Client case study

BITO

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Project Overview

BITO is a manufacturer of warehouse equipment including shelving, racking, plastic bins and volume containers. They operate in the UK and Germany and specialise in warehouse automation. They are a B2B business, catering to companies with warehouses.

They contacted us about helping to increase their B2B eCommerce sales and drive business growth through digital channels, while also increasing digital marketing return on investment. While BITO has been a market leader in this industry offline, the company had not performed at the same standard online.

Client: BITO
Performance & Growth Statistics
373%

Organic Keywords

534%

Traffic Increase

840%

Conversions

1282%

Revenue

The Challenge

There were a number of challenges we encountered, the first being the fact that the website was originally set up for the German market, which works differently from the UK market. We also had to find the best way to collaborate with international teams, as each team was responsible for their own location-based version of the website.

The website also featured lots of eCommerce pages with very thin content. What content there was on product pages was translated to Engish from other languages without an understanding of UK search terms.

The Solution

We started off with a deep, 70-page technical audit and supported BITO’s developers in implementing the required fixes in order to provide the best foundation for SEO work. We also fixed dangerous and manipulative links while also increasing link equity to improve rankings.

We worked on improving product and category pages by creating content with UK search terms and audiences in mind. This was supported by continued monitoring of keywords to look for opportunities to improve rankings through on-page SEO.

When it came to Google Ads, we set up an account with very selective campaigns that targeted key products to increase their conversion rates. We also implemented a Google Shopping campaign that targeted high-margin items and a separate Shopping campaign to catch all other product searches while maintaining a low cost-per-click.

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