Mabati Yetu Factory Search Engine Optimisation Case Study

Background:

Mabati Yetu Factory, a leading steel and roofing manufacturer in East Africa, sought to improve its online visibility, enhance website performance, and ultimately drive conversions through effective SEO strategies. As a significant player in the manufacturing industry, the company recognized that an optimized digital presence would align with its goals of reaching more contractors, home-builders and home ownwers in Kenya and East Africa. 

The Challenge:

 Despite a strong offline presence, Mabati Yetu's website faced several digital roadblocks:

 1. Low visibility on search engines : The website had a low organic search ranking, limiting its exposure to potential clients.

2. Significant error rates and technical issues : SEO audits revealed multiple errors, including broken links, oversized image files, and inefficient page structures, which hampered user experience and search engine indexing.

 3. Lack of optimized content : The website’s content wasn’t fully aligned with the search behaviors and intent of their target audience, leading to missed opportunities in capturing leads.

The Solution:

 Mabati Yetu turned to  Pied Piper Marketing specializing in SEO and digital strategies for SMBs. The agency formulated a comprehensive approach focusing on both technical SEO and content optimization.

1.  Technical SEO Improvements: 

 Using Ahrefs, Pied Piper conducted a detailed audit of Mabati Yetu’s website. The audit highlighted critical errors and opportunities for improvement:

 a. Error Correction : The removal of over 100 technical errors, including 404 pages and large image files, improving page load times and overall website health.

 b. Redirect Management : Pied Piper implemented 3XX redirects for pages that had no incoming internal links, improving site structure and usability.

 c. Sitemap Accessibility : Ensuring that the sitemap was accessible to search engines helped streamline the crawling and indexing process.

2.  Content Optimization: 

 Mabati Yetu’s existing content wasn’t adequately capturing search traffic, nor was it converting visitors. Pied Piper's team enhanced the content by:

 a. Refining Meta Descriptions and Titles : Optimizing over 100 meta descriptions that were either too short or too long, ensuring they aligned with target keywords and increased click-through rates (CTR).

 b. Targeting Industry-Specific Keywords : Conducting keyword research to discover relevant terms such as "affordable roofing solutions," "durable steel structures," and "eco-friendly roofing materials," which significantly improved the site's organic ranking.

3.  Enhanced User Experience (UX): 

 Beyond technical SEO, Pied Piper worked on improving the user experience:

 a. Mobile Optimization : As much of Mabati Yetu's target audience accesses the website via mobile, ensuring mobile responsiveness was critical. Page layouts were adjusted to enhance loading times and navigation.

 b. Improving Core Web Vitals : By focusing on page speed, visual stability, and interactive elements, Pied Piper ensured that Mabati Yetu’s site met Google's Core Web Vitals requirements, improving overall SEO rankings.

The Results:

 Pied Piper Marketing's strategy led to significant improvements:

 1. SEO Health Score Improvement : Mabati Yetu’s website health score improved from 72&% to over 89% within 2 months, reflecting a drastic reduction in technical errors and improved SEO practices.

 2. Increased Organic Traffic : The optimized content and technical improvements led to a 30% increase in organic search traffic within 60 days.

 3. Enhanced Lead Generation : With better visibility, Mabati Yetu saw a marked improvement in conversions, receiving more inquiries from contractors, SMB owners, and procurement teams across East Africa.

 4. Reduced Bounce Rate : Improved site structure, load times, and content relevance led to a 25% reduction in bounce rate, meaning users were staying longer and exploring more of the website.

Conclusion:

 While SEO typically requires six months for optimal results, Pied Piper Marketing delivered notable improvements to Mabati Yetu's online visibility in just two months. By addressing both immediate technical issues and long-term content strategies, Pied Piper helped Mabati Yetu boost its visibility, engage new customers, and improve overall digital performance. For SMBs and decision-makers across East Africa, this case study demonstrates the importance of a comprehensive SEO strategy to stay competitive in an increasingly digital marketplace.

Do you need a SEO strategy? If so, send as an email to bob@piedpiper.co.ke.