Manufacturing Client SEO Case Study

In January of 2021, we began working with a new SEO client in the manufacturing space. For the sake of the client’s privacy, we will not be using their name. This post is a brief case study about how we increased their organic search engine visibility by 150% in less than 1 year and how the value of that traffic increased by 1,180%.

Before Working with Avalanche

The screenshot above shows the organic search engine visibility for our manufacturing client’s website over time. The graph is focused on December 2020 where our client:

• Was visible for just three page-one keywords on Google (23 in Google’s top 100 results).
• The estimated traffic to the website via those keywords was 35 visitors per month.
• The traffic cost (how much it would cost to pay for that traffic in ads) was $269.

After Working with Avalanche

The screenshot above shows the organic search engine visibility at the time of writing this case study in November 2021. Our client now:

• Shows up for 76 page-one keywords (compared to 3 at the beginning of the year) and a total of 509 keywords in Google’s top 100 results.
• Gets an estimated 324 visits to their website from that keyword visibility per month.
• The traffic cost is now $515 per month as opposed to $269.

The Strategy, the Results, and the Work Ahead.

Since our client’s website was invincible for any non-branded keywords (keywords that don’t contain their brand or product name) before we started, we had a lot of work ahead. We are up against some major competitors who have had many years worth of search engine visibility that came from many pages of valuable content.

Our strategy was relatively simple in explanation, but harder in execution.

1. Perform comprehensive keyword research to identify content gaps to fill.
   This allows us to find low-hanging keyword fruit. I’m talking about keywords that people are actively searching for that don’t have a lot of great results in the search engines to best match the users’ query. Pair that with critical thinking where we evaluate each keyword on its potential value to the business and you’ve got a winning recipe.
2. Write in-depth, educational content after conducting content interviews.
   Since our client was a manufacturing client, we don’t intimately understand their product and services. In fact, their industry is quite confusing to most–including some of their customers. By preparing content templates and then conducting interviews over Zoom with our client, we were able to collect and organize all of the appropriate information that would be relevant to searchers.
3. Learn from the results.
   After publishing new content (we wrote and published two new pages a month for this client), we would use our Google Data Studio dashboard to see how the content was contributing to valuable business outcomes (i.e. “Goal Completions” like website form completions and clicks to call). Auditing what we’ve built helps us to learn where to make improvements and where to go next in helping our client generate meaningful results from SEO and content.
   

Want Results Like This?

If you’re a manufacturer that thinks you should be getting more qualified leads from your website. Contact us.