All Safety: Turning a Struggling Site into a Search Powerhouse
Top Draw’s digital marketing strategy boosted All Safety Solutions’ website impressions, clicks, and overall online visibility.
Key Stats
- Total Website Impressions Surged By 500-600%
- Clicks Increased by 200%
- Sales Increased by 41%
Challenge
All Safety Solutions, a Canadian safety equipment and PPE service and supply company, approached Top Draw after launching a brand new e-commerce website a few months prior. Their new website wasn’t getting them the results they were hoping for, and they couldn’t understand why. They needed expert help, and the team at Top Draw was happy to dig in and come up with a solution to support their goals.
Top Draw’s comprehensive audit revealed the issue: many of their pages had content that was too sparse or duplicated from other similar sites! This lack of unique, valuable content negatively impacted the site’s ability to rank effectively in search engines.
In simple terms, Google’s search engine ranking software didn’t trust the site as authentic!
Solution
A multi-pronged approach was used to tackle this challenge. All Safety’s content needed to be enhanced, helping them with their organic reach online, and rebuilding trust with Google.
- Content Enhancements: Top Draw started by using AI to create content for 10 main product categories. This quickly improved how well the site ranked in searches and how users interacted with it, proving that the idea to enhance content was working.
- Navigating a Google Core Update: The team faced a bit of a hurdle in December with a Google core algorithm update, resulting in a decline in rankings. The Top Draw team quickly figured out that the site likely ranked higher than it should have before, because it only had a few links from other websites and a lot of copied content. The update stabilized the All Safety website, placing it where it belonged.
- Getting Back On Track & Content Deep Dive: The Top Draw team immediately pivoted their efforts to address the update issues:
- Link Building: They initiated a targeted link-building campaign, listing the site on approximately 100 Canadian directories. Over time, Google found and used around 50 of these links, contributing to domain authority (helping Google see the site as trusted).
- Content Expansion: The most impactful initiative was a significant content overhaul. Top Draw worked with the All Safety team to find 100 important product categories, then wrote 800-1200 words of helpful information for each. This content was carefully written adhering to their brand voice to help people who might buy products by explaining what to look for and what features are important.
The Results
Top Draw’s efforts led to an amazing comeback and huge growth in how well the site performed in Google searches. It takes a bit of time to gain trust with Google’s ranking system, but thanks to these efforts, the site saw significant ranking and visibility improvements after a few short months.
The success of Top Draw’s strategy is clearly demonstrated by the analytics: 90% of the pages that contributed to this impressive recovery were the ones that the team applied content enhancements to.
- Total Impressions surged by 500-600%.
- Total Clicks increased by 200%.
Why Top Draw?
“Working with Top Draw has been a game-changer for us. Top Draw quickly identified the issues we were facing and immediately got to work. They’ve not only fixed our issues quickly but took the time to explain everything to us along the way. We are now reaching more people than ever before, and it’s all thanks to Top Draw’s dedication and expertise. They’re knowledgeable, responsive, and professional – we highly recommend them!”
—Dawson Koppang, CEO
Impact
Through a targeted and strategic content approach, the Top Draw team was able to help All Safety Solutions overcome their website challenge and educate them on a number of digital marketing best practices. Top Draw’s work not only fixed a major drop in their search rankings but also pushed their site to new levels of visibility that it hadn’t seen before.
By focusing on helpful, high-quality content and getting strong links from other websites, the Top Draw team made sure that All Safety’s knowledge and dedication to worker safety are now easily found and understood by more people. This has helped position them as a reliable and respected partner in the safety supply business to their clients.
This case study shows how Top Draw can identify issues, get real results, and create lasting online success for the businesses that choose to partner with them.