SEO moninsyrup.ru
The official MONIN website in Russia is built on Tilda and works as a B2B tool for coffee shops, restaurants and bars. Step by step: what the audit showed, which brief I wrote, what was fixed and what the search results showed on 25 September 2026.
01 / brief
A Tilda site: 97 product pages and 35+ recipes
The site looked expensive: a dark palette, big typography, professional photography. The goal was to keep the design and turn the site from an image presentation into a tool that people find through commercial queries and that brings B2B enquiries.
02 / audit
Initial score — 3.6 out of 10: strong design and almost no optimization
In May 2026 I ran two audits: a general UX/UI audit and a separate SEO audit. The data was collected with tools (page structure, browser performance) and from screenshots. Scores across seven criteria:
| Criterion | Score | What was found |
|---|---|---|
| Visual design | 7 / 10 | premium look, quality photos |
| UX / usability | 4 / 10 | broken mobile menu, weak navigation |
| SEO | 2 / 10 | no headings, descriptions or alt |
| Accessibility | 2 / 10 | no alt, field labels or aria labels |
| Performance | 4 / 10 | 4.8 s load time, 0 of 23 images lazy-loaded |
| Code and semantics | 3 / 10 | no main, header or section tags; no CSS variables |
| Design system | 3 / 10 | buttons and fonts are not unified |
| Overall score | 3.6 / 10 | many critical problems |
03 / critical problems
What kept the site from being found in search
| Problem | What was found | What it risked |
|---|---|---|
| Meta description | missing on all pages, including 97 products | low snippet CTR in results |
| H1 | home: 0; catalog: the word "syrups"; Le Fruit: a French name | a page without a semantic anchor |
| Title | home was just "Monin"; most pages had an empty one or repeated the H1 | uninformative search results |
| Canonical and language | canonical not set, lang not set on html | risk of duplicates and language errors |
| Images | all 23 on the home page had an empty alt | search engine cannot understand pictures |
| Le Fruit catalog | showed 0 products with 17 pages in the sitemap | pages reachable only through the sitemap |
| URLs | a typo /inspiration/trands and 4 technical addresses like /page56317077.html in the sitemap | lost link weight and junk in the index |
| Schema.org | completely absent | no rich snippets for products and recipes |
| Product cards | a name, a category and an empty price | nothing to rank for "buy caramel syrup" |
| Mobile version | at 390 px the menu did not collapse and the button went off the edge | losing mobile visitors |
| Legal | no cookie banner, external links without noopener | risk under privacy law and security |
04 / brief
The brief: 64 tasks, four priorities and a roadmap
I put together the final document by combining the design assessment, the UX/UI audit and the SEO audit. For each of the 64 tasks it says where to change, what exactly to do and how to tell the task is done.
Every task has a status, so the client can see at any moment what is already solved and what is awaiting approval.
- P0 (1–3 days): H1, title, description, lang, mobile menu, Le Fruit catalog, empty block before the footer
- P1 (1–2 weeks): alt, field labels, canonical, cookie banner, phones, CTAs
- P2 (2–4 weeks): product cards, Product and Recipe, recipes, blog, filters
- P3 (1–2 months): design system, move to our own hosting
- Acceptance checklist for SEO, catalog, mobile version, forms and speed
| Priority | Timing | Tasks | Done when |
|---|---|---|---|
| P0 — critical | 1–3 days | H1, Title, Description, lang=ru, mobile menu, Le Fruit, empty section before the footer, grammar mistake | pages are indexed, the first screen is clear, the catalog is not empty, the mobile version does not break |
| P1 — important | 1–2 weeks | alt, field labels, aria, canonical, cookie banner, lazy loading, phones, CTAs, price on request | no critical accessibility or SEO errors |
| P2 — growth | 2–4 weeks | product cards, Product and Recipe, product content, recipes, blog, filters | cards can rank, the catalog brings enquiries |
| P3 — systemic | 1–2 months | design system, CSS variables, moving from Tilda to our own hosting | the site is maintained by rules |
05 / what was fixed
Metadata, structure, markup and content
The first screen was rewritten for the query: H1 "MONIN — syrups and fruit bases for drinks", below it a subtitle "74 flavours of syrups and fruit bases for coffee, cocktails, lemonades and desserts. Deliveries for HoReCa across Russia" and two buttons — "Get the price list" and "Go to catalog". Three brand facts are moved into a trust line: founded in 1912, present in more than 140 countries, official production and laboratory in Russia.
