Carl Stahl Sava Industries
SEO and Content Marketing
Through SEO and optimized content, Sava reached their highest organic website traffic to date.
One of the most important aspects of working with any given company is determining which types of marketing can be the most beneficial. In particular, given that it is very hard for most businesses to be successful without establishing a solid online presence, digital marketing is typically one of the top marketing methods most companies turn to as a foundation.
This case study details our internal process and how we used SEO, on-page optimization, keyword research, and industrial content marketing to help Carl Stahl Sava Industries reach their highest organic website traffic to date. With that in mind, here is a closer look at the digital marketing campaign we developed with our client: Sava.
When it comes to our work with Sava, one of the top things we quickly realized is that this company could substantially benefit from SEO (search engine optimization) marketing. This is because they did not have enough content online, and the content they did have was not SEO optimized. Additionally, the manufacturing industry Sava is in has very few companies that are fiercely competing with each other. A content marketing and SEO strategy was the best way for Sava to gain a voice in the industry. We decided to offer the company a robust SEO marketing strategy.
- On-page Optimization
- Keyword Research
- Informative Content
- Link Building
- Technical SEO
Here are two specific examples of how our on-page optimization and content efforts were specifically tailored to provide the best manufacturing company SEO.
In a nutshell, on-page optimization is correcting the text content on a page to be keyword optimized. That text content must be created around the keyword for which the site wants to gain traffic. The new content should be made to effectively satisfy the intent of the user who clicked over to the page.
Over the past year, the third most visited page on Sava’s website was a product page for a specific product in their inventory.
Before their campaign started, the following page only had products and product specifications. The page had a great user experience and any potential customer who visited this page could find what they were searching for. However, it wasn’t optimized around any keyword in particular, and therefore was missing out on the potential traffic the right optimizations could bring it. Simply put, users could understand what the page was about, but search engines could not.
The page before optimization:
After researching keywords most valuable to Sava’s product-specific pages, we found out that the keyword “cable eyelets,” for instance, could bring the page significant traffic if we optimized the page for it.
That keyword was nowhere to be found on the page initially. Although visitors could tell the page was about cable eyelets, Google couldn’t, and so the page was missing out on traffic.
So we made on-page optimizations around this keyword.
We optimized the page’s metadata:
And, we added a short block of content above the products, also based around the keyword “cable eyelets.”
The page after optimizations:
These changes have caused a significant increase in the page’s traffic that continues to grow monthly. In the past year alone, the page’s traffic has more than doubled. The chart below from SEMRush exemplifies the page’s traffic growth after optimizations were made.
January 2020: 67
January 2021: 157
One Year Traffic Increase: +134%
Over the last 90 days, Sava’s website traffic has increased and organic traffic is up by 9.8 percent, reaching the highest point to date in September. Over the 30 days, Sava’s traffic and keyword growth can be seen from the chart below:
Sava’s blog ranks for many keywords, but one that stands out in particular is:
This is a high-volume keyword to which Sava’s ideal customer would want to know the answer to. Through proper on-page optimizations, informative and engaging content and link building, Sava’s site currently ranks in position 1 for it and has a featured snippet.
The page that ranks for this keyword is: https://www.savacable.com/stainless-steel-wire-rope-vs-galvanized-steel-wire-rope.
In addition to this featured snippet, Sava has also captured another snippet for this blog in the search “Will galvanized steel cable rust?"
Blog posts, when done correctly, are a powerful tool when it comes to content, and SEO for manufacturers, and that is just one example of what they can do.
Blog articles are a crucial component of manufacturing company SEO, and when carefully crafted by SEO and content specialists can bring significant relevant traffic to a manufacturer’s site. This is because a blog post can put your manufacturing company in front of your potential customers when they are in the process of learning more about your product, not just when they’re ready to buy.
In the past month, the page that generated the most organic traffic for Sava's website was a blog article. The post educates potential buyers on the difference between two wire rope products offered in Sava’s industry. Because of this post, potential customers now go to Sava’s website, and potentially start their buying process there.
Ballantine’s process for creating this blog post, and bringing traffic to it went as follows:
- First, our content team learned about Sava’s ideal customer from the company, so we could find out how to create content best suited for them.
- Then our SEO team conducted keyword research to find the exact keywords that they were searching for.
- Once we discovered the right keywords, our content team created the article built around those keywords.
- Over the course of our campaign, our SEO team has built links to this page and optimized the content when needed.
This process caused the blog to gain significant traffic, and the traffic continues to grow steadily.
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