Transforming Voss Special Steel’s Digital Presence with Marketing and Technical SEO Strategies
Client Overview
Voss Special Steel, a leading supplier of specialty steel products, faced challenges in expanding its online presence and improving lead generation, especially in the competitive B2B steel market. The client sought to increase inbound inquiries, enhance local visibility, and improve the effectiveness of their digital marketing campaigns.
Our team was brought on board to provide marketing staffing and technical consultation to support ongoing SEO and advertising efforts, while collaborating with their in-house team and a German SEO agency.
Challenges
Limited Backlink Profile: Despite having a well-established business, Voss Special Steel lacked high-authority backlinks and struggled with low domain authority, impacting their organic search rankings.
Local SEO Optimization: The company needed better visibility for its new warehouse in Beaumont, Texas, particularly in local search results.
Underperforming Paid Ads: Their Google Ads campaigns were yielding suboptimal results, with just one order per month from paid ads and an overall low conversion rate.
Content Development and Technical SEO: Although Voss had product information available, their website lacked dynamic content and SEO optimizations necessary to compete in search engine rankings.
Our Approach
To address these challenges, our team developed a comprehensive strategy focused on improving SEO performance, optimizing ad campaigns, and driving high-quality traffic to the website. We worked closely with Voss Special Steel's internal team and their German SEO agency to ensure seamless implementation across all marketing efforts.
Efforts and Execution
1. Strengthening the Backlink Profile
We developed and executed a link-building strategy that focused on securing guest posts, industry directories, and high-authority media outlets. This included partnerships with: Metal Center News and Modern Metals, two authoritative publications in the industry. Stainless Steel World for press releases and vendor listings, reaching over 500 media outlets.
2. Enhancing Local SEO for New Warehouse
To increase visibility for the new warehouse in Beaumont, Texas, we set up a location-based SEO campaign. This involved optimizing Google My Business, verifying the address, and submitting drone footage to improve local search engagement.
3. Paid Advertising Optimization
We revamped Voss’s Google Ads and LinkedIn campaigns: Launched a Microsoft Ads campaign targeting Canadian and U.S. customers.
Improved retargeting by using past client and event data for better lead generation. Result: Orders from paid ads increased from 1 per month to 6 per month.
4. Video Campaign and Press Releases
As part of the digital push, we supported the client in releasing a video ad campaign that garnered 1.6 million impressions. Additionally, a press release was sent to over 500 outlets, increasing brand awareness and credibility.
5. Technical SEO Optimization
Link-building through forums, Wikipedia, and high-authority sites.
Technical SEO optimizations, including improving Core Web Vitals and reducing total blocking time. Content updates and title/description adjustments to ensure the website aligned with industry standards. Together, our combined efforts helped streamline the technical and creative aspects of Voss Special Steel's marketing, driving results across multiple channels.
Results
Through our collaborative efforts and strategic focus on SEO and paid advertising, Voss Special Steel experienced significant growth:
Monthly Orders from Google Ads: Increased from 1 order per month to 6 orders per month.
Video Campaign: Achieved 1.6 million impressions, raising brand awareness significantly in the target market.
Press Coverage: Reached over 500 media outlets, strengthening Voss Special Steel’s position as a leader in the industry.
Key Takeaways
Collaborative SEO Strategy: Working in tandem with Voss’s German SEO agency ensured that both technical and creative strategies were aligned for maximum impact.
Improved Lead Generation: Optimizing ad campaigns and leveraging retargeting led to a sharp increase in orders from online ads.
Scalable Solutions: The successful local SEO strategy and high-quality backlink efforts are scalable, enabling Voss Special Steel to continue to grow its online presence.
