Project Overview
About the Company
Navigine is a global company based in the USA specializing in the development of indoor navigation and tracking systems. Navigine offers its clients two main software products:
- An SDK for developing applications with indoor navigation functions, movement analytics, and the ability to send push notifications.
- A platform for tracking the movement of assets and other objects within buildings.
Goals
- Increase targeted organic traffic to the website.
- Rank important commercial keywords in Google’s Top 10.
- Increase the number of leads from the website.
Strategy
- Compile and work with a large list of the semantic core (over 1,300).
- Expand the website structure by creating product, feature and industry-specific pages.
- Actively engage in content marketing.
- Analyze competitor websites in the US and adopt the best optimization practices.
- Redesign the blog and important commercial pages.
- Implement link-building efforts.
I would like to sincerely thank Navigine's CEO and marketing team for their exceptional cooperation and dedication to improving navigine.com. Your concerted efforts, openness to new strategies and commitment to excellence made our collaboration truly effective. The synergy between your team and our experts has been key to achieving meaningful results, and we deeply appreciate the trust and professionalism you have demonstrated throughout this process. We look forward to continued successful cooperation!”
Case Update – January 2025
Traffic from Search Engines (Users)
The website traffic increased by 5,500% over 4+ years of work on the project!
Growth in Search Traffic on the Website (56 -> 3300+ Users)
Referring domains
The growth of referring domains continues:
Growth in Referring domains on the Website (130 -> 540+)
Positions for keywords (Google)
In 2024 we created several business-critical commercial pages and ranked them in the Top 10 of Google. Examples:
- Keyword positions for the new webpage “Oil and Gas Asset Management Software”:
- Keyword positions for the new webpage “Geofencing”:
- Keyword positions for the new webpage “Indoor Wayfinding”:
- Keyword positions for the new blog page about AR indoor navigation:
We detailed how we achieved this in the section ‘2025 Case Update’.
The Results of SEO as of February 2022
Organic traffic (users)
Growth in search traffic on the website from August 2020, to February 2022
The increase in the number of users and sessions from August 2020 to February 2022 (Google Analytics)
Positions for primary commercial keywords (Google)
- indoor navigation
- For the USA region – 100+ position (August 2020) -> 1 (February 2022)
- For the Canada region – 100+ position (August 2020) -> 5 (February 2022)
- For the UK region – 100+ position (August 2020) -> 12 (February 2022)
- For the India region – 73 position (August 2020) -> 2 (February 2022)
- indoor positioning systems
- For the USA region – 100+ position (August 2020) -> 6 (February 2022)
- For the Canada region – 100+ position (August 2020) -> 11 (February 2022)
- For the UK region – 100+ position (August 2020) -> 10 (February 2022)
- For the India region – 100+ position (August 2020) -> 6 (February 2022)
- indoor tracking
- For the USA region – 100+ position (August 2020) -> 8 (February 2022)
- For the Canada region – 100+ position (August 2020) -> 5 (February 2022)
- For the UK region – 100+ position (August 2020) -> 6 (February 2022)
- For the India region – 100+ position (August 2020) -> 5 (February 2022)
Prior to Commencing Work
- Lack of SEO on the website, resulting in important commercial keywords being beyond Google’s Top 100, and traffic was only 50+ visitors per month.
- Very few useful traffic-generating articles in the blog – primarily news, press releases, and event reports were written.
- Absence of important product and industry pages.
The Following Tasks Were Carried Out
Tech SEO audit of the website and rectification of all identified technical errors
Since no SEO work had been done on the website before working with our company, it was important at the initial stage to check its technical condition and compliance with Google search engine requirements. Therefore, SEO specialists conducted a comprehensive website audit and prepared a list of issues for the developer to address. The main problems identified and addressed were:
- A large number of links to pages with 404 errors and 301 redirects.
- Low page loading speed.
- Absence of proper configuration for the website’s multilingual feature (navigine.com has German, Chinese, Korean, and Hindi versions)
Important! If active work is being done on the promotion and improvement of the website, it is necessary to conduct a technical audit at least twice a year. This will help to identify any potential errors that may have arisen during the promotion process and to adjust the website to new search engine algorithms.
