Situation
An F&B equipment manufacturing client was struggling with ranking on SERPs for competitive and industry-specific keywords. Despite having top-of-the-class products and customer service, their website visibility was poor, hindering organic traffic from potential partners, and fewer inquiries compared to the competitors.
Task
The objective was to improve the client’s rankings on SERPs for competitive, industry-specific keywords and drive more organic search leads. This required a strategic overhaul of the client’s content marketing and SEO approach to enhance their search engine visibility and credibility. By analyzing various data, we identified issues in the following areas:
- Keywords and Content
- Content Strategy
- On-Page SEO
- User Experience
Action
To address the client’s struggles with keyword rankings and lead generation, we implemented a comprehensive SEO and content strategy. The following steps detail the actions we took to revitalize their online presence:
Competitor Analysis and Keyword Research
We compiled a list of competitive, industry-specific keywords that the client was not ranking for but that had high search volume and relevance. In addition, we focused on long-tail keywords—more specific phrases that had less competition but higher conversion potential. This allowed us to target niche, high-converting queries that were relevant to the manufacturing audience.
Content Strategy Overhaul
We revamped the content strategy by creating different types of content – blog posts, whitepapers, case studies, and landing pages focused on long-tail keywords identified during research, with the help of their internal team. These pieces addressed the target audience’s specific needs, offering in-depth insights into F&B equipment manufacturing processes, F&B industry trends, and solutions.
Each post was SEO-optimized to capture the attention of the decision-makers, including high-converting queries like “best manufacturing equipment for F&B” and “how to improve production efficiency in equipment manufacturing.” We added customer testimonials to key pages to build credibility and trust.
On-Page SEO Optimization
We started by optimizing on-page SEO elements, including title tags, meta descriptions, and headers for target keywords. This involved creating clear, keyword-optimized meta titles and descriptions for each blog post and landing page. Additionally, we implemented schema markup to enhance the display of the client’s content in search results, especially for case studies and product pages.
Improving User Experience
We streamlined the website’s navigation, making it easier for users to find key information like product details and case studies. We enhanced landing pages with clear CTAs, encouraging visitors to get in touch or request a quote.
Monitoring and Continuous Adjustments
After implementing these changes, we set up regular monitoring of keyword rankings, organic traffic, and lead generation metrics using Google Search Console, Google Analytics, and SERP tools like AHREFs/Semrush.
We continuously tracked the performance of the new content, blog posts, and landing pages to ensure they were achieving the desired rankings and driving traffic. Based on the data, we made ongoing optimizations, tweaking content, and adding new posts to target emerging trends and queries in the F&B equipment manufacturing sector.
Results
+60%
+40%
Within six months, the client’s website saw substantial improvements in keyword rankings and lead generation. The site ranked on Google’s first page for key industry-specific terms, previously dominated by competitors, resulting in a 60% increase in organic leads. Inquiries grew by 40%, as more qualified prospects explored case studies and product pages, leading to partnerships and contracts.
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