How Specialty Equipment Doubled Domain Rating and Lifted PPC Conversions 168%
Specialty Equipment is a family owned and operated business since 2005, on a mission to become the one stop shop for flooring professionals. The business offers floor scraper parts as well as repairs and technical assistance. They partnered with OMG in May 2021 to improve visibility around key focus terms, increase keyword indexation and support…
76%
Increase in organic traffic/new users YoY
100%
Increase in domain rating
168%
Increase in PPC conversion
Challenges
- Several of the site’s category pages contained a low word-count and were not optimized
for a wide range of keywords. - Various technical issues on site, plus migration risk from the upcoming move to a new
website. - Low visibility for non-branded and highly competitive keywords.
Our Approach
- Create a keyword-rich content plan to capitalise on low hanging fruit for key category
and service pages. - Ensure a smooth migration from the old site to the new site.
- Acquire high quality backlinks.
The goal? To increase visibility for non-branded and highly competitive keywords.
Strategy & Execution
- Bottom of funnel content targeting, a transactional content approach focused on
services and product page optimisation, letting us target a broader range of keywords
whilst providing internal linking opportunities. - Technical optimisation and migration support, pre and post migration checks,
technical audit and remediation. - Continuous backlink acquisition, sustained link building to grow keyword rankings
and organic visibility. - PPC layered in, paid search introduced after SEO to accelerate lead volume
Key Results
Organic traffic results within 6 months:
- 20% increase in organic share of overall traffic (34.4% to 36.7%)
- 30% increase in organic traffic (June vs May)
- Organic traffic up by 5.24% YoY (534 to 562)
- Organic goal completions up by 11.62% (327 to 365)
Keyword rankings in the last 6 months:
- 64% growth in keywords in top 3 (14 to 23)
- 5% growth in page 1 rankings (75 to 78)
- 37% growth in overall keyword visibility (376 to 515)
Authority:
- 158% increase in referring domains
- 100% Domain rating increase
Paid search results:
- 35% increase in PPC traffic in the last 6 months
- Clicks increased by 11.95%
- 168.42% increased conversion 7 to 20.40 in last 6 months
Further activity included:
- Increased total keyword visibility by 64%
- Increase in clicks and impressions for priority keywords
- Increase in PPC traffic by 35%
- Optimised content on key product, category and blog pages to hone in on relevant
industry keywords and drive organic traffic
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