+490% conversions and +311% keywords in Google’s TOP 3

Świat Podłóg is a brand with over 34 years of experience and a real passion for wood — not “just another flooring shop”, but a team of experts who advise, measure, select and install. It is a rare combination: a craftsman’s competence and the service of a premium showroom.

Customers get more than a product: the highest quality wood, a curated collection (parquet, French herringbone, engineered and solid boards, stairs) and full service — advice, free measurement and samples, installation by permanent, proven teams and after-sales support. 10 showrooms in Warsaw is the standard, not the exception.

This foundation — experience, quality and real competence — is enormous capital in SEO. In Google’s language it is called E-E-A-T (experience, expertise, authoritativeness, trust). Our role was to fully expose this capital in the search engine and in AI models — so that even more customers would get to know the brand.

It is a network of 10 showrooms in Warsaw, cooperation with architects (the “Dla Architektów” programme) and dozens of documented premium projects — from Kaczkan French herringbone, through Boen and Lareco, to the Baltic Seaside collection. A brand with which “every interior gains character” — and whose reputation we were pleased to strengthen in Google.

Świat Podłóg operates in a demanding, highly competitive segment — both specialised showrooms and large, recognisable brands compete for keywords related to flooring, parquet and herringbone. Despite 34 years of experience and a strong offer, the site’s visibility in Google was not using its full potential.

The scale was shown by our content gap analysis (Oct 2025): the site had approx. 1,970 keywords and ~2% share of market traffic, while the leader held more than half. Thousands of valuable queries were out of reach — “panele winylowe” (vinyl panels; 90,500/mo), “listwy przypodłogowe” (skirting boards; 49,500/mo), whole clusters about herringbone, stairs and underfloor heating.

The assumption was simple: not to limit the work to adding more keywords, but to put the site in order and strengthen it semantically, so that Google and AI models better understand each page and its relationship with the other pages. In parallel, we had to fill the most important content gaps relative to the market.

More and more often the purchase path starts not in the “ten blue links” but in an AI-generated answer — in Google (AI Overviews) or in a chatbot. That is why we prepared part of the content so that language models can easily understand and cite it.

This is work at the level of meaning: unambiguous definitions, a clear structure and linked concepts — not “keyword stuffing”, but building meaning that both the search engine and AI understand.

In practice: FAQ sections based on the brand’s real experience (34 years, installation, service, projects in Warsaw) — ready “for the answer” for AI — and product descriptions generated from a structured dataset (type of wood, grade, finish, application, installation), written for entities, not for keywords.

We put in order and expanded the site’s structure and taxonomy (categories, collections, board types, guides), so that each intent has the right page — and pages do not compete for the same keyword.

The heart of this layer is a proprietary, 3-stage mechanism based on embeddings: (1) vectorisation — every product and every piece of content is turned into a semantic vector; (2) semantic matching — the system calculates similarity and selects the most relevant products for an article/category; (3) automatic placement — the relevant products appear under the content. It shortens the purchase path and builds internal linking at a scale unattainable by hand.

The same engine works cross-site: the expert satellite site Wszystkoopodlogach.pl (160+ guides) directs traffic to the store through AI-selected product carousels — educational content works for sales.

A strong structure and content need authority to compete for commercial keywords. We ran consistent, quality link building — at a steady budget and pace — strengthening the most important categories and guides.

Links support the content strategy; they are not a goal in themselves: we direct their power where it really translates into positions for keywords with high volume and purchase intent.

Structured data (Schema.org) is a translation of content into the language of machines. We implemented it across the site — products, offers, guides, the navigation path — so that Google and AI models do not have to “guess” what a given page is.

A double benefit: a greater chance of richer results (a higher CTR from the same position) and better comprehensibility of content for AI. Today schema is the foundation of visibility in the AI era.