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How a Barware Company Jumped 9 Slots on the Google SERPs to Surpass Even Amazon for the Keyword “Pour Spouts”:

Crew Supply E-Commerce SEO Case Study

The Results

3 Months compared to same time previous year

Site Visitors
+ 0 %
Search Traffic
+ 0 %
Online Leads
+ 0 %
Chris Raulf | International AI and SEO Expert

To help clients outrank the biggest online retailers, including Amazon, is one of our ultimate goals. When we got Crew Supply the top slot, it was definitely worth celebrating!

Chris Raulf

Founder and President, BSM

At a Glance

Crew Supply specializes in innovative and easy-to-clean barware that’s built to last. When mixologists and baristas get fed up with unreliable tools that break after a single shift, they turn to Crew Supply—if they can find them. Because Crew Supply is competing with major online marketplaces like Walmart and Amazon, they need to appear as high as possible in search results to gain new customers. As for keeping them, once bartenders use Crew Supply’s tools, they never look back.

Challenges

When Crew Supply approached us, they wanted to:

  1. Outrank the other barware retailers on the search engine results pages (SERPs)
  2. Appeal to mixologists and baristas who genuinely care about their craft
  3. Boost organic search traffic
  4. Let their target audience know they exist

Solutions

With Crew Supply’s goals in mind, we started with SE Ranking’s Competitive Research tools to identify the best page for our hyper-focused approach. These tools allowed us to determine target keywords based on search volume and position. Keywords with high search volume and high intent are “low-hanging fruit,” which essentially means they’re ripe for the plucking. After viewing a detailed report of organic keywords and considering the client’s target audience, we chose to focus on “pour spouts.”

We then scanned Crew Supply’s website for pages already ranking for “pour spouts” on page 2 or 3 of the SERPs. When we found an existing blog post that fit the bill, we knew we had a winning strategy.

Taking all we had learned, we drafted a detailed wireframe outlining the layout of the new page. This wireframe included internal linking, infographics, product images, optimized descriptions, FAQs, comparable products, calls to action, and reviews. Put another way, it was designed to be the best piece of content on the web about pour spouts, so Google would have to take notice.

Once the blog was updated, we launched a comprehensive PR strategy. This included publishing a press release and promoting the page on social media.

Here’s a simplified version of all the steps we took to deploy Crew Supply’s Micro-SEO Strategy℠:

 

  1. Find the low-hanging fruit.
  2. Evaluate comparable pages on competing sites.
  3. Create high-quality content.
  4. Implement a PR initiative.

The Results

The updated blog post, now titled The Ultimate Guide to Pour Spouts, started climbing the rankings almost immediately, and Crew Supply saw a steady increase in traffic. What’s more, the page reached the first slot on the SERP for “pour spouts” within a matter of months, deeming the hyper-focused strategy a huge success!

 

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Key Metrics

Check out these incredible metrics we captured over the course of the campaign:

09

The Number of Slots Crew Supply Jumped on the SERPs

475,000

And Counting! The Total Impressions That Crew Supply Got from the Increased Visibility

When Crew Supply initially shared its goals with us, the company had never dreamed of surpassing the likes of Amazon, Walmart, or Target. Thanks to our Micro-SEO Strategy℠, though, they were able to surpass all of them. As an added benefit, they received many more clicks and impressions because people saw their site first. Moreover, they’re now ranking for hundreds of other pour spout-related keywords globally.

 

About Boulder SEO Marketing

BSM is a boutique SEO agency that helps small businesses increase organic traffic. Using our proprietary Micro-SEO Strategies℠, we can deliver real results in record time. Since 2009, we’ve been helping clients climb the rankings. Unlike some digital marketing agencies that overpromise and underdeliver by claiming to “do it all,” we focus solely on search engine optimization. A jack of all trades might get your site off the ground, but you’ll need specialized tools to get to the top of the search results!

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Claiming the Featured Snippet for the Keyword "Peninsula Desk" With a Micro-SEO Strategy℠ Light:

McDowell-Craig SEO Case Study

The Results

Site Visitors
+ 0 %
Search Traffic
+ 0 %
Online Leads
+ 0 %
Conversion Rate
+ 0 %
1677614081632

BSM wasted no time in overhauling our entire site, which was overdue by a decade for a complete redesign. Once they were done, it was amazing how quickly we started climbing the rankings.

