B2B2C SEO Strategy and Redesign

Situation

With TEMPOE, one of CNG’s brands, I began on an SEO strategy and roadmap during a website redesign project – customized to the company’s goals and initiatives. My strategy combined on-page, off-page, and technical SEO. I introduced local SEO when I began working with the company’s other brands in the future.

I began with an analysis and setting measurable and attainable benchmarks, such as increasing thank you page sessions to our online leasing application that were attributed to organic traffic by 20% in a year.

Action

For on-page and off-page SEO, I used the Middleman Method, which comes down to two main factors. The first is content, mainly authority-building educational content like blog posts, as well as product-related pages. The second key factor is links (both internal and external). External sites don’t tend to link to product pages, that’s just the nature of link building. Although, the goal is getting site visitors to those valuable, revenue-generating product pages, which is why I worked on creating a network of internal link clusters. I had the site’s blog act as the middleman, which is where the name Middleman Method originates. Part of this process involves analyzing keywords. I began the process of identifying the keywords that we wanted to compete for and the ones being searched for by consumers. I identified gaps, grouped keywords, monitored them, evaluated how competitors were ranking, learned what competitors were doing to rank, and evaluated how our rankings fluctuated.
At first, the SEO tool I used was Brightedge, but later switched to Conductor. Of course, GSC was part of my SEO toolkit, along with Screaming Frog and Content King.
I optimized specific on-page elements like header tags, title tags, meta descriptions, images and their alt tags, and how content was generally laid out. Then I was able to begin ranking higher for our target keywords by continuously optimizing and refreshing existing content, as well as creating new content.
In tandem with the on-page and off-page tactics, I worked to analyze and improve technical SEO. This involved all issues or errors like problematic redirects, schema markup, canonicals, robots.txt, and sitemaps. An important factor here was Core web vitals: the metrics related to speed or loading, responsiveness, and visual stability.

Results

In the first year I was able to grow organic traffic 10% month over month and organic conversion events by 28%.