API Piping Website
Redesign & SEO Overhaul
API Piping
Website Redevelopment
Industry:
Industrial Manufacturing
Year:
2024
Services Provided:
- Website Redevelopment: Developed a 6-page website with detailed product listings and a contact form.
- SEO Services: Implemented on-page SEO and set up GSC for technical SEO tracking.
- GSC and Google Analytics Setup: Configured analytics tools to track and monitor website traffic.
Technologies & Tools Used:
- WordPress
- Google Search Console
- Google Analytics 4
- Bing Webmaster Tools
- Figma (UI mockups)
- Photoshop & Illustrator
Website:
Project Objective
API Piping’s website was last updated in 2017 and lacked essential elements such as a contact form, detailed information about their services and products, and any form of SEO. It was a one-page site with outdated, low-quality images and little to no information that could engage potential clients or rank on search engines. The client needed a modern, functional website to reflect their competitive edge in the industrial manufacturing sector.
Approach
We began by proposing several design ideas to the client, focusing on a look and feel that aligned with their business goals. Once a direction was chosen, we proceeded to develop a 6-page website that included a working contact form for inquiries.
Our focus was on creating a user-friendly experience, showcasing their full range of products and services in detail. In addition, we added an ‘About Us’ page that highlighted their specialties, qualifications, and the industries they serve. After developing the homepage, we shared it with the client for feedback to ensure we were on the right track. With their approval, we proceeded to build the remaining pages.
On-page SEO was implemented to improve their search engine rankings, and technical SEO was supported by setting up Google Search Console (GSC) and Google Analytics to track website performance. The website now provides a comprehensive overview of their offerings, and the client can monitor traffic and visitor interactions effectively.
Key Results
The result was a fully redesigned, modern website that the client was highly satisfied with. API Piping now has a functional, informative site that better represents their business and allows them to track visitor data through GSC and Google Analytics.
Organic SEO Performance Snapshot
- Period: January – June 2025
- Channels: Google Search (Organic)
- Ad Spend: R0 (100% organic traffic)
API Piping operates in a highly specialised, niche industry where the goal is not mass-market visibility, but being found by the right audience at the right time. The results below reflect a targeted SEO strategy focused on relevance, search intent, and long-term visibility rather than high-volume traffic.
Search Performance (Google Search Console)
Total Impressions
14.9K
The website appeared in Google search results nearly 15,000 times for industry-relevant queries, indicating strong indexing and growing keyword visibility within a specialised market.
Total Clicks
414
These clicks represent high-intent users actively searching for specific piping and industrial solutions, not casual or untargeted traffic.
Average Click-Through Rate (CTR)
2.8%
A healthy organic CTR for a niche B2B industry, demonstrating that page titles and meta descriptions are aligned with search intent and user expectations.
Average Position
27.9
An average ranking position in this range reflects early-to-mid-stage SEO growth, with many keywords appearing on page two and three of Google, a strong foundation for future first-page rankings.
Website Engagement (Google Analytics)
Active Users
944
↑ 75.8%
Organic traffic increased significantly over the six-month period, showing consistent growth and rising discoverability among the correct target audience.
Views per User
2.3
↓ 14.2%
As visibility increases and new users discover the site, it is natural for average views per user to stabilise. This metric remains healthy for a service-based B2B website.
Event Count
6.5K
↑ 54.5%
A strong increase in user interactions indicates meaningful engagement with site content, supporting both SEO performance and lead-generation objectives.
What This Means
SEO is not about reaching everyone, especially in highly specialised industries. These results demonstrate the effectiveness of a focused SEO strategy designed to attract qualified, industry-relevant traffic, rather than unqualified volume.
By prioritising search intent, technical foundations, and content relevance, API Piping has established a strong organic presence that is positioned for continued growth and improved rankings over time, without the use of paid advertising.
Before and After Website Revamp
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