Competitor website analysis
In order to formulate a SEO strategy for the project, it was necessary to study the SEO competitors in the niche. Often, using similar tactics when working with a website leads to success and helps to understand what needs to be done in the near future. For this work, services such as Ahrefs, SemRush, and SimilarWeb were used.
Competitor analysis helped us achieve several important tasks:
- Gathering additional search keywords and expanding the semantic core. During the task execution, we collected about 1300 search keywords for promotion, including both low and high search volume ones.
- Identifying new traffic-generating pages for creation on navigine.com. As a result of the analysis, we compiled a list of commercial pages to create and a list of topics for informational articles that could potentially generate additional traffic and leads.
- Searching for new conversion elements for the website that could encourage users to submit inquiries on the website and thereby increase the website’s conversion rate.
- Selecting platforms for conducting link-building activities.
As a result of the analysis, we identified the priority areas of work for SEO specialists and programmers, and developed a SEO strategy. The main three components of this strategy are content optimization, link building, and website usability improvement.
Next, we will outline the best practices from our experience with the project that helped navigine.com reach the top of Google search results in the US and increase brand recognition for the Navigine company. While many tasks were carried out for the project, below we describe the activities that yielded the best results in terms of position growth and traffic increase.
The method of searching for additional keywords using Google Search Console for page optimization
In addition to the standard collection of keywords using competitors’ data, we utilized the features of Google Search Console and examined keywords in the “Performance” report. The selection algorithm was straightforward – we looked for keywords with a high number of impressions but a low number of clicks, and then we worked on optimizing meta tags and making targeted adjustments to the texts on the pages.
This approach allowed us to understand which important keywords were already driving traffic to the website and improve their positions. Furthermore, regularly updating content on the pages positively impacted the traffic from Google – increasing both impressions and clicks.
Creation of new landing pages on the website
During the process of gathering keywords and constant communication with clients, we identified several directions for which it was necessary to create new landing pages.
- Open Source
Navigine has a project on GitHub where they share valuable developments on indoor navigation and tracking algorithms that developers and mobile integrators can use in their applications. Together with clients, it was decided to create a separate page to attract target users and redirect them to the Open Source solutions on GitHub.
In addition to mentioning that Navigine supports the Open Source initiative, it was very important to demonstrate the company’s expertise in this niche. To achieve this, clients created a series of video lectures on YouTube, which we also posted on this page.
As a result of creating the optimized Open Source page, a large number of target keywords entered the Top 5 in 4 regions, and the page became one of the most visited on the website.
The positions of keywords related to the Open Source page as of the end of February 2022
As part of promoting this page, a PR article on the topic “Open Source concept for indoor navigation and positioning” was written for placement on the popular platform Gitconnected. The article received 254 user reactions.
- Product Pages – Navigine Tracking и Navigine SDK
Navigine offers its clients two software products for indoor navigation and asset tracking inside buildings. During the initial analysis of the website, we discovered that individual landing pages for the software were missing, which could lead to difficulties for users in understanding the company’s offerings.
After discussing the issue with the clients, it was decided to create separate landing pages for the software and add them to the website’s header menu to facilitate visitors’ navigation.
Six months after their creation, based on our recommendations, these pages underwent a redesign to make them more user-friendly and comprehensible. New visual elements were introduced to demonstrate the functionality of the software.
An example section on the Navigine SDK software page
Currently, we are observing growth in target positions and search traffic for these pages.
At the time of the case update in early 2025, these pages have undergone several redesigns to improve perception and usability. The pages are now 100% responsive to search intent.
- Use Cases Page
To enhance user trust and establish Navigine’s expertise, a “Use Cases” section was created, featuring several important case studies of the company. While such a page may not generate a large amount of organic traffic, it is crucial for the company’s PR efforts and attracting potential clients.
We proposed a simple yet user-friendly structure for the page:
- Case study section, each with a brief description of the project and cross-links to industry pages.
- A section with a link to the solution selection page – https://navigine.com/industrial-adviser/
- Feedback form.
