Case Study: How First Rank Helped A Canadian B2B Manufacturer Gain A Foothold In the US Market With A Custom SEO Strategy
In this case study, we explore how First Rank provided a B2B manufacturer with:
first rank
- An 880% increase in phone calls
- A 445% increase in form submissions
in just one year.
The Client: A Canadian Noise Control Manufacturer
Our client is a Canadian noise control manufacturer that does business throughout North America. Its goal was to increase sales in the United States by generating more qualified American leads through organic traffic.
Its target audience included:
- Acoustic Consultants
- Mechanical Engineers
- Contractors
This target audience guided the keyword research, content creation, and content optimization techniques used by our team. The audience being targeted has a sophisticated awareness of the problems they face; they are looking for the best solutions for their problems and the right manufacturer to provide those solutions.
Our Strategy: A Tailored Approach
First Rank takes a tailored approach to each and every client we take on. The process begins with:
- A comprehensive competitor analysis
- Detailed keyword research
- A tech audit featuring over 100 technical reviews
During our tech audit for this client, we noticed a few important elements that we could improve:
- Pages were not loading as quickly as they could
- Core Web Vitals, three key metrics used by Google that influence a site’s ranking, were underoptimized
- URL structures were underoptimized
- Page titles, headings, and meta descriptions were underoptimized
- Product silos and product pages were not matched to relevant keywords
- The site’s internal linking structure was underdeveloped
- There were too few external links (backlinks) pointing to the site
Our goal was to generate more organic traffic from the United States. Along with our technical analysis, we created a strategy to generate supporting content, including:
- Expert guides
- Case studies
- Product explainers
The aim of this supporting content was to increase the potential for backlinks while catching top-of-funnel and middle-of-funnel clients who are problem-aware but solution-unaware. Coupled with the refined product silos and product pages, our strategy was to create content that proved our client’s experience, expertise, authoritativeness, and trustworthiness (EEAT).
Once page content had been optimized, technical fixes had been completed, and supporting content had been added, our off-page team connected with a number of website owners in relevant niches to earn backlinks to the content we had created.
The Results: A Massive Increase In Rankings And Leads From The United States
When the client reached out to us, they were on page 3 or lower in the search results for several high search volume commercial intent terms in the United States. Thanks to our strategy, it saw substantial increases in its rankings for these terms:
In addition, our team successfully brought the client to rank #1 for the term Steam Vent Silencer, a high commercial intent, highly profitable keyword with a search volume of 110:
Contrary to popular belief, the goal of SEO is not simply to increase organic traffic; it’s to increase the number of qualified leads that a business generates each year, and through those leads, to improve the profitability of a business. Our work had a tremendous positive impact on lead generation for our client. Here is a report from 2023, when the client started with us:
Here is a report from one year later:
The results speak for themselves:
- An 880% increase in phone calls
- A 445% increase in form submissions
These are the kinds of improvements our team is proud of. Beyond organic traffic increases, our work led to a dramatic increase in leads for our client.
We want to provide your company with more highly qualified leads and help you create a sustainable, ever-growing funnel for those leads. This is the power of SEO. Want to grow your company? First Rank can help.
