Key Objectives
Drive Qualified Leads for Hardscape Projects
Optimize Continuously Expanding Website
Build Healthy Network of Links
Create and Execute Strategies for Continued Growth
The Project Background
Belgard is an industry-leading brand of stone paver products and hardscape building materials. Their selection of hardscape materials includes concrete, porcelain, and permeable pavers — plus freestanding and retaining wall blocks. They also offer a variety of kits for outdoor kitchens, fireplaces, and fire pits.
Captivate partnered up with trusted agency partner, Definition 6, in 2018 to spearhead all paid social, paid search, and organic SEO programs. The organic SEO program centered development of keyword and content strategies for the new site. We also optimized off-site SEO, built links, and supported the brand’s ongoing content marketing efforts.
Captivate was able to deliver incredible paid media efficiency and lead generation results in 2018 and, over the last 4 years and through two website migrations, an SEO program that netted a stretch of 30 consecutive months of Y/Y traffic gains.
The Project Challenge
Thanks to the sheer depth behind Belgard’s brand, Captivate faced many strategic SEO challenges. For on-site SEO, we had to ensure targeted users landed on relevant pages reflective of their search query. We needed extensive keyword analysis, plus applicable search data in line with site content strategy.
A wide range of target audiences further compounded Belgard’s SEO challenges. Target audiences included residential customers, commercial developers, hardscape contractors, and product dealers. Combined with features based on user location, we had a slew of considerations for Belgard’s SEO strategy.
We needed to innovate.
Key Issues
Regional Specific Products with Location-Based Content
Distinguished Homeowner & Contractor Audience Segments
Multiple Website Design with CMS Replatforming Projects
The ROI Focused Solution
Belgard’s SEO challenges required a multifaceted strategic outlook. Leveraging exhaustive keyword research and analysis, we aligned relevant search data with Belgard’s primary product categories of stone pavers, permeable pavers, porcelain pavers, wall blocks, fire pits, accessories, fireplaces, and outdoor kitchens.
Beyond these core product categories, we applied a granular focus to individual product lines based on types, styles, characteristics, and applications. We also siloed inspirational content, such as categorized photo galleries optimized for specific project “ideas” and “design” keywords.
In 2022, we incorporated a local landing page SEO strategy to generate traffic from users looking for paver products, contractors, and installation solutions in their geographic area. This strategy has delivered an additional 2,000 conversions to local Belgard contractors as of early June 2022.
The Results
During our 4+ year engagement, Captivate has helped Belgard reach new heights for its organic search performance. Still today, we continue to evolve our SEO strategies, recently rolling out a historical blog consolidation effort, along with localized lead generation landing pages.
4.6+
Million
Organic Sessions
SEO traffic has grown 72% since we took over the program.
96%
Total Share
New Organic Users
New users dominate organic sessions, up from 86%.
80K+
Lead Events
To Contractor Sites
SEO Traffic makes up a majority of contractor lead events.
22K+
Total
Form Leads
Non-contractor engagements driven by organic SEO.
89.6%
Increase
Total Backlinks
Secured a domain authority ranking of 76.
2K+
Increase
Referring Domains
Further bolstered domain authority ranking.
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