How We Conquered a Technical Niche: The Emmetron Systems Case Study
When 12 months ago, Salty Digital started its collaboration with the well-known Greek company of industrial weighing, packaging, and automation, Emmetron Systems, we saw this project as a particular challenge.
Since the company operates in a technical and specialized sector, we were facing a new and demanding world, where SEO focuses deeply in a difficult field, becomes part of the industry, and through specialized understanding leads to the success and growth of the brand.
The results of this approach were spectacular both on an organic level and in terms of leads.
✅ The Project
Emmetron Systems is a pioneering company in the design and manufacturing of weighing, packaging, and automation machinery in the industry, with decades of experience in the field.
Naturally, as expected, despite having a significant market share, the search volume is very small, as it is an extremely specialized niche.
Here, then, was our first main challenge: we had to find a way to approach these technical searches and respond correctly to the search intent of users, who are professionals active in the sector.
The second challenge was a result of the first. First, we as a team had to understand the project in order to perceive its needs and find the most appropriate solutions.
In other words… a lot of research and a lot of reading both by the SEO specialists and the copywriters!
✅ The Method
From our research, it quickly became clear that such a technical sector with a professional audience required much more than the proven recipes for B2B projects.
It required formulation of clear goals and questions, experimentation, continuous changes, and A/B tests.
The goal? With focus on user experience, to reconfigure the site so that it has a more effective layout and explains precisely to the user what solutions it offers.
With this logic, we proceeded with the following moves:
- We created new, more targeted categories that responded better to users’ searches.
- We highlighted new, innovative products.
- We improved product descriptions.
- We developed new landing pages with more detailed and explanatory content.
The result? It was one of those times when SEO surprises you unexpectedly positively, when you see that the well-studied methodology works so effectively even in such a difficult and complex sector.
Increase in Organic Clicks 80%
✅ The Results of Our Strategy
Within a year, our actions brought all the expected results. And 12 months may seem like a long period of time, but for such a technical niche it is rather little.
After all, it was clear from the beginning that long-term effort was required with continuous adjustment of the strategy based on the results of each individual method, so the 12 months were the expected and planned period, in order for us to talk about success.
What did we achieve in that year?
⭕ Increase of organic clicks: 80%
⭕ Increase in impressions: 79%
⭕ Rise in average position in organic results: 30%
But those were not our most important achievements. Because good numbers in SEO are nice, but the issue is that alongside traffic, sales also increase.
And that is exactly what happened, as we had a 53% increase in leads, proving that the organic visitors we gained were perfectly relevant and we managed to offer them the solution they were looking for.
Now that we have fully understood the particular characteristics and requirements of the project, the second year is expected to be even more successful and creative!
Increase in Impressions 79%
