Concrete manufacturing plant: How to Increase Organic Traffic by 50x and Boost Conversion to 7.86%
with a conversion rate of 7.86%
- Promotion of a completely new website, without prior reputation in search engines.
- Strong seasonality of the business with significant drops in traffic and conversion during off-season.
- Modest marketing budget (both for SEO and Yandex.Direct).
The regional concrete production market is already divided among major competitors with established reputations and lead-generation channels. To gain our market share, a comprehensive approach is necessary:
- - working with hot traffic (currently searching for a supplier),
- - working with cold traffic (already has a supplier, but an attractive offer may convince them to switch),
- - working with geo-targeted audience (looking for suppliers and information about them based on location).
We decided to go with classic contextual advertising and Yandex geo-services:
- - Search ads with payment per lead conversion (high CPC may not fit the budget, so we focus on CPA no higher than 1200 RUB);
- - Ads in the Yandex Advertising Network + Campaign Manager initially with payment per click (for scaling reach);
- - Promotion of the company card on Yandex.Maps.
A full range of SEO promotion and website development is being carried out, including internal and external optimization, site improvements on all fronts, and technical support.
To maintain a continuous flow of inquiries, we regularly monitor the functionality of feedback forms and maintain contact with the client to receive feedback on sales funnels.
expand the semantic core with informational queries.
Our experience in website optimization has shown that click-through rate (CTR) is an important factor not only for contextual advertising but also for SEO.
High CTR is a big plus in the behavioral ranking factors portfolio.
To improve the website's clickability in search results, we refined the text snippets and checked the microdata. Of course, it is impossible to fully control what the search engine will display in the description, but our tested techniques allowed us to achieve an almost perfect snippet.
The first season of contextual advertising comes to an end, and we summarize the results. Despite a very limited budget, which almost prevented the use of conversion optimization strategies, we achieved excellent performance dynamics and increased the CR from 4.07% to 8.28%, reducing the cost per call from 1488 RUB to 1057 RUB.
Results in Search with hot traffic:
Planned routine work on SEO promotion continues. The technical condition of the site is improved: fixing broken links, canonical issues, duplicate meta tags, etc., since not only we work on the site, but the client also periodically makes changes.
Regular activities include:
- Detection and removal of invisible elements and texts on the website.
- Checking pages for proper internal linking, identifying over-optimization, and fixing major linking errors.
- Monitoring and fixing fatal or critical errors on the website.
- Identifying the lowest-quality pages for search engines and improving them.
- Analyzing the website's ranking dynamics.
- Analyzing site indexing in Yandex/Google search engines.
| Start of cooperation | Positions for August 2023 | Position dynamics | |
| buy concrete | 78 | 7 | +71 |
| buy concrete with delivery | 45 | 5 | +40 |
| buy concrete price | 56 | 8 | +48 |
| buy a cube of concrete | 33 | 7 | +26 |
| buy concrete price per cube | 65 | 6 | +59 |
| buy a cube of concrete with delivery | 50 | 9 | +41 |
| buy a cube of concrete with delivery price | 44 | 4 | +40 |
| buy concrete mix | 23 | 6 | +17 |
| buy ready-mixed concrete | 35 | 4 | +31 |
| buy concrete m300 | 49 | 6 | +43 |
| buy concrete m3 | 70 | 6 | +64 |
| buy construction concrete | 45 | 5 | +40 |
| cement mortar m200 price per m3 | 55 | 9 | +46 |
| concrete expertise price | 89 | 1 | +88 |
| concrete quality control laboratory | 100 | 1 | +99 |
| concrete laboratory services | 100 | 2 | +98 |
| independent concrete expertise | 100 | 1 | +99 |
| concrete analysis laboratory | 100 | 2 | +98 |
| concrete according to GOST delivery | 100 | 1 | +99 |
| testing concrete strength laboratory price | 100 | 1 | +99 |
| mortar m100 price | 33 | 7 | +26 |
| mortar m150 price | 73 | 12 | +61 |
| mortar m200 price | 27 | 12 | +15 |
| cement mortar m100 price | 44 | 4 | +40 |
| cement mortar m150 price | 42 | 13 | +29 |
| concrete well cover price | 100 | 5 | +95 |
| ready-made solution m150 | 100 | 9 | +91 |
| ready-mix cement mortar price | 42 | 4 | +38 |
| delivery of concrete m300 cubic meters by delivery | 53 | 3 | +50 |
| order concrete with delivery | 79 | 6 | +73 |
| buy solid foundation blocks | 100 | 10 | +90 |
| concrete laboratory price | 82 | 1 | +81 |
| concrete quality laboratory | 100 | 1 | +99 |
| concrete control laboratory | 100 | 2 | +98 |
| concrete m100 price | 55 | 10 | +45 |
| concrete m100 price per m3 | 63 | 10 | +53 |
| concrete m200 price | 35 | 13 | +22 |
| concrete m300 price | 33 | 13 | +20 |
| concrete m300 price per cubic meter | 85 | 10 | +75 |
| cubic meter of concrete m200 price | 48 | 9 | +39 |
| buy concrete m150 | 36 | 7 | +29 |
| price of concrete m150 | 61 | 11 | +50 |
| price of a cube of concrete m200 | 44 | 10 | +34 |
| price of a cube of concrete m300 | 77 | 11 | +66 |
