Manufacturing & Industry

Optimising UX/UI and SEO design to improve user experience and web positioning

DEACERO logo
Project hero DEACERO - Optimising UX/UI and SEO design to improve user experience and web positioning.
Project team
Carlos Alberto Piana
Carlos Alberto Piana
UI-UX Designer
Javiera Lillo Palominos
Javiera Lillo Palominos
SEO Team Lead
Marcelo Pastorino
Marcelo Pastorino
Head of Engineering
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DEACERO is one of the main steel producers in Mexico and Latin America, with a presence in more than 20 countries. The company manufactures and markets a wide range of steel products for sectors such as construction, agriculture, industry and household.

The challenge

DEACERO was looking to renew its digital presence with a website optimized both for its users and for search engine positioning.

The objective was clear: to have a website focused on usability and conversion for the seven vertical markets in which the company operates, ensuring that user experience and best SEO practices were integrated from the initial phase of the project.

One of the biggest challenges was to efficiently coordinate the work of UX/UI and SEO so that the design, information architecture and content simultaneously met user expectations and Google's technical requirements.

The Novicell Solution

To ensure comprehensive optimization, at Novicell we develop a joint process between the UX/UI and SEO teams, working in a coordinated manner throughout the project.

In UX/UI:

  • Audit of the user experience and the existing interface.
  • Improvement proposals based on historical data, user behavior analysis and good industry practices.
  • Continuous improvement of UX/UI through Google Analytics analysis, heat maps and A/B testing.
  • Design of new interfaces prioritizing clarity, intuitive navigation and conversion.

In SEO:

  • Initial SEO audit to detect technical and indexing errors.
  • Analysis of positioning against key competitors.
  • Definition of a prioritized action plan based on SEO impact.
  • Technical and On-Page Optimization in Spanish and English, including:
    • Review of URL changes and proposal of redirects.
    • Strategic inclusion of keywords in the navigation menu.
    • Optimization of priority pages before launch.
    • Suggestions for indexing tags and content structure.

The coordination between both teams allowed each design change to be evaluated from the dual perspective of user experience and SEO, avoiding traffic losses and improving the relevance of key pages.

Results

  • Launch of the new DEACERO website with a design optimized for conversion and user experience.
  • Seamless integration of SEO criteria throughout the redesign process, minimizing risks of loss of positioning.
  • Content and navigation structure adapted to the seven vertical markets.
  • A solid base for continuous improvement, with established processes for the periodic monitoring and optimization of UX/UI and SEO.

“They supported us throughout the analysis process, key recommendations, look and feel and structure of the new redesign.”
— Pedro Eduardo Torres Reynoso, Performance Marketing Manager.