Case study on basic SEO optimization of a construction company EURODOM.
Who will find this research useful: businesses in the construction industry.
About the client's business: construction of roads, commercial premises, monolithic works, rental of special equipment, sale and delivery of construction bulk materials.
Before we started: the client had two identical websites under different domain names, the sites were almost not indexed in the search engine, the site contained critical technical errors and usability issues, there was no internal optimization, the site structure was not sufficiently expanded to cover all aspects of promotion.
Project GEO: Kyiv, Zaporizhzhia, Dnipro
Goals of SEO optimization:
To make the site comply with Google's technical requirements;
Improve the ranking in Google search results;
Improve website indexing;
Improving website usability and increasing the conversion rate;
Preparing the website before launching advertising campaigns on Google.
For those who are too lazy to read.
For SEO: a multi-page website about construction services, rental of special equipment, and delivery of construction bulk materials.
Here's what we did for EuroDom:
Collected a complete semantic core and analyzed competitors;
We added new pages for different types of bulk materials and special equipment, optimized them for keywords and internal linking;
We found errors in the code and technical problems and drew up technical specifications to solve them. We supervised the correction of all errors.
After SEO optimization: increase in users on the site from 0 to 117 per month. The average position in Google search results rose from 0 to 67.
What works were included in the basic optimization:
We gathered all the information about the specifics of the client's activities and the goals expected as a result of the work.
We dove deep into the client's business niche to develop an effective promotion strategy. This is usually a basic step, but it is extremely important. Without understanding the essence of the client's business, SEO promotion risks failure. At Idea Digital Agency, we used an integrated approach to better understand the business:
We received an SEO brief - a short form with questions about their goals, competitors, SEO experience, and the team working on the site;
Thoroughly analyzed the site, and identified all the shortcomings and mistakes that prevent them from getting better results;
We held regular meetings to adjust the task plan and the chosen strategy to help achieve the goal.
This approach allows us to deeply understand the business from the inside. An SEO specialist becomes a valuable partner for a client when he or she has a clear understanding of the company's work and its challenges.
Analyzed and fixed the main technical errors
We conducted a technical audit of the website to find errors.
We found errors in the code:
We found templates and empty pages in the sitemap.
There was no microdata on the site. We wrote how it should be implemented and what types of micro-markup should be used.
We found errors in the connection of language versions of the site.
There were URLs on the site that were written in Cyrillic. From an SEO perspective, it is recommended to use Latin characters and words in URLs. Therefore, change the URL structure to a more custom and user-friendly one by replacing Cyrillic characters with Latin counterparts.
Also, at the beginning of the work, there were 2 identical sites with different URLs: Evro-dom.com.ua and Evro-dim.com.ua. We analyzed the performance of the two domains:
And based on the analysis, we made recommendations on which domain to keep.
Collected and agreed on target keywords and phrases
We conducted comprehensive keyword research for the website to find out what queries users enter in Google when searching for your service. We have determined how often these keywords are used, as well as in which cities and regions they are most often searched for.
Search queries help us understand several important aspects:
Popularity of services: Analyzing the frequency of search queries allows you to assess the demand for specific services in your industry. This helps to focus your SEO strategy on the most relevant and popular areas.
Geographic coverage: Studying the regions where your services are most often searched for helps you determine which markets to focus your marketing efforts on.
Competition for keywords: By analyzing how competitive the keywords are, we can develop a strategy to select those queries that can achieve high rankings faster and get more traffic.
Content strategy: Based on search queries, you can create content that meets the real needs of users, increasing their interest in your site and increasing the chance of conversions.
Thus, keyword research is the basis for developing an effective SEO strategy that will attract the target audience and significantly increase the visibility of your website in search engines.
After collecting a sufficient number of keywords, we separate commercial phrases from informational ones. Commercial ones will be used in content and promoted on service pages. Informational keywords will be used for content marketing on your blog.
Useful tip: it is better to promote your website pages not only for high-frequency keywords (more than 100 queries per month) but also for low-frequency ones. The less frequent a keyword is, the more likely it is that a visitor will find exactly what they are looking for.
We expanded the site structure.
We added pages for different types of special equipment:
We developed a new design for bulk materials pages to increase conversion rates and expand the structure of landing pages:
And created pages on the subcategory of bulk materials:
We implemented internal page optimization for the bulk materials and special equipment sections.
We carried out internal page optimization, paying special attention to both content and metadata. This is a key stage of SEO that allows you to improve the site's visibility in search engines and make it more relevant to user requests. Here's what we did:
Optimized the content:
We reviewed and updated the texts on the pages to make them relevant to the key queries your audience is looking for most.
We included important keywords in a natural context while ensuring the high quality and readability of the text.
We added H1, H2, and H3 headings for a logical content structure that helps both users and search engines to better navigate the page.
Optimized images by adding appropriate alt tags to improve SEO and accessibility.
Optimized metadata:
We updated the Title and Meta Description on each page to clearly reflect the content of the page and include targeted keywords. This increases the chances of better visibility in search engines and encourages users to visit the site.
We made sure that titles and descriptions do not exceed the optimal length to be displayed correctly in search results.
Implemented internal linking of pages:
We set up the correct structure of internal links to help search engines index your site better and improve the user experience when navigating.
Created technical specifications for programmers to improve page loading speed:
We optimized page loading speed by reducing the size of image files, using caching, and other technical measures.
These steps helped to increase the relevance of each page of the site to search queries, improve the user experience, and ensure better indexing by search engines.
The results we got
We collected analytics to check the results of our efforts. Let's take a look at the results:
Internal optimization implementation period - March 2024, results evaluation period - July 2024.
Traffic:
As you can see, back in February, the site received no traffic. Starting in March, it began to grow. It is worth noting that there is a seasonality in the demand for services in this area, and it peaks in the summer, while in the winter, demand drops significantly.
An example of seasonality indicators from Google Trends:
In total, 335 users were acquired from organic traffic to the site from March to July.
Positions:
After optimization, you can observe an increase in the average position of the site in the Google search engine. And for some low-frequency keywords, they even reached the TOP 10.
In the field of SEO, it is important not to stop even when traffic and rankings show positive dynamics. Constant changes in search engine algorithms and the activity of competitors require continuous work on website optimization. To stay competitive, you need to regularly conduct SEO experiments, analyze the results, and look for new ways to further develop and improve your search engine rankings.
The main goal of this project was to prepare the website for effective advertising campaigns. We started by eliminating critical technical errors, including removing duplicate pages, expanding the site structure, and optimizing key pages. Thanks to this, we were able to set up separate advertising campaigns to increase the visibility of the resource. To learn more about setting up advertising for this project, please follow this link.
The measures taken have shown positive dynamics in improving the site's visibility in search engines. However, an integrated approach and regular optimization are required to achieve top organic rankings.
If you want to increase the visibility of your website or improve the results of your advertising campaigns by SEO-optimizing your pages for key queries, contact our team for a consultation today!