Building Blocks of Success

Belgard Commercial is part of the Oldcastle Architectural Products Group, the largest concrete-products manufacturer in North America. As an established industry leader, Belgard Commercial’s locally made and nationally backed products and engineering and design services help customers utilize land space efficiently while providing aesthetically pleasing results. 

Nebo’s goal in 2018 was to further establish Belgard Commercial as a full-service commercial site optimization project solution and enhance their digital marketing initiatives through a comprehensive search engine optimization strategy, designed to specifically increase visibility for their products and engagement with their resources.

BRAND & AUDIENCE INSIGHTS

Our strategy for SEO focused on ensuring Belgard Commercial was clearly positioning themselves as a full-service commercial site optimization project solution. Initially, many of their most valuable resources and services were not effectively represented on the site and did not speak as clearly to the different goals and needs of their target audience of architects, engineers and contractors.

Additionally, we wanted to increase familiarity with Belgard Commercial’s products by improving their visibility in search. After thorough research, we developed strategies to capture additional visibility from new visitors and improve engagement with resources already available on the site.

SOLVING THE PROBLEM

To achieve these goals, we needed to look beyond just implementing technical fixes and rewriting product copy and help Belgard Commercial identify additional opportunities to improve the visibility of, and access to, their most valuable products and services. 

Lunch and Learn sessions are a valuable lead-generating tool for Belgard Commercial. These sessions are also extremely valuable to professionals looking for continuing education sessions that satisfy credit requirements for the American Institute of Architects, Landscape Architecture Continuing Education System, North Carolina Board of Landscape Architects and Practicing Institute of Engineering NY. To capture this audience, we conducted an on-site audit, delivered technical recommendations to improve crawlability, provided recommendations for optimizing calls to action to increase qualified leads, and revised the Lunch and Learn page to include new language optimized for the searching audience and focused on what is most important to the user. Our research showed that transparency regarding the courses available and which credit requirements they meet were the most important differentiators to these professionals, so we created new site content and optimized existing copy to speak to these concerns. For professionals seeking more immediate educational resources, Nebo created strategies that allowed Belgard Commercial to leverage valuable content from the Design Solutions section of the site while promoting relevant Lunch and Learn sessions. 

To improve organic traffic to Belgard Commercial’s product pages, we optimized existing site content to speak effectively to the value proposition of permeable pavers and concrete block wall systems and delivered technical recommendations to improve crawlability and visibility in SERPs.

RESULTS

Over the course of 2018, Belgard Commercial enjoyed a substantial increase in traffic and visibility through organic search. Our biggest successes include:

• Share of Voice for Belgard Commercial grew +157.79% in 2018 vs. 2017

  • Organic Share of Voice is a proprietary value defined by Nebo's that measures estimated Organic Click Share for non-branded keyword rankings

• Organic conversions grew +71.75% in 2018 vs. 2017

• Organic traffic increased +73.57% in 2018 vs. 2017

• Organic traffic to the Design Solutions section of the site grew +167.45% in 2018 vs. 2017

• Organic Lunch and Learn submissions increased +81.25% in 2018 vs. 2017

• Organic traffic to the Products section of the site grew +86.57% in 2018 vs. 2017