A Case Study In SEO For Manufacturing Companies

Through our case study, you will learn how M.J. Web Design used SEO and paid ads to provide a national manufacturer of part marking machines a large return on their investment stand increase in organic traffic.

Focus: Increased Traffic

Platform: WordPress

Industry: Manufacturing

Services: SEO & Paid Ads

Project Overview

Pryor Technology is an international part marking tool and machine manufacturer. Their parent company Pryor Marking is based in the UK, while Pryor Technology is the American branch based right here in Richmond, VA.

The company had previously split its website into two websites, one representing the American Branch and another the UK. Each one had 3 subdomains, and they were practically identical.

Practically overnight, their traffic dried up, and the American branch needed a change. That’s when the branch manager Mike Kozlov searched for an SEO agency in Richmond, VA, and found M.J. Web Design.

We started SEO optimization on the website and subdomains. Following the SEO optimizations, we set up a PPC ads campaign. They now have an over 200% increase in organic traffic that’s still climbing and the last two paid ad campaigns have resulted in a 4:1 return on ad spend. Revenue has been in the tens of thousands each month.

577.33%

Organic Traffic Increase

$1.72

Average Cost-Per-Click

4.083%

Increase in Coversion Rates

$30,000+

Increase in Monthly Revenue

More Year Over Year Statistics

How We Did It

The client was very interested in working with a smaller agency that did not have a nationwide presence. The reason? M.J. Web Design is local to Richmond, VA, and easily meet with them on video, or in person.

Additionally, the client wanted someone who didn’t specialize in a specific industry. He wanted an agency that would meet, research, and truly learn about his industry and audience. An agency that would implement an entire marketing framework rather than only “do the work for them.”

We went directly to their office and met with them in person to discuss what services and packages we offered for marketing and SEO. In the end, they selected our full SEO and marketing framework package. Here’s how we completed it.

Search Engine Optimization

Researched the technical, on-page, and offsite SEO, and found how it can be improved.
Looked into the company's competitors and found keywords that will obtain organic traffic.
Fixed the technical SEO problems on the website, and increased the loading speed.
Optimized each page for the main keyword and its variations.
Wrote new meta descriptions, SEO titles, content, siloed the pages, and improved the interlinking.
Submitted the site to 70+ business directories and each month submitted the site to more directories in the manufacturer's niche.

Paid Ads

We looked at the top 10 competitors in the United States and found which ones were using paid advertising, and on which platforms.
We narrowed the paid ad platforms down to Google and Amazon, since there were no competitors using social media platforms for paid advertising.
After choosing the platform we researched the industrial areas to target and who the audience was.
Using a competitor whose campaign had been running for a long time, we used as a template to create one for the client.
We ran the ads with the small budget and after a month of collecting data, made some tweaks and ran it again.

Other Marketing

The company did not have a proper marketing framework in place to advertise the company.
The online platforms that were set up were not optimized.
First, we created social media profiles for all the platforms the company did not have and linked them to the site. Then we optimized the content on the already completed pages.
Created a lead generator to promote website visitors to contact the company for information.
Developed a follow up system and email newsletter to keep leads within the company's sphere of influence.