Project Overview

This project focused on improving organic search visibility and lead generation for a U.S. manufacturer specializing in overhead crane systems and industrial engineering solutions. After a complete website redesign in late 2022, we implemented a long-term SEO strategy to support steady traffic growth and meaningful conversions.

Category

Material Handling

Role

Digital Marketing Lead

Services

SEO

Timeline

30+ Months

Objectives

  • Increase organic visibility and keyword rankings for core service offerings
  • Improve engagement through optimized site structure and on-page content
  • Generate qualified leads through organic search
  • Position the brand as an industry thought leader through blog content and technical SEO

Tools Utilized

  • Ahrefs
  • Google Analytics 4 (GA4)
  • Google Looker Studio (GLS)
  • Google Search Console (GSC)
  • Google Tag Manager (GTM)
  • Screaming Frog
  • SEMrush
  • Universal Analytics (UA)
  • WordPress
  • Yoast

Results Snapshot

  • +581% increase in organic traffic
  • +248% growth in ranking keywords
  • +108% increase in form submissions YoY
  • 27 keywords now ranking in the top 3
  • Steady monthly blog cadence supported long-term visibility

My Role & Responsibilities

As the Digital Marketing Lead on the account, I’ve overseen strategy and monthly execution since the site launch in 2022, including:

  • Planning and executing content optimization for service and blog pages
  • Providing blog topic research, editorial feedback, and final optimization
  • On-page optimization of core service pages, brand positioning content, and maintenance resources
  • Performing keyword research and page-level targeting for high-value, niche engineering terms
  • Reporting monthly results, identifying new opportunities, and adapting content cadence

  • Collaborating with the client to maintain a steady content cadence, shifting from 2 blogs/month in 2023 to 1/month in 2024 for sustained value

  • Tracked keyword growth and traffic trends via SEMrush, GA4, and Looker Studio dashboards
  • Supported technical SEO and site performance improvements following the website launch

The Results

  • +581% growth in monthly organic traffic, rising from 244 users to 1,661

  • +248% increase in total ranking keywords, up from 250 to 872

  • 27 keywords ranking in the top 3 positions, many aligned with core crane service offerings

  • +108% YoY form submissions increase — 332 in 2024, compared to 162 in 2023

  • Monthly blog cadence contributed to steady traffic gains and reinforced subject-matter authority

  • Expanded visibility for niche phrases like “crane servicing,” “below-the-hook lifting devices,” and “bridge crane upgrades”

What I Learned

Working on a complex industrial site like this reinforced the importance of clear content structure, technical alignment, and long-term planning. I learned how to balance SEO optimization with engineering-specific language, create flexible content systems that work across a wide range of crane types and subservices, guide a client through a maturing SEO program, evolving goals from traffic to qualified leads, and maintain SEO momentum over multiple years through consistent reporting and performance tuning.

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