Manufactures Wet Grinding & Dispersing Equipment (Wet Grinding & Dispersing Equipment) and related products (Auxiliary Machinery, Grinding media).
Grinding machines are used to break materials into small particles. Such equipment is used in various industries: food production, chemical industry, waste processing, etc.
Tasks
Promotional languageEnglish
Promotion regionAustralia, South Africa, United States, Vietnam, Mexico, India, Pakistan
The client had already cooperated with a seo-agency before, but did not get the desired results. After a while, he decided to resume website promotion and turned to our company.
We started working on the project by analyzing the site. We identified
problems in basic optimization. Such errors are one of the reasons
for low site visibility.
Here are some of them:
Вот некоторые из них:
Tag — one of the words that indicate the relevance of the page
to the user's query.
In addition, meta tags Title and Description affect the formation of the
snippet. CTR depends on it: if it is unattractive and does not contain the necessary information,
there will be no positions in the search engine, therefore, people will not be able to find the
site.
There was over-spam in the text, i.e. a lot of repeated words. Because of this, search
engines perceived the site as low-quality, and users found it difficult to read the
information.
Relevance and text quality are the basis of any optimization process.
Separate pages for different groups of requests have not been created.
If a page is promoted by a large number of keys from different groups, the queries are blurred, and the meaning of the text is lost.
Therefore, there is a rule: one group of queries — one landing page relevant to them.
Keywords can be divided into general (related to equipment in general) and specific
(e.g. laboratory equipment). Creating separate pages for each group of queries helps to bring in
the target user. When users immediately find what they need, the bounce rate decreases.
And
search engines realize that the site is useful and can be shown higher in the output.
Negative dynamics on the growth of links to the site.
The number of links should increase, which means that the line on the graph should go up. But built-up links over time became unavailable or were removed by site owners, so there was a sharp decline. t is important to monitor the dynamics of the link environment and do not stop building, so that there were no such failures, and observed a smooth “natural” growth.
The project operates in a narrow and technically challenging area where:
a) there are not many potential customers.
b) the target audience has specific product requirements and, more often than not, technical knowledge of machine tools.
The product is expensive and buyers do not immediately decide to buy it. It is important for them to study the capabilities of the machine, prices, possibility and cost of delivery, information about warranty and service and only then make a decision to buy.
It is difficult for individual sites to get to the Top. According to search engines, there are already aggregator sites (e.g., alibaba.com, made-in-china.com), which can more accurately cover the user's needs due to a wide range of products.
And some consumers prefer to shop only on large aggregators, as they consider them trusted.
Meta tags and rewritten texts for the promoted pages. The main focus was on low-frequency queries, i.e. attracting visitors with specific queries. This way we got more quality and interested traffic.
To expand the list of keywords for which the site is ranked, we worked on general and informational queries through the blog. This helped to answer the user's queries in the most complete way and cover his needs as much as possible: from research to purchase.
Thanks to the creation of relevant landing pages, it turned out to be possible to respond more accurately to user queries, which influenced the positions in the rendition and traffic.
It was difficult to find a copywriter who had technical knowledge. Therefore, our team understood the right topic and wrote the texts themselves. We fully immersed ourselves in the client's niche to provide content that is correct from a technical point of view.
Competitors have from 400 to 4500 links. And the number of donors of the project was only 17. Therefore, we made a plan to build up the link mass. We started with a small number of links in order not to get under the filter of search engines, and then it gradually increased.
As can be seen from the graph, at the time of the start of work on the project, there was a decline in the number of donors referring to the site. Now the dynamics are positive, there are no sharp jumps.
There are few sites that match the client's niche, and hosting on them is expensive. We needed to get links, and we found a solution: we used sites with sections dedicated to technology.
As a result of promoting the website of a manufacturer of industrial equipment on the world markets, we achieved noticeable results: improved positions in search engines (46% of keys in the top 30), a significant increase in traffic (increase in impressions by 3909%).
Success in just 10 months of cooperation became possible thanks to a comprehensive approach: work with semantic core, link profile, content and technical part of the site.
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