In the first 6 months post-launch
Kason was running a paid search program, but their website was not optimized for organic traffic and had a poor user experience, which meant Kason was not receiving the number of leads they could have.
A new, data-driven website was designed with SEO and UX in mind.
More leads came through both organic and paid channels.
About Kason Corp.
Industry: Processing equipment manufacturer Location: Milburn, New Jersey
Kason is a leading worldwide manufacturer of screening equipment and circular fluid bed dryers, coolers and moisturizers for powder and bulk solids ranging from dry or moist materials to solids-laden slurries.
The original website had an extensive and confusing navigation bar. This was one of the first areas to be reorganized to clarify and still showcase the many product lines Kason offers. Content for the product pages was expanded upon to better answer user questions. Structured data markup was added where appropriate to help with indexation on such a large website. Calls-to-action were strategically placed where the user’s eyes would naturally see them, replacing the mailto links and non-clickable phone number placements.
Though an international company, Kason wanted to capture more of their local area market in New Jersey. The TopSpot Team worked with them to claim and optimize the company’s Google My Business listing and Bing Business listing to help target area customers. Local schema markup was added to the website to show up in local search results.
SEO-Supported PPC Leads
Since a large part of the website development was based on paid search data, the new website helped improve the existing paid search program. Additionally, landing pages that did not have updated keywords improved to ensure a better user experience post-launch.
Prior to launch, additional keyword research and competitive research was done to identify additional opportunities provided by the new website. The program was relinked to go to the new, more relevant landing pages and ad text was updated to match the new branding and content.
In the year since launch
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