From zero to 227 top-10 keywords: JW Construction case study
Before January 2026, jwc.pl had no guide content for apartment buyers – only corporate news. Within nine months, a blog built on topic clusters drove 84% of the site’s new top-10 keywords and became its leading source of AI Overview citations.
(01) PROJECT OVERVIEW
The client
J.W. Construction is one of the larger residential developers in Poland, active in Warsaw, the Tricity, Kraków, Poznań and Szczecin, among other markets. We began the collaboration in January 2026 by building a content strategy for jwc.pl – aimed at people in the early stages of buying an apartment, looking for answers to formal, financial and practical questions.
details
Industry
Real estate development
Market
Polish
Services
SEO + Content marketing
(02) Challenge
Visibility before the collaboration began
jwc.pl started with no guide-content foundation at all. The posts it did publish were corporate news items and generated no organic traffic. In January 2026 (Senuto data), the domain ranked for 153 keywords in the top 3 and 314 in the top 10 – entirely on the strength of listing and corporate pages, not educational content. The domain was also absent from AI Overviews for guide-related queries.
(03) Action plan
Keyword prioritization for the top 10
Goal
Build organic visibility for jwc.pl around guide content for apartment buyers, publishing articles systematically, selected for their realistic chance of ranking quickly in the top 10.
Actions
- Competitor analysis in organic search results for guide-related queries
- Audit of these queries’ presence in AI Overviews
- Assessment of search volumes across the main topic areas in the development industry
- Prioritization of keywords with high volume and a difficulty level that allowed for quick entry into the top 10
- Planning a systematic rollout of articles, grouped into topic clusters – from purchase formalities, through costs and contracts, to handover and finishing
(04) Optimization
Implementation timeline: five stages
Step 1: Baseline and competitor audit
We checked how competitors publishing guide content were performing in search results, and which apartment-purchase queries already had representation in AI Overviews.
Step 2: Topic prioritization
Based on search volumes and difficulty levels, we chose topics with a realistic chance of ranking quickly in the top 10 – so the first published articles would immediately build the domain’s topical authority and make it easier for later content to rank.
Step 3: Building topic clusters
We grouped articles into clusters built around a single parent topic. One example is the “Buying an apartment from a developer” cluster, built around the pillar page Who is a property developer and what do they do? Learn about their role, responsibilities and duties and seven supporting articles, including:
- Buying an apartment from a developer step by step – what to watch out for?
- Buying an apartment? Here’s how to verify a developer in the KRS register
- What to check when taking possession of an apartment from a developer? A complete guide
- Do you need to report an apartment purchase from a developer to the tax office? We explain
Step 4: Internal linking within each cluster
We connected the articles within each cluster through internal linking. The pillar page acts as a hub – it collects traffic from broad queries and routes it to more detailed content on the same topic.
Step 5: Systematic publication
From March to September 2026, we published 46 blog articles according to the planned schedule and cluster structure.
(05) The result
Data from three sources: GSC, Senuto, Semrush
Organic blog traffic
The first results appeared as early as March 2026, with the publication of the first articles. Data from Google Search Console (filtered to blog URLs only):
| Month | Clicks | Impressions |
|---|---|---|
| March 2026 | 244 | 17K |
| April 2026 | 426 | 54K |
| May 2026 | 1,117 | 80K |
| June 2026 | 1,229 | 82K |
| July 2026 | 1,746 | 143K |
| August 2026 | 1,706 | 160K |
Over the February–September 2026 period, the blog generated a combined 7,240 clicks and 613,000 impressions. In August, the blog recorded 7 times more clicks and over 9 times more impressions than in March.
Organic visibility of the whole site
Over the period 1 Jan–16 Sep 2026 (Senuto data), jwc.pl’s visibility in search results grew as follows:
- Top 3: 153 → 211 keywords (+58, up 38%)
- Top 10: 314 → 583 keywords (+269, up 86%)
The blog, which did not exist before the collaboration began, accounts for most of this growth: 35 top-3 keywords and 227 top-10 keywords come directly from guide content – that’s 60% of the top-3 growth and 84% of the top-10 growth across the whole site. The published guide content ranks for a combined 1,154 keywords in Google search results.
Visibility in AI Overviews
The blog also became the domain’s leading source of citations in AI Overviews. The domain was cited 170 times, with 56% of citations coming from blog articles, at an average position of 4.18 on a 1–15 scale. The number of keywords where jwc.pl appears in AI Overviews rose from 8 in March to 96 in September (Semrush data).
Three blog articles with the most AIO citations:
| Article | AIO citations |
|---|---|
| How much does a turnkey apartment finish cost in 2026? | 15 |
| Residential easement – what it is and what rights it grants | 11 |
| Apartment reservation agreement – what it is and what to check | 7 |
Within six months of the first publication, the blog became the main driver of organic visibility growth for jwc.pl, accounting for 84% of new top-10 keywords. The same content also came to dominate as the domain’s source of citations in AI Overviews – a format where presence is built above all on the quality and thoroughness of the answers it provides to users’ questions.
