B2B Manufacturing eCommerce Case Study
Background
This client came to A1 SEO in May 2021 with what seemed to be a pretty solid website. The website had a good volume of leads and high traffic. However, there was one major problem…
90% of the leads coming through were for low-quality work that the client usually passed on to smaller partners.
Previous (very good) SEO work had focused on the completely wrong areas. The client wanted to pivot their strategy to focus on high-value leads in around 30 verticals which were underperforming.
Strategy
A True Partnership
To be fair to previous SEOs, the client hadn’t always been the best at feeding information into external partners. We pointed this out to the client and agreed to take on the project on one condition. That condition was that the client attend weekly meetings with our strategy team to ensure we were always aligned and to discuss questions about their business to feed into a living, breathing content strategy.
Keyword Research
We conducted intense keyword research to validate, and more often than not-un-validate, the client’s assumptions of how the industry was searching.
Content
Based on our keyword research, we formulated a new siloed structure. We then took the keyword research and briefed each new page into SurferSEO. Once we had briefs in SurferSEO, our writing team began plugging the gaps in missing pages and editing existing pages for full entity coverage.
Off-Page SEO
Based on our keyword research, we formulated a new siloed structure. We then took the keyword research and briefed each new page into SurferSEO. Once we had briefs in SurferSEO, our writing team began plugging the gaps in missing pages and editing existing pages for full entity coverage.
Technical SEO
This website was built using a custom CMS within a .NET framework. We worked closely with a client’s development team to resolve any issues. The only major thing we consulted on from a technical standpoint was getting pages, served dynamically by a Microsoft IIS server, rendered properly by Google and other search engines.
Results After 5 Months
The results were a bit wobbly to start with. See the dip right at the start (graph below)? That was the client’s low volume keywords dropping off after we did a massive cull of pages. This resulted in a -56% dip in traffic. Terrifying when starting a new project. But we stuck to our guns and the client was brilliant and trusted us along the way.
It wasn’t until we were 3 months in that traffic returned to pre-A1 SEO levels. Once traffic started to recover (and surpass previous levels) it was clear that it had worked. 80% of leads coming through are no quotable.
Increase in value of traffic
increase in share of the voice
increase in leads
the number of QUOTABLE leads (note: this is a bit of vanity metric as only 10% of leads were quotable at the offset)
MEET THE TEAM
Aislinn Corbet
SEO Account Manager
Anima McBrown
Proofreader/Editor
Brittany Anderson
Sr. SEO Content Strategist
Bronwyn Kruger
Proofreader/Editor
Erin Steenhoff
Outreach Copywriter
Graham Grieve
SEO Consultant
Jade van der Merwe
SEO Content Assistant
Jana Stevens
SEO Copywriter
Jayson de Guzman
Outreach Lead
Jodie Lawrence
SEO Copywriter
Karina Gondola
SEO Content assistant
Kim Weidemann
Outreach Copywriter
Laila Abramjee
SEO Copywriter
Maecie Camata
SEO Executive
Matthew Rolfe
SEO Account Executive
Mike Gil
Technical SEO Executive
Nikolaj Popovic
Senior Developer
Pooja Silal
SEO Content Operations
Sebastien du Toit
SEO Content Assistant
Slobodan Lazic (Laza)
Technical SEO Manager
Simoné Visser
SEO Content Team Lead
Tali Rosen
Sr. Outreach Copywriter
Tyhlor Talliard
SEO Copywriter
Chiara van Zyl
SEO Copywriter WHY CHOOSE A1 SEO
A1 SEO has extensive experience, and our SEO experts are familiar with current best practices. A1 SEO has collaborated with some of the fastest-growing businesses in highly competitive industries, helping them rank higher. Our SEO consultants are highly skilled, careful in our planning, and diligent. This enables us to increase traffic and significantly affect the amount of money that flows through your company. Our expertise is in increasing keyword ranks, traffic, leads, and revenue. Our methodical SEO techniques consistently produce quantifiable and significant returns on investment.
SPEAK TO AN EXPERT
Hi there, I’m Graham Grieve, the lead SEO consultant at A1 SEO. The team of SEO experts at A1 SEO only provide SEO. That means that your whole budget is dedicated to ranking your website. A1 SEO has ranked websites in highly competitive niches. Our efforts are clear, and our SEO outputs are easy to understand. If you have any queries, please contact me so that we can improve the visibility of your website in search engines.
