Website Visibility Increased by 20 Times: Enhancing Brand Awareness through a Case Study of a Leading Trade Marketing Agency

Problem 1: We thoroughly examined all the content currently on the client’s website. It was primarily geared towards a «hot» audience—those who already had a specific request for a service and only needed to clarify details.

Problem 2: The website contained a limited number of pages, mostly filled with basic information: service descriptions, price lists, company details, and contact information.

Solution 1: Our main goal was to generate interest in the company and its services among a «cold» audience — those not yet familiar with the company. This was a larger task than previous promotional efforts before we started working with the client.

Solution 2: To expand the target audience segments and attract new users, we increased the volume and variety of content on the company’s website. We needed to publish materials that users commonly search for through general search queries.

Specifics: There were insufficient relevant pages in search engines, and some queries had no matches at all, meaning users could only visit the site through general searches.

Preliminary Work:

Semantic Queries Categories:

1. Thematic: General search queries related to a specific topic,

2. Informational: User queries fitting the chosen topic but containing a specific service request,

3. Commercial: Queries related to entire sections of services.

Structure Formation: We structured user search queries into groups and created a work plan aimed at improving visibility by the end of the year.

Work Plan: Outlined step-by-step actions with necessary details such as section names for future materials, landing pages, and potential search demand.

Intermediate Results Agreement: Aligned with the client’s vision of the desired outcomes at each stage and the available resources. Reviewed the list of upcoming tasks and started creating website content.

Creating Specifications for Copywriters: We analyzed search network submissions, determining several parameters:

Creating Landing Page Texts: We concentrated on crafting articles, each meticulously reviewed by an SEO specialist and product manager to ensure they met our specifications. The final texts were then sent to the client for feedback and approval.

Article Volume over Six Months: We produced approximately 80 articles, each optimized for search engine visibility.

Our efforts included updating existing content and adding new materials to the company’s website and blog. Both platforms were systematically filled, resulting in a steady increase in visitors according to our reports.

Results: From March 2020 to the summer of that year, the website’s visibility increased 5 times. By the following year, from summer 2020 to August 2021, the website appeared in search results 20 times more frequently than at the project’s inception.

Brand visibility significantly improved compared to a leading competitor, resulting in a rise in website visitors and enhanced brand recognition as desired by our client.