SEO Investment Drives Immediate Impact for Compression Solutions
Campaign produces 92% traffic increase year over year
By Rebekah Mays
Published October 3, 2023
Compression Solutions is on a mission to streamline workflows and billing within surgery centers. Located in Tulsa, Oklahoma, the company sells cold compression devices and pain pumps that help prevent life-threatening deep vein thrombosis in patients. Over the last several years, the company has also begun to offer medical software to surgery centers in need of an efficient medical billing system.
Ally Lightle, Brand Marketing Manager at Compression Solutions, joined the team in January of 2022. She had a lot on her plate, as the company had gone five years without a robust marketing department. In a lot of ways, she felt they were starting from scratch.
“I started with research,” Ally says. “I noticed on the website we didn’t have meta descriptions and basic SEO things that needed to be in place. On our website, there were services that weren’t listed, and we needed, of course, ongoing content.”
Ally knew that SEO and a strong organic search presence would be important to ensure her target audience could find them online.
“SEO is important in that our target audience is very hard to find,” Ally says. “I want an environment where if a key account manager with our company goes into a surgery center, the person they met with can find us online easily. Even if they don’t know the company name, they can go and find us. SEO was extremely important.”
Ally knew it would take time to build towards her goals, but she was determined to make steady progress.
Ally Lightle, brand marketing manager at Compression Solutions, shares why moving efficiently from strategy to implementation was key to her brand’s SEO success.
Brand partner recommends SEO expert to tackle traffic problems
Ally made huge progress making updates to the website, setting up email automations, and starting to post regular content.
To help her with her marketing campaigns, in February 2023 she brought in Lucas Forsythe and his team at Blue Griffin Marketing, a digital marketing agency based in Austin. Ally had worked with Lucas in a previous position and knew he was the perfect person to help elevate the brand.
“I brought Blue Griffin on to help us with brand,” Ally says. “Is our messaging right? What do we need to tighten up? How do we get in front of our audience? I needed that other brain in there with me to come up with ideas and figure out how we find this extremely niche target audience.”
With Blue Griffin’s help developing key brand assets, Ally was confident they were moving in the right direction.
Early on in the collaboration, Lucas saw an opportunity to begin working with Ally on content and SEO as well as brand messaging, particularly as a traffic drop-off had caused Ally some concern.
“As soon as we came on board with Compression Solutions, we saw there were major SEO opportunities to harness, and we wanted to bring in an expert,” Lucas says.
Ally was receptive to this idea, especially since she was trying to understand the cause of the traffic drop-off. “In November of 2022, [my traffic had] plummeted,” Ally recalls. “All of a sudden, we went from 500-600 people coming in a month to less than 400.”
The situation was both nerve-wracking and defeating. “It was frustrating that my blogs weren’t getting viewed,” Ally says, “I was using multiple tools to figure out what topics I should choose, yet they were getting zero visibility. So it felt like I’m doing a whole lot of work for barely any return.”
On Lucas’s recommendation, they decided to bring in Rebekah Mays from One Generation, a trusted SEO partner he’d been working with.
SEO specialist identifies key actions
Ally and Lucas were looking for an analysis that would identify what had been going wrong, and help determine how they needed to move forward. Lucas thought the “strategy sprint” offered by One Generation would be a perfect fit.
“Rebekah does a great job with her strategy sprint,” Lucas says. “It gives us and our clients such important perspective and powerful tools so we can be confident in our content marketing efforts.”
Ally was on the same page. “I needed someone to say, “Here’s the missing puzzle pieces … Here’s what you’ve done that needs to be improved … Here’s what you’ve done that’s actually hurt you. I needed that guidance to move forward,” she says.
In March of 2023, Rebekah and the team began a one-month SEO audit and roadmapping engagement — a “strategy sprint” — to diagnose the problem. The strategy work also identified key tactics to grow Compression Solution’s traffic and leads from organic content going forward.
The audit identified duplicate content issues that led to the site being negatively impacted in a Google algorithm update. Looking forward, the audit also uncovered content that could be refreshed and expanded for better search visibility.
While the presentation was packed with information, Ally says that it was well explained and presented.
“Along with the packet of recommendations, I got a video to walk me through each piece,” Ally recalls. “So walking through that and listening to all the different pieces and how to use them was extremely helpful.”
After everyone was able to digest the information, the team got on a call to discuss the findings and next steps. According to Ally, clear prioritization and planning made it easy to implement or delegate each task.
“The plan was laid out for me, and I was able to go through and quickly execute things,” says Ally.
Eager to see progress from implementation, Ally got to work right away executing the recommendations. By May, she had hired Rebekah again to help implement a batch of the recommended content updates.
30% traffic boost turns into 90%
After updating a few technical points and a handful of web pages, the site saw a quick boost in traffic of 30% in just two months — the same growth it had previously taken Ally a whole year to achieve on her own.
As of September 2023, site traffic is stronger than ever, with a 92% growth year over year compared to June to August 2022.
“It was extremely exciting to see that instant return — I wasn’t expecting that,” Ally says. “And from several standpoints, it gave me a good path forward. We optimized a few product pages, and they actually look a lot better. It strengthened our internal link strategy.”
Just as importantly, Ally now has a roadmap for new content and projects she can work on. Thanks to the strategy and content work, she has a list of content topics, clarity about how to optimize individual pages, and inspiration to continue working with Blue Griffin on design and content marketing.
Efficient action proved key to Ally's success
For anyone considering SEO or content strategy work, Ally stresses that a strategy project is only as good as its implementation. This project was able to succeed in such a short period of time thanks in large part to Ally’s speed and quick work.
“Everyone in marketing is busy,” Ally says. “But when you pay for a research project and get that research back, take the time to comb through it and really get an understanding of it.”
Of course, working with marketing partners like Blue Griffin and One Generation makes a huge difference as well, as it provides marketers the knowledge and resources to make real progress.
“If the research sits there, you will not see that growth,” Ally says, “You have to work together to get it done.”
On Lucas’s part, he was thrilled — but not surprised — to see the rise in organic search traffic. “We see such great results every time we engage Rebekah to help with SEO,” he says. “It helps focus and optimize our efforts so we can be more effective, and our clients see a quantifiable boost in traffic (often in an impressively short time). It’s a win for everyone involved!”
Ready to double your website traffic?
We partner with purpose-driven B2B brands looking for tangible results from quality inbound content marketing. Schedule a call with Rebekah today to see if a strategy sprint is right for you and your team.