PPS- From Invisible to Unmissable
THE RESULTS
+1,088% | increase in organic enquiries |
+1,846% | increase in local store clicks |
+1,547% | increased local visibility |
Growing through local: leveraging market expertise
PPS were founded in 1991 and specialise in the compressed air industry. The PPS brand includes sub-brands like Norman Walker, Integraflex and Compcon.
They supply a myriad of products and services, with a core focus on maintaining customer uptime. PPS are all about delivering productive, efficient compressed air to manufacturing sites.
When PPS weren’t getting the results they wanted from their online marketing, they came to us for help. They needed to be more visible at a national and local level, to get in front of more users - quickly. They’re a full-service provider, so there was a lot of opportunity for discoverability.
We started with a thorough audit of the PPS site, and a deep dive into pneumatic industry trends. These identified a few core areas that could significantly improve site performance.
- The site needed restructuring to target commercial search terms more efficiently
- Store visibility could be improved at a local level
- Service page content was thin
- Content wasn’t maximised to show market expertise
- There was the opportunity to commercialise product interest to drive new revenue streams
Restructuring to be more commercial:
The first step was to restructure the site to make it more commercial. We made sure that there were dedicated pages to target core terms, in a well-organised hierarchy, and that any irrelevant pages were removed and redirected. We immediately targeted core commercial terms for the industry. In-depth keyword research showed a need to focus on a broader range of key service area terms like ‘services’ and ‘maintenance’, as well as product focused terms like ‘air compressors’.
Keyword targeting was improved further by merging several pages that caused duplicate content issues. Before PPS came to us, every keyword they wanted to target had its own dedicated page. Because many of these were closely related or variations on the same terms, these pages were competing with each other and cannibalising rankings. We merged many of these pages, combining related keywords into single pages that provided a much better user experience. All of the redundant paged were redirected back to the main one. This meant there were fewer, better defined pages to appear in the search results.
This process led us to refining the site navigation. Previously, the menu had too many choices for users. This made it difficult for users to find the information they wanted. So, we created a hub page to help users navigate to the topics they wanted, and filter the services or products they’re interested in. To make sure Google understood this new system we optimised the sitemap and robots.txt files. These had previously been ineffective, and optimising them helped to signal the new navigation structure to search engines.
Finally, while we were reviewing this content we noticed that brand alignment needed some work. As PPS acquired more brands, these were added to the site piecemeal. We cleared this up to help unify the brand. These improvements resulted in core terms like ‘service for air compressor’ and ‘air compressor service’ moving from unranked search positions to position two and three respectively.
Create a better local presence:
As PPS grew, they acquired several companies. These new locations were added to the site when the acquisition happened, but they weren’t optimised for local visibility. This meant PPS were missing out on a lot of highly valuable local searches.
We addressed this in a few ways.
- Nested all the location pages under a breadcrumb URL structure so Google could understand what they were.
- Made sure names, addresses and phone numbers were correct on the site, on Google My Business and on other online profiles.
- Created relevant content to describe in detail the services at each location
- Created specific content (such as videos) for each location
- Updated local listings and directories with the correct information and made sure they pointed to the appropriate local page on PPS
These changes resulted in a significant increase in local rankings, with PPS now discoverable in the local three-pack. It also boosted product-specific search results. PPS now appears when prospective customers are in a rush, or have been let down by others.
PPS went from being unranked for local terms to being in top traffic-driving positions for competitive commercial terms like ‘pneumatic supplies near me’, ‘air compressor near me’ and ‘compressor service near me’.
This resulted in:
- +1,846% increase in local store clicks
- +1,547% increased local visibility
Expanding thin content
The content on the PPS site was thin. There wasn’t much of value to users, and the heading structure wasn’t well optimised.
As mentioned above, we focused on expanding the content around core search terms. We targeted specific commercial terms that were either missing from the site, or spread too thinly across several pages.
We optimised the content for a better user experience. We improved the product and service pages to showcase PPS’s relevance to their audience, while demonstrating their skills and expertise.
We also restructured some of the more informational areas of the site, including the advice, case studies and blog/news content sections.
Originally, this content was organised in a confusing and unintuitive way. By restructuring, we were able to target key search terms like ‘industrial air compressors’. This made PPS much more relevant for these core terms as well as being more useful for the user.
This resulted in an increase of 13,450% in traffic to pages like the air compressor maintenance checklist.
Using content to show market expertise
PPS were not making the most of their content. They had created lots, which added great value to the site, but all of the articles were hosted on an external site for the so-called ‘link juice’ this provided. Unfortunately, this advice was wrong, and the content was not having the impact PPS would have liked.
So, we transferred as much of the external content onto the PPS site. We reviewed each piece of content to identify where it should be placed on the site, whether it needed splitting into separate pieces and even in some cases rewriting it. Adding more content optimised for core commercial keywords supported the work we had already done restructuring the site.
We also created fresh and effective creative content to be used both on the PPS website and on their YouTube channel. This helped to expand their organic search reach and relevance.
This new creative was focused around customer support and questions that PPS were often asked. Speaking to the concerns of existing customers and answering the questions of new customers helped to position PPS as a market leader and expert authority.
Creating new revenue streams by commercialising product interest
While we’ve worked with PPS, we’ve seen significant growth in all areas. One that really stood out is the increase in users viewing the shop area of the site, and exploring the different product categories.
The site was originally non-transactional. Users couldn’t buy from it directly. But the increase in visitors to the shop section, combined with requests from PPS’s client base led to the realisation that there was value to introducing on-site transactions.
- +43% increase in traffic to product pages - urls with /product/ in
- +45% sessions for URLs with /shop/ in them
- +34% Sessions for URLs with /product-category/ in them
As part of this process, PPS decided to build their site on Shopify, focusing on the e-commerce component and implementing everything they’d learnt from working with 43 Clicks North.
We supported them with the migration, which almost immediately resulted in an increase in overall ranking.
- Post-migration the website visibility increased by 32% within just 6 weeks
- The number of keywords on page one increased by 56%
- Core terms related to compressors increased by 27%
Migrations often drop rankings before climbing back up as Google re-learns what the site is, so we were very happy with these results.
This proactive evolution was exactly what PPS needed. Their website is generating significantly more commercial leads than it was before the migration, and it’s also now an e-commerce platform that can support scaling even further.
Since starting work with PPS is 2022 we have
- 48% Increased visibility
- Increased key events (contact form completion) by 1088%
- Increased organic click-through rate by 70%
- Increased average ranking visibility by 15%
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Our Work
We’ve worked with a variety of companies to produce outstanding results. From internationally recognised brands to small family-owned businesses, we’ve gotten to know our clients inside out to produce perfect projects and create captivating campaigns that truly express their message and values.
