Case Study: Pnevmomachta – Online Store for the Design, Manufacturing, and Production of Pneumatic Telescopic Masts

Project Overview: “Pnevmomachta” is a comprehensive online store specializing in the design and production of pneumatic telescopic masts, offering solutions for firefighting, construction, lighting, searchlight, antenna, communication, and emergency response (EMERCOM) needs. This e-commerce platform provides both technical details and purchasing options, allowing clients to explore, compare, and order products directly online. With a focus on reliability and performance, Pnevmomachta has become a trusted supplier of high-quality, durable masts for critical industry applications.

SEO and Digital Marketing Process

SEO Keyword and Competitor Analysis
To maximize visibility, we performed an in-depth keyword and competitor analysis, identifying around 1,500 strategic keywords across product categories. The focus was on high-conversion, industry-specific terms to attract clients looking for specialized masts in sectors like firefighting and telecommunications. Competitor analysis informed our positioning strategy to underscore Pnevmomachta’s engineering advantages, allowing the store to stand out as a specialized provider of pneumatic mast solutions.

Gallary of the Pnevmomachta – Online Store for the Design, Manufacturing, and Production of Pneumatic Telescopic Masts

 

Content Mapping and Website Structure
The online store was structured around the core semantic keywords, ensuring easy navigation and a user-friendly experience:

• About the Company
• Firefighting Masts
• Construction Masts
• Lighting and Searchlight Masts
• Antenna Masts
• Communication Masts
• EMERCOM and Emergency Masts
• Materials and Manufacturing
• Installation Services
• Turnkey Solutions
• Photo Gallery
• Blog
• Contact Information

Additional sections covered key aspects such as materials, safety, and application scenarios, providing a complete shopping experience for technical buyers.

Technical SEO and Website Development
The e-commerce site, built on Drupal with HTML, CSS, and PHP, was fully optimized for search engines and performance, allowing users to navigate, search, and filter products efficiently. A later redesign introduced enhanced mobile responsiveness, streamlined checkout, and improved UI/UX features to boost customer retention and conversions.

Content Creation
Our content strategy focused on scientifically accurate descriptions and SEO-optimized text, helping potential buyers understand the technical features and advantages of each mast type. Blog posts, detailed product descriptions, and industry insights positioned Pnevmomachta as an expert in pneumatic mast manufacturing.

Trust and Reputation Metric of the Pnevmomachta

Website loading speed  Pnevmomachta

 

PPC Campaigns and Social Media Support

PPC Campaigns
To drive additional targeted traffic, a robust PPC campaign focused on high-intent keywords like “buy pneumatic masts,” “firefighting masts for sale,” and “antenna mast suppliers.” Ads were organized by mast type and application, increasing relevance and click-through rates. Metrics tracked included:

• Click-Through Rate (CTR): A/B tested to consistently exceed 5%.
• Conversion Rate Optimization (CRO): Custom landing pages for each ad group improved conversions by over 20%.
• Cost per Lead (CPL): Optimized by reallocating budget to top-performing segments.

Social Media Presence
The brand’s social media presence on LinkedIn and Facebook helped build awareness among industry professionals and potential clients. Content included:

• Product Highlights and Demonstrations: Featuring unique engineering features and real-life applications.
• Client Success Stories: Real-world use cases established trust and showcased reliability.
• Industry News and Trends: Engaging content on advances in construction, emergency response, and telecommunications.

1. Facebook:
   • Created targeted posts showcasing new parts, seasonal promotions, and customer reviews.
   • Utilized Facebook Ads to retarget website visitors, increasing conversions and brand awareness.
   • 1,000 subscribers
2. Instagram:
   • Focused on visual storytelling, sharing high-quality images.
   • Engaged enthusiasts through polls, stories, and hashtag campaigns, increasing user interaction.
   • 7,000 subscribers
3. Twitter:
   • Managed real-time engagement, responding to customer inquiries and participating in automotive-related conversations.
   • Promoted quick updates about new product arrivals and special offers.
4. VKontakte:
   • Developed a localized content strategy for Russian-speaking audiences, focusing on promotions and technical advice.
   • Used VK advertising tools to reach owners in key regions.
   • 8,000 subscribers
5. Odoklassniki:
   • Shared posts tailored for a mature audience, promoting trusted brand reliability and practical information.
   • 6,000 subscribers
6. Google Blog:
   • Regularly updated the company blog with in-depth articles.
   • Ensured high SEO optimization to drive traffic from organic searches.

Social Media Management for Pnevmomachta

 

Performance Metrics over 17 Years

The e-commerce store saw significant gains through a combination of SEO, PPC, and social media strategies:

• Organic Traffic Growth: +65%
• Organic Sessions: +55%
• Overall Sessions: +50%
• Keyword Visibility: Increased by 1,500+ keywords in Google rankings
• Top 5 Keywords Performance: +60%
• Impressions Growth: +40%
• PPC Click Growth: +35%
• New Users: +75%
• Returning Users: +50%
• Social Media Follower Growth: +150% in five years

Conclusion

For 17 years, Pnevmomachta has relied on Neolines to strengthen its online presence and grow its market share. This multi-channel strategy, integrating SEO, PPC, and social media, has positioned Pnevmomachta as a leader in the pneumatic mast market, leveraging e-commerce to meet the needs of industrial and emergency sectors efficiently.