The Challenge
Crane Professional provides crane training, crane inspection and mechanical engineering services. The company also developed a course on the engineering of lifting work.
Its customers are other businesses, and its website was hard to find for the business-to-business (B2B) buyers searching online. It had useful services to offer, yet the site was not reaching the people most likely to need them. The company wanted search engine optimisation (SEO) to bring it higher rankings and more relevant traffic.
Our Approach
Primal started with an SEO analysis of Crane Professional’s website. The team reviewed the structure of the site and its content, and researched the keywords that people use when they search for cranes and lifting equipment.
The analysis showed which parts of the site needed work. From it, Primal set out a strategy to optimise the website so that it appeared more often in B2B searches.
Primal then reworked the site’s structure and content around keywords specific to the crane industry, to raise its rankings and bring in a more relevant audience.
Outcomes Achieved
With its structure and content matched to industry keywords, Crane Professional’s website ranked higher in search results and drew a more relevant audience. Organic sessions grew 93% in 3 months. These are the visits that come from unpaid search results.
Search visibility, how often the site shows in search results, grew 86%, and new users grew 78%. With more of the right buyers on its website, the company has a better chance of turning them into customers.
- 86%Increase in Search Visibility
- 93%Increase in Organic Sessions
- 78%Increase in New Users
Key Insights
- The work started with an analysis of the site’s structure, its content and the keywords of the crane and lifting equipment industry.
- Matching the structure and content to crane industry keywords brought a more relevant audience to the website.
- Organic sessions grew 93% in 3 months. Search visibility grew 86% and new users grew 78%.
