Engineered Lifting Technologies | Rankster Marketing

Challenge

A B2B industrial lifting company came to us with desire to grow their digital marketing to compete with several of their national competitors. Additionally, their site was plagued by a poorly coded theme causing a host of site errors that presented additional challenges for digital marketing performance.

Strategy

After some analysis the team at Ranskter knew we’d have to solve the site code issues first before any real SEO work could be done. Upon completion of the code clean-up we planned to move on to initial SEO on-page optimization, roll out of paid search campaigns, all while redesigning ELT’s site to focus better on optimizing for lead generation and technical performance.

The Process

Our recipe for success.

On-Page SEO

After repairing the site code we began to focus on transforming the existing site copy into long form, evergreen content that would rank for the highest return target keywords as well as addressing other areas of technical SEO previously untouched. We also removed several pages that were duplicating key content and hindering the ranking progress.

Paid Search Rollout

ELT also wanted to compete nationally in paid search against several entrenched competitors. Given the incredible specificity of their products we launched campaigns focused around broad match modifier to pick up the diverse applications of their product while preserving quality score and high conversion rate.

Custom Lead Tracking Tag

After initial SEO and PPC deployments the team at ELT wanted to take their internal sales tracking to the next level by tracking in-house conversion rates by the various leads sources. Rankster developed a custom solution to pass Google Tag Manager (GTM) lead source data into a hidden field in their lead gen web form that ELT could track sales from.

Website Redesign

After concluding cleanup of the code on the current site theme we set out to build ELT a new, cleaner theme better suited to compete in SERP rankings in 2019 with improved mobile responsiveness, faster load time, and designed with conversion rate optimization and neuromarketing in mind.