The client operates in the portable homes and structures industry. The main activities of the company are: sale and installation of portable portable buildings (houses (cabins, tiny houses), portable offices (portable offices), rest structures (sleep outs), etc.).
Sales of building materials (PVC fencing, plywood, drywall, windows and doors).
The company has two showroom offices, one in Auckland and one in Christchurch. Therefore, most of the clients are from these cities.
Organic traffic - 83 users/month, referral traffic - 6, direct transitions - 107
1% of keys in the top 10,
4% in the top 30
2280 impressions per month
Our goal is to increase the number of sales, to do this we need to attract targeted traffic to the site and bring it to the Top 5 in our priority areas.
In general, we want to increase the number of leads by 20% in a month and 50% within 2 months.
The site was not promoted before our cooperation. Therefore, the first SEO results became visible only after a few months. In order to give the client maximum results in a short time, we approached the project comprehensively — in addition to optimizing the site, we connected contextual advertising and remarketing.
But Google had its own plans, and it blocked the advertising, but we'll talk about that further.
There is no pronounced seasonality, but the team noted some increase in demand in the summer period — from September to March. Since New Zealand is the other side of the world, the climatic seasons are different from the usual, or rather they are shifted: summer lasts from December to February, winter — from June to August.
In New Zealand, there is a big demand for portable houses because of the growing housing crisis. Housing prices in New Zealand have increased by over 60% in the last 10 years, and home ownership is lower than in other countries. Because of this, there is a lot of competition in the niche of portable homes and structures. Ranking high in renditions is not an easy task. This isn't the first time our team has faced this challenge, so they know what to emphasize to start getting results.
Semantics were collected in iterations — first the client identified several key areas for promotion of transportable portable buildings:
2-bedroom-unit
Standard cabins
Delux cabins
We started collecting requests for these areas. Then, within two months, we supplemented the list with commercial keys for other types of portable houses, fences and structures.
We regularly update and expand the semantic core, check the relevance of keys and add new ones.
When the client came to us, there were almost no texts on the site, only short descriptions generated by artificial intelligence. Optimized tags were also absent.
After collecting the semantic core, we decided to work in iterations. In the first month of work, we focused on working out the tags. At the next stage, we started writing texts for the pages for which we had collected keywords.
In the following months, we continued optimizing the content, combining work on tags and texts. The main focus was on the promotion of the client's priority areas.
When optimizing a website for search engines, it is also important to improve its usability. When the site is convenient, users spend more time on it, less likely to leave immediately after opening it and more actively interact with the content, increasing engagement and improving behavioral factors.
Ranking is based on the usefulness of the resource. It is important to take into account the behavioral factor, i.e. how interesting the site is to users: depth of browsing, the time users spent on the pages, bounce rates and other data.
Thus, improving usability helps the site to attract more traffic and improves its position in search results..
Some of the changes to the site that made it more usable:
Creating an intuitive menu
Adjusting the header and footer of the site
Elaboration of linking blocks on the pages of the site
Changed the main page
To achieve the client's goals, we connected contextual advertising: search campaigns and remarketing in Google Ads. To summarize, here are the results we got:
the number of conversions in the first month
in the second month
in the third month
Here conversion = completed application.
Data are in New Zealand dollars
In parallel with site optimization, we launched contextual advertising, but Google blocked it. To solve the problem in accelerated mode, we had to change the domain. Changing the domain name could lead to a drawdown of positions and a long recovery in search results. But thanks to the operational work of our team and the programmer on the client's side, we managed to maintain the position and visibility of the site.
The process was built as follows: seo specialists prepared a list of redirects from the old address to the new one, and the programmer set everything up.
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