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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.
Why not have a listen to what BITO had to say about working with us.
BITO
Performance and 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.
We’re all about doing our bit for the environment, which is why we are proud to be partnered with Ecologi. By planting trees and supporting climate projects around the world, we are helping to fund solutions to the climate crisis.
We also aim to become a fully accredited carbon-neutral agency by the end of 2023.
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