Project Background
A Fresh Start:
Estabrook Corporation is a family-owned industrial equipment distributor located just outside of Cleveland, Ohio. As the company continues to see tremendous growth year after year, Estabrook's leadership team wanted to take the time to redo the website and put an emphasis on SEO. Estabrook desired to use the website as an ongoing sales tool, rather than just having it sit on the Internet, not being updated.
Dylan's Role:
With a background in web design and expertise in SEO, Dylan worked with Estabrook's Marketing Lead to optimize the new website for SEO. All aspects, from new content to backend technical changes, were implemented onto the new site. Moreover, Dylan continues to work with Estabrook on a monthly basis to continually optimize webpages and create engaging content as part of a cohesive digital marketing strategy.
screenshot of Estabrook's new website homepage
Dylan's Spark: SEO
Estabrook's new website was a collaborative project that spanned over eight months. In the fall of 2019, Dylan performed an SEO & website audit of Estabrook's (then) current website, pinpointing areas of strength that could be capitalized on with the new site. Similarly, Dylan highlighted shortfalls that needed to be rectified to have the new website properly optimized. This audit included a look at on-page content—like title tags, meta descriptions, heading tags, links—and backend content—like sitemaps, the robots.txt file, and page speed.
Dylan then performed keyword research to identify queries Estabrook currently ranked for, along with those that were relevant for content. When looking for keyword opportunities, Dylan followed industry best practices in taking advantage of long-tail keywords with low-to-medium competition levels on SERPs.
Once keyword research was performed, new content for every page on the website was written. Compared to Estabrook's old website, the new content is much more thorough, detailed, and relevant to their primary audience. Moreover, it uses proper industry terminology and includes the keyword opportunities identified during keyword research.
As the site was being designed and built, Dylan worked to write & implement both title tags and meta descriptions for each page. Along with this, Dylan consulted with Estabrook's Marketing Lead to ensure proper procedures were followed for elements on the website, including keeping image size small and including alt text for every image.
Once the site was launched, Dylan worked to implement the ability to track analytics, SERP performance, which previously were not used on their sites. Currently, Dylan works in a retainer relationship with Estabrook, continually optimizing the site's content for SEO and keeping an eye on its health to ensure continued growth and search appearance.
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