Manufacturing Company SEO Success

Overview

We recently took on a targeted SEO campaign for a client in the manufacturing industry. The work resulted in a 72% increase in organic traffic and a 92.8% increase in the number of organic leads Year on Year.

 

Initial Analysis and Strategy Development

The SEO campaign began with a thorough analysis of the client’s existing website and online presence to identify key areas for improvement:

  • Competitor Analysis – Analysing the SEO strategies of leading competitors to understand their strengths, weaknesses and opportunities. This includes a review of their keyword strategies, backlink sources and content quality.
  • Keyword Research – Performing extensive keyword research to discover high-value, relevant keywords that potential customers were using. This includes both short-tail and long-tail keywords specific to the manufacturing industry.
  • Website Audit – Conducting a comprehensive on page and technical SEO audit to identify technical issues, content gaps, backlink profiles and user experience challenges.

 

On-Page SEO Improvements

A series of on-page SEO tactics were employed to improve the website’s relevance and user engagement:

  • Content Optimisation. We optimised existing content to incorporate target keywords naturally, ensuring that it provided valuable information to users. We produced new content such as blog posts case studies and industry insights to target additional keywords and address common customer queries.
  • Meta Tags and Descriptions. Meta titles and descriptions were optimised for all major pages, incorporating primary keywords and compelling calls-to-action to improve click-through rates (CTR).
  • Header Tags. Our team implemented a proper use of H1, H2, and H3 tags to structure the content and highlight important keywords, making the content more accessible to both users and search engines.
  • Internal Linking. We developed a robust internal linking strategy to ensure that link equity was distributed across the site, helping important pages rank higher.
  • User Experience (UX) Improvements. Our team made improvements to site navigation, mobile responsiveness and page load speeds to improve overall user experience and reduce bounce rates.
  • Product Page Optimisation. We optimised product pages by including detailed descriptions, high-quality images and technical specifications. We ensured that each product page contained relevant keywords and clear calls-to-action to guide users through the purchasing process. Adding customer reviews and testimonials provided additional trust signals to potential buyers.

 

Technical SEO Improvements

Technical SEO was crucial in ensuring that the website was easily crawlable and indexable by search engines:

  • XML Sitemap and Robots.txt: We submitted an updated XML sitemapto Google Search Console and configured the robots.txt file to guide search engine crawlers effectively.
  • Structured Data Markup: Our team implemented schema markup for manufacturing services, product specifications and industry standards to help search engines understand the context of the content better, improving the chances of rich snippets appearing in search results.
  • Fixing Crawl Errors: All crawl errors identified in Google Search Console were addressed, ensuring that search engine bots could access all important pages without issues.
  • HTTPS Migration: Our team ensured that the entire site was served over HTTPS to improve security and gain a ranking boost.
  • Site Speed Optimisation. We implemented various measures to improve site speed, such as image compression, browser caching, and minifying CSS and JavaScript files. This resulted in faster load times and a better user experience.
  • Mobile Optimisation. Our development team ensured that the website was fully responsive and optimised for mobile devices. This included improving the mobile navigation, making buttons and links easily clickable, and ensuring that content was easily readable on smaller screens.

 

Off-Page SEO and Link Building

Building a strong backlink profile was essential to improve the website’s authority and trustworthiness:

  • Quality Backlink Acquisition: We executed a focused outreach campaign was executed to acquire backlinks from reputable manufacturing-related websites, industry blogs, and publications. Guest blogging and partnerships with industry influencers were key tactics.
  • Local SEO: Our team optimised the client’s presence in local search results by claiming and optimising their Google My Business listing and acquiring local citations.

 

Results

The SEO efforts resulted in substantial improvements over six months:

  • The website achieved a 72% increase in the number of organic traffic Year on Year.
  • The average organic position increased by 3.6 spots Year on Year.
  • The organic click-through rate improved from 3.2% to 4.1%.
  • Organic leads went up by 92.8% since we focused our efforts on high traffic keywords that were also high-converting.

Are you looking for more organic leads and traffic?

We can help your company improve results.

START THE CONVERSATION