The Challenge
Orpak provides oil management systems. It wanted its website to bring in new leads and new traffic from search.
When the work began, the website was not yet set up for search engine optimisation (SEO). It had no SSL (Secure Sockets Layer) security, and its user experience (UX), user interface (UI) and site structure were due for an update. The site did not rank for its target keywords or for related ones. Most of the terms it did rank for were branded terms, searches that already include the Orpak name, which stopped the site from bringing in new leads and new traffic.
Our Approach
Primal chose target keywords relevant to the business, keywords that could raise the website’s visibility and bring in more business-to-business (B2B) leads from organic search, the unpaid results on Google.
Primal also gave Orpak on-site review reports. The reports set out the technical issues the website had at the time and the fix for each one.
Outcomes Achieved
The work put Orpak in front of potential customers on Google. Its service is a niche one, yet the website reached the users who were searching for a solution for their business.
Beyond visibility, Primal raised the quality of the website itself, which makes SEO easier for the services Orpak adds in future. After the on-site optimisation, clicks rose 120%, new users rose 114% and impressions rose 308%. Overall conversions rose 134%.
- 134%Increase in Overall Conversions
- 120%Increase in Clicks
- 114%Increase in New Users
- 308%Increase in Impressions
Key Insights
- Rankings mostly on branded terms stopped the site from bringing in new leads, so the work began with target keywords.
- The SEO work had two parts, target keywords to raise the website’s visibility and on-site review reports that matched each technical issue with its fix.
- A niche B2B service still reached the right users on Google, and overall conversions rose 134%.
