Challenge:
ASACLEAN, the U.S. division of Sun Plastech, Inc., manufactures and distributes ASACLEAN® purging compound for thermoplastic injection molders and extruders across North and South America. IMA had redesigned a new Web site for the company, which included eCommerce.
ASACLEAN approached IMA to increase their competitive edge in the search engine rankings among what they determined were the top three competing companies in their industry. When IMA began their research, ASACLEAN was constantly located in the search engines in locations below their competitors. They sometimes were only found on the second page of the top search engines (Google, Yahoo, MSN).
The greatest challenge lay in the fact that the plastic purging industry is such a niche market, and competition between the few companies in the field is fierce. ASACLEAN needed to not only raise their SEO rankings, but to remain aggressive in their search engine tactics.
Solution:
IMA and ASACLEAN started the SEO development with a process that led to an in-depth discovery of what terms their audiences were using in their Web searches. Even though ASACLEAN already had significant insight into the needs of their specific audience, IMA’s research uncovered additional terms that potential customers used to locate them.
The ASACLEAN and IMA team decided to optimize the entire site, including second- and third-level pages, implementing a more thorough SEO approach. In addition, IMA made user experience recommendations that would compliment the SEO practices that IMA had implemented on the original redesign. These steps gave ASACLEAN an edge over their competition when it came to search engine optimization.
Results:
After a one year period of tracking the new ASACLEAN SEO, we realized the following results:
- A 90% increase in the number of keywords ranking in the top 30 positions in ASACLEAN’s favor
- 383 ASACLEAN phrases ranked in the top 10 searches
- An increase in key word visibility from18% to 30%
- A key word visibility percentage of 46% (as of November 2009)
- An increase in the number one position to 175 (as of November 2009)
- Caching across the top three search engines: Google, Yahoo and MSN
