+521%
year-over-year
increase in web traffic

Our partnership with Nexelem kicked off in January 2022 with a thorough examination of their website. The SEO audit we performed revealed, among others, a hitch in the internal linking.

That’s why our initial focus zoomed in on tweaking the product names. Initially, these elements were short and too generic, often lacking important keywords.

EN] Production / Warehouse / Raw material supply / Logistics / Order / Employees / CRM / Integration / BDO Integration

We offered some ideas to help the client come up with product names that are friendlier to search engines. One suggestion was to use longer and more specific keywords to better match each page’s content. To enhance internal linking further, we added new sections to the menu with more precise product names.

[EN] Manufacturing execution systems – MES / Warehouse management system – WMS / Advanced Planning and Scheduling – APS / Raw material delivery system – ORDER / Logistics system – LOGISTICS / Sales support system – SALES / IloT Platform – Nexelem Machines / System Integration / Competence Matrix

Following our advice, Nexelem introduced a couple of changes to the footer. For example, they added key sections like products, popular blog posts, important reads, and contact information.

We didn’t have to wait long to see that fixing up and expanding internal linking turned out to be a great starting point. The web traffic got a solid boost – see the Google Search Console report:

The Nexelem website had quite a bit less text compared to the amount of code, and finding the right balance between the two is usually good for SEO. Ideally, the content-to-code ratio for the homepage should be around 20%. Unfortunately, our audit found that on the client’s website, this ratio was only 12%.

Since the content published on the product pages was too short, we recommended expanding and optimizing it with keywords relevant to each specific product. Also, at that time Nexelem’s blog wasn’t run regularly – new pieces of content weren’t added frequently.

As part of our collaboration, we keep providing Nexelem with one blog article per month, always making sure it’s optimized for relevant keywords. The topic of the content is selected by the client. These articles revolve around niche and industry-related issues, often requiring technical and specialized knowledge. Despite the client’s demanding requirements, Nexelem is very pleased with the blog posts delivered by our in-house content team.

The website content created by our in-house copywriters delivers the expected results, which is also recognized by the client:

[EN] Thanks! The form has been filled out. Content performs exceptionally well. September seems to be a real turning point. Big thanks, Wiktoria, for your proactive approach and lightning-fast response time – it really makes everything much easier.

[EN] I just want to express how incredibly satisfied I am with the following things: – The initial boost we got from redesigning the internal linking was fantastic. – Your content team is truly remarkable, addressing every topic, even the extremely niche ones, with expertise. – The technical optimization of content that minds not only search engine spiders but also real human users. – Lastly, our phenomenal communication makes me feel genuinely well taken care of.

We also handle optimizing some older content. We constantly monitor its positions and, in case of unexpected drops, do some content refreshing. This way we make sure the client’s website keeps its high position on Google.

Also, to support navigation and help users quickly access the most relevant information, we decided to add a table of contents to every article published on the client’s website. Here’s an example:

The indexation of all new pieces of content is sped up with our own website indexer.

The website had an issue impacting its visibility and traffic – cannibalization involving a couple of pages. In simple terms, the content on these pages wasn’t clear enough for the bots, making it tricky for Google to understand their purpose and match them with the right keywords. Consequently, Google kept switching up the keywords each page was meant to be optimized for. This problem arose mostly because Nexelem’s website is continuously expanding, with new pages and content being added regularly.

To tackle this issue, we optimized each of these pages for different keywords. We redesigned the headers, adding relevant keywords picked up separately for each specific page. In the same fashion, we optimized the page title and metadata and fine-tuned the content for selected keywords. We also managed proper internal linking between those pages, helping Google’s bots comprehend the connections between them. Here’s an example of the recommended

This strategy brought great results, significantly improving the visibility and traffic directed to the homepage. Additionally, Google precisely linked the keyword with this page, as indicated below:

When we started working together, our client’s website didn’t show up much in the SERPs for business-related keywords – basically, the website was either not showing up at all or way down on the list for most of the key phrases.

[EN] Keywords / Position

We’re constantly keeping things flexible and adjusting what we do based on what our client needs and what’s happening in the industry at a given moment. This way, we’ve succeeded at strengthening some of the most business-related keyword positions – some of them are now in the TOP 10.

The page titles on the Nexelem website clearly needed a little tweaking. Some were too short (below 30 characters) and didn’t feature any keywords, meaning they didn’t fully tap into the potential of a good title.

In other cases, page titles were too long, and therefore were clipped in search results. Others again were duplicated. Here’s an example of a page title that was too long – it had more than 65 characters:

More or less half of Nexelem’s pages didn’t have any meta descriptions. Additionally, in a couple of cases, these elements were duplicated or exceeded 156 characters, causing display issues in search results.

Here’s an example of a long meta description:

As part of the optimization process, we suggested creating a new title and meta description for the homepage. Currently, the search results for the page look like this:

Working on page titles and writing adequate meta descriptions constitute an ongoing part of our SEO process designed for the client. We regularly optimize those elements when adding new blog posts and pages.

Below is an example of an optimized title and meta description:

There were no H1 headings on Nexelem’s product pages. H2s and H3s, in turn, required some modifications: instead of featuring keywords, they had unnecessary elements and vague phrases – like “You are here” and “Learn more” – that didn’t really mean anything for bots.

We suggested improving the heading structure and adding specific keywords that would help organize the content more effectively, therefore improving Nexelem’s ranking.

Firstly, almost half of the pictures on Nexelem’s website weren’t accompanied by alternative descriptions. Secondly, some images’ sizes exceeded 100 KB, which contributed to slowing down the website loading time.

We wrote alternative descriptions and added them to all the pictures published on the client’s website. Also, we compressed the overly large images so that the website can run faster.