Recapturing a Keyword for a Manufacturing Website

It all Started With an Algorithm Change

A manufacturing website had a page that performed well for an important keyword. Until it didn’t. 

One of my customers sells valves and accessories for vacuum jacketed piping systems. The customer wanted to be in front of people who searched for “vacuum jacketed piping” since those people are potential customers.

Google changed its algorithm, and the customer’s site plummeted down the search results then completely off for this important keyword.

First Step, Research

I looked into the page that had ranked for that keyword before. There were no technical issues that would cause a drop in rank. That confirmed that the problem was page content.

Then I looked at the other web pages that ranked well for the keyword. I discovered that Google bot had a point, these other pages were more on target for the keywords—my client’s web page was simply a list of products, while the pages that ranked for “vacuum jacketed piping” were more informative.

Building on the Positive

However, an image from our site was showing up on searches for our lost keyword.  It showed a diagram of the vacuum-insulated piping system highlighting where the client’s products could be used. 

We renamed the page “About Vacuum Jacketed Piping Systems and Accessories.” The page content was rewritten with additional information about piping systems. I carefully added the key phrase “vacuum jacketed piping” to the text. I avoided “stuffing” the keyword, or putting it in places where it wouldn’t sound natural if I read the text out loud.

I added FAQ structured data to take advantage of rich snippets in search results.