Project Summary:
Grosstek is a large-scale manufacturer and installer specializing in aluminum composite panels for building facades. The project aimed to establish a robust online presence for Grosstek through advanced SEO and a highly targeted PPC strategy, focusing on increasing visibility and engagement within the building materials industry. Neolines has collaborated with Grosstek for over two years, delivering a comprehensive solution that encompasses SEO, PPC, website development, and content optimization.
SEO Campaign Structure and Strategy
1. Keyword Analysis and Competitor Benchmarking
- In-depth Keyword Research: We conducted a meticulous analysis to identify high-impact keywords relevant to the aluminum composite panel and facade system industry, including niche terms like “ventilated facades,” “composite panels,” and “facade construction solutions.” Target keywords were grouped according to user intent and search volume, ensuring a balanced combination of high-volume and long-tail keywords.
- Competitor Analysis: We assessed the top competitors, analyzing their keyword usage, content structure, backlink profiles, and domain authority to uncover keyword gaps and opportunities for Grosstek to differentiate itself with unique offerings such as turnkey project services and high-quality panel production.
2. Semantic Core and Content Mapping
- Semantic Core Development: Based on extensive keyword research, we established a semantic core that grouped keywords into thematic clusters, including “Grosbond panel technology,” “industrial facade systems,” and “aluminum panel installation.”
- Content Mapping: The website’s structure was carefully mapped to align with the semantic core, ensuring optimal user navigation and SEO value. Each page was associated with a unique keyword cluster, which helped create a seamless, intuitive structure for both users and search engines. This hierarchical approach ensured keyword relevance and avoided content overlap.
3. Technical SEO and Site Development
- Platform and Code Optimization: Developed on Drupal, with HTML, CSS, PHP, and MySQL as the foundational technologies, the site was optimized for performance and SEO, focusing on fast load times, mobile responsiveness, and high security.
- Backend Optimizations: Using MySQL for database management, we ensured optimized storage of product and client data, while PHP scripting was employed to support dynamic content loading for improved user engagement. The use of structured data markup further enhanced the site’s compatibility with search engines, ensuring proper indexing and rich result display.
Information architecture of the website
4. Content Creation and On-Page SEO
- Content Strategy: Developed unique content tailored to each service and product offering. Pages such as “Grosbond” and “Ventilated Facades” were infused with expert terminology and technical language to establish authority and resonate with industry professionals.
- Meta Tags and Schema Markup: Crafted custom meta titles and descriptions that included target keywords, ensuring high relevance. Schema markup for “Product” and “Service” pages was added to improve visibility in search engine results pages (SERPs).
5. PPC Campaign Development
- Ad Group Structuring: A comprehensive PPC campaign was implemented, comprising around 10 targeted ad groups focused on specific services and products, like “industrial facade systems,” “composite panel wholesale,” and “turnkey facade installations.”
- Ad Copy and Keywords: Each ad group contained highly optimized ad copies with carefully chosen keywords for maximum relevance and reach. Over 50 ads were crafted to capture varying search intents, increasing engagement with prospective clients.
- Landing Page Optimization: Each PPC ad directed users to specifically tailored landing pages, with content aligned to ad copy, ensuring high conversion rates.
Design and UX/UI Development
- Brand Identity and User Experience: A new website design was implemented that balanced modern aesthetics with a functional interface, using a warm color palette and professional imagery to convey quality and trust.
- Core Site Structure: Created a detailed and intuitive site structure based on user flows. Primary sections included:
- Homepage
- About Us: Featuring history, news, partners, and certifications.
- Ventilated Facades: Detailing product advantages, installation, and construction.
- Product Lines (Grosbond, Konstruktor): Each with dedicated sections on application, processing, storage, and certifications.
- Production and Manufacturing Process: A step-by-step overview of Grosstek’s advanced composite panel production methods, from thermosetting and chemical synthesis to painting and final quality checks.
- Case Studies: Highlighting completed projects, including scope, materials used, and outcomes.
- Press Center: For recent news and industry insights.
- Contact Information: Detailed contact information and inquiry forms.
SEO and PPC Campaign Results for Grosstek (Two-Year Summary)
SEO Performance
- Organic Traffic Growth: +55%
- Organic Sessions: +25%
- Overall Sessions: +28%
- Keyword Visibility: +1,500 (increased by over 1,500 keywords in Google’s rankings)
- Top 5 Keywords Performance: +40%
- Impressions Growth: +15%
- Click Growth: +12%
- New Users: +60%
- Returning Users: +30%
PPC Campaign Performance
- Click Growth: +35%
- Conversion Growth: +120%
- Average Cost-Per-Click (CPC): -10%
- Cost-Per-Conversion: -35%
- Click-Through Rate (CTR): +110%
- Conversion Rate: +80%
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