Activate Lube approached POLARIS through recommendation. They wanted to improve their digital presence and had a specific goal of marketing their lubricants to food factories in the UK. POLARIS delivered in a strategy which was given the greenlight by the client and then an SEO campaign was initiated. This was the first the time food safe lubrication company had embarked on an SEO strategy to increase leads into the business. As such, research had to be conducted into the product range and also target customer segments that the business wanted to generate leads from.
Through our research process, and collaboration with the client, we identified specific types of food factories that had a need for food grade oils and the relevant content topics and keywords they used to find solutions.
POLARIS worked with the lubrication company to optimize their product categories and pages specifically around customer use cases and needs. A full information architecture review was conducted, taking into consideration both competitors and the search landscape overall.
With this approach, the SEO agency team were able to enhance the existing website so that the main product categories were a key focus within the website and this was clearly communicated to search engine crawlers.
Once carried out, we then set about ensuring that key products were optimized both for generic searches but also applications and uses with a food factory environment. The purpose was to be able to target as many decision makers within factories across the UK as possible.
Content was crafted around compliance, as this is a big requirement from a customers perspective, and the various solutions that the food lubrication company offers its customers. From single purchases to entire management solutions with colour coding for organization, we worked with the client to optimize all opportunity across their product pages.
"Delighted with the swift progress we have made, we made the right choice with POLARIS and the results have allowed us to generate a real return from our investment in SEO."Sarah CollyerMarketing Manager