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ANKOM Technology

Laboratory Equipment Supplier

ANKOM Technology is a laboratory equipment supplier. They develop and manufacture analytical products for use in the laboratory analysis of food products.

(PROBLEM)

An online presence gone stale

ANKOM Technology had previously seen limited results with their current SEO service. They had identified 222 highly important search terms, and had only managed to rank for 4 of those.

As their traffic was mostly referral traffic (almost no organic traffic) and very random, they were looking to find a solution that would create consistent traffic and rank for relevant search terms.

(DIAGNOSIS)

Under the microscope

After an initial technical audit of ANKOM Technology’s online presence, we found thousands of technical errors that had been missed by the previous SEO service. These included:

  • Duplicate and generic Title Tags not designed to drive action
  • Sitemap problems leading to inefficient crawling from search engine robots
  • Incorrect handling of not found pages
  • Overuse of H1 heading tags for content on a significant number of pages on the site
  • SEO theming issues. There were no rankings in the top 100 for all but four of their high priority terms.
  • Robots.txt issues
  • Missing Meta Descriptions leading to random, sometimes irrelevant snippets appearing in the search results pages
  • Issues in the site build that caused crawlability problems for Google’s bots
  • Significant amounts of thin content pages that added little value to users

(APPROACH)

Our solution

We developed a strategy for ANKOM Technology that would mass-produce results. Starting in April 2016, our actions included:

  • A plan to fix all technical issues, particularly focusing on fixing the impediments to indexability

  • Regular penalty checks to see how the site would respond to our fixes. We also sent instructions to prevent future issues stemming from duplicate and thin content.

  • Regular technical audits with feedback from Google’s tools as well as in-house tools.

  • Deep keyword research. We expanded the initial 222-keyword list to over 1000, to build relevant authority, create proper theming and target terms that had good monthly search volume.

  • Mapped out our target pages to build authority based on the sites historical profile and authority distribution

  • A plan to fix all technical issues, particularly focusing on fixing the impediments to indexability

  • Regular penalty checks to see how the site would respond to our fixes. We also sent instructions to prevent future issues stemming from duplicate and thin content.

  • Regular technical audits with feedback from Google’s tools as well as in-house tools.

  • Deep keyword research. We expanded the initial 222-keyword list to over 1000, to build relevant authority, create proper theming and target terms that had good monthly search volume.

  • Mapped out our target pages to build authority based on the sites historical profile and authority distribution

(RESULTS)

In conclusion…

We began in April 2016, and within six months fixed many major technical and indexability issues and experienced

First page Google rankings for over 200 terms

And..

… a spike in traffic of 51.6x

Within 12 months..

Traffic had grown 62.57x

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Asia Pacific - Contact

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Sydney

Suite 2, Level 18, 45 Clarence St. Sydney NSW 2000, Australia
Newcastle

Suite 1, 24 Alma Rd, New Lambton NSW 2305, Australia

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1300 891 181

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[email protected]

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