Security Access Products | Integrated Search

logo hayward turnstiles

Keeping people and assets secure in an uncertain world.

Hayward Turnstiles specializes in security and access control turnstiles, gates and doors that keep people and assets secure in an uncertain world.

With thousands of custom installations worldwide, Hayward is a leader in their industry. 

The Challenge

Hayward had a new e-commerce and lead generation website, significant content and strong competitors for organic search visibility.
A paid search campaign was the primary source of traffic to the site.
Digital marketing agencies had been helping Hayward, who recognized that the results weren't as good as they could be.

GOAL: BETTER RESULTS AND LOWER COSTS

Our Solution

Create an integrated search engine marketing program to maximize visibility on search engine results pages and compete effectively to win new customers.

Defined Goals

  • Increase Visibility - Organic and Paid
  • Enhance Navigation & Content
  • Reduce Paid Search Costs
  • Increase Organic Traffic - SEO
  • Improve Key Performance Indicators

Our Process

Armed with data and actionable insights, we crafted a multi-phase prioritized strategy.

Defined Process

  • Competitive Research
  • Thematic Keyword Research
  • Enhanced E-Commerce Navigation
  • New Content Development
  • Actionable Tracking and Reporting

Results?

“Prospects from web coming in daily. Good prospects... The AdWords campaign has outperformed any company we have used in the past and SEO has brought us to the #1 spot in our industry...Well done Miriam!”

Rick Schwarz, Owner

OPTIMAL NAVIGATION - Begin with the end in mind.

haywardturnstiles.com

User interest drives navigation, categorization, content management and content development and internal linking.

How do people approach their research for security access products? From multiple angles. Industry. Setting. Product Categories and Types. Features and Benefits. 

Armed with insights from thematic keyword research we were able to identify the optimal ways to organize content to inform users at every stage of the research journey.

User interests drive content structure and internal linking.

THE RESULTS - OVERALL SITE ENGAGEMENT

INCREASE
%
AVERAGE PAGES/SESSION
INNCREASE
%
TIME SPENT ON SITE
IMPROVED
%
BOUNCE RATE LOWERED

PAID SEARCH - From Good to Great

construction industry turnstiles mobile hayward

Objective: Lower overall paid search costs by 30%, with increased conversion and engagement metrics in a short amount of time.

Additionally, Hayward wanted to dominate the Search Engine Results Page (SERP), with the highest share of voice, visibility, and relevancy in their highly specialized industry. 

We Agreed on 5 Campaign Goals

  1. Increase Visibility
  2. Increase Relevancy
  3. Improve Campaign Metrics
  4. Higher On-Site Engagement Metrics
  5. Reduced Costs. Improve ROAS.

PPC Campaign Results - 1st Three Months

#1 Visibility in the industry. 

COST REDUCTION
%
MEDIA AND MANAGEMENT FEES
CLICK THROUGH RATE IMPROVED
%
69% HIGHER THAN BENCHMARK
MORE CONVERSIONS
%
CONTACT US
COST PER CLICK LOWER
%
WITH HIGHEST VISIBILITY
HIGHER ENGAGEMENT
%
INCREASE IN PAGES/SESSION
HIGHER ENGAGEMENT
%
INCREASE IN DURATION

SEO - Comprehensive On Site Optimization

graphic showing hayward number 1 in industry

Objective: Dominate and compete effectively on the Search Engine Results Page (SERP) with top rankings for relevant keyword phrases, and topics of interest. 

SEO Dominance is measured by two data points: overall visibility, and the number of keyword phrases on the 1st page for valuable terms (Relevance and Volume).

We Agreed on 5 Campaign Goals

  1. Increase Visibility
  2. Develop New Content
  3. Increase Relevancy
  4. Increase Organic Traffic
  5. Improve  Engagement Metrics

Earned Featured "Rich Snippet"

Hayward is the "best answer" for information on Turnstile Pricing.

A topic highly relevant to prospects and customers considering a purchase.

Example rich snippets

SEO Visibility Results - 1st Ten Months

  • #1 Overall Visibility, Up From 5th 
  • #1  For Keywords - 1st page. 
    • 475 Keywords, 20 Competitors
VISIBILITY SHARE
%
INCREASE
# KEYWORDS in TOP 3
%
INCREASE
MORE CONVERSIONS
%
FORM COMPLETIONS
INCREASE ENGAGEMENT
%
PAGES PER SESSION
MORE TRAFFIC
%
ORGANIC SESSIONS
INCREASE ENGAGEMENT
%
TIME ON SITE

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