SEO promotion case: Promotion of the website of a refrigeration equipment importer on Google
Input data
Site type
Topics.
Import of refrigerants
Instagram link:
Monthly budget:
About the client:
Objectives.
Results
Technical audit (Internal optimization)
The short result
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719%
Number of transitions
1 year
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12%
Reduced the number of failures
1 year
415%
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 refrigeration equipment website
SEO promotion of a refrigeration equipment website helps to turn a technical B2B resource into a clear and noticeable sales tool. Potential customers search for "buy refrigeration equipment", "refrigerated display cases for a store", "freezers for a warehouse", but mostly come across catalogs of large distributors. Without thoughtful SEO, the manufacturer's or supplier's website remains "invisible" even with competitive prices and strong service. That is why SEO promotion of an online refrigeration equipment store should be built around real business requests: owners of stores, restaurants, bakeries, warehouses and HoReCa. A comprehensive approach to technical optimization, catalog structure, content and commercial factors allows you to bring pages to the top of Google and turn organic traffic into calculation requests, calls and signed contracts.
Refrigeration equipment niche and starting conditions
The refrigeration equipment market is characterized by high competition and a complex product: solutions are selected for the area, business format, energy consumption and service requirements. Many companies work for years on recommendations, and the site is used as a catalog without a clear SEO strategy. At the start of SEO promotion of a refrigeration equipment site, traffic usually consists of brand queries and a few transitions for general phrases. The catalog is formed according to internal logic: models, series, articles, while the user searches for "refrigerated display cases for a store near the house", "refrigerated chambers for a meat shop", "industrial ice maker". The initial conditions of this case included a disparate structure, poorly filled meta tags, the absence of landing pages for key directions and minimal presence in the search results for commercial queries.
Typical SEO problems for a refrigeration equipment website
The initial audit revealed a set of problems typical of a technical B2B project. The semantic core was incomplete: queries for refrigerators, display cases, cabinets, racks, ice makers, and components did not have separate landing pages. Some categories overlapped in keywords, which created internal competition and “distorted” relevance in Google. Meta tags were often repeated or were completely empty, the titles did not contain the formulations used by buyers and business owners. The product description was reduced to dry characteristics without an emphasis on benefits, areas of use, and application examples. Additionally, technical shortcomings were revealed: slow loading of heavy pages, incorrect redirects, duplicates through filters. In this state, SEO promotion of the refrigeration equipment website could not provide a stable growth in organic traffic and applications.
SEO strategy for optimizing the structure and catalog of equipment
The SEO strategy for promoting the refrigeration equipment website was built around search intent and clear segmentation. The semantic core was divided into clusters: equipment for stores, for HoReCa, for warehouses and production facilities, separately - refrigerated display cases, chambers, ice makers, cabinets, racks, components. For each direction, landing pages with clear headings, understandable URLs, processed meta descriptions and structured text were created or redesigned. SEO promotion of the online refrigeration equipment store was strengthened thanks to internal linking: from categories and cards you can go to related solutions, service, installation and application forms. In parallel, technical optimization was carried out: loading speed up, cleaning duplicates, updating the site map, setting up indexing filters. As a result, the structure became understandable for both search engines and the b2b audience.
Content, commercial factors and brand expertise
Work with content and commercial factors played a significant role in the results. Categories of refrigeration equipment received detailed descriptions with an explanation of which business formats the solution is suitable for, what requirements for the power grid, temperature regimes, and maintenance. Product cards were supplemented with blocks on advantages, examples of use, selection recommendations, and related items. This strengthened the SEO promotion of the refrigeration equipment website due to relevance and at the same time reduced the number of clarifying questions from customers. Articles and short cases appeared on the website: how to choose equipment for a small store, how to optimize electricity costs, how to plan refrigeration for a warehouse. The added noticeable forms "request a miscalculation", clickable phones, information about warranty, service, and installation made the path from search to application much shorter.
SEO results and opportunities for further project growth
After implementing key SEO recommendations, the promotion of the refrigeration equipment website resulted in a significant increase in visibility and traffic quality. The number of impressions and clicks on non-branded commercial queries increased, category and main service pages entered the top of Google. The structure of entrances became more logical: users immediately get to relevant sections, view several pages, more often leave applications and send technical tasks. The share of organic calls in the total number of leads increased significantly, and dependence on paid advertising decreased. Further development of SEO promotion of the refrigeration equipment online store includes expanding semantics for narrow segments, publishing new cases, strengthening regional presence, and regular analysis of conversions. This approach makes organics a long-term strategic growth channel for the manufacturer or supplier.