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DvaBileta.com.ua sells bus tickets online across Ukraine and neighbouring routes - a high-volume, low-margin category where the search demand is enormous and split across three languages. Every route is a query ('Kyiv to Lviv bus'), every city pair in every language is a page, and the competitors are large ticketing platforms with thousands of pages already indexed. The site needed a content and technical foundation before it could compete for that long tail.
The project was scoped as one focused month to produce the keyword base, the writer briefs and the technical audit that the following phases would build on.
Keyword research was the centre of the month. We researched the site's activity and collected about eighty groups of keywords - twenty-six groups for each of the three languages, Ukrainian, Russian and English - covering routes, cities, carriers, schedules and the questions travellers ask about tickets, luggage and refunds. The three-language structure matters: each language has its own search demand and its own competitors, and the pages cannot simply be translated.
From the research we developed detailed SEO terms of reference for the content writers, with instructions for writing texts for all eighty keyword groups in three languages - topics, main keywords, structure and the content-optimization features for each page type.
An SEO audit of dvabileta.com.ua identified the technical, content and structural issues affecting its performance - crawl and indexing of the route pages, duplicate handling across languages, hreflang, speed and internal linking between routes and cities. The findings became terms of reference for the programmers with instructions on the necessary fixes and optimizations, prioritized by impact on the route pages that carry the traffic.
In one month the site was prepared for multilingual promotion: eighty keyword groups organized by language, a complete brief set so writers could produce route and city content at scale, and a technical fix list ready for development - the groundwork for competing on the long tail of travel searches.
Route pages deserve a specific note because they decide the outcome for a ticketing site. Each city pair needs its own page with schedule, duration, price range, carriers and practical information - in each language - and the three language versions must point to each other with correct hreflang so Google serves the right one to each user instead of treating them as duplicates. The audit found the site's existing route pages competing with each other across languages; the developer specification fixed the canonical and hreflang logic so every route could rank once, cleanly, in each language.
Multilingual and multi-location sites in Canada - carriers, travel, real estate, anything with a page per route or city - need the same discipline: research per language, briefs per page type, and technical handling of duplicates before scaling content. North SEO's keyword research service is built for this kind of scale.
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