Wes McDowell

Co-CEO at McDowell-Craig

At a Glance

Founded in Santa Fe Springs, CA, in 1946–and remaining firmly rooted in the Golden State ever since–McDowell-Craig is a fourth-generation furniture manufacturer. To this day, they’re fueled by the same mid-century principle on which the company was created: Build it ourselves and build it to last. More than 75 years later, all their products are still designed, engineered, and manufactured in their Santa Fe Springs factory using locally sourced materials. The result? Superior school and office furniture that can withstand decades of abuse.

Challenges

When McDowell-Craig initially approached us, they were overdue for a complete web redesign. The site was about a decade old and contained tons of images, which made it incredibly slow. Furthermore, it didn’t comply with Google’s most recent Core Web Vitals algorithm update. Lastly, its Domain Trust (DT) was currently 2 out of 100, which meant there were few domains linking back to it.

Our Founder & President Chris Raulf, and COO, Daniel Burns, conducted a comprehensive audit and identified a few additional issues. For example, we discovered most of the site’s organic search traffic was from branded queries. That means most visitors included McDowell-Craig references in their keyword phrases. Put another way, the site wasn’t attracting customers who weren’t already aware of the company. With all that in mind, our biggest challenges included:

  1. Redesigning the entire website so it would be more functional and user-friendly
  2. Deploying both on- and off-page tactics to help the site meet Google’s latest standards
  3. Establishing McDowell-Craig as the premier provider of American-made school and office furniture

Before getting to work, Chris and Daniel flew to California to tour McDowell-Craig’s manufacturing facility. While there, they met the three generations who were running the company. They also gained a deeper understanding of all that was at stake, and they learned that McDowell-Craig only wanted to work with an agency as dedicated to SEO as they were to furniture. Finally, the client shared their biggest concern and the biggest challenge we would undoubtedly face: ensuring they stood out from other school and office furniture manufacturers.

Solutions

We wasted no time in updating the client’s website. In addition to redesigning and optimizing every page, our tech team launched an innovative tool that allows shoppers to visualize hundreds of different product variations in real time. No other furniture manufacturer in the world offered such a nifty feature!

As for climbing the rankings, we decided McDowell-Craig’s Peninsula Desk product page was a prime candidate for a Micro-SEO Strategy℠ Light. This is a simplified version of our hyper-focused approach, which involves creating the best page on the web about the given subject, so it has to draw Google’s attention.

The identified page was a tremendous low-hanging fruit opportunity for the keyword “peninsula desks.” Consequently, it could climb the rankings with a bit of help.

To ensure the Micro-SEO Strategy℠ Light would be successful, we:

  1. Created a wireframe outlining the layout of the new page
  2. Obtained approval of the wireframe from the client
  3. Created optimized content for all the text portions on the layout
  4. Incorporated images, videos, CTAs, FAQs, and infographics
  5. Optimized the metadata on the back end of the page
  6. Updated the page’s schema and internal linking

We primarily used SE Ranking’s tools to deploy this Micro-SEO Strategy℠ Light. Since the keyword was not overly competitive, we felt confident we could apply a modified version of our proprietary methodology to help the page climb the rankings. With the metrics that SE Ranking provided–e.g., difficulty and search volume–we could hone our approach.

We also used SE Ranking’s Competitor Analysis Tool to see what other furniture manufacturers were saying about peninsula desks, so we could ensure McDowell-Craig had the best content on the subject. And once the new page was launched, we applied the On-Page SEO Checker to identify any gaps in the strategy that needed bridging.
We supported the launch with a press release and several posts on various social media platforms. As we watched the page climb the SERPs, we continued publishing content so that McDowell-Craig could maintain its momentum and ultimately achieve their SEO goals.

The Results

While it’s virtually impossible to address all the algorithm’s ranking signals by deploying a single strategy–no one knows precisely what they are–we were confident our hyper-focused approach had touched on the most important ones. Thankfully, Google seemed to agree. The search engine giant wasted no time recognizing McDowell-Craig’s updated page on peninsula desks.

Google went so far as to consider it the most valuable content on the subject and created a featured snippet for it. Feature snippets are extended search results that Google places at the top of the page. For a page to get a featured snippet, the algorithm must consider it the most helpful information for users searching for its related keywords.

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Key Metrics

Check out these incredible metrics we captured over the course of the campaign:

01

The Slot That McDowell-Craig Finally Achieved on the SERPs

200+

The Number of Different Product Variations Shoppers Could Visualize on the Updated Site

1,900

The Average Monthly Search Volume for the Keyword We Targeted

The new page also shot up in the traditional rankings. Whereas McDowell-Craig’s original piece of content on peninsula desks hovered between pages 2 and 3 on the SERPs, it made its way to position zero after the Micro-SEO Strategy℠ Light.
Although Google continues to modify its algorithm and reorganize the SERPs, the page consistently ranks in the top 3 positions, ahead of some of the biggest players in the industry.

