Urmet TLC is a company part of the Urmet Group of Turin, which designs and creates IoT solutions for the utility and industrial sectors. The company’s need was to develop a website in a fairly short time that reflected the essence of a highly technological and specialized company, modernizing the design of the existing website while respecting the group’s brand identity. A very important aspect for Urmet TLC was to obtain a good positioning on search engines on certain keywords specific to the sector, and for this they relied on us to develop a strategy that would lead to verifiable results. PROJECT 1st phase: ARCHITECTURE The first analysis was done on the architecture of the previous site in correlation with the activities of Urmet TLC, from which it emerged that it would be necessary to restructure the way of presenting the contents so that they can be easily found by the user and obtain an improvement in positioning on specific keywords on search engines. The main choice was to highlight the 5 sectors in which Urmet TLC operates: Smart city, Smart metering, Energy management, public telephony and IoT projects. The new architecture guarantees two substantial advantages: Sector-specific landing pages allow for a more in-depth look at the topic and consequently a more intense use of keywords. A better user experience allows users who access the site to immediately have a clear idea of the sectors in which the company operates and to find more easily what they were looking for. 2nd phase: ANALYSIS Once the site structure was approved, we moved on to the second phase: the study of keywords and search intent. A specific analysis was done for each sector page, as for each business area it was necessary to identify the keywords, search intent and online competitors. Once we had identified our competitors, we analyzed the words on which they were indexed. 3rd phase: CONSTRUCTION Subsequently, we began the work of drafting the texts with an SEO perspective ( SEO Copywriting ) and in parallel we set up the design, following the company’s corporate image. For the construction of the site we chose a host of our own dedicated to development, with a domain not indexed in search engines, in this way during the period of processing the previous company site remained online ensuring continuity in the service. RESULTS A year after the site went online, the results are more than satisfactory: based on searches for specific keywords, the site is always located in the first two positions on Google.Smart Metering in the city of Milan – MM Spa and Sensus Italia Xylem Group In this new documentary presented at H2O 2018 in Bologna, we discover the Smart Metering project by MM Spa for the implementation of combined meters in the city of Milan. MM Spa is the company that has managed the integrated water service of the city of Milan since 2003, with 2200 km of aqueduct network, 1200 km of sewerage network and two purifiers. The installation of combined meters compliant with the MID directive is leading to a recovered consumption of approximately 2% due to the improved sensitivity of the meter which translates into a recovery of volume accounted for by the meter of a few million cubic meters per year.These will likely be the websites that contribute the most to your traffic decreases. Analyze your competitors’ main pages It is also essential to identify the most important pages of your competitors. Questions to ask yourself: Which pages rank for almost all keywords? Which pages get the most traffic? Which pages have the highest percentage of overall traffic? Sometimes competitors may drive significant traffic to a particular page or set of pages. For example, the third most popular page on Home Depot has nothing to do with building or construction supplies, but is a page about wallpaper. SEMrush Top Pages Organic Data Research for Competitive Analysis Never assume you know your competitors’ most popular pages. Instead, include this information in your research as part of your competitor analysis process, and always expect a few surprises. Find (and close) keyword gaps Pay special attention to keywords where you already rank, but not as well as your competitors. In particular, take note of keywords where you rank only one or two positions behind your main competitor. Use the Keyword Gap tool to identify the ones you do and don’t have in common with your competitors. Start by entering your site and up to four of your competitors to view the Overview Report, which then shows you the top keyword opportunities that are right for you: Keyword Gap tool The Keyword Gap tool gives you a detailed look at your competitors’ search horizon for any search term. If you can identify their gaps, you can work to close them or take advantage of them. For example, let’s say I am Home Depot. In this case, I might identify a few keywords that I am only one position away from the top spot, such as the keywords “swing set” and “air compressor” (see image below), both of which have significant search volume.
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