An example of a case study section on the “Use Cases” page
- New Industry Pages
During competitor website analysis, we noticed that they utilize separate landing pages for each industry and its possible sub-industries. We compiled potential industries for page creation, discussed with clients the application of their solutions for these industries, and developed several additional pages that also bring targeted traffic to the website.
- Pricing Page
The presence of a pricing page detailing the costs of products or services is not mandatory for companies in the indoor navigation niche, as software pricing may be tailored individually for each client. However, if a pricing policy is established, creating such a page can generate additional leads.
For the project, two landing pages were created – one for indicating the cost of solutions for specific industries, and the other with a detailed form for filling out and receiving an individual project cost estimate. The first page featured interlinking to the second via a “Request a quote” button, allowing interested users to proceed directly to submitting a request.
Over time, after the pages were created and added to the website’s header menu, inquiries from interested users began to come in.
Niche content writing
During the expansion of our semantic core, we managed to gather a large number of high search volume informational keywords for which articles had not been written in the “Blog” section. Since one of the main goals of working on the project was to attract targeted organic traffic, it was decided to actively populate the blog with thematic articles.
The monthly content workflow was structured as follows:
- Collection of keywords and preparation of topics for informational articles. At the beginning of the project, topics were compiled and agreed upon with clients for several months. However, as time progressed, these topics were exhausted, and we conducted monthly work to gather new relevant informational keywords and analyze competitor blogs.
- Preparation of brief outlines for future articles and their approval by clients.
- Preparation of SEO Brief for copywriters.
- Review and acceptance of work. Sending texts for proofreading to clients.
- Approval and publication of articles in the “Blog” section.
Since Navigine utilizes various technologies for its solutions – Bluetooth, Wi-Fi, UWB, and others – it was decided to focus on articles about these technologies and their use for indoor navigation and tracking. We wrote six articles about these technologies and featured them in the menu under the “Technology” section. These solutions, among other things, helped us increase search informational traffic to the website from 46 to 1259 users per month, and the technology articles became some of the most traffic-generating ones in the blog.
Redesign of the “Blog” section
In addition to producing high-quality content for the blog, we undertook a redesign of this section as we understood that attracting informational traffic alone was not enough. It was necessary to improve the usability of the section and encourage users to take targeted actions, such as navigating to commercial pages of the website. Ideas and rough layouts were proposed by SEO specialists, which were then further developed by the design and development team.
What was done as part of the work on the section?
Firstly, we proposed adding a block to the page that categorizes articles into various general topics – Company News, Healthcare, Logistics and Warehousing, Manufacturing, Retail, Technology. This way, users could easily select their area of interest and read thematic articles.
Secondly, we suggested a more convenient layout for articles on the page, so that upon visiting the blog, users would see 4 articles on the first screen instead of just one, and a total of 7 articles would be displayed on the page.
Sample display of part of the page in the “Blog” section
Thirdly, we added interlinking sections to the Navigine SDK and Navigine Tracking software product pages, thereby increasing the number of internal redirects to these pages.
Examples of linking sections with product pages
Specific article pages were also enhanced:
- New styles were added for color schemes in text blocks
- A block for interlinking with other blog articles was implemented
- A feedback form was implemented to receive inquiries from users
- For each article, 2 promo elements were included to allow users to navigate to important product pages on the website – Navigine SDK and Navigine Tracking.
Over time, a section for user questions regarding the articles was also added to the articles:
We didn’t expect quick results because converting users coming from informational keywords into leads is much more challenging. However, over time, we started receiving inquiries from the blog, and the behavioral factors on the blog pages improved.
As of early 2025, the blog has undergone significant visual enhancements by the company’s marketing and design teams, resulting in a more user-friendly and engaging experience.
Off-Page SEO of the website
What else is important for SEO of IT projects in the B2B sphere with high competition?
Backlinks, of course. Before working on the project, clients placed links on their partners’ websites and on social media, but this was not enough. As part of this task, we did a tremendous job of building high-quality backlinks for the website.