About Boulder SEO Marketing

BSM is a boutique SEO agency that helps small businesses increase organic traffic. Using our proprietary Micro-SEO Strategies℠, we can deliver real results in record time. Since 2009, we’ve been helping clients climb the rankings. Unlike some digital marketing agencies that overpromise and underdeliver by claiming to “do it all,” we focus solely on search engine optimization. A jack of all trades might get your site off the ground, but you’ll need specialized tools to get to the top of the search results!

 

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How an Elevation Tent Manufacturer Climbed 20 Positions on Google to Land the #1 Spot:

Mountain Air Cardio SEO Case Study

The Results

Site Visitors
+ 0 %
Search Traffic
+ 0 %
Online Leads
+ 0 %
Conversion Rate
+ 0 %
Chris Raulf | International AI and SEO Expert

As an outdoor enthusiast myself, I was excited to help Mountain Air Cardio gain a lot more traction in search results. And the day they surpassed REI? I was blown away!

Chris Raulf

Founder and President, BSM

At a Glance

Headquartered in Boulder, Colorado, Mountain Air Cardio is composed of engineers and outdoor enthusiasts who are devoted to helping people improve their health and wellness. They support cardio improvement and weight loss by harnessing the power of technology to create high altitude conditions. Customers who want to maximize performance can rent or buy their elevation tents to simulate high altitude environments in the comfort of home.

Challenges

When Mountain Air Cardio turned to us for help, their website was in fairly good shape from a technical standpoint. On a practical level, however, their homepage was a bit convoluted, and it wasn’t entirely clear what they provided. As you can imagine, this was hurting their bottom line. They were also facing some SEO challenges and couldn’t seem to break onto the first—or even second—page of Google for their most important keyword phrase. With that in mind, they were hoping to achieve the following:

  1. Reach page 1 of Google for “elevation tents”
  2. Surpass their biggest competitors on the SERPs for relevant keyword phrases
  3. Establish their products as the best on the market
  4. Foster trust among those in need of elevation tents, like endurance athletes

Solutions

After evaluating the client’s website from all angles, we determined their homepage was a prime candidate for a Micro-SEO Strategy℠ focused on the keyword “elevation tents.” We set to work right away by taking the following steps:

  1. Created a wireframe outlining the layout of the new homepage
  2. Obtained approval of the wireframe from the client
  3. Created optimized content for all the text potions of the wireframe
  4. Incorporated images, videos, CTAs, FAQs, and infographics on the home page
  5. Optimized the meta data on the back end of the page
  6. Updated the page’s schema and internal linking

Once we launched the updated page, we supported it with a press release and several posts on various social media platforms. As we watched the client climb the SERPs for “elevation tents,” we continued publishing content for them, so they could maintain their momentum and ultimately achieve their SEO goals.

The Results

Google wasted no time in recognizing Mountain Air Cardio’s updated home page. While it’s virtually impossible to address all the algorithm’s ranking signals–no one knows exactly what they are, after all– we were confident our hyper-focused approach had at least touched on the most important ones. Consequently, our client’s home page soared to the top of the SERP and landed on the number one slot for “elevation tents.” That meant people who were actually looking to rent or buy their products could finally find them with ease.

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Key Metrics

Check out these incredible metrics we captured over the course of the campaign:

01

The Slot That Mountain Air Finally Achieved on the SERPs

20

The Number of Positions that Mountain Air Climbed

22,400

And Counting! The Total Impressions That Mountain Air Got from the Increased Visibility

Because of our diligent efforts, the client’s home page also snagged the number one slot on the SERP for “elevation tents near me,” surpassing REI in the process. Moreover, their impressions increased steadily, and they’re still rising as we write this!
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About Boulder SEO Marketing

BSM is a boutique SEO agency that helps small businesses increase organic traffic. Using our proprietary Micro-SEO Strategies℠, we can deliver real results in record time. Since 2009, we’ve been helping clients climb the rankings. Unlike some digital marketing agencies that overpromise and underdeliver by claiming to “do it all,” we focus solely on search engine optimization. A jack of all trades might get your site off the ground, but you’ll need specialized tools to get to the top of the search results!
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