Here is a case study and guide from MaxAudience about creating an improved user experience based website and achieving better search engine optimization (SEO).
Rohner has been in the finishing industry for the last 20 years, setting the standard for paint booths and industrial systems. They have created custom designs for major companies in the automotive, aerospace and defence, marine, and manufacturing.
However, the brand’s website was not getting them good search engine optimization (SEO) rankings and organic reach. The digital marketing strategies were not finding them the same success as their products. This is when they contacted MaxAudience for assistance.
The overall strategy was to redesign the website, creating a more user-friendly experience, optimizing for SEO through several strategies and social media engagement. The immediate goal was to revamp the website and improve search engine ratings.
Implementing the Strategy
For a brand, it is not about just having a website online. What you need is a website that engages both with quality content and stunning visuals. However, for any brand that wants organic traffic, the key is in SEO.
In order to achieve these goals, it was about doing keyword research within Rohner’s industry. Finding both the short tail and long-tail keywords that will target the correct audience. Once the keyword research has been defined, it is then tailoring the content to be informative, interesting, and utilizing the keywords. Properly structuring the site’s URL, meta descriptions, title tags, headlines, and alt image text are all important.
The website itself must be easy to navigate for a visitor, load quickly, and be mobile responsive.
Most websites will start to see some traffic after their website goes live in the first week or two.
However, MaxAudience knows that success does not end with the launch of the site, continuous improvements in SEO will increase traffic numbers over time. It is a process that must constantly be worked on and maintained.
Rohner Finishing Systems received a fully optimized website that focused on the user experience. The new site improved its search ranking and increased their website’s organic reach by 47%. Another key static was that the bounce rate decreased by 29% and the session duration improved by 211%. What this shows is that the visitors were not only the brand’s targeted audience but due to the ease of navigation were able to find the information they are looking for, thus staying on the site longer.
Social media marketing and blogs have proven effective in increasing inquiries and engagement from their targeted audience. Overall, the strategy has proven to be effective in gaining more quality leads and conversions and will continue to do so in the future.
Mark McIntyre, MaxAudience CEO stated:
What a fantastic company, the industrial powder coating booths are second to none.
MaxAudience is a strategic brand and marketing consultancy with online lead generation and conversion at its core.