Content Hub Strategy Creates Major Organic Growth for Star Rapid

Star Rapid, a custom manufacturer producing rapid prototype and tooling designs, saw a 32% increase in traffic over a three-year period, and a meteoric rise to #1 ranking in their most desired search term.

SERVICES PROVIDED

Content Strategy
Content Production
SEO Strategy
SEO Consulting
PPC Management
Analytics

CHANNELS

Organic Search
Onsite Content

INDUSTRY

Industrial Engineering & Manufacturing

THE OPPORTUNITY

Star Rapid had massive room to grow its organic share of voice and its position as an authority in the space. Already an industry leader in quality and speed, they needed an SEO and content approach that highlighted their value and built trust with prospective clients.

THE CHALLENGE

Star Rapid came to Portent with anemic SEO traction in their space, and very little traffic to their website. They were leaders in the quality of product produced in their vertical, but they struggled digitally to highlight that fact or generate trust with prospective clients.

When Star Rapid hired Portent in 2015, their goals were to:

  • Become the trusted authority in rapid prototyping and plastic injection molding.
  • Increase organic traffic to their website.
  • Drive awareness of the Star Rapid brand in the United States.
APPROACH & STRATEGY

Star Rapid was up against heavily entrenched businesses in the rapid prototyping space. They needed a strategy that would allow them to both increase visibility in organic search across their industry, as well as creating a depth of content that would attract, engage, and convert prospective customers.

Portent’s work began with an exhaustive review of the competitive landscape around rapid prototyping and lean manufacturing, and the most important topics therein. Portent partnered closely with Star Rapid to understand their strengths and weaknesses in content production, what set their business apart from the competition, and ultimately where they could make in-roads as an industry leader.

The situation facing Star Rapid was perfectly suited for a Content Hub. Armed with Portent research on search volume, competitor content, and the semantic relationship between keywords, Star Rapid had the structure they needed to drive authority and visibility around the term “Plastic Injection Molding” as well as other core manufacturing technologies.

Beyond strategic content production, this approach leveraged their internal linking structure to give both users and search engines critical signals that the site was a wealth of information about this important topic.

The Work

In order to produce more of the right content, Portent initially provided Star Rapid with an exhaustive research brief of the content and competitors they faced. Further, Portent took significant time to educate Star Rapid on the methodology, tactics, and measurement needed to build successful content hubs.

On the SEO side, Portent restructured the information architecture of the Star Rapid website, in order to get maximum value from both their new and existing content.

For new content production, Portent created a series of content briefs for Star Rapid’s domain experts and marketers to write against. These briefs and the new content production process allowed Star Rapid to produce more of the right content in less time, both saving them money and accelerating a meteoric rise in search results around the term Plastic Injection Molding.

The Results

Since 2015, Portent has helped Star Rapid generate fantastic results like these, earning industry recognition as a finalist for SEO Campaign of The Year from the US Search Awards.

32%

32% increase in overall website traffic

#1

Movement from #15 to #1 in organic search rank for the term “Prototyping services”, and another #1 rank for “Plastic Injection Molding”

10x

Delivered 10x growth in monthly blog traffic with a concerted content strategy, content production, and SEO effort

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