Results in the first six months after content additions
Challenge
Looking to become more competitive in relevant search landscapes, Rapid Rivets & Fasteners approached TopSpot for SEO and PPC services in late 2023. After our initial audit of their website, it was clear that the site lacked intent-based content. This type of content aligns with the questions and terms customers use when searching for products and services online as part of their buyer’s journey or purchase decision process. Search engine algorithms crawl websites to provide results that answer search queries and then prioritize content by quality.
Solution
TopSpot implemented the B-SMART® Method, our proven methodology for creating a foundation for intent-based content. By reviewing the company’s goals, products, and services, we created content that informed the brands, shape/size/SKUs, materials, areas of industry, requirements, and types available. Intent-based content using B-SMART is an investment that impacts SEO ranking, customer experience and engagement, stability during algorithm changes, business credibility, and sales team assistance. By adding product and service content upfront, we could expedite digital marketing progress and provide results that further inform SEO and PPC strategies.
Results
With an intent-based content foundation featuring high-priority products, the company now differentiates itself in the search landscape. They saw their digital marketing programs increase traffic and leads within months of program launch. The website saw a 216% increase in all website traffic in the first six months in Google Analytics 4. Working together to provide multiple results in landscapes, 24% of traffic was driven from organic search results while paid search brought in 39%. Overall, there was a 155% increase in site conversion events like quote cart use or contact forms.
About Rapid Rivets & Fasteners
Rapid Rivets & Fasteners is a stocking distributor for precision fasteners serving military, aerospace, and commercial industries. What sets them apart is their large stock and rapid delivery, with many items shipping the same day, and these features were highlighted in the new content. They came to TopSpot with a 45-page website that was primarily catalog pages with internal SKUs unformatted for SEO, meaning search engines could not crawl or obtain enough helpful information for queries. We added eight new pages covering products, applications, and materials in August 2023 before SEO and PPC programs launched in October.
Anchoring Content for SEO and PPC
To start building intent-based content via B-SMART, the Team expanded the catalog format that lacked product specs and details with eight new product pages like aircraft blind rivets, threaded inserts, and rivet nuts. These focused products aligned with the business’s goals and lead targets. These pages included B-SMART elements like brands, available quantities and sizes, and industry applications that matched buyer search queries.
These new product pages saw rapid results in Advanced Web Ranking, GA4, and LOOP Analytics due to their fulfillment of search queries. Results in the first six months (October 2023 - April 2024) include:
- Aircraft Blind Rivets: ranking 4th with 2,199 page views and 26 leads
- Threaded Insert: ranking 4th with 2,002 page views and 15 leads
- Solid Rivets: ranking 1st with 1,265 page views and 12 leads
- Rivet Nuts: ranking 1st with 975 page views and 1 lead
For perspective, this equals 6,441 additional website visits that were previously unavailable in the search landscape, plus 54 new business opportunities from product requests.
Bolstering Long-Term Results
Before and during content implementation (April - October 2023), the company saw 7,715 visitors and 851 conversions according to GA4, mostly from direct site visits. Post-program launch, the company had 23,478 visitors and 934 website conversions. That is a 216% increase in traffic with over half coming from organic and paid search results (63%) and a 155% increase in website conversions including contact forms. This proves that the added content not only drove organic and paid results but also encouraged customer engagement.
Additionally, the company has received leads from Fortune 500 companies like Boeing and Northrop Grumman using the added page for threaded inserts, which includes B-SMART keywords such as steel threaded inserts, aerospace threaded inserts, and commercial threaded inserts.
Conclusion
Investing in website content that considers buyers' needs and their search behavior gives businesses more opportunities for online discovery and provides helpful information that aids in purchasing decisions. Setting the right content foundation for your SEO and PPC programs can help you show up in customer searches and can give you search trends and lead data to expand and optimize these programs for a greater impact on ROI.
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