SEO · Content · CTA
SEO for carved wood products
SEO for a carved stairs and panels workshop: 43 phrases against DIY articles in the SERP, prep ~1.5 months, page one planned 2–6 months. First 2 months — inquiries and purchases from search.
About the client
In 2014 a maker of complex handmade wood products came to us: carved stairs, wall panels, interior elements. They needed to know if search would bring clients — and to launch promotion if yes.
The pain they came with
The niche is narrow and hard: strong informational sites teach DIY wooden stairs. Commercial intent gets diluted by DIY content. Before us — zero ranking phrases, no organic, no web orders.
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DIY eats commercial intent
For “wooden stairs” the SERP is full of “build it yourself” guides. We had to reach people looking for a craftsman and an order, not a drawing.
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Narrow niche, zero visibility
Zero ranking queries, visits and web orders = 0. Niche assessment showed ~500 potential search inquiries — the client approved 43 phrases.
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Expensive product — need contact
A carved staircase isn’t a one-click buy. Clear CTAs and trust matter: work photos, path to a request and a call.
How we guided them
We mapped the niche and competition with info sites, built a 43-phrase keyword set, prepared optimization and CTAs. In ~1.5 months the project was live; then — rankings, visits, and requests.
- 01
Keyword set and supporting semantics → 43 phrases
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Competition analytics: commerce vs DIY info sites
- 03
Strategy aimed at competitor weak spots on page one
- 04
Site optimization, sales SEO copy
- 05
CTAs and usability work
- 06
Analytics of rankings, traffic, and inquiries
In plain speak
Brief jargon — without the fog. How we explained each step to the client.
43 phrases against “DIY”
The set targets ordering stairs and panels from a craftsman — not people looking up how to cut steps themselves.
Prep ~1.5 mo. ≠ page one
In a month and a half we got SEO ready for work. Steady page one — another planned 2–6 months of ranking growth.
Inquiry → purchase
In the first months we counted more than visits: who called/wrote and who actually ordered a piece.
What we did, step by step
Each step is a concrete change. Meaning on the left, screen on the right.
Handmade — and in search
Carved stairs and panels are one-off products. SEO should lead to the craftsman, not a “how to build stairs yourself” article.
Rankings on the keyword set
The client approved 43 phrases. Report — ranking dynamics after work started.
Visits by day
Day-by-day report (weekends lighter). In the first two months — about 14 visitors a day; 7 contacted the company, 6 made a purchase.
Result in the interior
What the niche sells: carved panels and a staircase in a premium interior — a stronger argument than any DIY guide.
More frames from the project
Not a gallery for its own sake — a few screens that complete the picture.
Where we landed
In ~1.5 months we prepared SEO — that is not the same as page one. Rankings were planned over 2–6 months. Already in the first two months: ~14 visits/day, 7 inquiries, 6 purchases. Niche estimate — up to ~500 potential search clients on the agreed keyword set.
What they got
- SEO for carved stairs and panels
- 43 phrases · prep ~1.5 mo.
- Page one planned 2–6 mo. (month-by-month growth)
- Competing with DIY info sites in the SERP
- Before us: 0 ranking phrases · 0 organic · 0 web orders
- First 2 mo.: ~14 visits/day · 7 inquiries · 6 purchases
In numbers
Need orders for one-off products from search?
We’ll build a keyword set that bypasses DIY SERPs — the same way we did for the carved stairs workshop.
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