EXAIR – Digital Marketing

SEO and content optimization for a leading B2B compressed
air-operated products manufacturer.

Platforms

Industry

Compressed air products manufacturing

Focus Areas

  • SEO
  • Content optimization
  • Social Media

Manufacturer of Intelligent compressed
air products since 1983

EXAIR is one of the leading manufacturers of compressed air-powered products for industrial use. Based out of Ohio, USA, the 40-year-old brand provides air knives, amplifiers, and vacuum systems used by industrial manufacturing plants for cooling, coating, cleaning, painting, and ionizing products. Exair’s products help businesses reduce energy consumption and increase the longevity of their machinery.

Challenges

Exair, operating on Adobe Commerce, wanted to improve its SEO strength, starting by leveraging the platform’s SEO features to the fullest.

The brand wanted its content resources like 3D models, CAD library, videos, product manuals (PDFs), FAQs, blogs, and success stories to reach more users to help them make informed decisions.

Exair was also looking for a dedicated digital marketing partner to improve the brand’s online visibility, social media presence, organic traffic, and conversions.

Solutions

Keyword Strategy

An extensive keyword strategy was devised based on thorough market research and behavioral analysis. This involved identifying high-potential keywords with sufficient search volume and relevance. The selected keywords were strategically integrated into the website's content, including product pages, category pages, and home page.

Website Audit - Technical SEO

Team Ziffity conducts regular website audits to identify technical issues that could hinder search engine crawling and indexing. This involves assessing site speed, mobile-friendliness, URL structure, site architecture, canonicalization, etc. We promptly address the issues identified during the audits to improve website performance and make it search-engine friendly.

Search Console Audit

We perform periodic audits of the search console data to gain insights on key website performance metrics, including impressions, clicks, and click-through rates (CTRs). The search console audit helps us identify opportunities to optimize existing content, improve page titles and meta descriptions, HTML and address crawl errors.

Meta Tags Tweaks - Analysis of SERP

Team Ziffity regularly reviews and tweaks the meta tags, including title tags and meta descriptions, to improve their relevance, keyword targeting, and appeal to search engine users. In addition, we analyze the search engine results pages (SERPs) to gain insights into competitor strategies, identify trends, and capitalize on opportunities for differentiation.

Blog Content Optimization

We regularly audit and optimize Exair's blog content to align with target keywords and user intent. We devise plans to create new blog posts to target specific long-tail keywords identified during the keyword strategy phase. This approach increased organic visibility, established the client as an authority in the health and wellness niche, and attracted organic traffic.

Backlinks Audit to Disavow Toxic Domains

We conduct regular backlink audits to identify toxic and low-quality domains linking to Exair's website. These toxic links can negatively impact search rankings. The identified toxic domains are disavowed using the Google Disavow Tool, ensuring a clean, high-quality backlink profile that adheres to Google's guidelines.

GTM & GA4

Ziffity's SEO experts leveraged Google Tag Manager (GTM) to track website metrics and user behavior accurately.

Various tags, including conversion tracking, event tracking, and remarketing tags, were implemented and monitored regularly to enhance data accuracy and enable data-driven decision-making.

We implemented Google Analytics 4 (GA4) to access deeper website performance insights. GA4 offers advanced tracking capabilities and a more comprehensive view of user behavior, enabling more informed optimization decisions.

Off-Page Optimization

To improve the website's authority and visibility in the online ecosystem, team Ziffity uses off-page optimization techniques. This involves outreach to relevant industry websites, guest posting on authoritative websites, microblogging promotion, and strategic link building. These efforts aim to acquire high-quality backlinks, increase referral traffic, and enhance online presence.

Periodic Tracking and Reporting

Detailed weekly and monthly reports are prepared, documenting key performance metrics such as organic traffic, keyword rankings, conversion rates, and backlink profile. These reports provide insights to fine-tune SEO campaigns, highlight areas for improvement effectively, and make informed future optimization strategies.

Competitor Page Speed Analysis

Team Ziffity monitors competitor page speed to benchmark the client's website performance against competitors and identify opportunities for optimization.

Facebook Conversion API Setup

The Facebook Conversion API, also known as the Facebook Server-Side API, was implemented to send event data directly from the client's website to Facebook. This setup ensured more accurate and reliable conversion tracking, even in cases where browser-based monitoring might be limited or affected by ad blockers.

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