Landscape design · SEO · Paid search
SEO and paid search for a landscape design company
SEO and paid search for landscape design company MiGarden in Moscow: service pages, project content and campaigns. Search traffic grew tenfold.
- Services
- SEO · Paid search
- Region
- Moscow
- Project period
- over 2 years
The brief
Grow MiGarden’s search presence across design, landscaping and garden care, connecting SEO, website development, advertising and expert content.
Results at a glance
- Search traffic
- ×10
- Main search queries
- TOP 10
Relative change: before = 1
Landscape design services in Moscow
- Project period
- over 2 years
- Region
- Moscow
Landscape design
The challenge
The landscape company needed a website that could support a considered purchase rather than a quick enquiry from a single attractive photograph. Customers arrived with different intentions: commissioning a design, improving an existing plot or arranging ongoing care. These requests had to lead to different explanations while remaining part of one recognisable offer. We worked on how customers found services and compared completed projects, then aligned paid campaigns with that structure so visitors could understand the scope of work before discussing their own site.
Where we started
We began with the stages a homeowner moved through when planning a landscape project. Research separated design requests from implementation and maintenance, revealing where a general service description was too broad. We then reviewed how project photographs were connected to the relevant services. This created a common plan for website improvements, organic search and advertising, with priority given to pages that could explain a concrete task and lead into a useful discussion.
Problems we solved
Different stages of a garden project were mixed together
Before
A homeowner commissioning a design needed a different page from someone looking for drainage, irrigation or ongoing maintenance.
What we changed
We separated design, implementation and care, then developed individual service pages supported by examples and explanations of the work involved.
A bespoke service needed a clear route to an estimate
Before
An attractive garden image did not explain the design deliverables, engineering work or information needed for an estimate.
What we changed
We added drawings, visualisations, project stages and service-specific detail, with distinct routes to a design discussion, an estimate and a maintenance enquiry.
What we did
Separated the stages of a landscape project
We organised the service structure around planning, implementation and ongoing care. Each page explained the task it addressed and how it connected with neighbouring services. This helped visitors who needed a complete project as well as those looking for a specific stage. Internal links followed those practical relationships, giving the company room to describe its full offer without forcing every search into the same broad landing page.
Added context to help customers compare garden projects
We treated project imagery as evidence that needed context. Portfolio pages were organised to explain the initial task, the work involved and the relationship between different parts of the landscape. Photographs were connected with the services they illustrated. This gave a visitor more than a visual impression: the portfolio helped them recognise a relevant problem and understand which kind of work might be appropriate for their own plot.
Individual services included drainage, irrigation, lighting, lawns and planting. SEO content writing covered service pages and practical gardening guides.
Matched paid search campaigns to specific services
We matched advertising messages to the stage of work a visitor was seeking. A design request led to an explanation of planning, while practical implementation queries received a more relevant destination. The landing pages used the same service logic as the website’s service pages. This reduced the gap between the promise in an advertisement and the information available after the click, making later campaign reviews more meaningful.
Made it easier to enquire from a portfolio page
We reviewed the point at which a visitor moved from exploring examples to discussing a project. Service conditions and the next contact step were placed where they followed naturally from the content. Mobile layouts, headings and internal links were checked across the important templates. The improvements kept visual presentation and practical information together, so an image-led website could still explain what the company needed to begin a conversation.
The project also included a separate programme of work on Yandex behavioural signals and paid search advertising. These activities formed part of the same ongoing programme alongside SEO and website improvements.
Key decisions
The difficult part was a long decision cycle combined with changing seasonal interest. Someone researching a garden design was not necessarily ready to commission construction, and a temporary change in enquiries did not explain the value of every page. We kept the stages of demand separate and gave the portfolio a supporting role across them. SEO and advertising were then reviewed against the relevant services, allowing the work to develop around the customer's actual decision process rather than treating every visit as an immediate purchase opportunity.
What changed
The website developed into a connected explanation of the company's work: service pages described the stages, portfolio pages provided context and contact actions continued the conversation. Search and advertising used the same architecture, which made further development more consistent. The project showed how a visually strong portfolio could also support the practical questions behind a substantial purchase.
