How One Industrial Website Got the Boost it Needed

Quite a bit can happen to your web traffic. But sometimes, it’s not always clear what the cause is. It happens when we’ve considered all the changes Google has made, thought about the changes to their “Algorithm”, taken care of a handful of dead links, and adjusted the titles and descriptions. But many times – there’s still some room left on the “idea board”.

Every business with a website has been through it. But before you think I’m going to throw out a bunch of complex industry terms you’re not familiar with, just know this: that’s not the point here.

The last time we ran into this particular problem for a client of ours, it was Phoenix Wire Inc. (PWC). When it came down to it, half of the solution came from paying close attention to data, the other, a good old fashioned realization. It turned out there were two major factors impacting our client’s site. One of them: usability. The other, a trademark dispute — which was a bit more uncommon. Ultimately, addressing both issues helped us increase traffic and conversions by nearly 100%

The end result:

metrics How One Industrial Website Got the Boost it Needed

Usability & Content
Old-school SEO has gone the way of the dinosaurs. With Algorithm updates like Penguin, Panda, and Hummingbird, the focus was shifted away from the black-and-white to a more abstract and complex combination of relevancy, quality, and usability. There’s much more involved than picking the right keywords and cramming them into the page. Instead, Google actively rewards the sites that are relevant and helpful with better rankings. Websites with real answers to real questions that are written for a human to easily read, find, and navigate through will always perform the best.

What we did first: We updated the site with a more modern and user friendly aesthetic.

To begin, we brought the website’s design out of 1999. You might think that this is just a matter of “form” over “function”, but it’s important to realize that the look of your website actively impacts its performance in search engines as well. If someone enters a dated site and has to wonder whether the business is still open or not, there’s a good chance they’ll find a different site that gives them a better first impression. This impacts what is called “bounce rate,” and if it happens a lot to your website – Google’s search algorithm may very well penalize it.

What we did next: We updated content to provide real value

Part of bringing the site out of the last decade was also making sure it appealed to humans, and not just to the search engine “robots”. There’s no point in updating a site’s look if the content isn’t encouraging visitors to stay, and you can’t really game the system anymore with a surplus of keywords. Our solution was to fill the site with helpful content that is easy to read and navigate, while providing the answers that potential customers are really looking for (not just a list of keywords).

Copyright Issues

This stumbling block was a bit more uncommon, but had a very simple solution. Phoenix Wire sells a product that is most commonly referred to by a trademarked name (kind of like “Kleenex”). Because of that we couldn’t directly use that name as a keyword on the site, which had a very real impact on search rankings.

What we did: Made simple content edits and tweaks to make the most of the situation

The Solution to PWC’s problem wasn’t hidden in some obscure report. Nor was it any kind of secret SEO “trick”. It was actually on the back of a generic Ibuprofen bottle, right where  the label reads, “Compare to Advil™.”  When it came to solving the maddening issue of not being able to use the one keyword our client’s web-traffic relied on, using the brand comparatively turned out to be the no-brainer we needed.

How it turned out

With a simple redesign, content adjustments, and a simple solution to our copyright conundrum, PWC’s site benefited on every front.

timeonpage1 How One Industrial Website Got the Boost it Needed

With a new approach to content, users spent more time on site, leading to more conversions.

With a new design, users viewed more pages of the site, instead of leaving from the home-page.

sessions How One Industrial Website Got the Boost it Needed

With a new keyword strategy, PWC regained traffic they’d been missing out on.

Whether your website needs a similar treatment or you have a question for our team, feel free to get in touch!
Posted in internet marketing, new site launch, seo specialist | Tagged hummingbird, redesign, seo, SEO for trademarked keywords | Comments closed

3DL Industries A Family Tradition

With 30 years of experience in the panel instruments industry, 3DL Industries has the expertise to help you with your needs no matter if you’re a business, OEM or hobbyist. 3DL is committed to finding the right solution for your project the first time. With a drive to provide more for their customers they are on a mission to be your expert when it comes to digital panel meters, data loggers, and or smart display modules. With decades of industry knowledge they are capable of giving you the personal service you are looking for. The team at Industrial Traffic has built 3DL an ecommerce site with a custom product selector so consumers can quickly find what they are looking for. The site is also fully responsive so you have ease of use whether you are on a desktop, tablet or cell phone. The easy checkout and payments service feature helps you quickly and efficiently purchase products from their SSL secured shopping cart. Here at Industrial Traffic we are excited that 3DL Industries has chosen us as their digital marketing agency and we look forward to bringing them more exposure. Check out the site by clicking the image below.

