Table of Contents
Overview
Based in Houston, Bellows Systems designs and manufactures metal bellows, expansion joints, exhaust systems and associated products that are used in diverse industries such as oil and gas, power generation, automotive and many more. The company planned to improve its online presence due to the changing market dynamics.
The Scenario
Bellows Systems underwent a major restructuring to serve its clients better. Its new mandate called for a focussed digital strategy that would help the company to top all the search listings—and quickly. The market was limited to the US and many players dominated the region. The competition had already covered all the tactics found in most SEO checklists. A radical digital marketing strategy was needed to bring the much needed visibility for Bellows Systems.
The Solution
Pixel Studios focused on alternative approaches to take and enable the client’s site perform well in search listings. We employed a three-fold strategy to improve the site’s standing through our digital marketing services.
- Leverage ‘Zero Position’ in Google Search: We placed a featured snippet so that Google can showcase it on top of its search results. The featured content related to a much searched about product term. This brought about the much needed salience for the brand.
- Create a FAQ section for Google Rich Results: To ensure that the snippet is displayed, we created a FAQ section on the products. This content was tagged to Google Rich Results to ensure that the snippet is triggered during a search.
- Focus on clicks rather than impressions: We worked on improving website clicks rather than focusing on gaining impressions. To achieve this, we worked on the star rating schema. The rating tool enabled people to click on the website in the results page.
The Result
The above strategy employed ten keywords related to the client’s products and services. Within a month of implementing this strategy, there was a 100% growth in traffic to the site.
