Optimization Generates Leads
50% increase in organic traffic YoY; 77% increase in organic leads YoY
Challenge
Generate increased traffic and awareness of Mitsubishi Uninterruptible Power Supply products and enhance lead generation. Holes needed to be filled in the context of digital content, and Brunner was tasked with identifying and resolving them.
Insights
The website is still HTTP and relatively flat, with all content residing on a small number of pages. Valuable supportive content was in PDFs or not published online. Content onsite is high-level and didn’t allow for niche keyword targeting or space to elaborate on offerings. Limited space on-page and broad topics did not lend themselves well to ranking opportunities.
Strategy
Adjust to HTTPS. Create optimized content elaborating on product offerings and industry customizations on new and existing pages that would enhance findability in search and create an onsite path to leads. Add depth to the site and context to the product offerings through crawlable, informative content.
Results
- Keyword Rankings improve from 17 Keywords on page 1 in May 2019, to 49 Keywords on page 1 in March 2020
- Organic Traffic Improves 50% YoY
- Organic Leads Increase 77% YoY
- Creation of new content generates new landing pages for Paid Search as well, and enhanced engagement through that channel
