Project Overview
When we took over the Ardex Endura project from a previous agency, the website was in poor structural and technical condition. Over the course of six months, we implemented several key changes that resulted in significant improvements in keyword rankings and overall website performance.
Company Overview
Ardex Endura is a prominent player in the construction and building materials industry, specializing in high-performance products for tiling, flooring, and waterproofing solutions. With a strong emphasis on innovation and quality, Ardex Endura offers a comprehensive range of products designed to meet the rigorous demands of commercial and residential projects alike.
Initial Challanges
- Website Structure: The website lacked proper structure, making navigation and content discovery difficult.
- Technical Issues: Major loading speed issues due to numerous plugins and an outdated WordPress theme.
- Keyword Optimization: No strategic keyword optimization or industry-specific targeting.
- Content Quality: The existing content was not optimized for SEO or user engagement.
- Theme Limitations: The outdated WordPress theme was no longer supported and created issues during design changes.
Actions Taken
- Structural Overhaul:
- Redefined the website structure to improve user experience and search engine crawlability.
- Conducted a thorough audit of the website categories and reorganized them based on industry relevance and user intent.
- Technical Improvements:
- Resolved loading speed issues by removing unnecessary plugins and optimizing the remaining ones.
- Updated the WordPress theme to a more stable and supported version, while managing to retain essential design elements.
- Connected the website to Google Search Console for better tracking and insights.
- Keyword Research and Implementation:
- Conducted comprehensive keyword research in collaboration with the client, focusing on industry-specific and category-driven keywords.
- Developed and implemented optimized meta tags, descriptions, and valuable content for targeted pages.
- Content Optimization:
- Created high-quality, SEO-optimized content for target pages.
- Updated product information and design elements, including PDF files and backend product numbers.
- Competitor Analysis:
- Conducted category-wise audits due to the lack of direct competitors for all products.
- Selected different competitors for each category to gather relevant insights and benchmarks.
- Internal Linking:
- Implemented strategic internal linking to enhance link juice distribution and improve page authority.
- UI Changes:
- We made menus simpler so people can find what they need faster.
- Mobile Performance:
- We made sure the site looks good and works well on phones and tablet
Results
1. Improved Keyword Rankings:
- Within the second month, the website started ranking in the top 100 for targeted keywords.
- By the third month, rankings improved to the top 30.
- Significant and continuous improvement in keyword rankings over the six-month period.
2. Increased Page Authority:
- Effective internal linking and content optimization resulted in higher page authority.
- Page Authority (PA) increased significantly from 27 to 36 over the six-month period from November 2023 to April 2024.
3. Enhanced Website Performance:
- Marked improvement in website loading speed and overall performance.
- Increased traffic due to better search engine visibility and user experience. From November 2023 to April 2024, organic sessions grew by over 56%, and organic users increased by more than 65%.
4. Increased Page Views:
- Put links to similar products on each page to make it easy for users to find more things they like, which led to a more than 35% increase in page views from November 2023 to April 2024.
Conclusion
Through a combination of structural reorganization, technical optimization, targeted keyword strategy, and high-quality content creation, we were able to transform the Ardex Endura website from an underperforming site to a competitive and high-ranking online presence. Despite challenges with the outdated theme and initial technical issues, our dedicated efforts led to substantial improvements in search engine rankings and website traffic. The project highlights the importance of a holistic SEO approach, especially in the home decor industry, focusing on products for sealing, epoxy, and waterproof flooring.
