Integrated Approach Success Story: Air Filters Inc.

Estimated reading time: 7 minutes

Air Filters Inc. (AFI) manufactures and supplies stock and custom air filters for commercial and residential use and has been working with TopSpot since 2004. As a business that utilized search engine optimization, pay-per-click advertising, conversion optimization, and web design & development over the years, Air Filters works with one of TopSpot’s Customer Relationship Teams (or CRTs for short).

As new air filtration needs came up in 2020, the filter manufacturer’s digital strategies had to react and adjust to those needs. Throughout the months that followed, the Team utilized Google Analytics, Form Tracking and Call Analytics to provide strategic recommendations that could help traffic and sales growth. The data-driven strategies that followed have been recognized as a Finalist in the Content Marketing Awards, Houston AMA Crystal Awards and shortlisted in the US Search Awards.  We’ve outlined the details of their integrated digital marketing approach below.

Optimizing for Content & Product Opportunities

When comparing March 2020 to the previous year, the TopSpot Team saw large increases in impressions, clicks, traffic, and overall conversions on the site. While monitoring the activity, the Team noticed that many incoming form submissions were from potential customers expressing concern about air quality due to COVID and requesting guidance on the best filters to purchase for their homes. These were the first signals of industry change brought about by the pandemic and the Team responded to them with the following content strategies:

• Coronavirus Resource Page. The Team created a page dedicated to how Air Filters’ products could help combat the spread of COVID-19. The new page listed out, linked to, and described the MERV 13, HEPA and ULPA filters that help prevent the spread of bacteria. 

• Optimizing for MERV 13 Filters and Sizes. Form data from LOOP Analytics showed users were having a hard time finding the MERV 13 products and that MERV 13 filters were one of the most common paid search queries coming in. The data also showed that customers were looking for smaller sizes of the popular filter media, which was originally only offered in bulk rolls. Based on the recommendations of their TopSpot Team, the manufacturer began offering smaller sizes of these filters. 

• Face Mask Filter Media Page. Search query data showed that filters for face masks were a topic that warranted a new page of its own. This page was created to help customers find and purchase the products needed to make masks with Melt Blown BFE (a type of HEPA filter) and MERV 13 filters in the new smaller sizes. A secondary banner was added to the hompage that highlighted this new page and heatmap tracking was also installed on this page so the Team could track where users were clicking most often.

Competitive research was conducted and analytics data was consulted before building out each page or product. The filter manufacturer’s paid search program was updated to include the new products and product pages and additional budget was allocated to related ad groups to improve exposure.

• Blog Posts. Based on trends within the search landscape, a DIY Face Mask blog post was written and linked from the Filter Media page. It included a video of how to create a face mask with a filter pocket. An FAQ section was added to the page, populated with questions from the incoming search queries. 

Local Optimization Efforts

The analytics data also showed that some users were abandoning their carts when arriving at the shipping options and pricing page. Due to the sporadic price and delivery challenges the postal service and other delivery services encountered throughout the year, the Team suggested focusing local SEO efforts on Houston and the surrounding areas, since that would make it easier to control deliverability and time estimates. 

The Air Filters Inc. Google My Business page was optimized and updated with regular posts, high-demand products, and relevant blog posts topics for popular industries.

Shifting Focus to Meet New Demands

As businesses were trying to figure out how to reopen, there was a noticeable shift in search query data found in Google Analytics towards commercial filtration. This led to the development of a new page addressing commercial building air filtration and new content for the schools and universities page and airport industry page. The paid search program was adjusted to reflect these new additions.

The custom filter manufacturer also created a new product geared specifically towards the healthcare industry filtration. It included four stages of air filtration: UV light, MERV 13, carbon, and HEPA. A new page was created and a secondary banner added to the homepage to promote the new product. 

2020 and 2021 Digital Marketing Results

The organic traffic and revenue growth are a reflection of the quality work done for Air Filters, Inc. over the years. The partnership between the TopSpot and Air Filters Teams is a great representation of what can happen when two businesses work together with one common goal. Thanks to this, the Air Filters Inc. website was positioned well heading into a difficult year.

2020 Organic Traffic Comparison

Driving Success in 2021

In addition to working towards a new eCommerce website launch, the TopSpot and Air Filters, Inc. Teams have continued their 2020 momentum throughout 2021. New content strategies have been implemented, including video production, highlighting their MERV 13 filter line (you can view their video here) along with content expansion for new filtration products. This has led to a steady increase in organic rankings throughout the year.

The paid search program has also seen an increase in online leads (goal completions have increased by 37.06%) and sales (paid search-driven revenue has increased by 60.03%). The paid search program has also assisted in over 1,600 additional leads and transactions throughout the year.