SEO with focus on leads, structure, and conversion
Ramudden is the market leader in traffic safety. When they launched a new website, it became clear that the site’s service section, with high business value, needed to be improved from an SEO perspective. Together, Ramudden and Topdog therefore carried out an SEO initiative with a clear goal: to make the service section visible in Google, comprehensible, and profitable.
The Challenge – getting the right decision-makers to find the right service at the right time
Ramudden does not only rent out equipment, but also offers services related to safety in road, construction, and traffic environments. The problem was that these services were not sufficiently visible in Google and therefore generated few leads.
The problem:
- The service pages did not rank well enough for searches with purchase and procurement intent.
- Visitors landed on the wrong pages and rarely took the next step.
- The SEO work lacked process and was difficult to drive with limited internal resources.
Our assignment therefore became to get the right decision-makers to find the right service at the right time, and to create a shared process that holds up.
Strategy and Approach – SEO with a business focus
Topdog tied the SEO work directly to Ramudden’s business goals and focused on leads, structure, and conversion – not on traffic volume.
The work was built on the following three principles:
1. Structure before volume
We conducted an in-depth keyword analysis, examined the intent behind users’ searches and how they behave, in order to identify which services and searches could actually generate business.
Based on the analysis, we restructured the service section:
- Each service received its own, clear landing page
- The content was adapted to the user’s decision stage
- The structure made it easy for Google to understand the offering and prioritize the pages correctly.
2. Content that answers real questions
For each service, we defined clear content requirements: what the service solves, when it is needed, and why Ramudden is the right choice.
We also integrated customer reviews in order to:
- increase click-through rate
- increase conversion
- improve visibility in Google Search and Google AI Overviews.
3. A shared process that handles change
Instead of one-off efforts, we created a shared working process that included analysis, prioritization, implementation, measurement, and adjustment.
During the project, Google launched AI Overviews. Thanks to the working process, we could act quickly and ensure that Ramudden was visible in AI Overviews as well, without losing business focus or momentum.
4. Implementation strength that secures the goal
It is never possible to anticipate everything that may arise in an SEO project. Unexpected obstacles sometimes appear, even in well-planned projects.
In Ramudden’s case, it turned out that the initial hypothesis about the site’s structure was not entirely correct. This could only be established in the final stages of the project, when most of the changes had already been implemented. Instead of slowing down or compromising on the result, Topdog took a step back, redid the analysis, and formulated a new, more accurate hypothesis. We then quickly implemented the adjustments to avoid the project dragging on.
This is precisely why implementation is crucial in SEO. When reality does not follow the plan, you need a partner who takes responsibility, acts quickly, and does what is required to reach the goal.
Ramudden’s development in Google
The number of top positions Ramudden’s service section holds in Google
How Ramudden’s service section performs in Google AI Overviews after Topdog’s efforts
The same approach is now being used in more European markets
The SEO strategy did not only create visibility, it changed the way of working.
Ramudden:
- introduced a clear SEO process tied to business goals
- increased the organization’s understanding of how Google and AI evaluate content
- uses the same model as the foundation for SEO initiatives in more European markets
After the project, Ramudden has expanded the collaboration with Topdog to several new SEO assignments.
Lesson learned – sustainable SEO requires a shared process
The case shows that SEO works when there is a shared process focused on improving the company’s business. It creates room for well-considered measures that result in more business and leads that increase profitability. The process ensures that SEO gets done.