SKF dominated market share in bearings and industrial engineering, but its website was poorly structured and largely unoptimised for search. In the first year of our engagement, organic visitors grew from 937,815 to 6,238,985.
SKF held a commanding position in its category, yet that authority was not reflected anywhere in search results. The website was structurally weak: navigation made deep pages hard to reach, internal linking was thin, and large parts of the site were effectively invisible to crawlers.
As a global brand, SKF also had tight constraints. Meta strategy was deliberately minimal and standardised worldwide, so the work had to deliver results without loosening global brand governance.
In the first year, organic traffic rose 565%, from 937,815 to 6,238,985 visitors. Business queries doubled to 120,296 per year, more than 10,000 every month.
Average session duration held at roughly four minutes despite the volume increase, indicating the additional traffic was relevant rather than incidental. Growth continued into the following year, rising a further 18% to 7,921,625 visitors.
| Metric | Before | After | Change |
|---|---|---|---|
| Visitors (annual) | 937,815 | 6,238,985 | +565% |
| Sessions | 1,640,990 | 13,008,934 | +693% |
| Business queries | ~60,000 | 120,296 | +100% |
| Following year visitors | 6,698,004 | 7,921,625 | +18.3% |
Figures compare Jun 2019 – May 2020 against Jun 2020 – May 2021, measured in Google Analytics. Second-year figures cover FY2021–22.
If your brand is strong in the market but weak in search, that gap is usually structural and fixable.
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