SEO traffic that had grown steadily for years dropped suddenly in early 2024 after search-algorithm updates began weighing content quality differently. In B2B, where every dealer or developer inquiry carries high value, the decline was a serious threat — compounded by a templated Bitrix structure, an old PHP platform limiting speed optimization, and no in-house marketer.
Industrial & Manufacturing
ALMAZ — Restoring B2B Search Leadership
A steel-door manufacturer hit by algorithm updates returned to the TOP-3 and grew Google traffic 50% in a year.
+50% YoY
Google organic traffic
Back in TOP-3
Positions
SEO leads
SEO vs paid channel
Above 2023 levels
Recovery
The challenge
The approach
Monthly expert articles answered the real technical questions of a B2B audience — installation in apartment buildings, burglar-resistance classes, thermal-break construction, lock system comparisons. Search-behavior analysis revealed partners using narrow query clusters the old catalogue never anticipated, so new categories and subcategories were built for them: burglar-resistant, sound-insulating, thermal-break, class-3 protection, dacha doors — each with unique descriptions and technical parameters.
The results
Positions recovered to and beyond their 2023 level with a much deeper semantic core; Google traffic grew about 50% between September 2023 and September 2024; and the SEO channel now consistently outperforms paid search in generated inquiries.
