W.B. Mason
W.B. Mason started in 1898 as a small storefront in Brockton, MA. Today, the company has become the second-largest privately owned workplace products dealer in the U.S.
Director of SEO
Jan 2022 – Feb 2023
Responsible for owning the SEO strategy, prioritization, planning and execution of a very successful and heavily trafficked e-commerce B2B brand.
$1.8B
in revenue for 2021
4.2M+
sessions per year
Drag the green bar left-to-right to view before and after.
The updated menu navigation increased the crawlability of high-valued pages, allowing pages that were not indexed before to be ranked in search results pages. The new navigation also addressed technical issues, including 302 links.
OVERVIEW
- Cultivated SEO roadmap to support business goals and objectives
- Established procedure to expand SEO team, leading the hiring and training process of new SEO Specialists and developing their strengths to support career aspirations
- Facilitated SEO education and best practices among cross-functional teams furthermore instituting new processes to better engrain SEO across numerous strategies to optimize digital marketing campaigns
- Collaborated closely with IT to execute technical SEO opportunities and responsive site redesign
- Re-envisioned the mission and content of the blog, as well as executed a redesign of the blog
- Outlined and developed new navigation structure to improve user experience, showcase more relevant products, and improve crawlability, resulting in an increase in indexation
ACHIEVEMENTS
Organic traffic attributing to more than half of total sales revenue
Out of all digital channels, SEO drives the most value in sales revenue and customer acquisition.
2.5
Increase in organic sessions
121
Increase in transactional keywords
91
Increase in
featured rich snippets
featured rich snippets
MOST RECENT PROJECT
Re-envisioning W.B. Mason's Blog
“B2B Marketers that implement blogging gained 67% more leads than their counterparts that do not blog.”
Daniel RubyDemandSage.com
The Strategy
Let’s Serve Our Users, Not Ourselves
History
The blog was initially established as a replacement for the Sales team that could no longer visit businesses due to social distancing during the pandemic. Content was heavily focused on advertising and promoting products. Overall, the blog drove very little engagement and resulted in very low traffic.
A New Purpose
To better serve our existing customers and potential new customers, a new mission for the blog was established. My vision was to help businesses succeed by providing information and solutions that solved everyday problems and answer common questions. Taking a step back from a heavy sales approach.
Supporting the New Mission
To support the blog’s new mission, a redesign was needed to improve usability and house a variety of themes and topics.
We also took this opportunity to solve accessibility issues. Over 30 accessibility issues were addressed and now the site is fully compliant.
Tailoring to Specific Needs
Moving away from category structures that did not resonate with users to niche categories that our users understood such as education, healthcare, and sustainability.
From only 4 categories, we had increased the number of categories to 13 to better target our audience and improve navigation.
Doubled the Amount of Articles Published
We went from publishing 3 to 4 times a month, to twice a week. More than doubling the number of articles that were published on the blog, allowing the Social team to have a vast amount of topics to select from and share across different platforms. As a result, we also saw an increased engagement across social platforms as well.
The Results
798
Percent increase in organic traffic
1488
Increase in ranked keywords
55
Increase in keywords within the top 3 positions
Trending Keyword Growth 2022-2023
The results from executing this strategy went well beyond our expectations, and what was forecasted.
”If you don't have a long-tail SEO strategy, you're missing out.
Aleh BarysevichFounder of SEO PowerSuite
Cleveland Clinic
A nonprofit academic medical center that integrates clinical and hospital care with research and education.