3x More Keywords in Top 3 for a Log Home Builder [Case Study]

Building a log home is a decision a user doesn't make after a single visit to a website. It's a process of comparing technologies, builders, construction styles, wood quality, scope of works and the reliability of the company. In this industry, SEO can't rely solely on increasing traffic. What matters most is reaching people who are genuinely considering building a house and who type search queries into Google that reveal a specific intent.

This was the exact situation we found when we began working with PROEKO Jancarz, a family business specialising in building log homes. The cooperation started in March 2023 and is long-term in nature. This matters because, in the construction industry, SEO results come from systematic work, not a one-off optimisation.

Starting Point

Proeko.com had a strong business foundation: experience, a specialisation in log homes, a family-business character, and an offer aimed at customers looking for a reliable builder. The problem was that the brand's potential wasn't fully visible in Google's organic results.

The site operated in a demanding industry, where timber house builders, design firms, inspiration portals and offer-aggregating websites all compete with each other. On top of that, users type in very different queries: from general ones like “log homes”, to more purchase-oriented and specific ones like “log homes for year-round living”, “log homes for sale” or “single-storey log homes”.

This meant that SEO activities had to cover not only the main keywords, but also the whole context of searches related to the technology and types of homes.

What Was the Problem? Goals and Challenges

The biggest challenge was limited visibility for high business-value keywords. The site was present in Google's results, but the number of keywords in the top positions didn't reflect the company's potential or the quality of its offer.

So the key problem wasn't the site's presence in Google as such, but its positions for queries that can genuinely influence a user's decision. In an industry like log home construction, the difference between a position outside the Top 10 and a place in the first page of results matters a great deal, because users typically compare several builders before making contact.

The Goal of the Cooperation

The goal of the work was to increase proeko.com's organic visibility for keywords related to log homes and to move the most important queries closer to the top Google positions.

It wasn't just about building visibility for a broad set of keywords. The priority was queries that indicate genuine interest in the offer, the construction technology, or a specific type of home.

That's why the strategy was based on long-term strengthening of the site around the topics that matter most to potential customers: log homes, year-round homes, single-storey variants, and queries related to purchasing and choosing a builder.

What Was Done? Strategy and Actions

The SEO work for PROEKO Jancarz was based on a long-term approach that combined visibility analysis, prioritisation, and systematic strengthening of the site for keywords related to log home construction. From the start of the cooperation on 1 March 2023, the key wasn't only to increase the number of keywords in Google, but above all to improve positions for queries with high purchase intent.

In this industry, users are very often at the stage of comparing builders, technologies and home variants. That's why the work had to address not only general interest in the topic, but also the specific needs of people who are genuinely considering building a log home.

SEO Strategy and Analysis

The first stage of the cooperation was an analysis of the site's starting position and identifying the areas that were limiting its organic visibility. Particular attention was paid to keywords directly related to the client's offer, such as log homes, year-round log homes, log homes for sale, and single-storey log homes.

On this basis, the direction of the SEO work was set, with the aim of gradually moving the most important queries into the TOP10 and TOP3. The strategy was planned as a long-term process, because in the construction industry organic positions are built consistently, especially for competitive keywords linked to a major investment decision.

Content Development and Optimisation

An important element of the work was developing content and matching it to the way potential customers search for information about log homes. Users type in both general queries and more specific phrases related to the type of home, its purpose, or the stage of the purchase decision.

That's why content had to support not only visibility for the main keywords, but also build a broader thematic context around PROEKO Jancarz's offer. The work included optimising existing content and strengthening the areas of the site that could answer the real questions of users interested in building a log home.

Strengthening Visibility for Commercial Keywords

At the same time, the work focused on improving positions for queries most closely related to the company's offer. The priority wasn't generating random traffic, but increasing the site's presence where users search for a specific builder or a specific type of home.

The result of this approach is high-position visibility for keywords such as “log homes for year-round living” in the TOP3, “log homes for sale” in the TOP3, “log home” in the TOP5, and “single-storey log homes” in the TOP5. These are queries that clearly show the strategy was aimed at business-relevant keywords, not just broad informational terms.

