Production and installation of metal products - website promotion on Google
Input data
Site type
Subject
Production and installation of metal products
Instagram link:
Monthly budget:
About the client:
Objectives
Results
Technical audit (Internal optimization)
Short result
.png)
949%
Number of transitions
1 year
.png)
4%
The number of refusals has decreased
1 year
350%
Orders have increased
1 year
The basis of the team
Denis
Denis is the voice of our company. He spends hours making sure that our clients feel cared for and enjoy their interactions with the company. If you have any suggestions or ideas, you can write to us.
Christina
Khrystyna is responsible for the product concept, manages the creative team. Her task is to help the customer formulate a message for the target audience and visually package it so that it is correctly perceived.
Eugene
Evgeny is the main creative engine of our team. Logical thinking, analytical mindset, but at the same time can always impress our clients with a unique approach to business.
Daria
Daria's job is to formulate the client's objectives and desires, and then communicate them to the team of specialists. The project manager has to gather his or her will into a fist and finish the task with shocking force.
Nikita
Responsibility, broad horizons, marketing vision and many more qualities that can be said about Nikita. A unique tandem is the quality and speed with which Nikita performs her work.
Karina
A native speaker and expert in foreign languages with over 10 years of experience in writing texts for various tasks. She will study your tone of voice and craft the perfect text for each specific need.
SEO promotion of the metal products website
SEO promotion of the metal products website has become a key pillar in the development of a production company that works in the niche of metal structures and components for business. For a long time, the site remained essentially an online business card: a price, a few sections of the catalog and a minimal flow of incoming applications. At the same time, the company itself had stable production, warehouse balances and the ability to take large orders, but it did not receive a sufficient number of inquiries. The task of the project was to build a clear SEO strategy for the promotion of the metal products website in Google, where every section of the catalog, service page and information material begin to work to attract targeted b2b traffic. The emphasis was not on the abstract growth of attendance, but on the increase in the number of commercial appeals from logistics, construction companies, production and assembly organizations that are looking for a supplier of rolled metal and ready-made metal structures.
Initial data and specifics of the metal products market
The company, for which the SEO promotion of the metal products website was carried out, works in a saturated and, at the same time, conservative niche: metal construction, components, fasteners, custom-made parts. The main competition is centered around requests such as the supply of metal products, metal structures for construction, and the production of parts to order. Before the start of the project, the main traffic came from brand requests and rare direct links, and the majority of potential clients did not even see the site in Google. The catalog was designed without taking into account search demand, the group of goods was combined into one section, there were no landing pages for specific segments: railings, fences, sheet products, structures for warehouses, etc. In the SEO strategy, it was important to take into account the seasonality of demand, the specifics of the b2b audience and the long decision-making cycle, so that the site becomes a full-fledged entry point of the sales funnel.
The main problems of organic traffic before the start of work
The audit before the start of the SEO promotion of the metal products site revealed several critical blocks. First, weak semantics: the site was ranked based on a very limited set of common phrases without strict reference to types of production and delivery regions. Secondly, the structure of the catalog did not reflect the real behavior of users, which is why search bots and clients saw only a part of the assortment. Thirdly, many pages lacked unique descriptions, the meta tags were templated or empty, and the titles did not contain keywords. In addition, there were technical problems: incorrect redirects, duplicate pages, slow loading of some sections, which reduced Google's trust in the resource. As a result, even for targeted requests for rolled metal, the site was lower than less experienced competitors, and the organic channel did not bring a stable number of leads.
SEO optimization strategy for Google's commercial requests
The strategy was based on the division of requests into clusters: catalog, regional, and project. Separate landing pages with a clear description of the products, terms of cooperation and advantages of the manufacturer were created for commercial phrases such as buy metal products in bulk, manufacture of metal structures to order, supply of rolled metal in the region. SEO optimization of the metal products site included rewriting the titles, meta descriptions and texts with natural use of keywords, as well as the introduction of internal links between adjacent sections. For regional requests, pages were prepared for the main delivery areas, where the emphasis was on logistics and deadlines. The technical part of the work included speeding up loading, eliminating duplicates, updating the site map and improving adaptability. This approach made the site understandable for Google and convenient for engineers, buyers and business owners.
Content, structure and commercial factors of ranking in publishing
A content strategy was developed to increase the effect of SEO promotion of the metal products website. Categories received detailed descriptions indicating materials, sizes, standards, coating options and typical areas of application. This helped to simultaneously increase the relevance of pages and reduce the number of clarifying questions from clients. In addition, a block of cases and examples of implemented projects was created, where real objects, types of constructions and deadlines were shown. Such materials rank well in Google for requests with the addition of "turn key" and "example". An important role was played by commercial factors: clear application forms, callable telephones, blocks with advantages, information about guarantees and quality control. In total, this increased trust in the site both among users and in the search engine, which had a positive effect on positions and conversions.
SEO results and growth prospects for the manufacturer of metal products
Already in the first months after the implementation of the main SEO changes, the promotion of the metal products site brought a noticeable increase in visibility in Google. The number of requests for which the resource is shown in the top has increased several times, and commercial and regional phrases played a key role. Organic traffic has become more qualitative: the share of targeted visitors who fill out forms, submit technical tasks and request a calculation of the cost of a batch of metal structures has increased. Bounce rates decreased due to more relevant landing pages and improved speed. For the company, this was reflected in a steadily growing number of customers through the site and the ability to plan production loading. Further steps include the expansion of semantics, the development of the section of cases, the strengthening of expertise through thematic articles and the constant monitoring of positions in order to maintain the leading places in Google's output.