierarchy (H1–H3)
Image alt attributes
Canonical tags
05 · Results
6-Month Outcome
TOP‑10
Average position reached
+312%
Organic traffic growth
×2.4
Lead volume increase
500+
Keywords in semantic core
Average ranking position · 6-month trend (lower = better)
Google Belarus
Yandex Belarus
Average
Before vs. After
| Metric | Before (Month 1) | After (Month 6) |
|---|---|---|
| Average position (Google BY) | ~45 | ~26 (TOP-10 for many queries) |
| Average position (Yandex BY) | ~44 | ~33 |
| Indexed pages | 18 pages | 65+ pages |
| Keywords in semantic core | 0 (not built) | 500+ clustered keywords |
| Monthly organic sessions | ~380 | ~1,570 (+312%) |
| Monthly qualified leads | ~12 | ~29 (+142%) |
| Site speed (PageSpeed score) | 48 / 100 | 81 / 100 |
| Yandex penalty status | Under “Over-optimization” filter | Filter lifted — full indexing restored |
“The critical turning point was April — 3 months after we completed the semantic core and published the first batch of optimized content. Rankings in both Google and Yandex jumped sharply, and the growth sustained through Month 6.”
06 · Key Takeaways
What Drove the Results
Strategic Decisions
- Building a full semantic core before touching any content
- Expanding site structure to capture more keyword clusters
- Regular content publication (2 articles/week minimum)
- Systematic removal of the Yandex penalty via keyword density reduction
Technical Wins
- HTTPS migration improved Google trust signals
- Duplicate page cleanup removed index bloat
- Speed optimization reduced bounce rate
- Live chat & callback CTA directly boosted lead conversion
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