OEM Manufacturing Company SEO Case Study

In 2022, an OEM manufacturing company hired our SEO agency to help improve their search engine rankings and visibility. Prior to engaging our services, the company had done some SEO work on their own and managed to achieve good rankings for key industry phrases like “OEM product malaysia”, “product OEM Malaysia”, “OEM product manufacturer Malaysia” and similar keywords.

Background

• OEM manufacturing company hired our SEO agency in 2022
• Goal: Improve search engine rankings and visibility

 

Initial SEO Performance

• Company had achieved good rankings for key industry phrases:
  • “OEM product malaysia”
  • “product OEM Malaysia”
  • “OEM product manufacturer Malaysia”

• SEO performance declined significantly over time:
  • Rankings dropped off the first page of search results
  • Some keyword rankings disappeared completely

However, over time they saw their SEO performance decline significantly. The rankings they had previously established for these important keywords dropped off, with many falling from the first page of search results entirely. Some of their keyword rankings even disappeared completely from the search engines. 

Our Approach

When they came to us, our first step was to audit their website and analyze their keyword rankings to assess the situation, which is visualized in the ranking history graphs here. The data confirms the significant decline in rankings for their main keywords.

• Website Audit
  • Analyzed keyword rankings
  • Assessed the situation using ranking history graphs
  • Data confirmed significant decline in rankings for main keywords

• Identifying Underlying Causes
  • Potential issues to investigate:
    • Technical SEO issues on the site
    • Content problems
    • Link profile concerns
    • Competitor activity

• Developing SEO Strategy
  • Objectives:
    • Recover lost keyword rankings
    • Strengthen overall SEO performance
    • Maintain high visibility for crucial industry keywords over the long term

 Our SEO team’s challenge is to identify the underlying causes behind this drop in rankings, which could range from technical SEO issues on the site, to content problems, link profile concerns, or competitor activity. We’ll need to devise a strategy to not only recover their lost keyword rankings, but to strengthen their site’s overall SEO performance and maintain high visibility for these crucial industry keywords over the long term.  

Impact of Google Algorithm Updates on OEM Manufacturer’s Website

During 2022 and 2023, Google introduced several algorithm updates that placed a greater emphasis on “semantic SEO.” These updates prioritized relevant content that comprehensively covered specific topics, rather than solely relying on backlinks as a ranking factor. The shift towards semantic SEO presented a challenge for the OEM manufacturer’s website, as it, like many other websites in Malaysia, lacked sufficient content and topical authority. 

Shift Towards Semantic SEO

• Google introduced algorithm updates in 2022 and 2023
  • Placed greater emphasis on “semantic SEO”
  • Prioritized relevant content that comprehensively covered specific topics
  • Reduced reliance on backlinks as a ranking factor

• Presented a challenge for the OEM manufacturer’s website
  • Website lacked sufficient content and topical authority
  • Similar issue faced by many other websites in Malaysia

 

Understanding Semantic SEO

Semantic SEO refers to a strategy that focuses on optimizing web content around meaning and context, rather than individual keywords alone. This approach aims to address the user’s intent and provide thorough coverage of a topic by incorporating related phrases, synonyms, and answers to relevant questions that users may have. By doing so, the content becomes more valuable and relevant to both users and search engines. 

• Focuses on optimizing web content around meaning and context
  • Goes beyond individual keywords alone
• Addresses the user’s intent
• Provides thorough coverage of a topic
  • Incorporates related phrases, synonyms, and answers to relevant questions
• Makes content more valuable and relevant to users and search engines

 

Importance of Topical Authority

Topical authority, in contrast, refers to the perception that a website or page is an expert or authoritative source on a specific subject or niche. Websites can establish themselves as trusted resources by consistently creating detailed, accurate, and informative content within a particular field. This, in turn, leads to higher search engine rankings and increased traffic. 

• Refers to the perception of a website or page as an expert or authoritative source on a specific subject or niche
• Achieved by consistently creating detailed, accurate, and informative content within a particular field
• Leads to higher search engine rankings and increased traffic

 

Relationship Between Semantic SEO and Topical Authority

Semantic SEO and topical authority are interconnected, as implementing semantic SEO strategies can help a website build its topical authority.

