Case Study: Laser Made - Custom Design and Manufacturing Company

Project Overview: Laser Made is a leading provider of custom design projects, specializing in laser and CNC cutting services for exterior and interior advertising, decorative elements, furniture, and souvenir production. The company’s state-of-the-art industrial equipment allows it to provide a comprehensive production cycle, including laser and milling cutting, engraving, painting, and assembly. This project, in partnership with Neolines, spans five years, focusing on building a high-impact SEO and PPC strategy to capture a growing audience within the custom manufacturing sector. The site, built on Drupal with HTML, CSS, and PHP, was designed to reflect the technical precision and craftsmanship “Laser Made” offers.

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SEO Strategy and Execution:

1. Keyword Research and Competitive Analysis:
   • A thorough competitor analysis identified trends in custom laser and milling services, as well as in niche decorative and functional products for home and business.
   • Based on this analysis, a semantic core of over 2,000 keywords was developed, encompassing targeted search terms for various materials (wood, acrylic, MDF, etc.), end products (decorative screens, custom signage), and high-demand processes like CNC milling.
2. Keyword Mapping and Site Structure:
   • The semantic core provided the basis for a logical, SEO-focused site structure, optimizing user pathways from main service categories (such as “Laser Cutting” and “Custom Furniture”) down to specific materials and applications (e.g., “Laser Cutting of Wood” and “Decorative Screens for Radiators”).
   • This mapping strategy led to a refined, multi-level site structure that enhanced both user experience and search engine crawlability, contributing to greater visibility and discoverability across key service offerings.
3. Content Creation and On-Page Optimization:
   • Implemented comprehensive technical SEO improvements including optimized URLs, meta tags, image alt text, and schema markup for all service and product pages.
   • Developed engaging, high-value content for each service section, focusing on SEO-rich descriptions with industry-specific terminology. This included sections like “Laser and CNC Cutting of MDF” and “Decorative Panels for Event Design” to cater to different user intents.
   • Optimized internal linking to guide users effectively through related services and product categories, further supporting SEO and enhancing session duration.
4. Content Marketing and External Link-Building:
   • Built an informative blog covering the technical and creative aspects of laser cutting, CNC milling, and custom furniture production, driving traffic through highly targeted, long-tail keywords.
   • Engaged in link-building campaigns with design and manufacturing industry publications, increasing domain authority and building “Laser Made’s” reputation as a reliable provider in the custom design and production industry.

Gallery of the Laser Made – Custom Design and Manufacturing Company

 

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PPC Campaigns:

1. Campaign Structure and Targeting:
   • Executed 5 PPC campaigns tailored to specific product and service categories, with each campaign organized into 10 ad groups targeting a mix of high-intent keywords such as “laser cutting services,” “custom furniture design,” and “decorative wall panels.”
   • Each ad group contained between 2 to 15 ads, crafted and tested to emphasize quality, production capabilities, and competitive pricing, appealing to both residential and commercial clients.
2. A/B Testing and Ad Optimization:
   • Continuous A/B testing of ad copy and visuals helped maximize the click-through rate (CTR) and improve ad quality scores, with adjustments made based on seasonality and competitive bidding changes.
   • Employed precise budget management to allocate resources effectively to high-performing keywords, while scaling back on underperforming ones to optimize cost-efficiency.
3. Cost Efficiency and CPC Management:
   • Maintained a competitive average cost-per-click (CPC) through strategic bidding on niche keywords, ensuring prominent ad placement while optimizing spending.
   • Reduced cost-per-conversion (CPC) by 30% by refining targeting criteria and investing in ad variations that yielded the highest returns on user engagement and conversions.

Social Media Management:

• Neolines maintained 10 active social media channels to maximize brand reach and engagement, publishing content-rich posts on the latest projects, product features, and seasonal offerings across platforms.
• Designed dynamic content, including product displays, process videos, and case studies, fostering customer engagement and building trust in “Laser Made’s” expertise.
• Developed promotional campaigns on social platforms to showcase specific products, seasonal collections, and custom project offerings, driving further engagement and enhancing brand visibility across channels.

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Results After 5 Years:

SEO Performance:

• Organic Traffic Growth: +42%
• Organic Sessions: +20%
• Overall Sessions: +23%
• Keyword Visibility: +1,500 keywords ranking in Google
• Top 5 Keywords Performance: +38%
• Impressions Growth: +10%
• Click Growth: +9%
• New Users: +47%
• Returning Users: +28%

PPC Campaign Performance:

• Click Growth: +32%
• Conversion Growth: +115%
• Average Cost-Per-Click (CPC): -6%
• Cost-Per-Conversion: -31%
• Click-Through Rate (CTR): +102%
• Conversion Rate: +78%

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Site: https://lasermade.ru

 

Through strategic SEO and PPC initiatives, Neolines successfully increased both organic and paid traffic, expanded keyword visibility, and drove a substantial increase in conversions for “Laser Made.” This comprehensive approach has helped “Laser Made” solidify its position as a top provider in custom laser and milling services, offering a robust digital presence that continues to attract new clients and retain loyal customers.