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CLIENT: Leading Chemical Company
INDUSTRY: Chemical
SERVICES: SEO
Our long-time client, a prominent player in the chemical industry, caters to a diverse range of industries, ranging from healthcare to heavy manufacturing. In our work together, we saw an opportunity to improve the performance of their website’s product pages to align with SEO best practices and ensure leads were being appropriately nurtured once hitting the page.
We got right to work evaluating page performance to identify a mix of low-hanging SEO fruit and long-term strategy gains that we could take advantage of. Here’s how the project has gone so far.
The primary challenge was to enhance the digital presence of key product pages on the website. To date, those pages had not attracted the targeted industry-specific traffic needed, nor were they effectively engaging potential clients to secure high-value transactions.
The client came to us with this challenge, asking for support in evaluating and rethinking their web presence. What was working? What wasn’t?
Conveyor was up for the job.
Strategy:
1. Content Optimization
2. Continuous Improvement
3. Performance Monitoring
Our strategy was comprehensive and multi-pronged:
1. Content Optimization:
When Google rolled out their Helpful Content algorithm in mid-2022, we knew there was a lot of opportunity to optimize our client’s product pages. With fresh keyword intent data at the ready, we reworked the backend and frontend of the first product page to target buying-intent terms, and optimized the usability of the page for the end user. This included the addition of new helpful content sections that provided equal parts education and product-centering.
2. Continuous Improvement:
But we didn’t stop there. When we saw almost instant traction gains for that particular product, we knew other pages had to be optimized as well. We optimized a second page using a similar data-driven formula in September 2023.
3. Performance Monitoring:
Post-optimization, we have implemented detailed analytics to track improvements, showcasing the value of our collective efforts to the client. We used tools like Hotjar to understand how visitors engage with various page elements. We worked directly with our client to support product pages with supporting SEO content in other areas of the site.
And yes, it has paid off – in spades.
The optimization of our client's product pages has yielded significant and quantifiable business outcomes that underscored the value of integrating comprehensive SEO and content strategies.
The optimization, which included enriching the content with targeted keywords, refining the user interface, and enhancing the overall user experience, led directly to increased customer engagement. Detailed tracking showed a notable spike in user interactions, with page views increasing by 14.84% in just the first month post-optimization. This uptick in engagement was crucial in converting a high-value lead into a significant sale, demonstrating the direct correlation between thoughtful SEO practices and substantial business returns.
We were also able to get our client to page 1 in Google for highly-competitive, bottom-of-the-funnel terms that led highly targeted, viable prospects right to our website.
Our second product page that was slated for optimization received a comprehensive SEO overhaul aimed at boosting visibility and engaging a more targeted audience. The optimization efforts were validated with an 11.3% increase in page views between Q4 2023 and Q1 2024, compared to the previous two quarters. While the growth in organic traffic was relatively flat, the increase in page views was indicative of more effective content engagement, suggesting that visitors were spending more time and interacting more meaningfully with the content provided.
We saw similar keyword gains, once again scoring key page-one placements for highly targeted terms.
The enhancements on these pages have not only improved their performance individually but have also contributed to a broader increase in the client’s overall web presence. Year-over-year comparisons of Google Search Console data from similar periods show a consistent upward trend in organic clicks and engagement across the board, affirming the effectiveness of our SEO interventions.
The strategic revamp of this key product page was a key factor in securing a landmark $1.15 million deal.
Encouraged by these results, we plan to apply similar strategies across other product pages, continuously refining our approach to meet market and technological trends.
Looking for support with your web strategy? Book a no-pressure meeting with our experienced web, content, and SEO team to learn more about our offerings.
We're not going to lie. Real strategy work takes time and is an investment. But if you understand how important strategy is to your business—or if you're coming around to the idea—take the next step.
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