Case Study

Rapid Rivets & Fasteners Secures Rapid Results with Intent-Based Content

Rapid Rivets & Fasteners

Rapid Rivets & Fasteners is a stocking distributor for precision fasteners serving military, aerospace, and commercial industries.

SEO Case Study

The Challenge

Rapid Rivets & Fasteners sought SEO and PPC services from OuterBox to enhance their competitiveness in search landscapes. Our initial audit revealed the website’s deficiency in intent-based content, which aligns with the keywords and queries customers use during their purchasing journey. Search engine algorithms prioritize high-quality content that effectively addresses these user queries.

Proposed Solution

OuterBox applied the B-SMART® Method to craft intent-focused content that aligned with the company’s goals and offerings. This process involves detailing brands, specifications, materials, industries, and product types, which enhances SEO efforts, customer engagement, adaptability to algorithm changes, credibility, and sales support. By prioritizing product and service content, we increased the effectiveness of their digital marketing efforts, making our SEO and PPC strategies more impactful.

The Results

By building an intent-based content foundation focused on high-priority products, the company set itself apart in search results. Within months of launching their digital marketing programs, they experienced substantial growth, with website traffic increasing by 216% in the first six months, according to Google Analytics 4. Organic searches contributed 24% of this traffic, while paid search accounted for 39%. Additionally, there was a 155% rise in site conversion events, such as quote cart usage and contact forms.

 

Key Results in the First Six Months After Content Additions

+216%

Website Traffic Increase

6,441

Website Visits To Net-New Content

+155%

Increase in Site Conversion Events

Anchoring Content for SEO and PPC

To initiate the development of intent-driven content using the B-SMART method, the team enhanced the catalog format—which initially lacked detailed product specifications—by adding eight new product pages. These included items such as aircraft blind rivets, threaded inserts, and rivet nuts. The selected products were in line with the company’s objectives and lead generation goals. These pages incorporated B-SMART features such as brand information, available quantities and sizes, and industry applications tailored to match buyer search queries.

Thanks to these well-targeted pages, there were swift improvements as reported by Advanced Web Ranking, GA4, and LOOP Analytics. Over the first six months (October 2023 – April 2024), the outcomes included:

– Aircraft Blind Rivets: ranking 4th with 2,199 page views and 26 leads

– Threaded Insert: ranking 4th with 2,002 page views and 15 leads

– Solid Rivets: ranking 1st with 1,265 page views and 12 leads

– Rivet Nuts: ranking 1st with 975 page views and 1 lead

For perspective, this equals 6,441 additional website visits that were previously unavailable in the search landscape, plus 54 new business opportunities from product requests.

intent-based seo case study
Bolstering Long-Term Results

From April to October 2023, before and during the content implementation, the company recorded 7,715 visitors and 851 conversions, primarily from direct visits, according to GA4. After launching the program, traffic soared to 23,478 visitors with 934 conversions—a 216% increase, with 63% coming from organic and paid search. Conversions rose by 155%, signaling enhanced customer engagement due to the richer content.

Furthermore, the optimized page for threaded inserts, featuring B-SMART keywords like “steel threaded inserts,” attracted leads from major corporations, including Boeing and Northrop Grumman.

 

The Conclusion

Creating website content that prioritizes the needs and search behavior of buyers offers businesses enhanced opportunities for online visibility and delivers valuable information that supports purchasing decisions. Establishing a solid content foundation for your SEO and PPC strategies can improve your presence in customer searches while providing insights into search trends and lead data. This approach enables you to expand and refine these programs for a more significant impact on ROI.

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About Rapid Rivets & Fasteners

Rapid Rivets & Fasteners specializes in distributing precision fasteners to the military, aerospace, and commercial sectors. Their competitive edge lies in their extensive inventory and swift delivery capabilities, with numerous items available for same-day shipping—features prominently showcased in their revamped content. Initially, they approached OuterBox with a website consisting of 45 pages mainly comprised of catalog listings with internal SKUs that were not optimized for SEO. As a result, search engines struggled to index the pages or retrieve sufficient information for search queries. In August 2023, prior to initiating SEO and PPC campaigns in October, we introduced eight new pages dedicated to products, applications, and materials.