Search Engine Optimization

DOING SEO FOR BUILDING MATERIALS SUPPLIERS: SITE TRAFFIC INCREASED BY 328% IN 2 MONTHS

Geppert Lumber, Inc. is a full-service building materials supplier in Roslyn, Pennsylvania, that offers hardware, masonry, lumber, moldings, roofing, siding, insulation, and more. The company also provides party, equipment, lawn, and garden rental services. On April 16th, our team of developers launched their new website.

Since the company's website already generated a lot of traffic and had good SEO rankings, our main goal was to maintain these strong positions after the new site is launched. A critical advantage of SEO done the right way is the ability to attract customers without resorting to expensive advertising campaigns. While promoting our client’s site, we kept track of the local competition and developed a customized approach to SEO for building materials suppliers that greatly contributed to improving their long-term business performance. As a result, just two months after the launch, the website’s position in the SERPs improved and overtook many local competitors.

SUPERIOR RESULTS JUST 2 MONTHS AFTER WEBSITE LAUNCH

ABINGTON, PA
PHILADELPHIA, PA
HORSHAM, PA

ORGANIC KEYWORDS INCREASED BY 72%

People use numerous keywords and phrases to search for the products, services, or websites they need. One of the main tools we utilize to track the number of keywords used to find a website is Ahrefs. It has a large database with over 200 million tracked keywords (in the US alone)! Obviously, even such a giant database cannot cover all the possible inquiries that users make on Google and other search engines. This is why we tend to underestimate the total number of keywords a website ranks for.

As you can see on the graphs below, in just two months after the launch of the new site, the total number of organic keywords increased by 72% (from 1,528 to 2,634 words). After we improved search engine optimization for a building materials supplier’s website, the number of words in the top 1-3 positions increased by 28%; in the top 4-10 positions, it rose by 82%.

Graph showing an increase in organic keywords starting in March Graph that shows an increase in organic keywords for the top 1-3 positions

SEO TASKS THAT HELPED OUR LUMBER CLIENT GET AHEAD

We analyzed the weak and strong points of more than 20 competing websites.

Based on competitor and niche analyses, we created a new website structure. One specific perk of the new site is that it works in two unrelated niche markets: building materials and party rentals.

Local SEO for building materials suppliers requires developing an extensive keyword map for all current services and general search queries, so that’s what we did. Then, we paid special attention to the search inquiries for which the site already ranked.

We came up with a strong website promotion strategy based on competitor and niche analyses. This strategy is constantly monitored and adjusted.

We transferred all the old content and set up 301 redirects. Because the site is old, content-heavy, and contains a large number of pages, we decided to slowly update the content only after the new site was fully indexed.

We began working on link building before the launch. Every week our link building team created dozens of links from several websites in order to speed up the new site’s promotion.

WE TRIPLED TRAFFIC IN JUST TWO MONTHS

After the launch of the website, the traffic grew by 328% (from 5,300 to 22,700 visitors).

Graph that shows growth of site traffic since launch

We optimized the site structure and set up redirects from long-hidden and deleted pages. The main bulk of SEO-optimized content has not been added to the site yet, but we can already see a tremendous increase in figures.

You can read more about how to optimize website structure in our article How To Do SEO For Your Own Website Part 2: Structure of the Site.

Despite the fact that the new site has only recently been launched, we see how fast the figures have grown compared to those of competing websites. Search engine optimization for a building materials supplier or any other niche can truly help your business thrive.

Statistics showing how traffic growth compares to competing websites

The picture above shows the growth of several important metrics: visibility, average position, and traffic.

Visibility - This graph shows what percentage of all possible traffic from the tracked keywords landed on the website.
Avg. position - The average ranking positions from 1 to 100 across all keywords in a project within a selected date range.
Traffic - An estimate of organic search traffic coming to a target website or URL. Ahrefs calculates this information based on monthly search volumes of keywords and website (URL) positions in search results for these keywords.

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A 170% RISE IN IMPRESSIONS AND CLICKS IN SEARCH CONSOLE

Another main tool for tracking the dynamics of changes in ranking positions is Google Search Console. Unlike Ahrefs, Google Search Console allows you to find out how your site is ranked only for Google searches. To successfully carry out SEO for building materials suppliers, you need good figures in Google and other search engines.

The charts below clearly show that the number of impressions and clicks after the launch increased drastically. If you compare the figures from the week before the launch with those from the last week of the reporting period, you will see a 172% increase in clicks (from 85 to 231 clicks) and an increase in impressions by 173% (from 5,386 to 14,696 impressions).

Chart that displays an increase in impressions from Google searches Chart that reveals a steady growth in clicks from Google searches

Impression - An URL link records an impression when it shows up in a user’s search results. The determining factor of whether or not the link must be scrolled into view or visible is dependent on the type of search element that contains the link.
Click - Any virtual action that sends the user to a page outside of a Google search is counted as a click.

OUTSTANDING RESULTS: A 115% INCREASE IN ORGANIC TRAFFIC

Website traffic is important, but it is organic traffic specifically that plays the key role in evaluating the results of SEO promotion. Organic traffic is generated from unpaid search results. It is also called “SEO traffic” because targeted traffic generation from organic searches is achieved through SEO promotion or, in our case, improving local SEO for building materials suppliers and then attracting visitors to their website.

Chart that illustrates a steep increase in organic traffic to the site

If you are looking to improve SEO for your lumber company, contact Direct Line Development and we’ll work miracles on your website, too!

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Are you seeking a local strategic partner in design, search engine optimization, or mobile and web development? We can help! Our team of professionals are ready to answer all of your inquiries.

Many companies have already signed up for this proposal. Here is the feedback that we have received from our work.

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I have been working with Direct Line Development for years now. I have worked with them on a large number of projects and have suggested the company to a number of friends. These guys know what they are talking about. Definitely my only choice when it comes to web and SEO. Definitely recommend!

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