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Ferrous foundry

Industrial marketing success story

Koch Group is a 40+ year old industrial marketing consulting firm providing a broad gamut of industrial marketing assistance activities to small and mid-sized manufacturers. We have specialized expertise in assisting manufacturers develop new, profitable, market opportunities. We have significant expertise in developing industrial web sites that rank extremely well and pay for themselves through incremental sales quickly.

Koch Group consultants helped this foundry develop a new sales opportunity web site that develops continuous new incremental sales opportunities, domestically and internationally, to replace an existing, but non-productive, web site.

• Situation
• Action
• Results

SITUATION

Location: Midwest
Industry: Ferrous Foundry
Products/Services: Gray Iron Castings
Primary SIC Code: 3321
Annual Sales: $15,000,000

A ferrous foundry specializing in gray iron casting had developed an existing web site that was not generating any sales opportunities and had very poor search engine rankings. Google rankings for key terms and keyword phrases normally had them ranked on the 15th to 20th pages of a particular search.

They approached Koch Group to get a new web site developed that would rank significantly higher for key search terms and that would generate new incremental sales opportunities.

ACTION

Koch Group initially evaluated the performance of the existing web site by conducting a variety of activities to:

• Measure link popularity to determine the total number of links that a specific search engine had found for the site.
• Review major Internet directory listings to find out if the foundry' site was correctly listed in appropriate categories and if the descriptions were accurate.
• Evaluate the web site's Search Engine Saturation level by reviewing the number of pages key selected search engines included in their indices for the site.
• Perform keyword and keyword phrase searches using major search engines and the directories.

 Koch Group’s consultants report to the foundry's management concerning objective identified web site weaknesses.

We decided what content the new web site should contain and then created a new site layout.

Our consultants created new site content with emphasis on agreed-upon keywords and keyword phrases.

We developed value-added content that is critical for higher search engine rankings.

We ensured the site included high resolution photographs of the foundry's products. Our final step was to optimize the site for search engines for selected terms.

RESULTS

The client now ranks in the Top 15 for Google for the term “Gray Iron Castings” out of over 1.2 million listings!

The web site now provides the client with quality incremental sales opportunities on an ongoing basis. Companies searching for producers of gray iron casting now find the client’s site with sales impacting regularity.

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