Table of Contents:
01/ Project Start
The client is the German e-commerce project INCAPCORP, whose activities are focused on infrastructure safety (barriers, bollards, crowd control tapes, etc.). Given the need for dominance in the German and European markets, a bilingual (German and English) digital marketing strategy was implemented.
Key areas of work:
- Bilingual search engine optimization (SEO) to increase organic visibility in a highly competitive niche.
- Setup and management of advertising campaigns in Google ADS, aimed at rapid attraction of commercial traffic within the target region (Germany and Europe).
Website: https://incapcorp.de/
02/ Goals
- Strategic planning: from competitor analysis to the formation of a detailed marketing roadmap.
- Full SEO cycle: implementation of internal and external search engine optimization to increase site authority.
- Conversion growth: achieving maximum organic traffic increase followed by an uplift in sales.
- Market positioning: achieving TOP positions in search results for key target queries.
03/ Work Description
After conducting a profound analysis of the market and competitive environment, our team formulated an effective and holistic promotion strategy, directly focused on achieving INCAPCORP’s ultimate business goals.
The company’s field of operation is highly competitive, which required a comprehensive approach to Search Engine Optimization (SEO). We implemented a complex set of works covering all critical areas:
- Technical SEO: Correction of critical errors that hindered effective indexing and ranking.
- Internal Optimization: Improvement of website structure, usability (UX), and content for a better user experience.
- External Optimization: Building a quality link mass to increase domain authority.
A particular complexity of the project was the need for effective **geographical coverage**, as promotion was carried out simultaneously across all of Germany and the countries of Europe, requiring fine-tuning of the bilingual strategy.
04/ What Was Done
Comprehensive Website Search Engine Optimization
We implemented a full optimization cycle, dividing the work into internal, external, and paid (PPC) directions to ensure maximum growth in visibility and conversions in the German and European markets.
Internal SEO Optimization and Technical Foundation
The following key works were performed to ensure correct indexing and high relevance of the site:
- Technical Basis: The Robots.txt and sitemap.xml files, critical for search engines, were created and configured, ensuring the resource’s full scanning.
- Semantics and Metadata: Clustering of the semantic core was performed, and unique, optimized meta-tags (Title, Description) were developed for key pages (categories, products). This directly increased page relevance and the click-through rate (CTR) in search results.
- Content Provision: Detailed technical specifications (TS) were created for copywriters. After receipt and approval, all ready, SEO-optimized texts were promptly placed on the site, filling content gaps.
- Navigation Improvement: Strategic internal interlinking between relevant sections was implemented. This improved the users’ navigation experience and effectively distributed internal weight among key pages.
- Expert Content Creation: To increase authority and attract additional organic traffic, expert articles were written and published in the blog, focused on the company’s services.
External Optimization and Authority Building
A targeted Link Building strategy was implemented to increase domain trust and its ranking in search engines:
- Strategic Link Building: A thorough niche analysis was carried out to select exclusively high-authority thematic platforms (donors) for placing external links.
- Creation of Quality Links: Relevant articles, which organically contained links to the client’s website, were written. Placing these materials on the selected resources allowed for an effective increase in domain weight and its authority in Google.
Google ADS (PPC) Advertising Campaigns
In parallel with organic promotion, to ensure a quick commercial result and target audience reach, the following was done:
- Advertising campaigns in Google ADS were set up and launched, aimed at the rapid attraction of commercial traffic from key target regions — Germany and Europe.
- Active management of these campaigns was ensured to optimize costs and maximize conversions.
– Improved Click Metrics
05/ TO BE CONTINUED
Over five months of active promotion, we achieved significant, measurable results that confirm the success of the strategy in the German and European markets:
- TOP-10 for Competitive Queries: The most important and competitive German-language keywords are now stably ranking in the first ten positions of Google.
- Traffic Increase: We recorded a rapid growth in organic traffic, which is a key indicator of successful SEO optimization.
- Conversion Growth: A significant improvement in visibility directly led to a substantial increase in the number of targeted inquiries (leads), strengthening INCAPCORP’s business performance.
