Keyword Performance Analysis for Improving SEO Ranking A Case Study of the Industrial Website bcme.co.th

Abstract

            This study is experimental research conducted in the context of metal processing industrial business. While SEO studies are widespread, there is still a lack of specific research in B2B industrial businesses in Thailand. This study aims to analyze and compare the impact of different keyword types—Branded, Generic, Niche, Local SEO, and Long Tail—on improving the search ranking of an industrial company offering cutting, bending, rolling, and welding services. Key performance indicators measured include Clicks, Impressions, Click-Through Rate (CTR), Average Search Position, and traffic quality tracked via Google Analytics. The study employed Ubersuggest to analyze and classify 13 keywords based on search volume, SEO difficulty, and search intent. Performance tracking was conducted using Google Search Console and Google Analytics.

            Research findings indicate that Niche keywords such as "Steel fabrication factory" were the most effective in driving quality traffic, achieving the highest CTR of 5.56% and a bounce rate of 0%. Long Tail keywords showed significant ranking improvements—up to 95% within three months. In contrast, Branded keywords, despite having the highest number of impressions, demonstrated lower CTRs and a declining trend. <u>This research creates a B2B Industrial SEO framework and guidelines for improving SEO for industrial businesses. The study results can be used as a guideline for developing effective SEO strategies for other industrial businesses.

            The study highlights the importance of keyword specificity and alignment with users' search intent as critical factors influencing SEO effectiveness for B2B industrial businesses. Utilizing Niche and Long Tail keywords, along with optimizing content to match user intent, is essential for enhancing visibility and engagement. The findings of this study can be applied as a guideline for developing SEO strategies for other industrial businesses, enabling them to prioritize keywords, plan content according to the Marketing Funnel, and allocate SEO resources effectively.