The dynamics of the number of referring domains over 8 years for the project
First of all, we conducted an analysis of the backlink profile of the company’s top 10 SEO competitors. During the analysis, we determined that the majority of high-quality backlinks from competitors were either from partner sites or guest PR articles on thematic traffic resources. The clients were responsible for placing links on partner websites, so our main task was to obtain backlinks from PR articles.
Using several services, namely Ahrefs and Similarweb, we compiled a list of quality websites for placement. The list of websites was reviewed and approved by the clients each month, leaving us with about 5-10 websites for monthly work.
The most successful method of interaction with these websites is outreach – a promotion method involving personal agreements with website owners or editors. For this purpose, we created an email template from a representative of Navigine, which also included 1-2 links to the website(resulting in 10-20 monthly clicks from email services). These emails were then sent to moderators of the agreed platforms. Due to the right approach and chosen topic, the email open rate was around 70 percent.
Working with outreach allowed us to secure placements on high-traffic thematic websites.
Important! Not always the cost stated by moderators or listed on exchanges (if the website is present on them) is OK, so it’s important to explore other options and pricing. For this purpose, we use the service https://linkdetective.pro/ – you upload a list of required websites, and the service shows you the seller’s email and the respective cost of article placement. This way, you can save on paid link placements.
What other methods did we use to acquire links?
- Placement of company information in regional directory websites.
- Publishing information about the company and its software products on quality review websites (this method also enhances brand recognition). In total, we managed to be featured on:
- Trustpilot – https://ru.trustpilot.com/review/navigine.com
- G2 – https://www.g2.com/products/navigine-sdk/reviews
- Sourceforge – https://sourceforge.net/software/product/Navigine/
- Capterra – https://www.capterra.com/p/229862/Navigine/
- And others.
- Sponsoring thematic platforms (related to IT, IoT, Software, Programming, etc.) to add a link in the form of a logo on the main pages of these platforms in sections like “Our Sponsors”, “Supported by”, etc. Example of obtained placements.
What did external links bring to the project?
Firstly, for promotion, we used links with anchor text in the form of high search volume keywords important for the business. This allowed us to rank competitive keywords in the top 10 and maintain these positions in Google for 4 regions of promotion.
Secondly, the growth in brand awareness led to journalists and editors from major media outlets and portals reaching out to the company to propose featuring it in various relevant articles. In this way, several links were obtained for free from the official website of National Geographic. Since the online publication has several language versions, the navigine.com website received 3 free dofollow links:
- https://www.nationalgeographic.com/travel/article/digital-mapmaking-innovations-are-revolutionizing-travel
- https://www.nationalgeographic.fr/voyage/ces-nouveaux-outils-cartographiques-vont-revolutionner-notre-facon-de-voyager
- https://www.nationalgeographic.es/viaje-y-aventuras/2022/01/como-los-nuevos-mapas-online-van-a-revolucionar-los-viajes-del-futuro
Results of the SEO
We haven’t described all the work done on the website, as there are many tasks ongoing. However, the actions mentioned have had a significant impact on the growth of traffic and rankings for high-frequency keywords.
Over the 1.5 years of SEO work on the project, we achieved a 599% increase in organic traffic!
The growth of search traffic on the website from August 1, 2020, to February 28, 2022.
The result was achieved through:
- Continuous and active work on content and optimization, both for commercial pages and informational articles.
- Acquisition of high-quality backlinks.
- Improvement of website usability and its pages.
Update as of January 2023
In 2022, our focus shifted from increasing website traffic to improving website conversion rates. While still paying attention to driving search traffic, we placed a greater emphasis on lead generation in our strategy. The key efforts that contributed to the growth in performance metrics were:
- Updating informational articles in the blog (fresh content).
- Creating new commercial pages and optimizing existing ones.
- Launching a new language version of the website.
- Continuing efforts to increase the website’s backlink profile and anchor text optimization for targeted keywords.
Updating articles in the blog
Considering the narrow niche of the client (indoor navigation and positioning), over time, the potential for writing new traffic-driving articles diminished. Therefore, we decided to focus on updating old articles and improving their conversion rates. To achieve this, we:
- Analyzed pages of articles from strong competitors and gathered elements for their enhancement. Upon approval, the following elements were added to the articles:
- Date of article update.
