The Challenge
Naitamtook is a printing house in Lat Phrao with more than 15 years of experience. It provides a full range of print media services and uses specialised printing techniques so that each job matches what its customer needs as closely as possible. Its aim is to keep advancing print media to serve its customers better.
Online, the business was limited by an older content management system (CMS). The platform created duplicate page addresses (URLs) by itself and allowed very few changes to the site structure. The duplicates split the value of the links pointing to the site across several addresses and confused the crawlers that search engines send to read a site. The printing work and the brand’s long reputation were strong, but the website had not been made for search engine optimisation (SEO) as it works today.
Primal’s task was to find a way around these limits in the site’s structure and bring the website’s visibility in search in line with the standing the brand already had offline.
Our Approach
Primal worked on 2 areas, the technical health of the site and the relevance of its content. A detailed review of the site dealt directly with the duplicate URLs and set out a content roadmap matched to search terms with a high intent.
The content followed the experience, expertise, authoritativeness and trustworthiness (E-E-A-T) framework, with the brand’s 15 years in printing and its expertise as the basis of its credibility. The goal was to turn a static website for a local business into a site that could compete in search, within the limits of the existing CMS.
Outcomes Achieved
Primal made targeted technical fixes and published content at a steady pace. We configured the robots.txt file and managed the sitemaps to fix crawl errors, then published blog posts that met strict E-E-A-T standards. A refined site architecture and a focus on niche keywords reduced the effect of the duplicate content across the domain.
Together, these changes gave search engines a clear structure they could trust. Within 6 months, organic key events grew 12.11x, impressions grew 4.51x and clicks grew 2.84x. An organic key event is an action on the website that its analytics records as important, made by a visitor who came from unpaid search results.
- 4.51xIncrease in Impressions
- 2.84xIncrease in Clicks
- 12.11xIncrease in Organic Key Events
Key Insights
- The old CMS created duplicate URLs by itself, which split the value of the site’s links and confused search engine crawlers.
- Primal worked on 2 areas at once, the technical health of the site and the relevance of its content.
- The brand’s 15 years in printing and its expertise were the basis of blog posts written to E-E-A-T standards.
- Organic key events grew 12.11x in 6 months. Impressions grew 4.51x and clicks grew 2.84x.
