Project Description

0%
unique page view increase after 8 months
0%
unique page view increase after 12 months

Case Study

Improving SEO Through Strategic Blog Content

SEO rankings that outrank nationally-renowned painting manufacturers and companies

After undergoing a rebrand and restructuring of their website, Independence Painting Co. was receiving an average of 400 total website visits per month. To increase awareness of their new brand and attract new business, they needed to increase their monthly traffic.

To drive this boost, a blog content development plan was created that emphasized long-tail keywords.

The Simple Machines Marketing team started by updating all previously published blog posts on the Independence Painting Co. site. They were reworked to include relevant meta data, introduce high-volume keyword targets and follow SEO best practices for the content structure.

As this foundational work took place, the team also began creating fresh content. These new posts featured a mix of seasonally-relevant pieces, such as Commercial Interior Design Trends in 2019; industry-specific content, for example Functionality Meets Design: How Hotel Lobbies Are Transforming and Creating a High-Performance Open Office Workspace; and product-focused blogs like What is Stucco?, Zero-VOC Paints for Commercial Interiors and Flaky, Cracking Paint: The Causes and Why it’s a Problem. This diverse content structure allows us to reach all segments of Independence Painting Co.’s unique audience through one content channel.

By emphasizing long-tail keyword targets, we were able to not only rank highly for these keywords, but we also achieved high rankings for multiple related keywords on each post. For blog posts like Flaky, Cracking Paint: The Causes and Why it’s a Problem we were able to secure 8 number 1 positions on Google, outranking top players in the painting industry such as CertaPro and Benjamin Moore.

Plus, by following SEO best practices for content structure, we were able to secure over 700 key featured snippets on SERP in one year.

The result is a high-traffic blog that went from averaging 273 unique pageviews per month in the second half of 2019 to an average of over 3,000 unique pageviews per month from May through July of 2020.

“We’ve seen a lot of new people on our site requesting quotes since we started working with Simple Machines. They’ve helped us find new potential customers with content and digital ads, and with HubSpot we have a better way to track quotes and close opportunities.”

Alan Sorce, Treasurer, Independence Painting Co.

Alan Sorce , Treasurer, Independence Painting Co.

RESULTS

Through a strategic blog content strategy that focused on long-tail keywords, Independence Painting Co.’s blog saw:

  • 295% unique page view increase after 8 months
  • 1,194% unique page view increase after 12 months
  • Approx. 12 keywords in the number 1 position on Google in August 2020, compared to 0 in August 2019
  • Approx. 78 keywords in the top 10 position on Google in August 2020, compared to 8 in August 2019
  • Approx. 736 featured snippets on SERP in August 2020, compare to 0 in August 2019

Client Profile

Formerly known as Commercial Painting & Decorating, Independence Painting Co. has been a trusted commercial and industrial painting company in the Chicagoland area for over 53 years. More recently, they have opened their core services to serve residential clients.

Client Need

After undergoing a rebrand in mid-2018 that led to a restructuring of their website, Independence Painting Co. needed to improve their organic search rankings and increase website traffic.