Ryson tackles universal search to boost conversions, visibility


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Guest blogging posts, in particular, expanded Ryson's universal reach because they appeared on green-related sites, an angle the company had not previously pursued. “Spiral conveyors are greener than incline conveyors, and we were able to get that information out via blogs,” said Jonathan Bentz, director of client marketing at ProspectMX. The company also started optimizing Ryson's own blog, which is updated weekly.

While SEO is not an immediate fix, Ryson started seeing results in three to four months, with the “bucket elevators” search term taking off first, Bentz said. Today, the company averages 22 goal conversions per month. In addition, since starting the campaign, Ryson has obtained more than 600 high-quality back links and increased search visibility by 263%. “We're doing very well across the board when it comes to search results,” Rygh said.

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