How we brought the site to the top positions in Google and Yandex using SEO in a narrow b2b niche

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In this article, we will tell you how we have been doing SEO reunion b2b leads promotion of a website for a client in the niche of "Synthetic Sapphire Production" for 3 years. Strategy, tactics, difficulties. We will show everything as it is. Honestly and openly. It will be interesting. Read, share your opinion in the comments.

Hi, I'm Anatoly Politsyn, technical director of the Internet marketing agency " Sinaps ". We create websites from scratch and help companies attract customers using SEO, contextual and targeted advertising.

In 2021, Rostoks-N approached us. It produces synthetic sapphire for optical and technical applications. It manufactures equipment for growing single crystals. It is located in the Moscow region.

The client wanted to make a multilingual website with information about the company, a catalog of manufactured products, news and a gallery. To reach high positions in search for key queries, to bypass competitors' websites in order to attract potential customers.

We offered him the following solution:

develop a catalog website with an individual design and additional modules.
launch SEO promotion in the Moscow region at a rate of 20,000 rubles per month. It includes: technical optimization of the site, project management, purchasing links, writing articles, changing the site structure, implementing a hypothesis to improve conversion, monthly reports.
Let us remind you.

SEO (Search Engine Optimization) is a set of measures to improve a client's website, which helps bring the website to the top positions in Google and Yandex for the main search queries of potential customers

First of all, the website
The work began with filling out a brief, after reviewing it our technical specialists got down to business. As a result, the client received a website that contained all the necessary information about the company and its products.



We launched the site. Then we started SEO.

Preliminary preparation
We collected and agreed on the semantic core and strategy for further promotion of the site. The core came out small with medium- and low-frequency queries. Commercial queries "buy" were used in the catalog. Informational queries in the Articles section.

We separately identified the queries that resulted in sites with jewelry. We immediately excluded them from further work.

Launched SEO
We performed technical optimization of the site to meet search engine requirements.
We wrote and posted texts for the product catalog with low-frequency and mid-frequency queries from the semantic core, that is, we worked out the product cards in detail.
We purchased links in Moscow every month.
They also wrote informational articles.


Difficulties

At first, traffic on the site was growing steadily, but since April 2022, it and applications began to fall sharply.



To solve the problem, in July 2022, we created a hypothesis for development. To do this, we analyzed the behavior of site visitors. We delved into the niche study. We saw which sections of the site required improvement. Then, together with the client, we agreed on the details and implemented the hypothesis.



As a result, the first year of our cooperation ended in the black.

Results of the first period of work:



The client was happy with the results, so we moved on.

Second period of work
In the second year we:

We wrote and posted texts for new product catalog cards with queries from the semantic core.

We purchased links in Moscow every month.

During the work process, we identified the TOP target queries that potential customers followed. Here they are:

ready-made quartz tubes
sapphire lenses for laser plotter
crystal growing equipment
quartz glass.
That is why we began to focus on them when writing articles.

4. Made improvements to the site based on the hypothesis, wrote articles in response to possible customer objections within the tariff . For example, why the company's products are more expensive than those in China.