DIGITAL MARKETING
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How We Doubled Page One Rankings Through A Site Migration and SEO
Fasteners Direct is a leading distributor in the industrial fasteners sector, operating a comprehensive e-commerce platform to serve its B2B and B2C customers. They engaged Optimum7 not only to migrate their existing ecommerce operations from an INxSQL backend-connected storefront to the BigCommerce platform but also to enhance their digital visibility through a strategic SEO program. This combined effort aimed to modernize their storefront, improve operational efficiency, and significantly boost organic search performance to drive traffic and sales growth.
Optimum7 began with a detailed data migration plan, ensuring accurate mapping and validation of product, order, and customer data from INxSQL to BigCommerce while implementing 301 redirects for SEO preservation.
Simultaneously, a custom BigCommerce storefront was developed focusing on responsive design and user experience enhancements to reduce bounce rates and improve engagement metrics—factors important for SEO.
Advanced search and filtering capabilities were built using Elasticsearch, improving user navigation and site depth, positively impacting SEO through improved internal linking and user behavior.
Robust two-way API integration with INxSQL ERP was implemented to maintain real-time accuracy of inventory, orders, and customer data, allowing for effective daily operations and timely product availability information for search engines.
In parallel, the SEO team developed a strategic content hierarchy map focusing on the most important product categories, driving targeted keyword focus and thematic relevance. Comprehensive content creation and optimization were executed across product pages, category pages, and informational content, improving keyword density, meta tags, schema markup, and internal linking structures.
Post-launch, diligent monitoring and iterative optimizations led to a significant expansion of indexed pages. The SEO program doubled the number of keywords ranking on page 1 from 700 to 1,400 within the first three months, substantially increasing organic traffic and visibility.
Additional custom features such as multi-add-to-cart and request-a-quote functionalities enhanced customer engagement, further signaling site quality to search engines.
Fasteners Direct’s BigCommerce migration was successfully completed with flawless data integrity across ~20,000 products, orders, and customers. The two-way ERP integration ensured seamless backend synchronization, improving the accuracy and timeliness of operational data.
The advanced Elasticsearch-powered search and filtering significantly enhanced product discoverability and site usability, contributing to improved user engagement metrics which support SEO goals.
Most notably, the comprehensive SEO program delivered exceptional results. The strategic content hierarchy and enriched site content increased the number of indexed pages drastically, expanding the site’s footprint across search engines. Within three months post-launch, page 1 keyword rankings doubled from 700 to 1,400, driving a meaningful uplift in qualified organic traffic. This growth translated into increased brand visibility, customer acquisition, and sales opportunities.
Custom functionalities such as request-a-quote and multi-add-to-cart optimized the shopping experience, leading to higher conversion rates and strengthened customer loyalty. The Meet the Team editor empowered Fasteners Direct with easy content management, aiding continuous SEO content freshness.
Despite challenges including API access delays and scope expansions, Optimum7 delivered a high-quality, scalable e-commerce and SEO platform that strengthened Fasteners Direct’s market positioning and digital competitiveness.
Fasteners Direct is a leading distributor in the industrial fasteners sector, operating a comprehensive e-commerce platform to serve its B2B and B2C customers. They engaged Optimum7 not only to migrate their existing ecommerce operations from an INxSQL backend-connected storefront to the BigCommerce platform but also to enhance their digital visibility through a strategic SEO program. This combined effort aimed to modernize their storefront, improve operational efficiency, and significantly boost organic search performance to drive traffic and sales growth.
Optimum7 began with a detailed data migration plan, ensuring accurate mapping and validation of product, order, and customer data from INxSQL to BigCommerce while implementing 301 redirects for SEO preservation.
Simultaneously, a custom BigCommerce storefront was developed focusing on responsive design and user experience enhancements to reduce bounce rates and improve engagement metrics—factors important for SEO.
Advanced search and filtering capabilities were built using Elasticsearch, improving user navigation and site depth, positively impacting SEO through improved internal linking and user behavior.
Robust two-way API integration with INxSQL ERP was implemented to maintain real-time accuracy of inventory, orders, and customer data, allowing for effective daily operations and timely product availability information for search engines.
In parallel, the SEO team developed a strategic content hierarchy map focusing on the most important product categories, driving targeted keyword focus and thematic relevance. Comprehensive content creation and optimization were executed across product pages, category pages, and informational content, improving keyword density, meta tags, schema markup, and internal linking structures.
Post-launch, diligent monitoring and iterative optimizations led to a significant expansion of indexed pages. The SEO program doubled the number of keywords ranking on page 1 from 700 to 1,400 within the first three months, substantially increasing organic traffic and visibility.
Additional custom features such as multi-add-to-cart and request-a-quote functionalities enhanced customer engagement, further signaling site quality to search engines.
Fasteners Direct’s BigCommerce migration was successfully completed with flawless data integrity across ~20,000 products, orders, and customers. The two-way ERP integration ensured seamless backend synchronization, improving the accuracy and timeliness of operational data.
The advanced Elasticsearch-powered search and filtering significantly enhanced product discoverability and site usability, contributing to improved user engagement metrics which support SEO goals.
Most notably, the comprehensive SEO program delivered exceptional results. The strategic content hierarchy and enriched site content increased the number of indexed pages drastically, expanding the site’s footprint across search engines. Within three months post-launch, page 1 keyword rankings doubled from 700 to 1,400, driving a meaningful uplift in qualified organic traffic. This growth translated into increased brand visibility, customer acquisition, and sales opportunities.
Custom functionalities such as request-a-quote and multi-add-to-cart optimized the shopping experience, leading to higher conversion rates and strengthened customer loyalty. The Meet the Team editor empowered Fasteners Direct with easy content management, aiding continuous SEO content freshness.
Despite challenges including API access delays and scope expansions, Optimum7 delivered a high-quality, scalable e-commerce and SEO platform that strengthened Fasteners Direct’s market positioning and digital competitiveness.
Looking To Expand
Your Business Online?
A digital marketing strategy is the path to profitability. Optimum7 can help you set the right goals, offer and implement creative and technical strategies, and use data and analytics to review and improve your business’s performance.