Case Study: SEO Strategy and Implementation for Industrial Pump Company
Kivistö, Miika (2016)
Metropolia Ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016091314225
https://urn.fi/URN:NBN:fi:amk-2016091314225
Tiivistelmä
The goal of this Master Thesis was to define the search engine visibility requirements for an industrial pump company in Finland, create a search engine optimization strategy and implement changes to the company´s website and analyse their effect.
The company´s website was transferred from Wordpress to the Joomla! content management system. Google Webmaster Tools and Tag Manager collected the data. Keyword research, Technical optimization, Semantic content optimization (On-page optimization), Usability and Off-page optimization (Links etc.) were made to the company’s website. New content pages were built for the important content and keywords.
When analysing the results, search engine visibility has increased with all product and service terms as wished. The tree strategic goals for the search engine optimization: Better visibility, Website traffic and High return on investment and find KPI`s were realized. The company’s visibility and indexed page numbers have increased and the tracked keywords ranking has risen in all categories. Before the optimization process Google showed 41 ranked keywords on the first search results page. After optimization the number increased to 60.
The results show that using search engine optimization theories and instruction, it is possible to get better visibility in search results. Optimizing is a continuing process.
It was noticed that in Finland in Finnish language it was easier to get good ranks for keywords than in English speaking countries e.g. USA. In Finland the search volumes are lower. Short one or two words including keyword combinations get easier search visibility in Finnish. The reason is lower competition than in English speaking countries. As a conclusion, return on investment for SEO operations is still high on many business sectors such as industry pumps in Finland. The limit is the quantity of right audience. As far as the companies on the industry pumps sector do not make digital visibility operations, there is plenty of space to grow business.
The complexity of search algorithms will continue to grow. Next questions to solve within the search engine optimization might be the growth of mobile and voice search, semantic search and localization, which will have more influence in future search engine algorithms.
The company´s website was transferred from Wordpress to the Joomla! content management system. Google Webmaster Tools and Tag Manager collected the data. Keyword research, Technical optimization, Semantic content optimization (On-page optimization), Usability and Off-page optimization (Links etc.) were made to the company’s website. New content pages were built for the important content and keywords.
When analysing the results, search engine visibility has increased with all product and service terms as wished. The tree strategic goals for the search engine optimization: Better visibility, Website traffic and High return on investment and find KPI`s were realized. The company’s visibility and indexed page numbers have increased and the tracked keywords ranking has risen in all categories. Before the optimization process Google showed 41 ranked keywords on the first search results page. After optimization the number increased to 60.
The results show that using search engine optimization theories and instruction, it is possible to get better visibility in search results. Optimizing is a continuing process.
It was noticed that in Finland in Finnish language it was easier to get good ranks for keywords than in English speaking countries e.g. USA. In Finland the search volumes are lower. Short one or two words including keyword combinations get easier search visibility in Finnish. The reason is lower competition than in English speaking countries. As a conclusion, return on investment for SEO operations is still high on many business sectors such as industry pumps in Finland. The limit is the quantity of right audience. As far as the companies on the industry pumps sector do not make digital visibility operations, there is plenty of space to grow business.
The complexity of search algorithms will continue to grow. Next questions to solve within the search engine optimization might be the growth of mobile and voice search, semantic search and localization, which will have more influence in future search engine algorithms.