SEO Strategy: Agricultural Machinery and Farming.
Visibility Drives Success: An International SEO Strategy for the Agricultural Sector.
A Corporate Website as a Lead Magnet for the Global Market.
Our client, a global leader in agricultural machinery and farming solutions, faced a complex challenge: their corporate website and its regional versions had evolved significantly over the years but lagged behind current technical standards. In addition, fluctuating rankings, sudden drops in visibility, and potential revenue losses were a persistent issue. The goal of the SEO strategy was to transform the website into a stable, growth-oriented lead generation channel, regaining control over the most critical B2B channel across the entire EMEA region.
The Strategic Approach: Structure and Visibility for the Future.
In the digitalised B2B landscape, online visibility is essential—especially in the highly competitive agricultural and farming technology market. Our approach to the SEO strategy was grounded in a thorough analysis and a clear roadmap for the long-term stabilisation and optimisation of the website:
- Analysis and Prioritisation of International Websites: Each regional site was analysed to identify globally and locally successful content. The specific strengths and challenges of each site were assessed to plan targeted optimisations efficiently.
- Keyword Strategy with a Long-Term Focus: In addition to branded keywords, generic terms with high search volume and long-term relevance for brand positioning were strategically selected. This blend of generic and brand-specific keywords was aligned with user needs and product relevance.
- Structural Adjustments and Link Building: Content was strategically placed within the site structure to offer the best entry points for users and search engines alike. A sustainable linking concept improved visibility while preventing keyword cannibalisation through internal links.
- Technical Optimisations for a Better User Experience: Initiatives such as load time improvements and protections against Google Core Updates strengthened the technical foundation, ensuring long-term online visibility.
A Thoughtful Structure: The Roadmap to SEO Success.
Our structured approach focused on providing every user with optimal access to the client’s products while enabling organic SEO growth:
- Top-20 Optimisation: Targeted improvements were made to products and pages with potential to reach top-20 rankings.
- Synonyms and Long-Tail Keywords: Incorporating long-tail keywords and related terms enhanced the optimisation of specific page content.
- Content Creation: New pages were strategically created to address specific user needs and bolster the brand's authority within the sector.
SEO & UX for People: Building Digital Trust for the Brand.
This SEO strategy ensures the company is perceived as a market leader and trusted partner in the agricultural sector. The website's content was optimised not only for search engines but also to address customer needs and questions effectively. This user-centric approach fosters engagement and trust while embedding the brand firmly within its target audience.
Results: Enhanced Visibility and Conversions.
Just four months after the initial product area optimisations, measurable results were evident:
- Visitor Numbers Tripled: Traffic to the optimised product category page tripled compared to the previous year.
- Conversions Almost Quadrupled: The conversion rate on the optimised page saw a significant boost, marking a clear success for the SEO strategy.
- Positive Development of Other Metrics: Increased time on site and page views in optimised areas demonstrated the value of the strategy, while bounce rates dropped by up to 41%.
This successful model is now being rolled out in additional countries within the EMEA region to ensure comprehensive global visibility.
Strengthen Your Brand with Strategic SEO.
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