Emerson Coast Case Study
Driving Industrial Growth Through Strategic Marketing
Learn how strategic content, digital marketing, and targeted campaigns can help manufacturers improve visibility and build stronger connections with industrial buyers.
Case Study: Emerson Coast
Emerson Coast, a custom sorority apparel company, wanted to increase its online visibility, attract more organic traffic, and generate more leads through its eCommerce website.
By focusing on technical SEO, keyword optimization, and strategic content development, the business achieved significant improvements in search rankings, organic traffic, and lead generation.
Key Results at a Glance
- 87% increase in leads year over year. 61% increase in organic search users year over year.
- 288% increase in non-brand keywords ranking on page one year over year.
- 71% growth in organic keywords ranking in the top 100 between January 2021 and January 2022.
Emerson Coast launched its niche eCommerce website in December 2018 with the goal of establishing a strong digital presence and attracting customers through organic search.
The company needed an SEO strategy that could improve product discoverability, compete with established websites, and capture demand around important sorority events.
247 Manufacturing Marketing helps businesses address similar challenges through strategic SEO, content optimization, technical improvements, and performance-focused digital marketing.
These same principles can help manufacturers increase search visibility, attract relevant buyers, and turn website traffic into qualified business opportunities.
Increasing search visibility and converting organic traffic into leads.
As a niche eCommerce business, Emerson Coast faced the challenge of competing against established websites with stronger online authority and years of search visibility.
Key challenges included:
- Limited Organic Visibility: Establishing rankings for relevant non-branded keywords to reach customers unfamiliar with the brand.
- Technical SEO Limitations: Improving internal linking, page elements, and website performance within the Shopify platform.
- Product Discoverability: Optimizing product and category pages to improve their relevance for valuable searches.
The inefficiencies slowed down the entire processing cycle and limited the team’s ability to focus on higher-value, client-facing activities.
Building an SEO strategy around search demand, technical performance, and content relevance.
A coordinated SEO strategy focused on improving the website’s technical foundation, expanding keyword visibility, and aligning content with the audience’s seasonal purchasing behavior.
01. Comprehensive Keyword Research:
Identify high-value search terms, including non-branded keywords, to expand the website’s reach beyond existing brand awareness.
02.Technical SEO Optimization:
Improve internal linking, page elements, and performance factors affecting search visibility and user experience.
03. Product and Category SEO:
Optimize important commercial pages to improve keyword relevance and product discoverability.
04. Seasonal Content Planning:
Align content development with key sorority events to capture search demand before peak lead-generation periods.
Combining technical improvements with targeted content development.
The SEO execution focused on making the website easier for search engines to understand while providing useful, relevant content for potential customers.
1. Technical SEO Improvements:
The website’s technical recommendations were tailored to Shopify’s capabilities and limitations. Internal linking and technical page elements were improved to support website performance and search visibility, with particular attention to page speed and Google’s Core Web Vitals.
2. Strategic Keyword Optimization:
Keyword research informed the optimization of product pages, category pages, and supporting content.
3. Content Development and Topical Relevance:
Supporting content was planned around relevant search opportunities to complement commercial pages and improve their overall search context.
4. Seasonal Content Scheduling:
Publishing and optimizing relevant content ahead of seasonal demand helped the business improve visibility when potential customers were actively searching.
Significant improvements in organic visibility, website traffic, and lead generation.
Lead Generation
Organic Keyword Growth
- More leads: Leads increased by 87% compared with 2020, setting a new record for leads and new business.
- Greater organic reach: A 61% increase in organic search users indicates that more people discovered the website through search engines.
- Stronger first-page visibility: Non-brand keywords ranking on page one increased by 288%, expanding opportunities to reach people searching without using the company name.
- Broader keyword coverage: The 71% growth in organic keywords ranking in the top 100 reflects an expanded presence across relevant search queries.
Together, these results demonstrate how technical SEO, targeted keyword research, and strategically timed content can strengthen online visibility and contribute to lead generation.
Before vs After
Emerson Coast Marketing
Key Challenges
- Limited Organic Reach
- Lower Search Visibility
- Technical SEO Gaps
- Underoptimized Product Pages
Reported Improvements
- 87% Growth in Leads
- 71% Increase Organic Visitors
- Stronger First-Page Rankings
- Broader Keyword Visibility