Success Story - 02
Rittal
CAMPAIGN YEAR2018-2019
DURATION5 months
Aim
Rittal achieves a 31% increase in traffic on their website due to successful digital campaigns.
Rittal is a German company manufacturing electrical enclosures for use in industrial settings. Founded in 1961, Rittal is a subsidiary of the Friedhelm Loh Group with branches around the world including India. "Rittal offers a perfectly coordinated system platform where it unites innovative productions, pioneer engineering solutions and global service to accommodate the most diverse requirements. It caters to a whole host of industries, from machinery and plant engineering to the automotive industry, through to information technology
Challenges Faced
Rittal found that overall organic traffic to their website for non-branded keywords was very low. Compared to Siemens - their major competitor, Rittal was facing a downfall in their organic SERP rankings even after having a wide range of products & services. Their competitors, on the other hand, were scaling up much better on the non-branded keywords of their respective industries. The goals were to surpass last year’s performance and cut into the market share of their largest competitor.
As Rittal is a B2B company, they wanted to increase their quality leads generated through Google and LinkedIn.
- Increased brand awareness online through social media paid campaigns (Facebook, Instagram & Google Display Network)
- To promote their corporate tie-up packages through LinkedIn & Google paid campaigns (B2B)
- Awareness of medical specialities available at their hospitals
- Accessibility of critical medical care for patients in need
Strategy planned
We provided ourselves with the task of figuring out how to improve overall organic traffic to the website from non-branded keywords. Rittal provides a wide range of products like Blue e+ (Cooling Units), Edge (Data Center), DK PS (IT Enclosure Systems) etc with a range of features. This, in turn, congested their site, while only their brand keywords (Blue e+ & Edge) were ranking. In order to rank their non-branded keywords, we ran a pilot creating separate pages for each of their wide range of products. These pages were specific for one product and also it pushed enough content to target the non-branded keywords.
Technical Approach
- Making internal links to the website
- Using rich snippets, schema and microdata
- Reducing bounce rate and pogosticking
- Creating AMP codes for quicker accessibility through mobiles
- Guest posting in websites with higher page rank
Results
The results started showing momentum with page 1 non-branded keyword rankings after 8-10 months. After completing 12-months Rittal was clocking a 34% increase in page 1 ranking in Google SERP. The approach taken by us helped them to increase their brand awareness two-folds. After one year of implementation of our strategy, Rittal saw a 15-20% increase in their online inquiries.
| Google (GDN+GSN) | LinkedIn (B2B) |
|---|---|
| Impressions - 200K | |
| Clicks - 34K | |
| Leads - 1.5K | Leads - 950 |
Key Takeouts
43% increase in page 1 rankings
150%increase in page visits
Increased sale of products through online inquiries by 15-23%
