The case of the Roofing Centre:
Roof Centre's website number one on Google

Read how Digiteam raised Kattokeskus to number one in Google search results, increasing the number of leads coming through the website.

"The long-term and systematic work with Digiteam has yielded good results. Search engine optimisation is a very important part of our business and therefore we will continue to invest in its development and improvement."

Systematic search engine optimisation to increase website lead rates

Digiteam has implemented Search engine marketing in the Roof Centre (Google Ads, Microsoft Ads & search engine optimisation) since 2018. From the very beginning, the importance of search engine optimisation has been recognised by senior management as an important part of digital marketing and lead generation. High search rankings have a direct correlation with the number of sales or leads coming through a website.

The result of search engine optimisation:

• The Roof Centre is constantly Top 3 positions Google search results for the most competitive terms in the industry
• July 2023 for the term "roof renovation" reached Top 1 place on Google
• Search traffic generates a significant share of the leads coming through the network
• On an annual basis, the value of the number of chalks and trades through search traffic is calculated as follows in millions of euros

 

What does it take for a company to reach the top of Google's organic results?

• an understanding, up to top management, of the importance of search engines for company sales
• commitment to long-term work, search engine optimisation is a long-term effort and quick wins (in industries where search engine competition is low) are very rare
• a clear plan (objectives, resources, budgeting) for search engine optimisation

In summary, success is driven by committed management who understand the importance of search engine optimisation in selling a business and have the courage to budget adequately for growth. In addition, search engine optimisation should be seen as a long-term investment with a systematic plan to monitor key metrics (sales, traffic, rankings).

 

Case Kattokeskus Search Engine Optimisation

Over the years, there have been many elements in the Roof Centre's customer base, all of which have contributed to the increased pager traffic and consequently to the growth in sales.

Website redesign to replace an old and outdated technical implementation.

• The old website was serving its time and was becoming technically difficult to maintain and a mixture of choices that did not support modern marketing. The website redesign was carried out in 2020 by Evermade, with Digiteam consulting on search engine optimisation for both the client and the website partner.

Keyword research to provide information on what terminology customers use in search engines and what content to start building.

• Keyword research and content production on topics and terms that customers actually use. The website should use the terminology that customers use in their everyday lives. This improves the customer experience, the ability to generate business and improves search engine visibility.

Developing external linking

• A clear plan, timelines and budget were established for the development of external linking. External linking is an important element in the overall search engine optimisation process. Links tell search engines about a website's reliability, content and authority within a particular industry. In practice, external linking is quite simple - get a link from a trusted player in your industry that links back to your website. Easy in theory, but difficult to do, especially in "boring" sectors. Why would someone want to link back to the website of a roofing company, for example?
• External linking should generally start with your company's stakeholders, partners, owners, suppliers and customers.

Different media formats

• Use of different media formats to support content production (videos, counters). Modern content production is more than just text. Videos, sales counters, podcasts and images help different types of users achieve their goals when they come to a website. One may want to read all the content as text, while another may want to view the same thing as video content. A website must also be able to cater for the needs of different users in terms of content.

Portals and industry authorities

• The use of different media and portals in the renovation and home improvement industry has played a major role in the search engine optimisation of the Roof Centre. The marketing budget has a clear section for the use of portals and paid partnerships.

 

Summary

By investing in long-term search engine optimisation, businesses have the opportunity to increase the business that comes from their website. In the best case scenario, search engine optimisation increases a website's ability to generate leads, direct e-commerce sales and contacts. The Roof Centre is a good example of commitment and confidence in the ability of search engines to generate business.

Search engine optimisation results

• Millions of euros in sales through search engines
• Top 3 investments in terms most relevant to business
• Website traffic for searches relevant to the brand is steadily increasing

We help growth-oriented SMEs to grow their business through search engine optimisation, for example. So make the most of search engines and increase the amount of sales that come through them. Ask Digiteam for more information.

* Source:
https://www.brightedge.com/blog/organic-share-of-traffic-increases-to-53