Strateegi and URETEK Baltic the cooperation started in 2021. The aim of the work was to analyze and give an assessment of the functioning of digital marketing. To this day, we help with technical support, SEO service and other marketing skills.
The client turned to us with the desire to get a comprehensive overview of the functioning of his digital channels. The goal was to evaluate the existing work and find new opportunities to grow the company's digital marketing.
Step 1: User experience or UX and UI analysis
User experience analysis shows how visitors behave on the website. As a result, the acceptability of the website to visitors was revealed: the importance and traffic of the existing content pages, bounce rate, ease of use, comprehensibility, simplicity and referencing. Based on the above, we mapped the concerns and issues that emerged, which provided the basis for improving the user experience and creating a better design.
While evaluating the performance of the website, we found several ways to improve the website by looking at user screen recordings and heat maps. We also noticed some interesting problems, where, for example, no one knew that for years about half of the requests through the website were not going through, and the cooperation with the developer at the time was immediately terminated.
Here is an example of the issues identified in the audit:
- The contact form conversion rate is 1,6%, which is below average
- The bounce rate is very high, 70% and in some cases even 85% leave the page immediately
- Neither the menu nor the text is visible from the front page video
- Mobile front page service boxes take up a lot of space on the phone and people can't scroll
- I observed 12 users who filled out the contact form and wanted to submit, and 6 of them ended up with an error message or the letter didn't go through. 50%!
- The bases of the Lithuanian and Latvian languages are broken and the contact box is attached to a long strip. When sending a letter, the confirmation text appears below the black bar and is not visible
- A lot of people click on the phone number, but it doesn't exist at the top of the page
Step 2: SEO audit and strategy
In order for SEO to bring the desired results, as a first step, we performed a comprehensive overhaul of the existing website of URETEK Baltic audit. The main goal of the audit was to get an overview of the website's health and pain points in order to map SEO opportunities and set goals based on this. Through the audit, we also looked at URETEK Baltic's competitors and the industry more broadly.
Step 3: Analysis of previous results and keywords
We looked uretek.ee historical data from Google Analytics and Google Search Console to determine the best performing pages of the site and the positions of keywords in the search results. In order to collect additional information about the field, we made precise keyword research, using SE Ranking, Google Keyword Planner and other tools. We also reviewed keywords and SEO in all five languages and suggested ways to improve results. As a result of research, we found keywords suitable for the field and selected the most important ones.
Based on the results of an SEO audit, keyword research and competitor analysis, we created a comprehensive document that reflected how to improve and strengthen a website's presence in search engines and increase site traffic. Our recommendations included both technical and content-related improvements. For example, the page had problems appearing in the search, because at times the entire language was hidden from Google.
Step 4: Other audits
Over the years, we have found the best and most reliable experts in our field in our team. Today, we are sure that the best results are brought by former or current marketing managers with a broad horizon and a wealth of experience. Now they have found their niche and continued to operate with it in depth - almost all of our members are also entrepreneurs themselves and over time have found their own methods and system to create valuable results.
In the case of URETEK Baltic, septic specialists from our field reviewed the pages and gave assessments regarding the security and code of the website. A social media specialist evaluated the content and offers of Facebook, Linkedin, YouTube and other channels. Background advertising specialist evaluated Googles Ads and Facebook campaigns.
Step 5: Development of the homepage, i.e. continuous improvement over time
In cooperation with the client, we have done our best to keep the website fresh and up-to-date. Support and development services include, as necessary, solving and fixing errors and problems, as well as improving the website.
Based on the results of the audit, we made a number of minor changes to the website that have improved the website's security, reliability and ease of use.
Step 6: Creating SEO content
SEO content creation the goal is to create sisu, which would help the website reach good positions in search engines. Thus, the SEO text of the website is based on keyword analysis and focuses on the use of the most searched and related terms obtained from the analysis in the texts.
The cooperation with the client continued mainly in connection with the SEO service, where we prepared a content plan and wrote the content in Estonian and English based on it. Since the page is multilingual, we also supported their translation into Russian, Latvian and Lithuanian.
Creating SEO and corresponding texts is like an investment - its effect is long-lasting and you can change and adjust it at any moment.
Step 7: Website optimization, or on-page SEO
Comprehensive optimization of the website includes two main activities - optimization of the website for search engines (SEO) and website conversion optimization (CRO). Therefore, when URETEK Baltic's website was made more convenient for visitors and potential customers, we also made it as simple and understandable as possible for search engines using in-page SEO in all five languages.
On-page SEO means work on the website itself. On-page SEO can mean optimizing both page content and HTML source code. In addition, this part of SEO includes, for example, text under images, speeding up page load times and optimizing titles. This means that we create a good whole from keywords and existing content and fulfill all the necessary SEO aspects to please the search engines.
Step 8: Customer Support and Results Analysis
After audits, we have supported the client for years and answered current questions. In addition, helped with various technical concerns and recommended contacts to grow various marketing areas. Among them, we have monitored the results every month and prepared a summary report of all digital marketing results and compared it with the previous period and year. It includes:
- Visit statistics by channel
- Visit statistics by language
- Traffic quality
- Overview of conversions (order form, email, phone)
- Sources of conversions
- Conversions by language
- Conversion rate by language and channel
This kind of information gives the customer monthly input on the results and benefits of marketing work. Sometimes thousands of additional visits on social media won't result in any inquiries at all, other times small changes to Google Ads will pay off big. The right focus helps to find new solutions and opportunities.
Results
This is one of the few success stories where the result has not improved in quantity but in quality.
- In terms of the client's cooperation partners, several sloppiness came to light and together we found better service providers.
- Higher turnover has been achieved with a much smaller marketing budget.
- The number of client requests has not increased, but the requests are more precise and many times more of them go into work.
- The website conversion rate has increased 2,5 times, and the number of phone calls from interested parties has also multiplied.
- Strateegiline SEO service and content plan has increased the number of SEO inquiries by 225%.
- Lithuanian SEO traffic has increased by 171% and Latvia by 72%.
Lithuanian SEO traffic growth 2023 vs 2022 QXNUMX
Feedback
Very pleasant and successful cooperation from the first moment. There is no question to which Vallo can't answer - a professional partner with whom to implement our company's digital marketing and SEO plans. Definitely recommend!
Kadri Leppik - Baltic Marketing Manager
