SEO for Industrial Manufacturing of Porcelain Stoneware Products — Case Study

4

months

+427%

organic traffic growth

+431%

number of new users

organic traffic of the porcelain stoneware manufacturers website

Organic traffic for the period: January 2022 (before the start of work) — September 2022 (after work completion)

1

About the client:

  • Industry: Manufacturing
  • CMS: WordPress
  • Promotion Region: Italy
Netrocket was approached by a family-owned factory producing industrial ceramic granite products. The factory, based in Italy, manufactures a wide range of interior and exterior items such as steps, thresholds, pool borders, sinks, shelves, and countertops. With their website created in 2004 and no previous SEO optimization work done, the factory sought Netrocket’s assistance in SEO for industrial manufacturing to improve their online presence and increase organic traffic.
2

Challenge:

The factory’s website was created in 2004. No SEO optimization work had been carried out previously. Even a first glance is long enough to understand — the site needed refinement and redesign. Our task was to bring the site to the top for target keywords and make the site more user-friendly, focusing on SEO for industrial manufacturing.

The development team was on the client’s side, closely collaborating with our SEO for industrial manufacturing specialists to implement all recommendations and make the website a leader in organic traffic volume.

3

Stages of SEO Optimization:

Site Analysis and Audit:

When updating old websites, special attention should be paid to analysis, particularly in the realm of manufacturing SEO marketing. Identifying all the project’s shortcomings is crucial, as well as forming recommendations for improving the website and developing an effective strategy. We:

  • Identified possible technical and usability issues on the website.
  • Conducted a competitive analysis, including top-ranking websites and competitors in the industry.
  • Determined missing ranking factors.
  • Developed a website promotion strategy.

Technical Work:

The next stage involved preparing the website for the update. It was crucial to assess the server’s capabilities, conduct a technical analysis, and fix any identified errors. Together with the factory’s development team and our b2b SEO expert, we:

  • Migrated the website to a new, more powerful server.
  • Performed initial technical optimization.
  • Paid special attention to ensuring the website functions correctly on mobile devices.

Collecting Keywords and Working with Structure:

To increase the website’s visibility on Google search and ensure correct indexing and navigation of the resource, we formed a refined and expanded website structure specifically tailored for SEO for industrial manufacturing. We:

  • Analyzed the keywords and LSI queries used by competitors.
  • Collected missing keywords for new website pages.
  • Developed a new website structure, retaining the pages that bring in the most traffic.

Added new sections and pages to the website, including category and filter pages. We optimized service and product cards and added B2B solutions, promotions, and case studies.

Blog Work and External Promotion:

Powerful content was necessary to increase the website’s authority and organic traffic, which is why we launched a process of regular article publication in the blog, which is one of the requirements for effective SEO for industrial manufacturing. That’s why we:

  • Started working on external promotion and publishing content on external sources.
  • Initiated social media activities, including publishing and reposting our articles.

Design and Layout:

Netrocket completed the website’s design update with the factory’s design team.

  • They rebranded the corporate identity and implemented modern UX/UI recommendations to enhance user-friendliness and functionality.
  • Pages were optimized with updated designs considering commercial and behavioral ranking factors.

We’ve made website navigation more accessible and simplified the search for the services users need. We’ve added new pages, such as:

  • Licenses and Certificates,
  • Our Team,
  • Guarantees,
  • Stages of the Transaction,
  • Frequently Asked Questions, Promotional Blocks and Special Offers, Call Back Request, and an Interactive Calculator to help you calculate product costs and delivery.
corporate identity for a manufacturer of industrial porcelain stoneware products
4

Results in 4 Months:

Netrocket’s SEO agency for WordPress optimization efforts significantly improved organic traffic and user engagement within four months. The results achieved were as follows:

stoneware enterprises seo consultant
  • Organic traffic growth: +427%
  • New user acquisition: +431%
  • Sessions growth: +470%
  • Bounce rate reduction: -37%
  • Page views per session increase: +240%
  • Average visit duration increase: +61%
SEO-indicators of the site of the manufacturer of porcelain stoneware products

The schedule of resource efficiency, click growth and impressions from March to June 2022:

Graph of site performance, clicks and impressions growth
5

Summary / Conclusion Takeaways

A website can become an effective marketing tool and generate consistently high profits for its owner. SEO-optimizing the resource varies depending on the website’s initial state, competition in the industry, product characteristics, and target audience. For stoneware enterprises, having a competent SEO consultant who can help with the optimization process is crucial.

The joint work of SEO specialists, developers, and designers brought positive results for a factory that specializes in manufacturing industrial porcelain stoneware products. With the right approach, SEO for industrial manufacturing can help businesses attract more customers and increase profits.

This case study highlights the transformative impact of SEO optimization on a family-owned porcelain stoneware manufacturer in Italy. With the right approach, industrial manufacturing businesses can attract more customers, increase profits, and establish a robust online presence. Netrocket’s expertise and client-focused strategy showcase the potential for consistent high returns through effective SEO.

 

Takeaways:

  1. Regular SEO Audits and Updates: It’s essential to regularly audit and update your website for SEO. Even older websites can see substantial growth with the correct optimizations.
  2. Collaboration Across Teams: Collaboration between SEO specialists, developers, and designers is crucial for successful website optimization. Ensure that your teams work closely together to implement recommendations effectively.
  3. Technical Optimization Matters: Technical optimization is a foundational aspect of SEO. Paying attention to technical issues, server capabilities, and mobile-friendliness can significantly impact organic traffic and user experience.
  4. Keyword Research and Content Strategy: Conduct comprehensive keyword research to understand user intent and competition. Develop a content strategy aligning with SEO objectives and user needs, including regular blog updates and external promotion.
  5. User Experience and Design: Enhancing user experience through modern UX/UI designs, intuitive navigation, and relevant content is essential for retaining visitors and reducing bounce rates. Invest in design updates that prioritize both aesthetics and functionality.
  6. Track and Measure Results: Track key performance indicators (KPIs) such as organic traffic growth, new user acquisition, session growth, bounce rate reduction, and engagement metrics. Regularly monitor and analyze data to measure the effectiveness of your SEO efforts.
  7. Long-Term Strategy: SEO is a long-term investment. While significant improvements can be achieved quickly, sustaining and building upon these gains require ongoing optimization efforts and adaptation to algorithm changes.
  8. Expert Consultation: Consider seeking expert consultation from agencies or consultants specialized in your industry. Their expertise can provide valuable insights and guidance tailored to your needs and goals.
  9. Focus on User Intent: Ultimately, SEO should prioritize meeting user intent and providing value to your target audience. Align your optimization efforts with the needs and preferences of your potential customers to drive meaningful results.
  10. Case Studies as Learning Tools: Use case studies like this as learning tools for your SEO strategies. Analyze successful approaches and adapt them to suit your unique circumstances and objectives.
# B2C # Manufacturing # SEO # WordPress

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