- Article and FAQ Page microdata markup.
- New conversion elements – feedback form within the article, as well as cross-linking blocks to a commercial page selling customer solution demo kits.
- High-level links to trusted resources with statistics and useful information on the article’s topic.
- Addition of video content from the client’s YouTube channel.
- Started updating the content of the most important articles for the client’s business. For such articles, we conducted additional content analysis of competitors and selected missing sections, additional keywords for promotion. As a result, we added new content and removed outdated content. In total, we managed to update about 25 old articles for the blog in a year.
- Started purchasing backlinks, including for important commercial articles with traffic growth potential.
Google highly values and ranks fresher content, so our efforts yielded visible results in terms of both traffic and conversion from articles.
Using one of the updated articles as an example, let’s demonstrate the results of the work performed.
Article – Wi-Fi location tracking for assets and other object indoors
Changes in rankings for the article’s keywords for February 2022 and January 2023.
According to the client’s internal data, the conversion rate for informational article pages from February 2022 to January 2023 compared to February 2021 to January 2022 increased by almost 2 times on average! Every month, the project consistently receives several inquiries from informational articles.
Creating new commercial pages and optimizing existing ones
During the period, several commercial pages were created:
- Patient Tracking – https://navigine.com/industries/healthcare/patient-tracking/
- Demo Kit – https://navigine.com/demo-kit/
As part of the work, the following tasks were completed:
- Collection of potential keywords for equipment promotion (based on competitor data, keywords searches using Ahrefs and Semrush);
- Demand assessment and prioritization of page creation – due to a limited budget, we decided to spread the page creation work over 2 months;
- Preparation of an optimized structure for pages and content, including meta tags;
- Preparation of a technical assignment for the designer to create mockups, as well as a technical assignment for the programmer to implement the pages;
- Verification and indexing of created pages, setting up goals for conversion tracking;
- Purchase of one paid link to promote a target keyword on one of the pages.
So far, we see that organic traffic is low (around 11 users in January), as the pages have only just started indexing. However, in January alone, we already received 2 inquiries from the equipment page https://navigine.com/rtls-devices/bluetooth-tags/.
In addition to creating new pages, we actively optimized existing ones. We gathered additional keywords for promotion and integrated them into the page content, tested new meta tag formats, and conducted additional interlinking with other high-traffic pages on the website.
Simultaneously, the clients began working on the redesign of important pages on the website.
As a result of our joint efforts, commercial traffic to the website increased by 62.34%!
The increase in commercial traffic to the website for the period from February 2022 to January 2023 compared to the same period last year.
Creation of a new language version of the website
Based on competitor analysis, we suggested testing another hypothesis to increase website traffic and conversions: creating a new language version of the website.
To pursue this direction, we analyzed Google Analytics statistics by country and concluded that, in addition to users from English-speaking countries, the website is also frequently visited from Spain, Italy, France, and Portugal. After discussing the data with the client’s team, we decided to test creating a new language version of the website. The following tasks were completed:
- Collection of keywords for key project areas in regional languages (Spanish, Italian, French, Portuguese);
- Demand assessment in these regions, leading to the selection of the Italian version for testing;
- Preparation of content translation for seven important pages (homepage, software products, contacts, one article, etc.);
- Preparation of a technical assignment for the programmer to create the language version according to Google requirements;
- Indexing pages through the Google Indexing API and setting up goals for conversion tracking;
- Placement of a paid link (guest post) to rank the keywords in Google’s top results.
By the time of the case update, some low-frequency keywords have already reached the top 10:
Keywords in the top 10 for the Italian version of the website according to data from February 8, 2023.
Continuing work within the framework of increasing the website’s backlinks profile and anchor promotion of keywords
In 2022, we agreed with the client to increase the budget for paid placements, and besides guest post placements, we actively began to include link placements from the main pages of sponsored projects.
In total, from February 2022 to January 2023, we managed to obtain 19 guest post placements on high-quality thematic platforms and 16 sponsored placements from main pages.
