{"id":8943,"date":"2022-01-04T11:06:23","date_gmt":"2022-01-04T10:06:23","guid":{"rendered":"https:\/\/onder.nl\/?post_type=cases&#038;p=8943"},"modified":"2025-10-09T13:18:18","modified_gmt":"2025-10-09T11:18:18","slug":"klimate","status":"publish","type":"cases","link":"https:\/\/onder.nl\/en\/cases\/klimate\/","title":{"rendered":"KliMate"},"content":{"rendered":"<h2 class=\"wp-block-heading\"><strong>The starting point<\/strong><\/h2>\n\n\n\n<p>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 <a href=\"https:\/\/onder.nl\/blog\/seo-strategie\/\">SEO strategy<\/a> devised for this new Magento shop.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Search analysis and URL model<\/strong><\/h2>\n\n\n\n<p>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.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>We thus arrived at a list of 380 search terms;<\/li>\n\n\n\n<li>Onderdivided into several search term groups<\/li>\n<\/ul>\n\n\n\n<p>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).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Technical specifications web builder<\/strong><\/h2>\n\n\n\n<p>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.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Content briefing<\/strong><\/h2>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Going live<\/strong><\/h2>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>A few hours after going live, we then crawled the entire website to fix any imperfections:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>We saw several more opportunities to make pages just a little stronger in terms of text<\/li>\n\n\n\n<li>We found out that there were URLs in the navigation that were generating a lot of dead links (10,000 plus!)<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Continuous process<\/strong><\/h2>\n\n\n\n<p>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:<\/p>\n\n\n\r\n<div id=\"tf-image-block_644931db65b5b3a0faa9e0aa49d91341\" class=\"block100 tf-image tf-image alignfull tf-image-fullwidth\">\r\n\r\n    \r\n        <img decoding=\"async\" src=\"https:\/\/onder.nl\/site\/uploads\/2020\/07\/Analytics-1536x537.jpg\" srcset=\"https:\/\/onder.nl\/site\/uploads\/2020\/07\/Analytics-1536x537.jpg 1536w, https:\/\/onder.nl\/site\/uploads\/2020\/07\/Analytics-460x161.jpg 460w, https:\/\/onder.nl\/site\/uploads\/2020\/07\/Analytics-1100x384.jpg 1100w, https:\/\/onder.nl\/site\/uploads\/2020\/07\/Analytics-768x268.jpg 768w, https:\/\/onder.nl\/site\/uploads\/2020\/07\/Analytics-110x38.jpg 110w, https:\/\/onder.nl\/site\/uploads\/2020\/07\/Analytics.jpg 1580w\" sizes=\"(max-width: 1536px) 100vw, 1536px\" alt=\"Case KliMate\" loading=\"lazy\">\r\n\r\n    \r\n    <div class=\"clearboth\"><\/div>\r\n\r\n<\/div>\n\n\n<p>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).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Result: top positions<\/strong><\/h2>\n\n\n\n<p>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!<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>On the (volume) search terms airco, buy airco and airco installation, we were on top practically all of 2019. Currently, it's shifting in the top 3 with Bol.com and Coolblue, but we are often at the top of the search results<\/li>\n\n\n\n<li>Summer 2019 vs 2018: 900% growth in organic sessions (which is not surprising, as the webshop was just new in 2018, after all)<\/li>\n\n\n\n<li>Summer months in 2020 (so far) vs 2019: 84% growth in organic sessions and brisk growth in organic leads and sales<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Relevance<\/strong><\/h2>\n\n\n\n<p>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&nbsp;<a href=\"https:\/\/www.klimate.nl\/airco\/mobiele-airco.html\" target=\"_blank\" rel=\"noreferrer noopener\">mobile air conditioners<\/a>. KliMate.co.uk provides both, making us relevant to the entire search query.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Collaboration<\/strong><\/h2>\n\n\n\n<p>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:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The team of KliMate<\/li>\n\n\n\n<li><a href=\"https:\/\/tig.nl\/\" target=\"_blank\" rel=\"noreferrer noopener\">Tig<\/a>, the Magento Specialist<\/li>\n\n\n\n<li><a href=\"https:\/\/dtls-online.nl\/\" target=\"_blank\" rel=\"noreferrer noopener\">dTLS<\/a>, who are responsible for the Google Ads campaigns<\/li>\n<\/ul>\n\n\n\n<p><strong>Also building top positions with strong SEO content?<\/strong><\/p>\n\n\n\r\n<div id=\"tf-buttons-block_6570bc96bf5732cac3ad3ebab90a0f5f\" class=\"block100 tf-buttons tf-buttons alignfull\">\r\n\r\n          <a class=\"btn  btn-turq\" href=\"https:\/\/onder.nl\/en\/services\/seo-content\/\" target=\"\">\r\n           <span>Discover your opportunities<\/span>\r\n       <\/a>\r\n   \r\n    \r\n    <div class=\"clearboth\"><\/div>\r\n\r\n<\/div>","protected":false},"author":9,"featured_media":0,"template":"","class_list":["post-8943","cases","type-cases","status-publish","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/onder.nl\/en\/wp-json\/wp\/v2\/cases\/8943","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/onder.nl\/en\/wp-json\/wp\/v2\/cases"}],"about":[{"href":"https:\/\/onder.nl\/en\/wp-json\/wp\/v2\/types\/cases"}],"author":[{"embeddable":true,"href":"https:\/\/onder.nl\/en\/wp-json\/wp\/v2\/users\/9"}],"version-history":[{"count":0,"href":"https:\/\/onder.nl\/en\/wp-json\/wp\/v2\/cases\/8943\/revisions"}],"wp:attachment":[{"href":"https:\/\/onder.nl\/en\/wp-json\/wp\/v2\/media?parent=8943"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}