Technical Optimisation and Site Tidying Up

The SEO work also included ongoing work on the technical elements of the site that could affect how the search engine evaluates it and how comfortable it is for users. In this type of project, it's important for the site not only to be well optimised for keywords, but also clear, well organised and easy for Google to interpret.

This work supported further visibility growth and made it possible to better use the potential of the content and offer pages. Thanks to the combination of technical, content and strategic actions, the site gradually increased the number of keywords in the TOP3, TOP10 and TOP50.

Results of the Strategy

Consistent execution of the work translated into a clear increase in organic visibility. The number of keywords in the TOP3 grew from 7 to 21, the number in the TOP10 from 52 to 146, and the number in the TOP50 from 359 to 428.

What matters most, however, isn't just the scale of the growth, but the nature of the visibility achieved. PROEKO Jancarz improved its positions for keywords directly linked to the offer and to the user's purchase decision. This is exactly what shows that the SEO strategy supported not only the site's presence in Google, but also the client's real business goals.

Visibility Growth:

Below is a chart showing TOP3 and TOP10 keyword visibility in Google's organic search results:

Presence in AI Overview:

The growth in the site's visibility, driven partly by the content work carried out, also increased visibility in AI Overview's generative results, as shown by the data below:

Below are example keywords that generate visibility in AI Overview.

Growth in Organic Sessions:

The dynamic growth in organic traffic visible on the chart shows how effectively the implemented SEO strategy translated into greater visibility for the client's site.

In the final phase of the period, there's a clear acceleration in growth, confirming that the results of the work were scaling and that the site's dominance in search results was increasing. The site has reached a higher level of visibility and now generates significantly more traffic than at the start of the cooperation.

Building Domain Authority:

The growth in Domain Rating and the number of referring domains visible on the chart shows how effectively the link-building strategy translated into systematically strengthening the site's authority. The result isn't just improved SEO metrics, but above all a stable foundation for further growth in visibility and organic traffic.

Top 10 Keywords:

Below are example keywords with strong potential ranking in the TOP10 of Google's search results:

Example Keywords in High Positions

As a result of the work carried out, proeko.com achieved high positions for keywords directly related to the client's offer.

These are keywords that clearly show the character of the visibility achieved. They aren't random informational queries, but keywords linked to genuine interest in log homes, the choice of a specific type of building, and the search for a builder.

The presence in the TOP3 for keywords such as “log homes for year-round living” and “log homes for sale” is particularly important, as they point to users who are closer to a purchase decision than those looking only for general inspiration.

Why the Long-Term Approach Mattered

The cooperation with PROEKO Jancarz has been running since 1 March 2023, so for more than 3 years. This aspect is key, because in SEO for the construction industry it isn't enough to optimise a site once and wait for results.

The market changes, competitors develop their sites, and users ask increasingly detailed questions. A long-term partnership makes it possible to respond to these changes, grow visibility in stages, and strengthen positions where the greatest business potential appears.

For PROEKO Jancarz, the result of this approach isn't just an increase in the number of keywords, but above all moving important queries into the TOP3 and TOP10 ranges. This shows that the work wasn't limited to building broad, imprecise visibility, but supported keywords that matter for the process of winning customers.

PROEKO Case Study: Summary

The PROEKO Jancarz case study shows that effective SEO in the log home construction industry requires a combination of patience, consistency and a good understanding of user intent. Here, the customer isn't just looking for information. They're often looking for a builder, comparing technologies, and trying to assess who they can entrust with a major investment.

From the start of the cooperation, the priority was therefore strengthening visibility for keywords genuinely connected to the company's offer. The result is growth in TOP3 keywords from 7 to 21, growth in TOP10 from 52 to 146, and a presence in high positions for queries such as “log homes for year-round living”, “log homes for sale” and “log home”.

This is an example of long-term SEO that doesn't rely on random traffic, but on systematically building visibility where users are actually looking for a builder.