86% More Traffic, 100,000 New Users
Aluminium to Alu-maximum
Aluminium Trade Centre is Melbourne’s top aluminium retailer and the one-stop-shop for everything aluminium.
Servicing both trade and retail customers, they cater to projects of all sizes through online or in-store ordering.
With over 800 types of extrusion, sheet and hardware, they are one of the fastest growing names in the business.
![atc website landing page](/_next/image?url=https%3A%2F%2Fassets.optimising.com.au%2Fnew%2FATC-case-study-image_v2.jpeg&w=3840&q=75)
The Challenge
New player in a small but competitive market
![optimising founder with atc employee looking at computer screen](/_next/image?url=https%3A%2F%2Fassets.optimising.com.au%2Fnew%2FATC-case-study-2_v2.jpeg&w=1920&q=75)
The aluminium industry predates the internet. A profitable but niche market, it can be tricky for aluminium retailers to establish a strong web presence. How can old dogs learn new tricks?
When Aluminium Trade Centre first approached us 5 years ago, their biggest roadblock was maximising their web presence. While they had a website, it ranked very low in searches. On an SEO level, they might as well have been non-existent.
We worked with Stephen and identified some key issues:
- Wide range of applications and industries
- Not something people necessarily look for online
- Not an industry where people know exactly what to look for
- Lots of other old, established players in the market
- Complicated and wide ranging website
Through this, Optimising came up with an integrated strategy that not only recognised them as a market leader, but also significantly boosted their brand authority.
Our Solution
A comprehensive SEO strategy
![atc website on mobile device](/_next/image?url=https%3A%2F%2Fassets.optimising.com.au%2Fnew%2FATC-jpg3.jpeg&w=640&q=75)
Impressed by some of the work Optimising had done for his other businesses, Stephen entrusted us with the entire strategy.
Our comprehensive SEO audit narrowed down the nitty-gritty. Alongside usual fixes like keyword mapping and site speed, we paid extra attention to:
- Developing an ongoing content strategy for both evergreen and blog-style content
- Testing UX analysis (both organic and paid)
- Mobile SEO, given such a high percentage of traffic now comes from smartphones and tablets
- Increasing internal linking to better define website hierarchy
- Expanding content on all pages to nail down more specific keywords
The Result
86% organic traffic growth + < 100,000 users
From an ordinary site hidden deep within search rankings, Aluminium Trade Centre have come a long way.
Since Optimising began calling the shots, we have seen phenomenal growth in terms of traffic, sales, and visibility year-over-year, leading to an 86% increase in organic traffic and more than 100,000 users.
One of the first improvements Stephen started noticing immediately were the site-wide traffic gains, which has continued to enjoy monthly growth.
This expansion catapulted their entry into Sydney’s market, leading to the creation of a distribution network in NSW.
![Aluminium Factory](/_next/image?url=https%3A%2F%2Fassets.optimising.com.au%2Fnew%2Faluminium-factory.jpg&w=3840&q=75)