SEO Services
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Creating the MebelMoon Online Store: A Custom Website with SEO Implemented During Development
The structure and functionality of template-based online stores often limit customers’ ability to place custom orders without lengthy discussions with a sales representative. Custom solutions, on the other hand, allow users to select various options independently, significantly simplifying product selection and the purchasing process.
The development of a website for selling cabinet and modular furniture based on Sprava’s proprietary CMS greatly streamlined order processing for the store’s staff while giving customers the ability to design living spaces and plan their budgets on their own. By defining the right SEO strategy and beginning its implementation during the development stage, we achieved strong rankings for many highly competitive search queries. In this case study, we explain how the project was executed and what results the client received.
MebelMoon: Cabinet and Modular Furniture in Odesa
This online furniture retailer, with an office and showroom in Odesa, offers a wide selection of cabinet and modular furniture. Its catalog includes ready-made solutions for kitchens, living rooms, bedrooms, children’s rooms, and offices.
A key feature of the MebelMoon business model is the ability for customers to create custom furniture combinations from a large number of standard components (modules) supplied by various manufacturing partners. This allows buyers to select the optimal configuration based on size, colour, and layout requirements.
Client Challenges and Project Objectives
MebelMoon operates in a highly competitive market, and its business model extends beyond the capabilities of a standard eCommerce store.
The primary challenge was the lack of functionality allowing customers to assemble and order complete furniture sets online. Flexible modifications – such as selecting a base colour separately from the front-panel colour – could not be properly implemented using traditional eCommerce platforms. As a result, placing an order would have required extensive consultations with a sales representative, increasing the sales cycle and the risk of configuration errors.
When approaching Sprava Agency, the client wanted a website capable of displaying thousands of products while allowing customers to independently build bedroom, kitchen, or children’s room furniture sets directly in the shopping cart and choose from multiple colour options.
We proposed developing the website on our proprietary CMS, including a custom-built modification system from scratch (base colour + accent colour + dimensions) and a unique furniture set configurator integrated into the shopping cart.
What Was Done and What Challenges We Faced
This complex and unconventional project was implemented through:
- Designing flexible product modifications. We developed functionality within the administrative panel that allows products to have multiple variable attributes simultaneously, such as a base colour combined with a front-panel colour, mattress size, and other configurable parameters.
- Creating a furniture set configurator. We developed a mechanism that allows customers to add various modules from a single collection – such as wardrobes, desks, and bedside tables – to their shopping cart in the required quantities, enabling them to build their own customized furniture set.
- Structuring the catalogue. The product assortment was organized and grouped by individual modules and living space categories, making it easier for customers to navigate and select products.
The greatest challenge during development involved data architecture. We needed a way to store thousands of small yet interconnected furniture modules from different manufacturers while providing customers with a simple and intuitive user experience.
To solve this, we designed a collection-based system in which dozens of modules are linked to a single collection. Instead of interacting with individual products, customers use a visual configurator. This approach simplified the purchasing process while preserving the full complexity and flexibility of the product catalogue.
During development, we completed foundational SEO work, including:
- creating a semantic keyword core reflecting the primary sales categories;
- developing the website structure;
- beginning content creation.
By the time the website was launched on its domain, it was fully populated with content and ready for further search engine optimization.
Project Results
The client received a complete digital sales platform that automates the complex process of selling modular furniture.
As a result:
- order processing time was significantly reduced;
- the number of errors caused by manual order handling decreased;
- customers gained a convenient tool for independently designing their living spaces.
After only 1.5 years online, the website ranks in Google’s Top 10 results for 42% of its competitive target keywords, including:
- “buy furniture in Odesa” – position 9;
- “furniture Odesa” – position 4;
- “buy sliding-door wardrobe Odesa” – position 11;
- “modular kitchens Odesa” – position 8;
- “office furniture Odesa” – position 5;
- “buy hallway furniture in Odesa” – position 5;
- “bedrooms in Odesa” – position 9.
The strategy chosen during the development stage fully justified itself and delivered positive results for the project as a whole.