• Implementing semantic SEO strategies can help a website build its topical authority
• Strategies include:
  1. Creating content clusters around related topics
  2. Using schema markup
  3. Ensuring content comprehensively addresses user queries
• As a website becomes recognized as a reliable source on specific subjects:
  • It gains favor with search engines
  • Search engines prefer to direct users to authoritative sources
• Benefits of being recognized as an authoritative source:
  • Better search engine rankings
  • Increased visibility
  • Higher engagement

As a website becomes recognized as a reliable source on specific subjects, it gains favor with search engines, which prefer to direct users to authoritative sources. Consequently, the website experiences better search engine rankings, increased visibility, and higher engagement.  

Proposal and Implementations

Bridging the Gap Between Client’s Website and Competitors

To address the challenges faced by the OEM manufacturer’s website and improve its search engine rankings, we propose a two-pronged approach focusing on content optimization and creation.

• Conduct a comprehensive content audit
  • Analyze existing content on the site
  • Identify areas for improvement
    • Align with latest semantic SEO practices
    • Meet expectations of users and search engines

 

Optimizing Existing Content Strategy

Firstly, we will bridge the gap between the client’s current website and their competitors’ by conducting a comprehensive content audit. This process will involve analyzing the existing content on the site and identifying areas where improvements can be made to align with the latest semantic SEO practices and meet the expectations of both users and search engines.To bridge the gap between the oem manufacturer’s current website and all their competitors.Firstly, we will bridge the gap between the client’s current website and their competitors’ by conducting a comprehensive content audit. This process will involve analyzing the existing content on the site and identifying areas where improvements can be made to align with the latest semantic SEO practices and meet the expectations of both users and search engines.

• Enhance content on existing pages
  • Create keyword clusters
  • Increase relevancy of keywords within their respective topics
• Strategically incorporate related phrases
• Answer common user questions
• Provide in-depth information
• Ensure content matches user’s intent and satisfies search queries
• Demonstrate to search engines that the website offers valuable and relevant information
  • Ultimately improve rankings

To create more content on existing pages to build keywords clusters and increase the relevancy of the keywords with its topics and match with the user’s intention.As part of this optimization process, we will enhance the content on existing pages by creating keyword clusters and increasing the relevancy of the keywords within their respective topics. By strategically incorporating related phrases, answering common user questions, and providing in-depth information, we can ensure that the content matches the user’s intent and satisfies their search queries. This approach will demonstrate to search engines that the website offers valuable and relevant information, ultimately improving its rankings. 

Creating New TOFU (Top of the Funnel) Content

• Develop informative and engaging content pieces
  • Target a broader audience
  • Attract potential customers in early stages of buyer’s journey
• Examples of TOFU content:
  • “Top Product Brands in Malaysia”
  • “Trending Products in Malaysia”
• Showcase client’s industry expertise
• Provide valuable insights to readers
• Naturally incorporate relevant keywords
• Consistently produce TOFU content to:
  • Build a strong foundation of topical authority
  • Demonstrate to search engines that the website is a reliable and authoritative source within its niche

 

Benefits of Focusing on TOFU Content

Create more TOFU(Top of the funnel) content such as “ top products Brands in Malaysia”, “Trending products in Malaysia” and so on.Secondly, we will focus on creating new, high-quality content to further establish the website’s topical authority. This will involve developing informative and engaging “Top of the Funnel” (TOFU) content pieces that target a broader audience and attract potential customers in the early stages of their buyer’s journey.Examples of TOFU content include articles such as “Top Product Brands in Malaysia” and “Trending Products in Malaysia.” These pieces will showcase the client’s industry expertise, provide valuable insights to readers, and naturally incorporate relevant keywords. By consistently producing such content, the website will build a strong foundation of topical authority, demonstrating to search engines that it is a reliable and authoritative source within its niche. 

Results of Implementing Content Optimization and Creation Strategies

Significant Organic Traffic Growth

After implementing the proposed content optimization and creation strategies, the OEM manufacturer’s website experienced significant organic traffic growth. Within a span of just 16 months, the daily impressions increased from 200-300 to 1,200, representing a remarkable 400-500% growth rate. This substantial improvement in organic reach can be attributed to the successful execution of the semantic SEO techniques and the development of high-quality, relevant content.

