SCREAMIN' EXPRESS METAL WORKS

Strategic Keywords, Industrial-Strength Results

When a power transmission supplier’s organic progress stalled, on-site optimization for high-opportunity keywords gave them a jump-start.

+159%

Increase in Organic Visits YOY

+170%

Increase in Organic Revenue YOY

+197%

Increase in Organic Transactions YOY

Business:

Screamin' Express Metal Works

Project Link:
usarollerchain.com
Brief:

Screamin’ Express Roller Chains is a family-owned and operated industrial power transmission supplier that sells to both businesses and consumers. The team behind this medium-sized is made up of some of the most knowledgeable distributors in the industry, and they treat every part they source like it’s going to be used in their own equipment.

Services Provided:
  • Discovery & Research
  • Website Architecture
  • Content Strategy
  • On-Page SEO
  • Conversion Optimization

Introduction

Long-tail keywords are high-specificity, low-competition keywords that can make a huge difference in a site’s organic success. They might pull in a low search volume individually, but they add up fast if a site ranks for a lot of them. So when Screamin’ Express Roller Chains approached Studio for help with SEO, we weren’t surprised to see a decent amount of organic traction happening already: their highly specific products were naturally ranking for a steady base of long-tail keywords. We just needed to add some oomph.

Without strategically-chosen keywords and an optimization strategy, the site’s organic progress had stalled. Long-tail keywords work best as a supplement to higher-volume keywords, and the site wasn’t ranking for those. To make matters worse, the traffic that was coming to the site didn’t stay there or convert.

The Challenge

Our Approach

We began with keyword research to identify the high-volume, high-opportunity keywords we wanted to target for each page.The more challenging keywords called for a more carefully-optimized site, so we put together an optimization strategy that was scalable and prioritized.

That included foundational work, like optimized meta data site-wide and the creation of keyword-rich content for priority pages. It also included a technical overhaul: a new taxonomy and site architecture for improved crawlability and a more search-friendly internal link structure, for example. Finally, we maximized the impact of our on-site work by rolling out an off-site strategy to generate high-quality backlinks from relevant, high-authority websites.

A year after the campaign started, the site was seeing a 160% increase in organic traffic compared to the year before. Total revenue had improved by 254%, and revenue that could be directly attributed to organic traffic had improved by 170%. And the site now has a stable foundation that will enhance the momentum of future optimization strategies.



"Studio has allowed us to customize our website to complement the look and feel of our brand and offer all of the features we need to run our e-commerce business. We have also had success with the Studio's SEO Team - they have boosted our search rankings bringing traffic and sales to our site."

Sandra Hernandez Yedor

President



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