Dura-Seal

Dura-Seal, a commercial asphalt paving contractor, had mainly relied on sourcing clients from word-of-mouth. However, as the company prepared for several acquisitions, it needed to increase its digital footprint.

Enter Geben.

 

the concept

 Dura-Seal engaged with Geben for traditional PR support along with overseeing the creation and launch of the Dura-Seal website. Upon finishing the website, the Geben digital team identified a disconnect between the website and the company’s presence on search engines, social media and other business profiles (YellowPages, Yelp, and Better Business Bureau). To rectify the disconnect, Geben recommended an SEO audit.

the execution

The SEO audit, which included Geben’s 100-point SEO inspection, informed a larger SEO strategy based on the findings that included:

  • Creating a blog, brainstorming and writing blog posts 

  • Reviewing email strategy, including solicitation follow-ups 

  • Running Google ads

  • Launching a LinkedIn company profile to improve SEO

Additionally, the SEO inspection helped us to further guide the development of the website with updating the metadata, creating alt text for website images, and adding designated keywords to the website copy.

the result

In just one month* Dura-Seal’s website saw the following SEO improvements:

  • Domain Authority (how trustworthy and reputable is your website in the eyes of the search engines on a scale of 1-100) increased from 1 to 10

  • Organic search traffic increased 50%

  • Total keywords the website ranked for in the top 50 search results went from 0-6 keywords

Additionally, by running Google Ads, Dura-Seal website traffic increased by 60% during the 2-month ad pilot. The pilot also allowed Geben to gather messaging recommendations, keyword insights and ad benchmarks for future campaigns. Most importantly, the ads resulted in several high-value quality leads for Dura-Seal.

*SEO optimizations typically take four to six months to result in significant changes