The growth in the number of referring domains throughout the entire existence of the project.
The efforts to increase the backlink profile and anchor promotion have contributed to improving our positions for several keywords and increasing targeted traffic to the website.
Updates from Google in 2022
The year 2022 witnessed several updates from Google, here are some of them:
- Page Experience Update – desktop (February)
- Product Reviews Update (March, July, September)
- Core Update (May, September)
- Helpful Content Update (August)
- Spam Update (October, December)
- Link Spam Update (December)
There was a significant decline during the period of June-July 2022, coinciding with the impact of the powerful May Core Update from Google, which involved changes to the main website ranking algorithm. During this update, we monitored keywords positions and did not detect any major drops. Consequently, we conducted additional analysis to assess the seasonality of demand for the client’s solutions.
It turned out that the demand coefficient during June-July was the lowest of the year, with values of 0.779 and 0.850 respectively, compared to peak months (March, May, October) where it reached 1.313.
This analysis led us to conclude that the traffic decrease during the summer period was predominantly influenced by seasonality rather than the Google update.
Update as of January 2025
2024 SEO goals for navigine.com were to maintain and grow organic traffic while generating more leads. To achieve this, a multi-faceted approach was taken: new commercial pages creation, blog optimization, content authority improvements, launch of online solutions store and backlink profile strengthening.
New commercial pages
To capture a wider audience and target high-intent search queries, several new commercial pages were created. The main goals of these pages were:
- Target specific feature and industry-related keywords to rank for commercial queries.
- Improve conversion rates by offering detailed service descriptions and CTA elements.
- Strengthen internal linking to improve website structure and user experience.
These pages were optimized with in-depth keyword research, competitive analysis and structured data to improve visibility in search results. Each page was able to rank in the top 10 of Google. As a result, they helped increase organic traffic and generate additional leads.
Dynamics of organic traffic of the “Indoor Wayfinding” page
Keyword positions for the new page “Indoor Wayfinding”
Blog content optimization
The blog remained a key part of the SEO strategy, a hub for information content and industry insights. Main improvements were:
- New Articles: Several new blog posts were published targeting informational queries to capture early-stage prospects.
- New CTA Blocks: CTA blocks were added to articles to increase user engagement and conversions.
- Author Pages: To strengthen Expertise, Experience, Authoritativeness and Trustworthiness (EEAT) author pages were introduced.
These optimizations helped to increase organic traffic and with the help of internal linking and CTAs to direct users to important commercial pages to get leads.
Example of an “About the Author” section
Optimization of online solutions store
A major milestone in 2024 was the launch of Navigine Online Solutions Store. This store provides businesses with easy access to various location-based solutions. SEO work for this initiative:
- Keyword Optimized Product Listings: Detailed descriptions with targeted keywords to improve visibility in search results.
- Internal Linking Strategy: Connect store pages to relevant blog posts and commercial pages to pass SEO equity.
As a result of the launch and optimization of the store, customers started to make online purchases of ready-made indoor navigation and tracking solutions.
Navigine’s Online Solutions Store
Backlink profile strengthening
To increase domain authority and improve organic ranking, emphasis was placed on building a strong backlink profile. The strategy continued to involve placing articles on trusted websites and partner homepages.
Growth in Referring domains on the Website
The SEO work done in 2024 generated organic traffic and leads for Navigine.com. By creating new commercial pages, optimizing blog content, co-launching online store, launching a white paper and expanding backlink portfolio Navigine solidified its digital presence and continued to grow. Next steps will be AI-driven content enhancements, Core Web Vitals improvements and more.
What Comes Next?
In 2025, we plan to focus on increasing the expertise and authority of the website, as well as increasing the number of leads by:
- Active work on optimization and case study writing.
- Launching and optimization expert white papers.
- Optimizing commercial pages and informational articles with AI-tools.
- Etc.
We will also continue to test different hypotheses with A/B tests to improve page conversion rates, design and UX.
Are There Any Remaining Questions?
Leave a request, and our specialists will answer your inquiries and help you choose a website promotion strategy.
