Orient Display is one of the world’s leading touch panel and LCD display manufacturers. Operating on the worldwide market, they wanted to become more visible for the European customers.
The manufacturer’s goal was to attract more customers from Europe. To achieve that, we had to help Orient Display generate more organic traffic coming from prospects living in European countries.
Another issue that required fixing was a relatively low conversion rate. To handle that, we had to improve UX to help the prospects engage with the website. Moreover, after running a thorough SEO audit, it turned out that the prospects weren’t directed to the store when visiting the website.
Together with the Orient Display team, we managed to redefine their website. Now it fulfills two roles: it’s a prospering online store selling LCD screens as well as a place to find expert advice and insight. Combining their knowledge and the customized SEO strategy, we succeed in increasing the website visibility on the European market and boosting conversion rate.
Our client wanted to expand on new market, yet the site didn’t have proper language version for new target audiences. The first thing in the strategy was to fix that!
First, we suggested implementing different language versions of the website. We did that through creating separate catalogs, and getting them translated via a plugin. This is how the content was automatically transferred to the site’s version matched to users’ origin. Despite being rather unconventional, the solution we suggested proved to be successful. It brought more traffic originating from European countries (check the results section).
Another thing we needed to take care of was structured data.
The audit we carried out revealed that the Orient Display website would use a few technical changes. We started with merging the company blog (previously created as a separate WordPress-based site) to the main website’s structure. This allowed us to use schema and blog scripts for improved SEO.
As a part of improving technical SEO process, we also:
Even the best-designed website won’t make it in the search engines without quality content containing business-relevant keywords with conversion potential.
The solution we came up with appeared to be multi-layered. First, we had to create a list of relevant keywords to later use them on the website. After doing so, we started creating content for the main page.
When it comes to the blog, our client and us agreed that they would be responsible for writing blog posts. To help Orient Display run the blog smoothly, we were preparing a detailed Content Plan each month. To stay consistent with the whole SEO strategy we devised, the plan included blog post topics that should be covered by the client. We also provided Orient Display with editorial guidelines such as the list of keywords that the content should include.
Having a content on the website is one thing – the other is to organize it in a correct way.
Another SEO-improving aspect that we had to handle concerned the content structure. Since there was no evident content hierarchy, we divided the category and subcategory content into two modules: we implemented tabbed content, so that viewers could see or hide the text simply by clicking the More button. This way we added more content that was seen by Google robots, yet it occupied less space and kept the website look organized.
During the website analysis we discovered that traffic wasn’t actually going to the online store – users would stay in the knowledge base section. We decided to try some CTA buttons.
Although the traffic itself was on a good level, users visiting Orient Display’s knowledge base didn’t go to the store. In other words, even though there was a satisfactory number of visitors on the website, they didn’t convert. To fix the issue, we suggested creating a sticky call to action button, saying: “Contact our experts”.
Another way of improving conversion was through implementing a contact form under the knowledge base entries.
Additionally, we added CTA buttons and contact forms on the blog pages. This way we reduced the risk of the visitors closing the website after finishing reading.
Yes, keywords again. This time we needed to use all keywords selected during keyword research in all crucial page elements that could boost the performance.
A great part of the SEO strategy for Orient Display included optimizing the base SEO elements to improve the site’s performance. In most cases, we had to add more relevant keywords and eliminate duplicate content.
Firstly, we dealt with the home paga and its meta description and title tag. As shown below, they were too long (exceeded 60 characters). Title tag was duplicated, causing cannibalization.
Our SEO team rephrased the meta descriptions and title tags on category and product pages. Apart from adding more keywords, the team also made sure the texts aren’t too long to get it displayed on all devices correctly.
Secondly, there were even more meta descriptions that needed fixing – some of them were missing, others had to be paraphrased, and others again had zero keywords. There was also a problem with duplicate descriptions.
Thirdly, our team fixed the incorrect headings structure and rebuilt it (due to the increased number of content available on the website). H1s and other headings were optimized for relevant keywords, as none of the headers contained them.
Before:
After:
Other on-page SEO element fixes included:
Another issue to fix was the lack of correct redirects from HTTP to HTTPs on Orient Display’s product pages.
Orient Display’s product pages didn’t include any redirects from HTTP to HTTPS. The issue was resolved by implementing the correct redirects between the product pages.
Page loading time is one of top UX factors that can have impact on website performence. A long wait to see the page can surely scare visitors off!
The website experienced some problems with fast loading. To speed it up, the SEO team compressed the content, focusing mainly on the images.
Along with the considerable effort on improving on-site SEO that our team was putting in throughout a few months, the specialists were also managing the link-building process. After conducting the keyword research and selecting the most relevant phrases to optimize Orient Display for, we employed a comprehensive backlink strategy. All links were created manually. Our team also checked each link for quality, indexability, and relevance. In this process, we used a link diversity strategy and sponsored publications.
Here is the link profile before we started optimizing Orient Display:
For comparison, here is the link profile after 6 months of our SEO team work:
We succeeded at maintaining a stable growth of referring domains, which is crucial for increasing website parameters. This approach is proven to be more effective in boosting website ranking, than increasing the number of backlinks in a short period of time. Besides, sudden backlink growth may incur a penalty from Google.
Here is what we managed to achieve.
RESULT 1 Increased website visibility on the global market. Below the data taken at the start and after 5 months of cooperation:
There was a 137% increase in the number of impressions and 190% increase in the number of clicks in search results.
RESULT 2 Considerable growth in the number of keywords visible in Google Search. See June 2021 (the first month of cooperation) vs November 2021 (after 6 months):
RESULT 3 An increase in the year to year ratio of website traffic.
June (the first month of cooperation):
October (5 months later):
RESULT 4 Increase in website visibility and traffic in European (and Japanese) markets.
While working on global SEO, we also focused on the European market, as this was one of the Orient Display’s main objectives.
Here is how our SEO strategy improved Orient Display performance in Europe + Japan:
GERMANY#1 Website visibility
#2 Increase in traffic
#1 Website visibility
#2 Increase in traffic
#1 Website visibility
#2 Increase in traffic
#1 Website visibility
#2 Increase in traffic
At this point, we can surely say that we’re satisfied with their services. They approached the project professionally by conducting an SEO report that set the direction for the whole strategy. The process is well-structured, the work is delivered on time, and with monthly reports, we can both keep track of their activity on the website and see the results. What’s worth mentioning is that there’s an SEO specialist dedicated to the project – that makes the whole communication easy and direct. After just 5 months we see a stable increase in organic traffic. Really effective cooperation and a partner worth recommending.
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Here’s when we learn about your current hurdles and business goals. Also, we present you with an initial action plan for your website.
At this stage we run an in-depth analysis of your website. Having all the details, we map out the fastest route to meet your goals that can be achieved through SEO.
You get your fully-customized SEO plan with the pricing options. We go through all the stages together, so that you have the full picture of how the SEO strategy is going to improve your website ranks.
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