WooCommerce SEO Case Study: Engineering Company’s eCommerce Success

This WooCommerce SEO case study for an engineering company highlights the SEO strategy and tactics that led to a significant increase in organic traffic and improved search rankings for Powerpoint Engineering.

I have spent many years working with businesses in industries that are not always seen as “exciting,” including engineering, construction, fabrication, stone suppliers, timber suppliers, and bicycle manufacturing. Despite the challenges of digital marketing in these industries, I have consistently delivered serious results by implementing SEO case studies tailored to the business goals of each client.

I have worked with Powerpoint Engineering for over a decade and have been handling their WooCommerce SEO for the past two years. This case study explores how our content strategy and SEO tactics tackled their challenges and achieved higher rankings, increased traffic, and a boost in potential conversions.

Understanding – The Problem

Due to the technical nature of Powerpoint Engineering’s services and products, they have developed a tolerance for my endless questions. My background in mechanical engineering gave me some understanding, but a lot had changed since my early apprenticeship days.

The main goal was to enhance their online visibility, drive organic traffic coming from search engines, and improve conversion rates by optimizing their new website. Understanding their target audience, their lead generation process, and their product offerings was crucial before crafting a tailored SEO strategy.

• We needed to evaluate several key factors:

• Was the website targeting local, national, or international markets?

• Was the focus on distributors, end-users, or both?

• Was the website primarily for direct sales or lead generation?

• Would a multilingual approach be necessary?

• How would trade shows and conferences fit into the marketing mix?

These insights would guide our SEO campaign, ensuring every step was aligned with the company’s business objectives and the expectations of their potential customers.

SEO Project Task & SEO Strategy

• Are the products and services local, national or international?

• Are they distributors and/or selling to end-users?

• Will they sell from their website or is this lead generation?

• Will the websites be multi-lingual?

• Do they run conferences or attend trade shows?

Knowing all of these helps plan the strategy and follow-on monthly and daily SEO tasks. We also focused on tracking engagement metrics such as time on site and pages per visit to refine our strategy and improve user experience. The following is the shape that these projects have taken:

• In-house training

• Website reviews

• Content reviews – keyword research

• On-site SEO

• Off-site SEO – eCommerce link building

Training

Powerpoint have their own in-house marketing and web development team.  When we first met, they already had well designed and good-looking websites.  The websites were underperforming due to a lack of knowledge of search optimisation for Google.

Our first few training sessions helped the internal team understand how their roles intersected with SEO.  Creating written SEO processes and plans that are directed at writers, marketing managers, and web developers was essential for producing quality content.

Tracking with Google Analytics

Many businesses overlook the importance of tracking changes to their website. Simply adding a new product page or updating existing content might seem minor, but these changes impact rankings and organic visitors.

We identified the pages and topics that generated the most traffic and focused our efforts on optimizing these areas. We implemented an SEO case tracking system, ensuring we could correlate traffic changes with specific site modifications. This helped us refine our SEO strategy, measure potential conversions, and validate the effectiveness of our lead generation efforts.

Website Reviews

Running a technical website audit at the start of all projects, or in months 2 to 4, is standard and good industry practice. This enables us to ensure that all problems that hinder rankings and user experience are eliminated or fixed at the start. Improving site speed was a critical focus to ensure effective landing pages and enhance user experience.

SEO audits aim to find and fix all ranking problems. There are no problems that are particular to engineering companies with the codebase.

Technical Optimization for Google Search

Technical optimization is a cornerstone of any effective SEO strategy, playing a pivotal role in enhancing a website’s visibility in Google search results. For Powerpoint Engineering, we focused on several critical areas to ensure their site was technically sound and optimized for search engines.

Content Review and Keyword Research

These two were completed together as they inform each other. A clear understanding of the clients’ business is absolute to having good keyword research – this cannot be overstated.

The main problems occurred with content. Content that was the same on more than one website, such as manufacturer’s product descriptions, was leading to some parts of the sites being filtered by Google and not appearing in search results, thus affecting organic traffic.

This area is an ongoing problem, though less than it was. It is difficult to recruit and keep writers who can write high-quality product or service descriptions. Asking someone to write about a particular lockout tagout product and then do it over and over without using the same sentences is hard work. It is also expensive to keep technical writers.

The duplicate content across the websites, (more than 10), is now approaching an acceptable level.

Keyword research has also informed the blog content calendar and sharing on LinkedIn – where their audience can be found.

Link Building

Link building is required for any website to rank highly in Google’s search results.  With engineering websites, we have two problems: creating good content for guest posts and the availability of target websites.  This area is not like travel SEO or accountancy SEO where there are many more options.

On the plus side, these sectors tend to be less competitive and therefore need fewer links to rank.

As the company runs more than ten websites using WordPress and WooCommerce, we aimed to have each guest post placement link to two sites.  This has helped to manage the cost, as link building is a long term – sometimes never ending – task.

You may also be interested in our SEO case study for a cosmetic surgery website.

Measuring Success in Organic Search

Understanding the effectiveness of an SEO strategy requires meticulous tracking and analysis of key performance metrics. For Powerpoint Engineering, we focused on several critical metrics to gauge our success and refine our approach.

Results

As can be seen from the images in this post, their traffic from Google has kept increasing.  These images are from SEMRush who have third party data – the actual increases are substantially higher.

Key Takeaways:

✔ Technical SEO & site structure must be refined for faster load times and better indexing.
✔ Keyword research & content strategy drive organic traffic coming from Google Search.
✔ Link building & valuable backlinks help sites rank highly even in competitive industries.
✔ Tracking engagement metrics & SEO case studies ensures continued optimization for potential conversions.

This project proves that great results are achievable even in industries where SEO is often overlooked. If you need help boosting online visibility and SEO performance, let’s talk!

We also specialise in Google Ads campaigns in Ireland.  All graphs show only Google organic traffic.