The Challenge
This industrial manufacturer had a website that had not been updated strategically in several years. They were invisible in search for the technical, procurement-focused keywords their buyers use, and relied entirely on trade shows and outbound sales for new business.
Our Approach
The project began with extensive buyer research to understand the language, questions, and concerns of industrial procurement managers. This informed a complete content architecture rebuild focused on technical specifications, application guides, comparison content, and procurement-specific FAQ content.
Technical SEO improvements addressed site speed issues, improved crawlability of their large product catalog, and implemented comprehensive schema markup for their product and organization entities. A targeted link building campaign earned placements in engineering publications and industry trade media.
The Results
Organic traffic grew 380% in 10 months. The site now ranks on page 1 for 67 commercial keywords relevant to their product lines. Pipeline from organic search increased 2.8x, and the cost-per-qualified-lead from organic is now 78% lower than from trade show attendance.