Target Audience & Stategy
Target: B2B precast concrete customers—builders, contractors, businesses and developers looking for custom and precast concrete solutions.
Strategy: Educate the client in SEO. Clean up migration and migration of 6 websites that have been merged incorrectly. Build proper website information architecture. Build additional meaningful content backed by keyword research and boost domain authority through improving their backlink profile.
CHallenges & Success
Paving The Way To Success
CivilMart came to StudioHawk searching for answers as we uncovered a range of opportunities and problems with the website. A bit of elbow grease helped us cement their position as one of the largest precast concrete suppliers in Australia.
Rebuilding From The Ground Up
With the migration already done, it was a matter of deconstructing the website and rebuilding it from the ground up. First, we tore up the previous migration and found every SEO’s worst nightmare: no URL mapping, 301s to a landing page—no plan. We identified all pages from the merged websites that were redirected to a singular landing page on the CivilMart website. See an updated Tellam’s landing page, in which all URLs were redirected to.
These pages had little to no content, and every page was redirected to these landing pages. We walked through a detailed migration plan and checklist with Chris. We set-up URL mapping across all websites to ensure we could redirect transferable content where possible to save any keyword rankings. With the migrations already done by another team a few months ago, we were nervous about what rankings we could preserve. In the meantime, we improved the landing pages to display updated content that was relevant to users. We also set up Goal tracking.
We also recommended product page structural changes and provided a content template for descriptions to kick off from the get-go. We were having weekly catch-ups and looked to wipe the slate clean for a fresh start.
Started From The Bottom
With work on the website progressing smoothly we focused on educating Chris (National Marketing Manager) – he delved into our Hawk Academy SEO training. Chris smashed through our academy to become the #1 on our internal leaderboard!
With Great Power Comes Great Responsibility
Thanks to a website redirection and structural improvements, newly built pages, and content recommendations, we saw the dividends of our work take off by April of 2021. By May, most of the redirections had been completed. But redirections meant more pages and more content, which meant crawl budget. To circumvent any potential issues, we used GSC and sitemap.xml to remove a range of unnecessary pages such as the ‘wishlist’, post and product tag pages and slides from the sitemap.xml. We cleaned up the CTA, built a new mega menu for UX and internal linking and a mega footer to boost internal linking and keywords on the homepage.
Cast In Concrete
We were well and truly in the phase of ‘optimisation’ by July, with a jaw dropping 270% increase in users coming through the website YoY.
To secure our spot in the rankings, we cleaned up the category pages. Many were missing content above the fold, internal linking and usability in general. Here’s what we changed:
- Added ‘Add to quote’ and ‘More Info’ on products
- Menu + Internal links on the side
- Higher quality images for products
- Category content and internal links to relevant products
- Optimised URL, title tags, meta descriptions and headings with keyword research
Old Category Page
New Category Page
These pages have made an astounding difference to their lead generation and overall keyword diversity. We knew the types of users coming to the website wanted an easy way to place orders and utilised internal linking between core category pages to boost relevant keywords. By September of 2021 we saw their stormwater & drainage category go from 0 traffic and keywords to boasting thousands in organic users and ranking for 500+ keywords worldwide.
CivilMart Stormwater & Drainage Category Page
In tandem with this strategy we rolled out a brand new blog content strategy to build out long form evergreen content to ensure the website was always updated with fresh content.
It’s been a pleasure working with Chris. With only 8 months in the campaign, and a new website to migrate in Rocla, we strive for continued organic results for the CivilMart brand in the future.
Organic Traffic + Keywords
- Increase organic traffic users by more than 100% YoY in 6 months
- Grew total keyword base by 155% and increase first page keywords by 323% in 6 months
- Improved SERP rankings from industry specific keywords and key product offerings – ‘stormwater pits’ ‘concrete pipes’, ‘concrete water tanks’
- 3x average leads acquired on the website!