CASE STUDY

Cleaning Product Company, Inbound Marketing & SEO

130% Growth in Organic Search Traffic Generates a Higher Rate of Marketing Qualified Leads

Location
Bridgeport, CT

Industry
Commercial Cleaning Products

Their Story
Headquartered in Bridgeport, CT, Unger’s roots were founded in Germany in 1964 when Henry Unger, a professional window cleaner, started designing cleaning products for professional use. Over the years, Unger has become a market leader in the professional cleaning industry. With their continuous growth and product innovations, Unger needed a B2B marketing partner that would help them to expand the visibility and reach of its digital brand to their end users and distributors, serving as a true partner to their in-house marketing team.

Result Highlight:

600% Page 1 Keyword Ranking Growth Year One

What it means:

Most users find what they’re looking for on the first page of Google results and don’t bother checking the following pages, so getting listed on the first page means more eyes will see your business.

Challenge

In a competitve commercial cleaning products industry, Unger understood that to gain more business, they needed to attract more visitors to its website, as well as enhance the educational value and usability of the site. The company’s goals included:

Increasing search visibility, keyword ranking and conversion rates from qualified visitors searching for specific products
Increase Request a Demo and Catalog Download conversions
Increase the number of leads generated for the product distributors
Improve brand awareness, user experience, time on site, number of page visits per session and organic traffic

Today, Unger USA continues to report solid traffic growth across all channels. SEO is continually the major driver of traffic resulting in the continued growth in the number of conversions that the website generates monthly.

Solution

We began our partnership by researching and prioritizing over 5,000 keywords from Google, Moz, Google Search Console, competitor websites, etc. Once we identified the target list, we mapped high-volume, high-intent keywords into relevant product and solutions categories onsite for optimization. That work included:

Revising priority website pages with title tags, meta descriptions, page names, titles, and headers, including expanding product description content
Building out “markets served” content for leading industry buyers
Adding calls to action including demo requests, distributor lookup, and catalog downloads to product pages
Adding accordion functionality to expand page content with SEO-rich data while keeping product images above the scroll line.

During the partnership, we have expanded our digital marketing services to include:

Google Adwords and paid social strategy and campaign management
Hubspot implementation, training, and consulting
Content creation via weekly blogging
On-page and off-page SEO monitoring and optimization
Design and development of digital campaign assets
Ongoing conversion optimization opportunities
Website development and technical support
GA4 integration and setup
Weekly consultation and marketing management

Results

In the first year of the partnership, the client experienced:

149% increase in Request a Demo conversions Year Over Year
Page 1 keyword rankings in Google search up almost 600%
Website traffic increased 131% Year Over Year
Increase in Distributor Lookup Requests by 44%Year Over Year
The estimated average monthly cost to rank for organic keywords in Google Ads is $36K

Today, Unger USA continues to report solid traffic growth across all channels. SEO is continually the major driver of traffic increases resulting in the continued growth in the number of conversions that the website generates monthly.