When Summit Systems, a market leader in the plastics ancillary equipment sector, was underwhelmed by the results from their SEO company, they approached the PlastikMedia team for help. Read this case study to find out how the PlastikMedia team got 110 out of 132 of Summit’s target keywords ranking in top 10 positions on Google.
Summit Systems was established in 1989 and is now a market leader in the plastics ancillary equipment sector, meeting customers’ needs for more efficient and less wasteful production.
Summit provide and install a wide range of plastics ancillary equipment for material storage, conveying, blending, colouring, drying, parts conveying, sprue separation and granulation of scrap. In addition, they provide process cooling, metal fabrications and recycling products and services.
The Challenge: Overspending and Underperforming
A few years ago, Summit Systems acquired chiller company Total Process Cooling (TPC). At the time, TPC was spending significant amounts of money on Google AdWords. Meghan Jordan at Summit Systems asked PlastikMedia to look at these activities to see if they could help improve performance. It was clear that money was being wasted on paid ads, so PlastikMedia took on the contract to manage this.
Within six months, the paid ads spend had reduced by over 50%, and their organic rankings had significantly improved. Due to these results, Meghan asked the team at PlastikMedia to also take over the SEO activities on the Summit Systems website. PlastikMedia was given six months to significantly improve its present Google rankings.
The Problems Identified: Full Website Audit
PlastikMedia performed a comprehensive site audit. The first job was to agree on the list of keywords that could be used to find their products and services. Search volume for each term was also measured, allowing the team to focus on the higher volume keywords first.
PlastikMedia only operate in the plastics sector. As such, their team understands the different terms that are used in the industry. For example, they know that a TCU, temperature controller and mould heater are the same equipment and that all these terms must be included in the SEO. PlastikMedia came up with the list, which Summit MD Mike Jordan, then verified.
Once the list of 102 keywords was agreed the rest of the audit was performed. This included looking at website and server speeds, site errors, crawler issues, backlinks and analysing website metadata.
The audit was reviewed with the Summit team and the scope of work to be performed by PlastikMedia was agreed. Initially, the on-page technical SEO work was completed. This also included updating website content to ensure keywords were included, whilst still providing an optimal user experience for the visitor.
The Results: Visitor Numbers Tripled
When PlastikMedia started the SEO work on the Summit Systems website, it ranked top 10 on Google for 39 out of the 102 keywords.
Within six months, Summit ranked top 10 for 83 of their 102 keywords.
PlastikMedia has now performed the SEO work for Summit Systems through 43 Google Algorithm updates. During this period, Summit Systems has consistently grown the scope of its supply which means constantly adding new keywords, and updating the website to reflect new offerings.
The Summit Systems website now ranks top 10 on Google for 110 of 132 target keywords. Of these, 94 keywords ranked in the top 3 positions. Since PlastikMedia took on the contract website visitors increased by 199%, tripling the original visitor numbers.
As with all of PlastikMedia’s SEO clients, the team at Summit Systems receive a monthly report showing:
- Current rankings compared to the previous period
- SEO activities undertaken during the period, including work due to algorithm changes
- Website traffic data
- Overall health of the website
Article provided by PlastikMedia, July 2022.