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. 

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 used screaming 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 in–depth. 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 disabled the 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) 

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 

Backlink Acquisition to Move The Needle

I also create a backlink strategy that helped my client to outrank the competitors. Publications in High DA made a big difference.

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 

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.