Blog pages impressions and clicks from SEO up 65% & 51% respectively | $1.83 million in provable sales from organic search (last 365 days). |
AI sessions are up 197% YTD vs previous YTD. | Local pages impressions and clicks from SEO up 142% & 255% respectively |
Client Background: Enterprise Audio Visual Solutions
Our client is a titan of the global AV industry with decades of experience bringing seamless audio visual technology to organizations across industries and borders.
A longtime partner of numerous renowned hardware/software providers is the audio visual integrator of choice for organizations across many industries and countries.
The Challenge: Online Visibility Didn’t Match Client Experience in Larger, Complex Installations
In spite of their strong resume, they had little relevant SEO traffic, and their competitors were eating their lunch. They possessed only 3% of the total traffic share for their industry while their leading competitors each possessed 10x that.
Miles, our founder & SEO strategist started working in early 2024 with their VP of Marketing and Director of Digital Marketing, to close this gap and establish a lasting foothold in the AV integration space through organic search (Google, Bing, & AI).
Down To Business: The Initial B2B SEO Analysis
We began with an in-depth analysis of their existing pages and SEO performance to identify where their SEO traffic was now and what pages should be kept or deprecated when they launched a new site.
We used this framework to recommend which pages should be kept vs. gotten rid of:
- If “SEO traffic or any SEO impressions >0” OR “# of external links >0”, then “Keep”
- If “SEO traffic or any SEO impressions = 0” OR “# of external links = 0”, then “Consider Removing”
- SEO impressions were stagnant and clicks were down 5%
- 572 of the existing site’s 1,746 pages were slated for removal (33%) due to low/non-performing in organic search.
How Was Our Client Performing Compared To Their SEO Competitors?
A preliminary audit into their competitors yielded an opportunity.
- Our client was way behind their competitors when it came to SEO traffic share (3% vs other top 2 were at 30% and 29%.)
- There was no shortage of potential keyword opportunities that they could capitalize on.
When analyzing their direct competitors, we located 286 keywords that they were not currently ranking for, leaving the field wide open for where they could expand.
What a Site Gains From A Technical SEO Audit
We uncovered a great deal of promising data from a technical audit of the client’s backend. The site’s overall structure was in ok shape but needed to fix a few issues holding the site back including:
- Some Urls Missing in XML Sitemap
- Some 404 errors to be altered to 301 redirects
- A handful of absent H1s
- Toxic backlink profile
- Images missing alt text
- A handful of Meta descriptions missing
Our B2B SEO Strategy That Raked In Real Business Growth
Once these items had been corrected, the foundation was much stronger. With a solid base established, we could assemble an SEO strategy to yield the increased organic traffic they wanted and deserved.
- Create new blog pages
The greatest baseline for curating topical authority and building online visibility is to create a steady rhythm of blog article publications. In order to drive up search visibility, we set about advising the client on outline creation informed with high intent keywords which they could populate with copy and push live to signal to Google that their brand and website was active and worthy of authority. These pages also provided strong opportunities for internal linking and focused on key subject matter experts as blog authors, allowing them to demonstrate their experience.
- Create local service landing pages
Secondly, they sought to broadcast their services across both the US and the world. They already had a strong selection of clients from all regions of the world, so we assisted them with a number of local service pages geared around each city they have a physical location in
- Create MDF Funded specific blog pages
In addition to creating standard blog pages, we also prioritized the creation of blogs to be published alongside the client’s other content. These pages were funded from MDF funding they had available. In order to utilize these MDF grant funds to grow SEO exposure for both their sponsor’s products and the client’s associated services, we created SEO strategy, focused article content creation + quality backlinking work to get Google to notice and rank these new article pages.
- Create solutions pages
In order to support both the new blog and local service pages, we also advised on the creation of solutions pages, each focusing on a different service offered by our client. But we did not help them create the actual pages. These pages would serve as a knowledge base for both customers and search engines, creating a space where potential clients could explore the client’s capabilities while allowing web crawlers to easily grasp their niche.
- Create case study pages
To further display their expertise, we recommended they create case studies outlining the technical execution and successes of previous projects. But we did not help them create the actual pages. While brief, case studies are powerful tools that show practical, data-based, hands-on experience with different specific circumstances, translating into strong topical search visibility.
- Obtain quality backlinks
To further display their expertise, we recommended they create case studies outlining the technical execution and successes of previous projects. But we did not help them create the actual pages. While brief, case studies are powerful tools that show practical, data-based, hands-on experience with different specific circumstances, translating into strong topical search visibility.
The Business Results: More Traffic, More Leads, & More Revenues
In the years since this client brought us on board, their online performance has increased dramatically. They’ve seen revenue growth from SEO contacts, a boost to search volume, and a steady stream of organic leads in the following metrics:
- Blog pages impressions and clicks from SEO up 65% & 51% respectively
- 29% visibility in AI searches vs competitors at 22%, 13% & 10%
- AI sessions are up 197% YTD vs previous YTD.
- Local pages impressions and clicks from SEO up 142% & 255% respectively
- Between $812k and 1.38 million in provable sales from organic search (last 365 days).
- Likely more sales that SEO is influencing even if they don’t click to our page from SEO or we can’t directly track (brand/expertise mentions in traditional + AI search).
What Do Clients Say About Our SEO Work?
We’ve done what we did for this client with many clients before and we’re always finding new ways to improve our services for clients in the future. Take a look at what many of our clients have said about the work we do:
Have A Great B2B Business But No-So-Great Search Visibility? Let’s Build Your Own B2B Seo Case Study
Having fantastic service and an extensive portfolio doesn’t always guarantee success. Search engines are complicated and particular and you never know when Google will roll out a core update and change everything.
When you’re running a business at scale, you don’t always have the time to handle all the strategy in house, and that’s where an agency like Why Stuff Sucks can save you time and make you money.
If you’re looking to build up your business SEO, reach out today and get the ball rolling.