KliMate is the climate control specialist: a full-fledged installation company in the field of air conditioners and heat pumps. For the past two years, KliMate has also owned a webshop. Together with KliMate, we have developed a SEO strategy that has paid off handsomely!
In this case, we tell you how we zonder link building got to top positions in a competitive market.
KliMate is affiliated with Lampgoedkoop, whom we have been successfully helping in increasing the findability of webshops for a while now. KliMate planned to develop a webshop with a sizeable product range. The aim was to generate leads (after all, there was an experienced installation company) and also to sell individual air conditioners and supplies. We then worked with KliMate and the web builder to develop a SEO strategy devised for this new Magento shop.
SEO starts with search terms: we analysed search terms that fit the products. The product range and its designations are quite technical and fairly straightforward: an air conditioner does not have a very long orientation phase that starts with a problem statement. People are mainly looking for an air conditioner. With hose, zonder stroke, with an outdoor unit or zonder an outdoor unit.
A webshop often has a tree structure (homepage, category, subcategory, product) which works well for SEO. We often find this structure in the search terms as well: from generic to very specific. The search term analysis formed the basis for a URL model: a completed representation of all pages to be created (from category to product).
Creating pages and filling content is important. But technical specifications are just as important! The advantage of a new website is the fact that, as a SEO specialist, you are also involved from the start (and not flown in halfway through). As a result, we were able to get all the technical SEO elements (canonical tags, structured data, Robots.txt, XML Sitemaps) right the first time in a test environment.
We created a comprehensive content briefing for KliMate's team so that they had enough ammunition to properly populate all category pages and product pages. This created rock-solid landings for all search terms from the analysis.
A lot is also possible in Magento when it comes to automating SEO onder parts. We have devised and implemented taxonomies for all meta titles and descriptions, for categories (as a fallback) and product pages.
Before going live, we obviously checked all the pages and put the finishing touches to them. During going live, we verified Search Console, so we also quickly saw the first impressions and clicks coming in through Google.
A few hours after going live, we then crawled the entire website to fix any imperfections:
From the time of going live until now, KliMate has grown substantially in organic sessions, leads and sales. Of course, the demand for air conditioners is quite seasonal. The moment there is a heatwave, impressions and clicks rise exponentially:
SEO is an ongoing process. We have interacted a lot with KliMate since going live, especially by suggesting optimisations and implementing structured data. We also fixed technical issues that had arisen onderween (when implementing a filter).
The impressions and clicks grew steadily for most search terms, until we could really reach the top positions six months after going live. Zonder link building!
We too had prior expectations that link building would be needed at some point for top positions, given the competitive level of the search terms. This has not been the case. As far as we are concerned, the reason is the perfect match between content and the search query: some of the people searching for air conditioners are looking for a party that installs them. Another part is looking for mobile air conditioners. KliMate.co.uk provides both, making us relevant to the entire search query.
We see SEO as a collaboration. Together, we achieve the best results. This is also the case with the SEO approach for KliMate. We collaborated finely and effectively with:
Get in touch! :) we are happy to help you with all your SEO questions
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Our team consists of enthusiastic SEO specialists who are happy to work with you for the best results.
Whether it's about content or technical adjustments, it doesn't matter. Martijn briefs this in a very clear way so that it can be implemented locally or by our head office in France. [...] Since the start of our collaboration, we have achieved great results. Keep it up!
When your online onder venture grows, expectations often grow too, in every area. To a large extent, we were in control of SEO and its interpretation ourselves. We found out that our own "general view" was no longer sufficient, so we engaged Bureau Onder. Surprising and clear. We have built up a fine collaboration, partly because Martijn also regularly visits our office with Eline or Mariska (depending on the case), which is very valuable to us!
Martijn and Mariska make the SEO story understandable for the layman and are happy to think along with us. It is nice that there is a personal contact moment every month with an extensive report and the opportunity to talk everything through. After just a few months, Onder has already managed to achieve number 1 positions on Google with some of our webshop pages. We are very satisfied with Onder.
For several years, Onder has been a valued partner of Stella. Martijn is my sparring partner for complex SEO issues and the extra pair of critical eyes that keeps us on our toes. Together, we have achieved nice growth in online visibility, visitor numbers and leads. Onder onder stands out for its short lines of communication and professionalism. They speak our language: don't nag, get down to business. That is what we love!
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