01/ Start of Work
Client — LLC “Tolsma Technik” is a representative of several European manufacturers of equipment for storage, processing, and recycling of vegetables, fruits, and berries.
Geo-targeting — Ukraine.
Direction: SEO, UX/UI Information Architecture, On-Page Optimization, Content Management
LLC “Tolsma Technik” supplies high-tech industrial equipment for the agricultural sector. At the start of the project, the site catalog had catastrophically complex navigation.
Key Website Problems:
- Excessive nesting: The catalog contained a confusing hierarchy (Category – Subcategory – Sub-subcategory…). Some product cards had a 5th level of nesting, which hindered indexing by search engines and complicated the user journey (UX).
- Complicated equipment search: Potential B2B clients found it difficult to locate the necessary installations for specific agricultural needs.
- Lack of SEO optimization: Pages lacked optimized meta tags, textual descriptions of specifications, and connection to a relevant semantic core.
02/ Goals
- Designing a new catalog structure: Simplify nesting levels and make the site intuitive for B2B buyers.
- Implementing a filtering system: Enable quick equipment selection by technical specifications and purpose instead of creating dozens of small subcategories.
- Technical and content On–Page optimization: Perform internal optimization, prepare precise technical descriptions of equipment, optimize categories for key SEO queries, and write meta tags.
- Increase visibility in Google: Bring key categories and landing pages of equipment into the TOP-10 search results.
03/ Work Description
Stage 1. Audit and reorganization of information architecture
- Assortment analysis: Studied the specifics of industrial equipment and B2B buyer behavior patterns.
- Simplification of nesting: The deep 5-level structure was reduced to 9 clear main categories.
- Development of a filtering system: Instead of creating numerous small lower-level subcategories, a functional filtering system was designed and implemented (by equipment purpose, productivity, crop type, etc.). This significantly improved UX and accelerated the client’s path to ordering.
Stage 2. Semantics and On–Page optimization
- Semantic core collection: Collected target B2B queries based on equipment specifications (“equipment for potato storage”, “apple sorting lines”, “optical sorters”, etc.).
- Meta tag optimization: Created unique Title, Description, and H1 for all category pages and product cards.
Stage 3. Internal optimization and creation of technical content
- Copywriting and product descriptions: Prepared professional, SEO-optimized texts for categories and detailed technical descriptions for product cards considering the specifics of the agricultural sector.
- Internal linking: Configured logical connections between related equipment and categories to improve the transfer of static page weight.
04/ Result
- Structure optimization: Product nesting levels reduced from 5th to 2–3 levels.
- Visibility in Google: The majority of optimized categories and equipment positions successfully reached the TOP-10 Google for target search queries in Ukraine.
- Improved behavioral factors: Thanks to the introduction of 9 main categories and convenient filtering, users began to find the necessary equipment faster, which positively influenced conversion into initial inquiries.
The project for the B2B company “Tolsma Technik” demonstrated the critical importance of competent information architecture for SEO.
By eliminating 5-level nesting, structuring the catalog into 9 basic categories, and implementing convenient filtering by specifications, two tasks were solved simultaneously: making a complex B2B site user-friendly (UX) and ensuring fast indexing of pages by search bots. Writing expert technical content and internal On-Page optimization allowed most catalog positions to reach the TOP-10 Google, providing the company with stable organic traffic from potential equipment buyers.
