Industrial Equipment Distributors

How We Drove B2B Lead Gen Across Thousands of Product Pages

Services:

SEO, PPC

Industry:

Industrial, B2B

+75%

TRAFFIC

+156%

LEADS

The Client

This client is an industrial parts distributor that provides both OEM and aftermarket products for heavy industry machines. Their needs were similar to an eCommerce website. They needed to host thousands of product pages and often needed to target obscure, low volume search queries.

The Challenge

With thousands of SKUs spanning multiple OEM brands and product categories, this client needed more than a couple of ranking terms to get found. Visibility had to be built page by page, across product titles and descriptions that were often generic or inconsistent. On the paid side, that same scale made campaigns hard to manage. Lumping OEM brands and categories together left no clear way to control spend, bidding, or keyword targeting at the level the business actually needed.

The Goal

Make thousands of product pages visible on search and build a PPC structure that could scale with the catalog instead of working against it.

STRATEGY

Bringing Structure to a Massive Catalog

SEO

We created a system for product page titles and H-tags that could be applied across their thousands of product pages, as well as helped modify product descriptions and optimize images. This gave every product page a consistent structure, even as the catalog kept growing.

PPC

We siloed campaigns by OEM brand and product category, splitting them into dedicated campaigns and ad groups. This let us manage keywords, budget, and bidding for each one individually instead of treating the whole account the same, so every campaign could be optimized on its own terms and pushed toward its highest potential.