The Challenge
This business-to-business (B2B) company makes and distributes plastic pellets, polymers and resins. Its products are raw materials, not finished goods.
Its earlier search engine optimisation (SEO) campaign did not work. That campaign aimed at keywords for end products, and the company sells raw materials, so the keywords did not match what it sells.
The company wanted a new SEO strategy, with keywords that describe its own products and blog content written for its target readers, to make it more visible online.
Our Approach
The main aim was to match the SEO strategy to the company’s products and to what it wanted from search. Primal began with focused keyword research, to make sure each chosen keyword matched one of the company’s raw materials.
Primal also added keywords chosen for the blog, so the company could publish more content and get better SEO results across the website.
The approach included a technical review of the website, made for this site, to find and fix the problems that kept its pages from ranking in search results.
Outcomes Achieved
Primal carried out the keyword research and chose terms that describe the company’s raw materials accurately. The blog keywords widened the range of content on the website, to bring in more organic traffic, the visitors who arrive from unpaid search results.
At the same time, the technical review fixed problems specific to the website, including JavaScript rendering and problems related to language. The SEO campaign now matched the company’s products, and its website became more visible in search, in a highly competitive B2B market.
In 6 months, organic new users rose 105%. Organic sessions rose 103%, and organic goal completions, the actions on the website set as goals, rose 40%.
- 105%Increase in Organic New Users
- 103%Increase in Organic Sessions
- 40%Increase in Organic Goal Completions
Key Insights
- The earlier SEO campaign aimed at keywords for end products, which did not match a company that sells raw materials.
- The new keywords describe the company’s raw materials accurately, and keywords chosen for the blog widened the content on the website.
- A technical review fixed website problems that kept pages from ranking, including JavaScript rendering.
- In 6 months, organic new users rose 105%.
