The client
This online store sells technical ventilation products and electrical supplies, such as inline duct fans, heat recovery units and main switches. It sells to electrical and HVAC contractors and to DIY homeowners. It's a small company with good service, and the owners wanted to grow it substantially.
The problem
The store could already be found in Google, mostly through its articles full of explanations and information. The product and category pages showed up too, just not high enough.
As a result, visitors mostly landed on the articles, and less often on the pages where the selling happens. The high-margin products in particular lagged behind, such as ventilation units and heat recovery units. Those earn the store the most per sale, so that's where the most room for growth was.
On top of that, the store competes with big names like Elektramat and Ventilatieland.
Working with me was the store's first serious SEO project. The foundation was already in place, and the owners wanted to build on it.
The approach
I shifted the focus to the pages where the money is made: the high-margin product pages, such as ventilation units, heat recovery units and mechanical ventilation systems.
What I did
- ▸I made a content plan that starts from one question: what does the store earn the most on? The products with the best margins came first, regardless of how often people search for them.
- ▸I rewrote the copy on those product pages for someone who is about to buy. The pages had to be found in Google and help that visitor choose and place an order.
- ▸Around the high-margin products, I built a series of ventilation pages and articles that tie into each other. That way, Google can see that this store knows a lot about professional ventilation products.
- ▸Every month I secured strong backlinks: links on other websites that point to the store. Those links came from sites that fit the industry.
Results after one year
Traffic and revenue
- ▸Organic traffic: up almost half (+46%)
- ▸Revenue from organic traffic: +145%
- ▸Number of buyers: +126%
Examples of rankings in Google
- ▸"beste mechanische ventilatie" (best mechanical ventilation): position 34 → 5
- ▸"badkamerventilator 100mm 150m3" (bathroom fan 100mm 150m3): position 20 → 3
- ▸"buisventilator" (inline duct fan): position 12 → 7, with twice as many clicks
Why revenue grew faster than traffic
This online store already had visitors, but they mostly came for the explanations in the articles. Once the high-margin product pages became easier to find, more people came in who wanted to buy something, and the average visitor brought in more.
Traffic from Google grew by 46%, and the revenue from that traffic by 145%. That gap was exactly what I had aimed for.
Want to know which pages in your online store could bring in the most? Call me at +31 6 282 064 10 and I'll spend 15 minutes going over your store with you.
