Tiling World

How we boosted organic traffic by 1000%+ in four months for Rubi Tools USA.

Search Engine Optimization

The Challenge

RUBI is the world's leading manufacturer of premium tile installation tools. In 2015, RUBI adopted a more aggressive strategy to reach its final users. Since RUBI does not sell its products directly to consumers, it had to rely on a multi-channel marketing strategy to raise brand awareness among construction professionals in United States. To demonstrate expertise and authoritativeness, RUBI invested in a blog to cover advanced topics in the construction business.

The goal was to conduct a content strategy to position tiling-world.com on the first page of Google for keywords with high search volume in the construction vertical.

CLIENT

RUBI TOOLS USA

SCOPE

SEO

DATE

2015

Phase 1. SEO Audit

We conducted an in-depth SEO audit of tiling-world.com to identify issues directly and indirectly impacting the website’s position in search engines. This included an assessment of 200+ checkpoints in key areas of technical SEO.

Crawling and indexing

Canonicalization

Internal linking

Structured data

Robots.txt

Mobile-first indexing

On-page optimization

Media optimization

Crawl budget

JavaScript rendering

Site speed

Sitemaps

In 60 days, we fixed 156 technical issues that were holding back the SEO performance of tiling-world.com. The most important changes were applied to navigation, site structure, interlinking, XML sitemaps, backlink profile, site speed, and structured data.

Phase 2. Content Relaunch

CONTENT PRUNING

An assessment of hundreds of pages to identify low-value content, including thin content, duplicate pages, test URLs, and WordPress templated pages. The end result was an inventory of pages to remove, merge, or optimize.

CONTENT CONSOLIDATION

We merged duplicate URLs and pages covering similar topics into a single piece of long-format content. This obviously included setting up 301 redirects of the redundant URLs to the new optimized page.

CONTENT OPTIMIZATION

We conducted extensive keyword research to improve existing high-value content and identify new topics to cover. We also edited and optimized old and new pages for the target keywords, including rewriting titles, meta descriptions, URLs, optimizing images, and enriching the text with relevant keywords.

We put together a system for content outsourcing that significantly improved the content creation rate. This included a database of content writers and a set of SEO guidelines for content writing.

The Results

A complete takeover in organic search for competitive keywords in tile installation topics.

100+ KEYWORDS ON THE FIRST PAGE

Keywords with high search volume. Not a single backlink built.

1000+ TRAFFIC INCREASE

In just four months!

We had a clunky, hacked website that was bringing our brand a bad reputation. After technical and content optimization, Acrux Marketing made us rank for more than 400 keywords in 4 months!

MIQUEL MARCO

Managing Director, RUBI Tools USA

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