Fast Lift Parts: SEO Optimization & Site Improvement
GRAYBOX began working with Fast Lift Parts in late 2016. Fast Lift Parts, a replacement part provider for industry handling equipment, needed improvements to their site to make things easier for customers. GRAYBOX implemented several avenues of improvement and has been digital partners for Fast Lift Parts ever since.
Overall Outcome
GRAYBOX engaged with Fast Lift Parts to improve their product listings, site engagement and marketing presence.
The Results
With GRAYBOX’s continuous online improvement efforts, Fast Lift Parts have seen a significant increase in the amount of traffic toward their site.
62%
Increase in Organic Traffic
872%
Increase in Indexed Pages
100%
Increase in YOY Organic Revenue
The Overall Problem
Fast Lift Parts has been providing replacement parts for industry handling equipment for over 25 years. They approached GRAYBOX the latter half of 2016 with a Shopify site needing ongoing Shopify site support. The site had difficulty recognizing and organizing products specific to their SKU. They didn’t have an internal group or technology partner to manage the site and they wanted to expand as much of their business derives from their ecommerce platform. They wanted to work with a company that provided site support and marketing expansion and that’s where they found GRAYBOX. From then on, GRAYBOX became their long-term technology partner.
When we initially reached out to GRAYBOX, we expected to have done what we needed, but what we didn’t expect was getting more than what we bargained for. GRAYBOX helped us improve our ecommerce channel by taking control of our thousands of products and making them easy to navigate for our users. Because of GRAYBOX’s efforts, we’ve been able to nearly triple in revenue and can’t wait to see more success as we continue to work with GRAYBOX.
Our Solution
1. Site Adoption
GRAYBOX took over the site, but along with taking over the site, we had to learn all we could about the site, exactly what it was compatible with, and how much needed to be updated. After understanding the current needs of the business, GRAYBOX developed a more search-friendly on-site search. With over 200,000 SKUs, this was not a simple task, but one that was critical in allowing customer to find the right parts they were looking for.
2. Building an SEO Foundation
Because of the number product SKUs, most of their search traffic has been driven around organic search. Most of Fast Lift Part’s traffic came from people who type in a specific replacement part number. Instead of a focus on broad industry keyword search terms, it’s vital that the site was optimized for the part specific to the make and model of the equipment.
In order to build an effective SEO foundation, GRAYBOX needed to prioritize the things that had the largest lift in the smallest time considering since it would be months before we saw significant gains in SEO. We audited what the site was currently doing within the organic search marketing channel. This included reconfiguring the way Shopify was setup and the categorized products, so that they could be better-index by search engines.
3. Site Iteration
WIth a foundation of SEO is established, GRAYBOX has continued to iterate the site to improve on-site performance. We added the ability to customize the primary content (product description, meta content, etc.) dynamically on every page so that content didn’t need to be specifically written for each of the 200,000+ product pages.
GRAYBOX has helped maximize conversions on the site by implementing advanced analytics tracking such as heat map analysis to measure how people are using the site to give us a better idea of what areas of the site can be improved. By running these initiatives, we have been able to gain insight on what improvements in the Fast Lift Parts site experience have already been effective and what opportunities still exist to improve products added to carts, checkout initiation, time on site, and checkout flow.
The unique aspect of Fast Lift Parts is that it’s all about the long tale. With over 200,000 products, not one single product is going to drive anything by fractions of a percent of the traffic. Our approach is focused on optimizing and fine-tuning tactics for the most success that produces the most effective conversions across the entire site. It’s an ongoing and continuous effort.
Our services
GRAYBOX worked with Fast Lift Parts to improve various aspects of their business within marketing and ecommerce.
Fast Lift Parts saw an increase in product engagment throughout their site, with easier navigation and better product description.
All key SEO metrics for their site increased dramatically since GRAYBOX became their partners in digital. The number of indexed pages elevated from 22,000 in July 2016 to 214,000 in July 2018 because of the effort exerted into SEO efforts. Within that same time range, the number of Google organic visitors increased from 5,100 per month to 8,300 per month, and revenue from organic sources more than doubled. What initially began as a site adoption project has expanded to be long-term engagement with digital marketing strategy, organic search optimization, paid advertising, and ongoing site support.
62%
Increase in Organic Traffic
872%
Increase in Indexed Pages
100%
Increase in YOY Organic Revenue
Contact Us
We'd love to answer any questions, give you some free advice, and talk about your next project.
Beyond just individual projects, we work with you to find success in everything digital. Trust us to guide your unique business in an everchanging digital world.
OUR RESULTS
