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SEO Industrial Case Study

Engineering Specialist, INC (ESI) is a metal Stamping company. ESI is in a very competitive industry. The client goal was to increase their metal stamping services leads. It is a huge local and nationwide competition in this industry. ESI traffic has been growing consistently but I need to do more to generate the leads that the client wants. 

The Challenge

Metal Stamping keyword has a Search Volume of 27,100 per month and a Search Engine Result Pages (SERPs) of 54’200, 000. To rank, this keyword was very challenging. I needed to get rankings without creating any backlink. I took the Topic Cluster approach for this client because the website already has several articles related to the topic “Metal Stamping” 

  

The Solution 

  

Websites that are authoritative in a topic have more chances to get high ranking in Search Engines. Creating a page that covers a topic completely and having extra resources that explain each part of the topic can help your site to escalate to position #1 in Google. Keep in mind to create great content. I researched the competitors and I created better content on the topic. I knew the steps to follow to get these results. 

It was a big challenge to earn this position because metal stamping is a very competitive keyword, but with a well planned and executed SEO strategy. As a result, I put my client in position #1 on Google in a short time without any backlink. ESI has been in #1 for several months. 

  B2B for the industrial Case Study

  

How I did it? 

  

I created a Pillar page with the long tail keyword “what is metal Stamping” and I used as an internal link from the existing related articles that are part of the metal stamping process. I started crawling the site to visualize the content assets. I usescreaming frog and I filtered the results by Title. I could see that the website already had many blogs about different parts of the process of metal stamping but it was missing a hub – pillar page to introduce the broad topic of metal stamping and explained it indepth. Then, I decided to create the pillar page and do it better than any other pages ranking in the top SERP. 

From the existing content, I reviewed blog by blog and I disablethe internal links that were pointed to other pages, and I only created internal links to the pillar page. I wanted to create a clear path for users and search engines. Furthermore, I not only create a kickass content but I also provided relevant links that users can follow (click) and learn more about each step of the process. This path shows to Search Engines that ESI is a leader company in Metal Stamping and allowed me to earn many other long tail keywords related to the services that ESI offer (metal stamping) 

Google #1  

The Pillar page structure: 

  

  • 2000+ words length 
  • I have used long tail, User intent, and LSI keywords as sub-headers. 
  • I have avoided big chunk of content 
  • I used bullet points across the article 
  • I used images with alt tag 
  • I used Cluster pages as internal links (only related to the topic) 
  • I added Reputable sources (external links with no follow tag) 
  • I have written an SEO Title 
  • I have created a Meta Description 
  • I have added  a White Paper for Lead Generation 

  

  

The Results 

 After a few days that I published the pillar page “what is metal stamping” 

I obtained the following results: 

  

  • #1 in Google in a couple of Weeks 
  • 123% increase in Organic Traffic 
  • 3 min average page-view 

  

SEO Industrial Case Study

The pillar page is the second top page visited on ESI ‘s website after the home page. The page view time has increased almost double the industry’s benchmark.