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This case describes how the right approach was selected to work with the building materials certification niche. Actions that helped the client improve the quality of content and increase the number of requests from the site are also considered.
One of the clients contacted an SEO agency with a request to promote the website of a company engaged in certification of construction products and construction work. The company also deals with the declaration of building materials and laboratory control at construction sites.
During previous cooperation with the contractor, the site did not receive proper positions in search engines. Only a small part of key queries made it into the TOP 10 of search results, and, as a result, traffic to the site was minimal.
When analyzing the site, it was noticed that the page structure and texts need to be improved, and the number of queries in the TOP 10 needs to be significantly increased.
We decided that optimizing the site using SEO promotion would be an effective solution. Despite the low results at that time, the site had already brought in several high-quality applications, which made it possible to predict a positive effect from the work.
We started by analyzing the current set of keywords that had been collected by the previous contractor. We decided to expand the semantic core, since many of the selected phrases were not searchable or were too competitive.
We also took into account that the client had several important areas in which the site was not sufficiently represented, and we created additional pages for more detailed optimization.
By expanding the semantics, we were able to optimize pages for several queries simultaneously, which had a positive effect on the results.
The site required reworking of pages with services. We changed the design minimally to keep costs down, but added examples of certificates and customer reviews to improve the page experience.
Some sections, such as the Question and Answer section, were removed because they did not provide the desired indexing effect. We've also added a lead form at the end of pages to make conversion easier.
One of the difficult tasks was the process of coordinating and editing texts. The client had strict requirements for content, which made the work more difficult. In the field of certification of building materials, accuracy and the use of specific terms are important.
We were faced with the fact that edits to one article could take a week, and this approach was ineffective. To solve this problem, we divided all materials into two categories: materials that require careful review, and texts targeted at search engines, for which one round of edits is enough.
The author selection process has also been improved. We started working with several copywriters and selected those who best met the client's requirements.
In parallel with the changes on the pages, we conducted a technical audit and improved the link mass of the site. These activities also contributed to improving search rankings.
The results were not long in coming. The number of requests in the TOP 10 increased significantly, and more visits began to come to the site. This has led to an increase in applications and calls, although the exact numbers remain confidential.
We continued to work with the client, setting new goals to promote the site in search engines and further improve positions.
If you have any questions or need help with SEO promotion, you can contact the SEO studio "SEO COMPUTER" with any questions by email info@seo.computer.
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