Work System, found van by van

Work System's fit-outs each fit one van, so buyers search by make and model. We gave each search one page, started in Sweden, and by the end of 2022 Work System's first places there had more than doubled.

See the results

Client: Work System
Industry: Work vehicle fit-outs
Markets: Sweden and twelve more European countries
Period: From the start of the work to the end of 2022, measured in SwedenTo end of 2022
Our part: Search strategy: every search mapped to one page

Work System's page “Bilinredning Volkswagen Crafter”, van racking for the Volkswagen Crafter, open on a laptop on a steel workbench in a van outfitting workshop, in front of a white van with its rear doors open and shelving fitted inside. — Bilinredning Volkswagen Crafter: one van, one page

Challenge

The product fits one van

Work System, from Forserum in Sweden, builds shelving, drawers and fit-outs for the load space of work vans, and sells them across thirteen European countries.

None of it is universal. A drawer unit made for one van's load space does not fit the next, so nobody looks for van fit-outs in general. A buyer looks for their own van: the make, the model, and the thing it needs.

Work System's own shop is organised the same way: the top of its pages asks for the car first, Välj bil, choose your car. The brief was growth in Europe, across markets of different weight, and it came down to one question for search: which page should a buyer land on, for which van?

What we found

Every van is its own search

A search with a van's make and model in it has done the hard part already. The buyer knows what fits; search only has to lead there.

So we started from the searches, not from the pages. We mapped every search a buyer could make across the whole site, from the category words to every van, model and product in combination; in some markets the list ran past a hundred thousand.

At that size a map cannot be drawn by hand. It was built in a search tool, so everyone on the project worked from the same map without losing precision.

Then each search got one page: the one that answers it best. A search for one van model should land where that model's fit-outs are, not on a page for every van.

The map also showed where the work would pay: titles, descriptions and page text where Work System stood to gain most, links to the priority searches, and the technical quick wins first.

We began in Sweden, where Work System was already easy to find. That was the point. The strongest market was where the method could be tested and adjusted before it became the template for the others.

The map, search by searchFrom every possible search to the one page that answers it

The range
Shelving, drawers and fit-outs, each made for particular vans.
The searches
Category words, and every van make and model combined with a product.

01 Map
What could a buyer search for?
1. Every search
  Every possible search across the whole site, in some markets more than a hundred thousand.
2. The van in the search
  Make and model with a product: the searches that already say what fits.
02 Match
Which page answers it?
1. One page per search
  Each search is given the one page that answers it best.
2. The model's own page
  A search for one model lands where that model's fit-outs are, not on a page for every van.
03 Priority
Where does the work pay?
1. Pages first
  Titles, descriptions and text where Work System stands to gain most.
2. Links and fixes
  Links to the priority searches, and the technical quick wins first.
Out Template
Sweden first, then the rest
1. Test it in Sweden
  The strongest market tries the method and adjusts it.
2. Then the other markets
  The Swedish template, planned for Work System's other markets from 2023.
Every van has a page that fits

The work

Screens are Work System's sites in Sweden, Norway and Finland as captured on 26 September 2026, shown in staged scenes.

Work System's page “Bilinredning Mercedes Sprinter” on a monitor in a workshop office, with a service bay and a grey van fitted with shelving behind the glass wall. — One page for each van: the Mercedes Sprinter

Work System's page “Bilinredning Toyota Proace” on a phone lying on the plywood load floor of a work van, beside a pair of work gloves, a tape measure and a few loose screws. — The same page for a smaller van, on mobile

Three phones side by side on the aluminium tread plate step of a van, showing Work System's Volkswagen Crafter page in Swedish, Norwegian and Finnish. — One template, three markets: Sweden, Norway and Finland

Work System's category page “Bilinredning”, with its introduction, subcategories and the first two racking systems, on a tablet standing on a steel shelf inside a fitted van, beside two tool cases and a coiled orange cable. — The category every van page belongs to

The result

First place, for more vans

Measurement notes

By the end of 2022, Work System held first place in Sweden on more than twice as many of its priority searches as when the work began, and traffic from searches naming a vehicle had almost doubled in a year.

The first places are the searches the map was built for: a van, a model and a product. The traffic covers searches that name a vehicle and a product category.

We don't claim that one caused the other. They moved in the same year, and a growing range or new van models would lift both.

Sweden was the test. The plan was to take the same map to Work System's other markets from 2023.

First places in Sweden on priority searches, 80 to 185: +105
Organic traffic in Sweden from searches naming a vehicle: +96%

Sweden, from the start of the work to the end of 2022. Traffic: the year up to December 2022.

Measurement notes and definitions

Sources: Pixel Nordic's results for Work System in Sweden, to December 2022.
Scope: Sweden, organic search only. First places: position one on a set of priority searches. Traffic: organic traffic from searches naming a vehicle and a product category.
Window: First places: from the start of the work to the end of 2022. Traffic: the year up to December 2022.
Excluded: Work System's other markets. Paid search.

Measurement notes and definitions
Period	Start of the work	End of 2022
First places, priority searches, Sweden	80	185

Start of the work

First places, priority searches, Sweden: 80

End of 2022

First places, priority searches, Sweden: 185

Pixel Nordic's results for Work System, December 2022

First places on the priority searches, and the change in traffic over the year to December 2022.

What this case says

The fit is the search

When a product fits only one thing, the buyer searches for that thing. The work is giving every one of those searches a page that answers it.

A category map stops at the category, and the detail that decides the purchase, the model, the size, the vehicle, is left without a page. Map the searches first, give each one page, and test it in one market before you copy it to the next.