Project Overview
When we took over the Ardex Endura project from a previous agency, the website was in poor structural and technical condition, hindering its performance in search rankings. Over six months, we implemented key SEO strategies, technical optimizations, and content enhancements, significantly improving keyword rankings, website authority, and overall performance.
Company Overview
Ardex Endura is a leading name in the construction and building materials industry. It specializes in high-performance solutions for tiling, flooring, and waterproofing. The company is strongly committed to innovation and quality and offers a comprehensive range of products designed to meet the demanding requirements of commercial and residential projects.
Initial Challanges
Upon taking over the project, we identified several critical issues affecting the website’s visibility and user experience:
1. Website Structure Issues
- The site lacked a logical structure, making navigation difficult for users and search engines.
- The content was not well-organized, leading to poor discoverability.
2. Technical Challenges
- Excessive plugins and an outdated WordPress theme cause slow loading speeds.
- The website was not optimized for mobile responsiveness.
- Lack of proper integration with Google Search Console for performance tracking.
3. Keyword Optimization Gaps
- No strategic keyword targeting aligned with industry-specific search queries.
- Poor meta tag and description optimization, leading to low search engine visibility.
4.Content Deficiencies
- Existing content lacked SEO best practices and was not engaging for users.
- Product pages were missing crucial details, such as updated specifications and downloadable resources.
5. Theme Limitations
- The outdated WordPress theme was no longer supported, creating design and functionality issues.
- Implementing UI/UX improvements was challenging due to theme constraints.
Actions Taken
- Structural Overhaul:
- Reorganized the website structure to improve user experience and search engine crawlability.
- Conducted an in-depth audit of website categories and restructured them based on industry relevance and user intent.
- Technical Improvements:
- Removed unnecessary plugins and optimized the remaining ones to enhance site speed.
- Updated the WordPress theme to a more stable and supported version, preserving essential design elements.
- Integrated the site with Google Search Console for better tracking and insights.
- Keyword Research and Implementation:
- Conducted comprehensive keyword research tailored to Ardex Endura’s niche.
- Developed and optimized meta titles, descriptions, and targeted content for improved rankings.
- Content Optimization:
- Created SEO-optimized, high-quality content for key product and category pages.
- Updated product information, including PDF downloads and backend product numbers, for improved user engagement.
- Competitor Analysis:
- Due to a lack of direct competitors covering all product lines, we performed category-wise audits to benchmark against relevant industry leaders.
- Identified strengths and gaps in competitor strategies to refine our approach.
- Internal Linking:
- Implemented a structured internal linking strategy to improve page authority and facilitate better navigation.
- UI/UX Enhancements:
- Simplified menus for more straightforward navigation.
- Optimized mobile responsiveness to ensure a seamless experience on smartphones and tablets
Results
1. Improved Keyword Rankings:
- Within two months, the website started ranking in the top 100 for targeted keywords.
- By the third month, rankings rose to the top 30 for key industry terms.
- Continuous improvement in search rankings throughout the six-month optimization period.
2. Increased Page Authority:
- Effective content optimization and internal linking efforts boosted Page Authority (PA) from 27 to 36 (Nov 2023 – Apr 2024).
3. Enhanced Website Performance:
- Significant improvement in loading speed, leading to a better user experience.
- Higher organic traffic due to improved search engine visibility.
- From November 2023 to April 2024, organic sessions grew by more than 56%, while organic users increased by more than 65%.
4. . Increased Page Views & Engagement:
- Introduced related product links on each page to encourage user exploration.
- This led to a 35% increase in page views between Nov 2023 and Apr 2024
Conclusion
Through a holistic SEO strategy—including structural improvements, technical enhancements, targeted keyword research, and high-quality content creation—we successfully transformed Ardex Endura’s website into a high-ranking, competitive online presence.
Despite initial challenges with an outdated theme and technical issues, our dedicated efforts led to the following:
- Higher search engine rankings
- Improved website authority
- Enhanced user experience and engagement
This case study underscores the importance of a well-rounded SEO approach in the construction and building materials industry. It demonstrates how strategic optimizations can drive substantial digital growth.