Individual Titles and Descriptions with commercial wording were written for the key pages: "MONIN syrups — catalog of 74 flavours, buy wholesale", "MONIN Le Fruit fruit bases — 17 flavours", "become a MONIN partner — supplies for cafés and restaurants", "cocktail and drink recipes with MONIN syrups". The catalog, partner, brand history and recipe pages got separate H1s with keywords.
Schema.org markup was added: Organization on the home page, Product on product pages (generated automatically by the Tilda catalog) and Recipe on all published recipe pages. This gives a search engine data on price, brand, ingredients and cooking steps.
- Title and Description on the home page, catalog, partners, history and recipes
- Canonical and lang=ru, Open Graph with a 1200×630 image
- H1 on all key pages, strictly one per page
- Meaningful alt on images, extended product card content
- A strengthened B2B partner page, a cookie banner
- Schema.org: Organization, Product, Recipe
| Page | Title per brief |
|---|---|
| Home | MONIN — syrups and fruit bases | Official manufacturer in Russia |
| /catalog/desirop | MONIN De Sirop syrups — catalog of 74 flavours, buy wholesale |
| /catalog/lefruit | MONIN Le Fruit fruit bases — 17 flavours, buy wholesale |
| /partner | Become a MONIN partner — syrup supplies for cafés and restaurants |
| /inspiration/recipes | Cocktail and drink recipes with MONIN syrups |
| /about/history | MONIN brand history — from France in 1912 to 140 countries |
06 / indexing and links
robots.txt, sitemap and order in addresses
Technical Tilda pages and old addresses like /page*.html are closed in robots.txt and removed from the sitemap so that no junk documents end up in the index. The outdated address /catalog/lefruit was removed from the sitemap, and both parts of sitemap-store.xml were checked: no old branches and no duplicates.
The brief records a rule for addresses: the typo /inspiration/trands must not simply be renamed — only together with a 301 redirect to /inspiration/trends, otherwise accumulated links and positions are lost. The task for the duplicate /history and /about/history is framed the same way.
- Junk URLs closed in robots.txt
- The sitemap is current, without old catalog branches
- Both store sitemaps checked for duplicates
- Brief rule: renaming addresses only with a 301 redirect
- A separate contacts page is not required by the site architecture
07 / search results
Google top 3 for 15 queries and first places in Yandex
The check was carried out on 25 September 2026 by hand, in incognito mode, region — Russia, across 25 search queries. Positions depend on region, device and date, so this is a snapshot of one day. Top 3 means the first three lines of results, 4–11 the first page of search.
| Group | Query | Yandex | Page | |
|---|---|---|---|---|
| Brand | monin | 1 | 4 | / |
| Brand | monin россия | 1 | 3 | / |
| Brand | monin официальный сайт россия | 1 | 3 | / |
| Brand | monin сиропы | 1 | 11 | / |
| Brand | монин сиропы | 1 | 9 | / |
| Commercial | сиропы monin оптом | 3 | — | / |
| Commercial | сиропы monin для кофе | 3 | — | / |
| Commercial | сиропы для кофе monin оптом | 5 | — | / |
| B2B / HoReCa | поставщик сиропов monin | 1 | 11 | /partner |
| B2B / HoReCa | стать партнером monin | top 2 | 1 | /partner |
| Category | фруктовые основы monin | 2 | 4 | catalog |
| Category | сироп monin бузина | 3 | — | product |
| Recipes | рецепты с сиропами monin | 4 | 1 | /inspiration/recipes |
| Recipes | рецепты коктейлей monin | 4 | 1 | /inspiration/recipes |
| Recipes | лимонад с сиропом monin | 3 | 1 | /inspiration/recipes |
| Recipes | кофе с сиропом monin рецепт | 3 | 1 | /inspiration/recipes |
| Recipes | коктейли с monin рецепты | 4 | 1 | /inspiration/recipes |
How to read the result. Brand queries and B2B partnership queries Google puts in first place, and recipes take first place in Yandex: content with Recipe markup worked exactly there.
08 / technical results
SEO — 100 out of 100 in PageSpeed and no critical errors
The repeat check on 25 September confirmed: there are no critical errors in structure, meta tags, Schema.org, robots.txt and sitemap. The SEO score in the PageSpeed test is 100, with no layout shifts.
- Title, Description, H1 and canonical on all key pages
- Schema.org: Organization, Product, Recipe
- robots.txt and two sitemaps without duplicates
- Open Graph with a 1200×630 image
Discuss a project
Need SEO for your website?
Send the site address — I will run an audit, prepare a brief for the fixes and show what to fix first.
Order SEO