The challenge
Flat-pack giants owned every planning query; the workshop's site showed finished kitchens but answered no questions.
Swedes plan a kitchen for months before they ever call a joiner. They search how much it costs, how big an island can be, whether oak survives a dishwasher. Every one of those questions was answered by a flat-pack retailer. Hallström Kök built beautiful solid-wood kitchens in Gothenburg, but its site was a gallery: photographs, a phone number, and silence on every question that comes first.
Diagnosis: seven missing fittings
- C-01
Content · Critical
0 of the top 200 planning queries had a page that answered them; 168 gallery pages carried an average of 41 words.
- C-02
Content · Critical
Two flat-pack retailers held 71% of top-3 positions for cost and layout questions in Sweden.
- T-01
Technical · Major
Project images averaged 4.2 MB with no alt text; LCP on mobile gallery pages was 5.8 s.
- T-02
Technical · Major
131 orphaned gallery URLs reachable only via a JavaScript carousel; no internal links into them.
- V-01
Video · Major
Nine workshop videos lived only on social, with no transcripts, no VideoObject markup and no embeds on site.
- L-01
Local · Minor
Business Profile primary category was “Furniture store”; no service area for Kungsbacka, Kungälv or Alingsås.
- A-01
AI Overviews · Major
No passage on the site answered a question in under 60 words, so no page was eligible to be cited.
Tools required: one content plan, one camera, one hex key of patience.
The strategy, in four parts
Built on our Content Engine plan: publish the answers buyers need, in the order they need them, and put the consult form at the moment of decision.
- A8×
Topic clusters
Eight clusters around how Swedes actually plan a kitchen, each a pillar plus supporting guides, linked so authority flows to the consult form.
- B37×
Planning guides
Long-form guides with measured drawings, real price bands and checklists. They replace a gallery that showed kitchens but never explained one.
- C12×
Video SEO
Bench-side videos with chapters, transcripts and VideoObject markup, embedded in the guide they illustrate so both rank together.
- D120×
AI Overviews
Answer-first passages, dated tables and FAQ markup, tracked weekly across 120 planning prompts to win citations from generative results.
16 steps, one per month
Select a step, or use the arrow keys. Figures beside each step are the modelled month-end totals.
Month 1 of 16 · Inventory
Unpack the site
Crawled all 214 URLs. 168 were gallery or project pages averaging 41 words; none answered a planning question a homeowner actually types.
- Sessions
- 3.4k
- Top-5 guides
- 2
- Consults
- 11
Read all 16 steps as a list
- 1.Unpack the site. Crawled all 214 URLs. 168 were gallery or project pages averaging 41 words; none answered a planning question a homeowner actually types.
- 2.Measure the demand. Pulled 1,940 Swedish kitchen-planning queries and grouped them by intent: cost, layout, materials, process, Gothenburg-local.
- 3.Sort parts into clusters. Eight topic clusters, each with a pillar (e.g. “Planera kök”) and 6–12 supporting guides mapped to a single primary query.
- 4.Build the guide template. One reusable planning-guide layout: measured diagram, cost range table, decision checklist and a “book a design consult” step at the point of decision.
- 5.Ship the first pillar. “Planera ditt kök i 9 steg” published with 14 inline line drawings and a printable measuring sheet. Gallery pages linked in as worked examples.
- 6.Cost & layout cluster. Ten guides on renovation cost, L- vs U-shape, island clearances and worktop materials, each citing the workshop’s own price bands.
- 7.Make answers citable. Every guide opens with a 45-word answer block, a dated price table and HowTo / FAQPage markup so AI Overviews can lift a clean passage.
- 8.Film the workshop. Twelve 3–6 minute videos shot at the bench: measuring, joinery, finishing oil. Each embedded in its matching guide with chapters and a transcript.
- 9.Video markup & key moments. VideoObject with Clip segments, a video sitemap and descriptive thumbnails. Key moments start appearing for “kökslucka i massivt trä”.
- 10.Join the clusters. Internal-link pass: pillar → guides → project gallery → consult form. Orphaned gallery pages fell from 131 to 4.
- 11.Gothenburg layer. Local guides for Majorna and Hisingen villa kitchens, building-permit notes for Bohuslän and a refreshed Business Profile category: kitchen remodeler.
- 12.Track AI Overview citations. Weekly checks on 120 planning prompts. Rewrote passages where a flat-pack retailer was cited instead; citations rose from 0 to 23 prompts.
- 13.Materials cluster. Oak, ash, linseed paint and stone worktops: eight comparison guides with honest trade-offs, including when flat-pack is the better buy.
- 14.Short-form cut-downs. Each long video cut into vertical clips linking back to the guide. The hub channel page now ranks for the workshop name plus “kök”.
- 15.Refresh and prune. Updated price tables for the new year, merged three overlapping guides and 301-redirected 22 thin gallery pages into their project stories.
- 16.Tighten every fitting. Consult form moved into the guide at the decision step; booking attribution confirmed 34 consults in the final month.
Results after 16 months
Modelled scenario for a fictional business — not a client result. Rankings and traffic are never guaranteed; see our Terms.
Month
BeforeAdded
| Query | Before | After | Movement |
|---|---|---|---|
| planera kökplan a kitchen | — | 3 | |
| köksrenovering kostnadkitchen renovation cost | 58 | 2 | |
| måttbeställt kök göteborgmade-to-measure kitchen Gothenburg | 9 | 1 | |
| kök i massivt träsolid wood kitchen | 34 | 2 | |
| köksö måttkitchen island dimensions | — | 4 | |
| l-format kök planeringL-shaped kitchen layout | — | 3 | |
| platsbyggt kök prisbuilt-in kitchen price | 41 | 1 | |
| byta köksluckor eller nytt köknew doors or new kitchen | — | 5 | |
| linoljefärg köklinseed paint kitchen | 72 | 2 |
Get a plan like this
The Content Engine plan turns what your customers ask before they buy into pages that rank, get cited and book calls. Every engagement starts with a parts check.