Sample book Nº 01 · Content & AI search
Sofka Interiors — Interior design studio · Sofia
How a Sofia interior studio became the answer AI search gives for 'Japandi apartment'
+268%
organic sessions
over 12 months · Sofia, Bulgaria
SIX CLUSTERS · 180 KEYWORDS · 41 PIECES
Plate IThe challenge
A beautiful book with no words in it.
A beautiful portfolio site with almost no indexable text, invisible for the style and budget questions clients actually search.
Sofka's clients do not search for a studio name. They search for a feeling and a number: “Japandi apartment”, “how much does an interior designer cost in Sofia”, “small flat ideas”. The site answered none of them. Every project was a silent grid of photographs, and the studio's knowledge lived only in consultations.
Meanwhile, AI search was starting to answer style questions directly, quoting whoever had written the clearest paragraph. In Bulgarian and English, that was never Sofka.
Plate IIDiagnosis
Six defects, tagged like faults on a bolt of cloth.
- CT-01 · CONTENT84%
Pages with under 80 words of text
Thirty-one project pages were image grids with a caption. Nothing answered a style, size or budget question, so nothing could rank for one.
- IM-02 · IMAGE SEO312
Photos named IMG_4471.jpg, no alt text
The studio's best asset, its photography, was invisible to image search and to the AI systems that read alt text and surrounding captions.
- TE-03 · TECHNICAL0 B
Gallery text in the initial HTML
Project descriptions loaded through a client-side lightbox. Crawlers saw an empty shell until JavaScript ran, and often never came back.
- IN-04 · HREFLANG1 URL
Bulgarian and English on the same address
A language toggle swapped text in place. Google indexed a random mix; English searchers for 'interior designer Sofia' landed on Bulgarian copy.
- TE-05 · PERFORMANCE4.8 s
Mobile LCP from a 6 MB hero image
Uncompressed JPEGs at 5,000 px wide failed Core Web Vitals on every page that mattered.
- AI-06 · AI SEARCH0
Passages an AI Overview could quote
No definitions, no price ranges, no step lists: nothing short, factual and self-contained enough to be cited as an answer.
Plate IIIStrategy
Write the swatch book the studio already carried in its head.
Built on our Content Engine plan: four tactics, one system. Each tactic is a page of the book.
Topic clusters
Six clusters, each with a pillar page and five to nine supporting pieces, mapped from 180 real client questions. Internal links run spoke-to-pillar and pillar-to-project, so every portfolio piece now sits inside a topic.
AI Overviews
Every page opens with a 40–60 word answer-first block, then a table or step list. Prices are given as honest ranges with the date reviewed, which is the kind of passage AI search quotes and links.
Image SEO
312 photos renamed, captioned and given descriptive alt text; served as AVIF/WebP at four widths; listed in an image sitemap with the project they belong to. Each image now reinforces its cluster.
Hreflang
Bulgarian moved to the root, English to /en/, each with reciprocal hreflang and x-default. Content was localised, not translated: Bulgarian pages talk about panel blocks and лв, English ones about relocating to Sofia.
The sample deck
Pull a swatch to open its cluster. Use the arrow keys to move through the deck.
SK-01 · 42 KW · 9 PCS
Japandi apartments
14AI CITATIONS
Pillar page
/japandi-apartment-design-sofia
Supporting pieces
- Japandi on a 58 m² Lozenets budget
- Japandi vs. minimalism: what really differs
- Five Japandi materials that survive Sofia winters
Answer-first block, as cited
What is a Japandi apartment?
Low, warm-oak furniture, limewashed walls and one textile per room: a Japandi apartment pairs Japanese restraint with Scandinavian comfort.
Plate IV12 months
A colour card, one tone per month.
- 011.95k
Audit
Crawl, render test, question mining from 180 enquiries.
- 022.1k
Architecture
Cluster map, URL plan, /en/ split with hreflang.
- 032.3k
Image rebuild
Rename, alt, AVIF pipeline, image sitemap.
- 042.6k
Pillar I
Japandi apartments pillar and first spokes go live.
- 053k
Pricing
Cost-per-m² guide with dated price ranges.
- 063.5k
Pillar II
Small spaces and materials clusters published.
- 074k
First citations
AI Overviews start quoting answer-first blocks.
- 084.6k
Projects rewritten
Each portfolio piece becomes a written case.
- 095.2k
English push
Expat-focused EN pages, localised not translated.
- 105.8k
Wabi-sabi
Fifth cluster; internal links rebalanced.
- 116.4k
Refresh
Price ranges re-dated; thin spokes merged.
- 127k
Compound
Six clusters complete; 46 citations tracked.
Plate VResults
+268% organic sessions, and the answer AI search gives.
Modelled scenario for a fictional business — not a client result. Rankings and traffic are never guaranteed; see our Terms.
Organic sessions / month
1.9k7.0k
AI Overview citations
046
Consultation requests / month
622
MONTH 0
1. A global pin board · inspiration
2. A lifestyle magazine · listicle
3. A furniture marketplace · category
Sofka Interiors: not in the top 100
MONTH 12 · AI OVERVIEW
Low, warm-oak furniture, limewashed walls and one textile per room: a Japandi apartment pairs Japanese restraint with Scandinavian comfort.
Source: Sofka Interiors · /japandi-apartment-design-sofia
Organic result #2 beneath it.
Keyword ledger
| Query | Lang | Vol / mo | Month 0 | Month 12 | AI Overview |
|---|---|---|---|---|---|
| japandi apartment | EN | 880 | — | #2 | Cited |
| interior designer sofia cost | EN | 390 | — | #3 | Cited |
| интериорен дизайн софия | BG | 1,900 | #34 | #4 | Not shown |
| цена интериорен дизайн на м2 | BG | 720 | — | #2 | Cited |
| small apartment interior design | EN | 1,300 | — | #7 | Cited |
| дизайн на малък апартамент | BG | 590 | #61 | #3 | Cited |
| japandi living room ideas | EN | 2,400 | — | #9 | Not shown |
| микроцимент баня | BG | 480 | — | #5 | Cited |
| wabi-sabi bedroom | EN | 1,600 | — | #11 | Not shown |
| sofka interiors | EN | 70 | #1 | #1 | Not shown |
“—” means not in the top 100. Modelled positions, Google.bg, Sofia location.
Content Engine · Content & AI search
Get a plan like this
Topic clusters, answer-first content, image SEO and clean hreflang, scoped to your market and your questions.