1. Use the visitor’s language
In its original case study, MAYAK SOFT describes a problem with its own arena website: the VR page did not use the phrase “virtual reality” that prospective guests might search for. A name familiar to the team may differ from the language customers use.
Ask whether a page makes the visitor’s goal clear. For an arena, that means more than equipment: it can be a birthday, an evening with friends or a tournament.
2. Start with real search queries
The team reports studying suggestions from Yandex and Google, covering everything from gaming clubs to venue hire. Those searches helped identify page topics and visitors’ questions.
Group search phrases by customer intent. Booking a service, comparing options and looking for background information require different content.
3. Give every page a clear purpose
According to the company, it rewrote the main pages and added landing pages for specific visit scenarios. Headings, explanations and questions were connected to a defined search need.
Look beyond keywords: does the page explain the terms, price or how to request it, restrictions and next step? Similar pages are useful when each addresses a distinct customer task.
4. Publish articles that help people choose
The arena blog added material about gaming clubs, visit costs and gifts for gamers. That lets the site answer questions that arise before somebody is ready to book.
Connect a helpful article with the relevant service. Readers should understand where to find details and how to move from consideration to action.
5. Check the technical foundations
The case describes work on loading speed, structured markup, the sitemap and indexing. These elements help make pages accessible to visitors and search systems.
Check the mobile experience, forms and links alongside them. A discovered page must still let the visitor complete the intended action.
6. Organise facts for AI-assisted search
The team also describes preparing information for AI systems. Consistently structured facts about services and visit formats are easier to extract and interpret.
This is content preparation, not a guarantee of recommendations from Alice, ChatGPT or another system. Clear, current information benefits visitors regardless of how they arrive.
7. The reported outcome and a repeatable process
MAYAK SOFT reports leading positions for branded searches, visibility for commercial queries and daily enquiries. These are the company’s own case-study claims, not an independent check of current rankings or a promise for another website.
The repeatable part is the process: research demand, improve structure and answers, address technical foundations and keep useful content current. Evaluate progress through search visits and enquiry quality in your own analytics.
Based on a Mayak Soft article published on 4 August 2026. Original article ↗