3dl industries 3DL Industries A Family Tradition

 

Posted in internet marketing | Tagged data loggers, digital panel meters, panelpilot series, smart meters | Comments closed

New Site Launch: TopShelfTattooGallery.com

Hot off the press! Check out our latest web design for a local Tattoo Shop by the name of Top Shelf Tattoo Gallery. The ladies and gents at Top Shelf Tattoo Gallery want their tattoo shop to be unique, so naturally we wanted to help reflect that in their website. With its fully responsive design and parallax scrolling for some cool effects, we’re pumped on the end-result. So check out the Manchester NH Tattoo Parlor that is on the fast track to being the best spot in town for not just tattoos, but piercings, local art, and even special events.

Visit http://www.TopShelfTattooGallery.com or take a look below
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Posted in new site launch | Tagged nh tattoo, site launch, top shelf tattoo gallery | Comments closed

Effective Social Media Always Needs a Strong Strategy

Your message, delivery and design play a key role in your businesses social strategy. Let this Fridays video explain, as we use a day at the office to explain how to successfully market a strong social media strategy.

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Posted in internet marketing | Tagged boston social media marketing, social marketing, social marketing plan, social media marketing, social networking, social strategy | Leave a comment

At Industrial Traffic Custom Websites are Music to our Ears

Are you sick of the same old songs? The same can be said for websites. We build our websites from the ground up to give each client a unique and identifiable website to market their product or service. Happy Friday everyone!

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Posted in internet marketing | Tagged custom ecommerce, custom web development, custom website, custom website design, database developers | Leave a comment

Outsourcing SEO and Design Services: You get What You Pay For

We are big supporters of local business. When it comes to web design, development, and SEO we do it all in house. Why? Because it gives you the best result. Whether you’re outsourcing SEO to a family friend or overseas….the local alternative is your best bet. This week’s video demonstrates why. Happy Friday!

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Posted in Google SERP, internet marketing, seo specialist | Tagged boston digital marketing, digital media, exposure marketing, identity branding, seo copywriting, website redesign | Leave a comment

Is your Internet Marketing Data Driven?

For every website, data driven decisions make for the best results. That’s why you need a good data guy. Check out this Friday’s video to see why.

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Posted in Google SERP, internet marketing, seo specialist | Tagged boston development, boston marketing, database developers, internet marketing success, outsourced marketing solutions, search engine optimization copywriting, seo experts | Leave a comment

The Content for Your Website: Like Meat in a Sandwich

Sometimes the best analogies are food analogies…and that’s how we tackle the topic of website content in this week’s video. When it comes to building the best website for your brand or business, good content is just as important as elements like design, development, and SEO. Happy Friday!

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Posted in Google SERP, internet marketing, seo specialist | Tagged content strategy, content strategy for the web, seo content, seo content optimization, seo content writer, seo content writing | Leave a comment

No one watches March Madness at the office right….?

Mike calls in from his vacation to check on the weekly projects as the team try’s to keep up with the latest March Madness games in the office, “quietly”. Happy Friday everyone, enjoy!

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Posted in Google SERP, internet marketing, seo specialist | Tagged internet marketing, march madness at the office, march madness in the office, march madness office, office humor, seo | Leave a comment

E-commerce Marketing the Irish way

Why go door to door and try to sell your product or service? At Industrial Traffic we can help put your business on the internet for a 24/7 operation. Learn about our internet marketing and ask about our e-commerce options today. Happy Friday and Happy St. Patrick’s Day to all!

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Posted in Google SERP, internet marketing, seo specialist | Tagged boston ecommerce, custom ecommerce, ecommerce developer, ecommerce development, ecommerce internet marketing, ecommerce seo | Leave a comment

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