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The brief. «solma» (solmadom.ru) builds modern, energy-efficient homes from straw panels — a narrow, barely-contested niche of green construction. They came to us with a problem common to construction firms: a strong product and real search demand, but a website that captured none of it — no structure mapped to search queries, no visibility in Google. The goal was construction company SEO: ranking for the commercial queries buyers use to find a home builder.
What we did
Site build and SEO ran as one programme, not two separate projects:
- Structure mapped to demand. Dedicated pages for each commercial cluster — straw-panel houses, turnkey straw homes, projects, pricing — instead of a single catch-all «services» page.
- Technical foundation. Clean architecture, speed and a mobile build tuned for slow rural networks, Schema.org markup (Organization, Service), correct indexation.
- Expert content. Copy written from the perspective of the company’s real designer — straw-panel technology, energy efficiency, build stages. Verified expertise instead of reworded competitor text: that is the E-E-A-T Google rewards in a «your money or your life» niche like housing.
- Semantics. Niche keyword research and clustering, marker discipline on every page (2–4% density), long-tail coverage (pricing, project and «buy» intents).
Results in 12 months
Every figure is from Google Search Console, July 2025 → June 2026, and is verifiable:
| Metric | Start (Jul–Sep 2025) | Now (Apr–Jun 2026) |
|---|---|---|
| Google clicks per quarter | 13 | 171 (13×) |
| Impressions per month | ~24 | up to 1,754 (73×) |
| Queries in Google top-10 | 0 | 40 |
The site reached the top-10 for the niche’s core commercial queries (Russian-language market):
| Query (translated) | Google position |
|---|---|
| straw-panel boards | 2.2 |
| turnkey straw house | 4.5 |
| straw-panel house | 4.7 |
| straw house turnkey price | 5.3 |
| straw-panel houses | 5.8 |
| straw house | 8.2 |
The growth was steady rather than explosive — the honest curve for a new domain in a housing niche: first long-tail movement from month two to three, top-10 on the main commercial queries by month nine to eleven. That is how white-hat SEO works in a category Google treats as «money and life».
Why it worked
The site was designed around the semantics from day one, so each commercial page owned its marker query and did not compete with its neighbours. Then, the content was written by someone with genuine expertise in the technology; in housing niches Google increasingly demands demonstrated competence. And third, we ran the build and the promotion as a single programme — structure, tech and content never worked against each other.
FAQ
How long does construction company SEO take?
First long-tail positions from month two to three. Top-10 on the main commercial queries in a home-building niche usually takes 9–12 months of steady work, as in this case. Nobody can promise top rankings in a month.
This is a niche result — does it hold for mainstream construction?
Honestly: straw panels are a narrow niche with moderate competition, so top-10 comes faster than for «house construction» broadly. Broad, high-competition queries take longer and cost more, but the methodology is the same: structure mapped to semantics, expert content, technical foundation, links.
Do you build a site from scratch or promote an existing one?
Both. Here the site was built around its search structure from the start — more efficient than retrofitting a finished site. We also work with existing construction-company websites.
Do you do SEO for eco-construction and green building?
Yes — this case is exactly that. Straw-panel houses are green, energy-efficient construction, and the site ranks for turnkey eco-home queries too. We promote eco-construction firms, natural-material home builders and sustainable-building companies with the same methodology.
Want the same for your construction company? See our SEO service or get a free audit below.