• Daily impressions increased from 200-300 to 1,200 within 16 months
  • Represents a remarkable 400-500% growth rate
• Attributed to successful execution of:
  • Semantic SEO techniques
  • Development of high-quality, relevant content

 

Establishing Topical Authority Through SEO

It is important to note that establishing topical authority through SEO is a gradual process that requires consistency and patience. However, once a website achieves topical authority, the return on investment (ROI) can be substantial. As the website continues to produce valuable content and demonstrates its expertise in the industry, it will attract more organic traffic, generate higher-quality leads, and ultimately drive increased conversions.

• Gradual process that requires consistency and patience
• Once achieved, the return on investment (ROI) can be substantial
• Benefits of topical authority:
  • Attracts more organic traffic
  • Generates higher-quality leads
  • Drives increased conversions

Impact of a Single TOFU (Top of the Funnel) Article

Impressive Organic Traffic Attraction

The impact of a well-crafted piece of TOFU (top of the funnel) content cannot be overstated. In the case of the OEM manufacturer’s website, a single TOFU article has demonstrated remarkable success in attracting organic traffic. Within a period of just 8 months, this piece of content has managed to draw in an impressive 828 visitors.

• Within 8 months, the article drew in 828 visitors
• Benefits of TOFU content compound over time
  • Gains traction and establishes itself as a valuable resource
  • Continues to attract an ever-growing number of visitors

Importance of Investing in a Comprehensive Content Strategy

What makes this achievement even more significant is the fact that the benefits of this TOFU content will continue to compound over time. As the article gains traction and establishes itself as a valuable resource within the industry, it will continue to attract an ever-growing number of visitors. This snowball effect is a testament to the power of creating high-quality, informative content that resonates with the target audience.

• Consistently producing engaging and relevant content pieces
  • Attracts a steady stream of organic traffic
  • Bolsters online presence
  • Establishes the website as an authority in the industry
• Traffic generated by TOFU content serves as a valuable opportunity
  • Engages with potential customers
  • Guides them further down the sales funnel
  • Builds trust and fosters relationships
  • Converts leads into loyal customers

Moreover, the traffic generated by this TOFU content serves as a valuable opportunity to engage with potential customers and guide them further down the sales funnel. By providing visitors with informative and helpful resources, the website can build trust, foster relationships, and ultimately convert these leads into loyal customers. 

Achieving and Maintaining High Search Engine Rankings

Gradual Process Requiring Patience and Consistent Effort

Achieving high search engine rankings is a gradual process that requires patience and consistent effort. When a website first embarks on an SEO campaign, it may take some time for its content to climb the ranks on search engine results pages (SERPs). This is because search engines need to crawl, index, and assess the quality and relevance of the website’s content before determining its position in the search results.

Benefits of Establishing Authority

However, once a website establishes itself as an authority in the eyes of Google and other search engines, it can enjoy a sustained period of high rankings. Authority is earned through a combination of factors, including high-quality content, relevant keywords, a strong backlink profile, and positive user engagement signals.

• Website can enjoy a sustained period of high rankings
• Authority is earned through a combination of factors:
  • High-quality content
  • Relevant keywords
  • Strong backlink profile
  • Positive user engagement signals
• Search engines view authoritative websites as trusted and valuable sources of information
  • More likely to prominently feature their content in search results

Reinforcing Authority and Cementing Position at the Top of SERPs

When a website achieves this level of authority, it is more likely to maintain its top rankings for an extended period. This is because search engines view authoritative websites as trusted and valuable sources of information, making them more likely to prominently feature their content in search results.

• Continuously producing high-quality, relevant content and engaging with the audience
• Creates a positive feedback loop
  • Helps to create a stable and long-lasting online presence
  • Drives consistent organic traffic
  • Attracts more potential customers to the site

Rewards of Establishing Authority

• While the journey to the top of search engine rankings may be gradual, the rewards are well worth the effort
• Focusing on creating exceptional content, building a strong backlink profile, and providing value to users
  • Achieves and maintains a dominant position in the SERPs
  • Enjoys the benefits of increased visibility, traffic, and conversions for an extended period