Bolgarskiydom
Taras Rozgon
Client Goal
The client is a real estate agency specializing in property sales in Bulgaria. When they first approached us in 2011, they already had a strong entrepreneurial founder and a dedicated team. However, their existing website was outdated, poorly structured, and not built for long-term SEO growth.The website had not been properly optimized for search engines and was affected by multiple search engine penalties. Before working with us, the client had already partnered with another SEO team, but the results did not meet expectations.
We agreed to begin by promoting the existing website with one important condition: after achieving the first measurable results, we would develop a new website with a stronger structure and more flexible functionality for future SEO growth.
The project goals included developing a new website, migrating the real estate catalog, automating lead management for the sales team, preserving existing search visibility, and resolving the search engine restrictions affecting the old site. We also expanded the website structure with new sections designed to attract additional target audiences.
Solution
We developed a real estate catalog that included the key characteristics required for different types of properties. For each target audience, we created dedicated landing pages with carefully selected property listings. Leads were collected through forms on landing pages and individual property pages.
Every inquiry from a potential client is registered in the CRM system. The CRM stores the customer history, supports further communication, helps generate offers, and organizes the work with each lead. This allows the managers to work with every client individually.
Design
After analyzing the search semantics, we identified several types of user intent. Based on that, we prepared different landing pages so users could find suitable properties more easily.
The idea was simple: people search for real estate in different ways. Some care most about pricing, others focus on location. Some users search by several criteria at once, while others prefer to contact a real estate manager and receive personal assistance.
We built four primary user journeys:
- Homepage search with 22 filtering criteria
- Search by residential complex
- Curated apartment selections based on property type, city, and budget
- Consultation request form for connecting with a real estate manager
Both the mobile and desktop versions were developed based on UX audit findings and user behavior analysis.
Web development
We built the website according to modern development standards. At the same time, we took into account the complex page structure and the need to scale the project in the future. We also implemented several third-party integrations and automated processes in the admin panel, helping the client’s team save time every day.
Caching
To keep the catalog stable and responsive, we implemented advanced caching mechanisms. Because the website contains a large number of property pages, filters, curated selections, and multilingual versions, it was essential to reduce server load and improve content delivery speed.
The caching system allowed pages to load significantly faster during periods of high search traffic and improved the website’s overall stability and reliability under increased load.
Integrations
AmoCRM
We integrated AmoCRM to help manage the flow of incoming clients.
Telegram API
We implemented a Telegram API integration to automatically publish new property offers to a Telegram channe
Leaflet + OpenStreetMap
Interactive maps were added to property pages to show each property’s location
Translation Automation
Spam Filtering
SEO
Removing Search Engine Filters
Search engine filters are restrictions that limit a website’s visibility. A website affected by such filters cannot reach high positions or generate significant organic traffic.
After the work of previous SEO providers, the website had to be brought out of Yandex’s Minusinsk filter without major losses. Work on the project continues on an ongoing basis. The website stays aligned with current trends while maintaining its leading market positions and remaining convenient for users.
Project Architecture
We paid close attention to the URL hierarchy, the structure of property pages, and internal linking across the website.
We also planned a clear separation between new-build properties from developers and resale properties. In addition, we implemented selections by property type, budget, and location.
Multiregional Promotion
The project covers the sale and purchase of apartments across all cities in Bulgaria.
That is why we planned city-specific landing pages within the site structure and optimized them for search queries containing relevant place names.
Language Targeting
The multilingual structure helps reach users who do not speak Bulgarian or English. These users may be located in different countries.
Languages on the website:
- en - English
- ua - Ukrainian
- de - German
- pl - Polish
- ru - Russian
High-Quality Content
For every property submitted for sale, we add:
- Meta Title and Meta Description with the price and geographic references
- Alt and title attributes for every image in the gallery
- Additional information in the property characteristics
Semantic Core
The website has a highly structured and deeply branched architecture, so we developed dedicated keyword clusters for each page type.
Landing pages — including curated selections and individual property pages — consistently receive organic traffic from both Yandex and Google.
Outreach
We place backlinks on external resources, focusing on traffic-generating platforms — major regional websites across CIS countries with existing audiences interested in real estate, relocation, and purchasing property abroad.
For this project, the priority was not mass link building, but placements on active, relevant platforms with real audiences and topical content. These publications strengthened the website’s backlink profile, supported long-term SEO growth, and generated additional traffic from relevant external sources.
Marketing
The core marketing activities remained on the client’s side, since they were closely tied to the agency’s day-to-day operations and sales process. Our role was to support these efforts through digital marketing strategies connected to the promotion of the real estate portal.
SERM & Review Management
We implemented review publication systems on the website to strengthen trust and credibility around the agency. For real estate businesses, this is especially important, since many clients make purchasing decisions remotely and want proof of other buyers’ experiences as well as confirmation of the company’s public reputation.
We also emphasized the importance of collecting authentic reviews on platforms such as Yandex Maps and Google Maps.
Website Blog
We create expert blog articles designed to attract potential clients during the early stages of their decision-making process.
For example, a user may only be starting to explore the idea of purchasing property abroad and comparing different countries for investment opportunities. Informational content allows the project to capture this demand early and build trust before direct inquiries begin.
News Content
We publish news and analytical content related to the real estate market.
This includes updates on residential real estate trends, price changes across different cities, expert commentary on long-term market forecasts, and important legislative changes affecting buyers and investors.
This content helps readers better understand developments within the Bulgarian real estate market and identify favorable periods for investment.
Social Media
We manage content for Yandex Zen as an additional channel for expert publications and informational articles.
These publications help attract audiences researching the Bulgarian real estate market, comparing buying options, and gradually forming interest in consultation or purchase inquiries. This also generates additional website traffic and strengthens the project’s visibility within Yandex’s ecosystem.
Results
Organic Traffic
Organic search became the project’s primary client acquisition channel. After removing search restrictions, rebuilding the website structure, and expanding landing pages, the project achieved stable long-term growth in search visibility.
The website began successfully capturing demand across cities, property types, budgets, and multiple search scenarios related to buying real estate in Bulgaria.
Leads
The website evolved into a fully functioning sales tool. Users submit inquiries directly from property pages, curated selections, and consultation forms, while managers receive leads automatically through CRM integration.
Today, the platform consistently generates qualified inbound leads.
SEO in AI — How the Website Appears in ChatGPT
Artificial intelligence has already become part of modern search behavior. The project has started appearing in recommendations generated by ChatGPT for queries related to buying real estate in Bulgaria, both in Russian and English.
This demonstrates that the website is recognized as a relevant source not only within traditional search engines, but also within AI-driven search and recommendation systems. The results can be verified through real search examples.
