SEO · Content · CTA · Analytics
SEO for Metallinvest
SEO for a metal trader in a tough niche: 186 phrases, prep ~1 month, page one planned 2–6 months. First 2 months — ~112 visits/day, 68 orders, and 7 wholesale clients. New site — separate case.
About the client
Metallinvest is a metal trader in the Black Earth region: pipe, sheet, rebar, wholesale and retail. In 2016 they came for search in a niche where both offline and the SERP are a hard fight for the client. Later we rebuilt the whole site — a separate development case.
The pain they came with
Steel products compete both in the warehouse and on page one of search. Before us — zero ranking phrases, no organic, no web orders. The client wanted maximum channels: profit and brand. We settled on 186 of the most effective queries from a large keyword draft.
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Tough SERP competition
Offline and online fight for steel in the region. Without a keyword set, content, and CTAs the site never reaches a request.
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Zero visibility
Zero ranking queries, visits and web orders = 0. Need prep from scratch.
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Not “traffic for traffic’s sake”
Goal — clients and wholesale from search, plus brand recognition. So a demand-driven keyword set and CTAs on the site.
How we guided them
We built the keyword set and supporting phrases, mapped competition and demand, locked the strategy. Then — optimization from scratch, copy, articles, CTAs, and analytics fixes. In ~1 month prep was closed; then rankings on 186 phrases and orders.
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Keyword set and supporting semantics → 186 phrases
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Competition and demand analytics in steel products
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Strategy: ranking pressure + competitor weak spots on page one
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Site optimization from scratch and on-page work
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Sales SEO copy and an article section
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CTAs, usability, and conversion analysis
In plain speak
Brief jargon — without the fog. How we explained each step to the client.
186 phrases in the keyword set
The client approved a query list for pipe, rolled stock, and related demand — not “thousands for the report,” but working phrases.
Prep ≠ page one
In ~1 month we got the site and SEO ready for work. Rankings and orders keep growing — planned 2–6 months to steady page one.
CTAs and conversion
Buttons and forms where the buyer already understands the product — so search turns into an order, not only catalog browsing.
What we did, step by step
Each step is a concrete change. Meaning on the left, screen on the right.
Steel — offline and search
The niche is competitive on both sides. SEO tied to the trader’s commercial queries: so clients find the warehouse and assortment in the SERP, not only at competitors.
Rankings on the keyword set
The client approved promotion on 186 phrases. Report — ranking dynamics after work started.
Visits by day
Visit report (weekends lighter). In the first two months — about 112 visitors a day, 68 site orders, and 7 wholesale clients.
Another ranking cut
Extra keyword-set report — how visibility grew month by month after prep.
More frames from the project
Not a gallery for its own sake — a few screens that complete the picture.
Where we landed
In ~1 month we prepared SEO — that is not the same as page one. Rankings were planned over 2–6 months. Already in the first two months after start: ~112 visits/day, 68 site orders, and 7 wholesale clients. Site now — metplus-vrn.ru; full redesign — in the development case.
What they got
- Steel products SEO in the Black Earth region
- 186 phrases · prep ~1 mo.
- Page one planned 2–6 mo. (month-by-month growth)
- Before us: 0 ranking phrases · 0 organic · 0 web orders
- First 2 mo.: ~112 visits/day · 68 orders · 7 wholesale
- Web redesign — separate Metallinvest case
In numbers
Need steel-product orders from search?
We’ll build the keyword set and landings for the catalog — the same way we did for Metallinvest in the Black Earth region.
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