Ingersoll Rand is an international brand that has had a positive impact on many companies around the world.
Their products include Club Car golf cars, Hussmann stationary refrigeration equipment, Ingersoll Rand industrial equipment, Schlage locks, Thermo King transport temperature-control equipment and Trane air conditioning systems and services.
However, the brand “Ingersoll Rand” had often been overshadowed by its sub-brands. In 2009, Ingersoll Rand launched a new industrial technologies website that combined four divisions' previously stand-alone sites into one comprehensive site. The new site was a great improvement, but they needed help with Search Engine Marketing in order to maximize their investment.
BRAND & AUDIENCE INSIGHTS
People looking for products (such as industrial tools) online did not often think of the brand “Ingersoll Rand.” While many sub-brands are encompassed under “Ingersoll Rand,” the parent brand did not have much personality and the company had trouble connecting with its audience in terms of overall brand loyalty. Also, since Ingersoll Rand traditionally heavily invested in Yellow Pages advertising, their online presence had been neglected. As a result, their target audience had difficulty finding Ingersoll Rand online.
SOLVING THE PROBLEM
To meet Ingersoll Rand’s goals, Nebo developed a comprehensive strategy. The SEO engagement focused on integrating an in-depth on page strategy and creation of an off page strategy to expand brand presence through engaging thought leadership and online associations. The paid search team crafted a carefully planned campaign structure to address the diverse categories and products Ingersoll Rand offered, while maximizing conversion rates and utilizing available budgets.
Nebo efforts resulted in:
- 90% increase in monthly traffic
- 17% PPC conversion rate
- Over 40,000 indexed pages
- A digital footprint of over 80,000 keywords
- 640% increase in branded traffic for “Ingersoll Rand” keyword