etalon.com.ua — a water store on Laravel: we moved, and rankings did not drop but grew
We moved the store of a leading water delivery company onto a new Laravel site while preserving customer data and SEO. Since the move, domain visibility has been growing, the core commercial queries hold top positions, and the site is cited in Google AI Overview.
Move a live water store to Laravel — without risking the database or rankings
Etalon-Ukraine has led artesian drinking water delivery in Kyiv since 1998: its own 323-metre well, six-stage purification, ISO 22000 and over 10,000 regular customers. Years of organic traffic had built up on the old site, but its design, features and usability had aged badly. The brief was to build a new online store on Laravel and move a live business onto it without losing either customer accounts or search rankings.
The cost of a mistake is the migration, not the design
Moving a store that has run for years costs twice as much if you get it wrong: you can collapse SEO rankings built over years of organic growth and lose customer accounts, orders and their statuses. So the key task was not to “draw a nice site” but to move a live business invisibly — both for customers and for Google.
Seamless data migration
Accounts, orders and their statuses moved across at cutover — customers signed in to the new site with their history intact.
SEO-safe migration
We kept the URL logic and mapped old addresses to new ones so search engines would not lose indexed pages.
SEO at the code level
We built the site to search requirements from the start, rather than bolting SEO on later.
Complex order logic
The “Order water” form is more than a cart: deposit-based containers, a bag option for the 20-litre bottle and live recalculation of the total.
Recognising the visitor
For a signed-in customer the address and phone fill in automatically, a “Repeat last order” button appears, and city and street autocomplete.
Account, forms, admin
A filtered catalogue, a product page with a gallery and a customer account; enquiries are written to the database and mirrored to e-mail and a support Telegram channel.
Multilingual and geo
Three languages — UA/RU/EN — and a geo region detected by IP that can be changed manually.
Responsive on every screen
Same quality on desktop, tablet and phone, in all modern browsers.
The best proof of a clean migration: rankings did not fall
No collapse in rankings followed. According to Serpstat (g_ua database, August 2026 snapshot), domain visibility is growing, while the core commercial queries hold top positions. The database holds 24,803 keywords; in this snapshot 26 moved up and 62 new ones appeared.
| Commercial query | Position | Volume/mo |
|---|---|---|
| drinking water | 1 | 1,000 |
| potable water | 3 | 6,600 |
| 6 l water | 2 | 390 |
| 5 litre water | 4 | 590 |
| water pump | 5 | 5,400 |
| water coolers | 7 | 3,600 |
| buy water bottles | 4 | 590 |
| bottle stand | 2 | 320 |
Positions and volumes come from Serpstat, g_ua database, August 2026 snapshot. Brand queries (“etalon voda”, “etalon”) also rank at the top. Beyond classic results, the domain appears in Google AI Overview on roughly 1,900 queries (489 citations) — the new site is visible both in the blue links and where buyers increasingly look.
Equally comfortable on desktop and phone
We built the mobile version around real scenarios — homepage, catalogue and product page work correctly on every screen.
Product page, price, cart
A product page with a gallery, promotion badges, free delivery terms and specifications, an add-to-cart button and deposit-container logic — all on Laravel.
What it runs on
We did not simply build a handsome store: we moved a market leader’s live business onto a new platform, keeping customer data and losing no SEO. The hardest part — the water ordering logic with deposit containers and repeat orders — is hidden behind a simple interface. From there the domain is handled by the SEO/GEO team, with content and structure tuned for both classic results and AI search.