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Challenge

For over 30 years, Upbeat Site Furnishings has been a leading web marketer of business-to-business site furnishings. They represent over 80 manufacturers of quality products such as tables, benches, trash receptacles, eco-friendly materials, bike racks and more. If you’ve visited a park within the last 30 years, there’s a good chance you’ve eaten lunch on one of their picnic tables.

There was a significant drop in organic search traffic from 2012 to 2013, which took a toll on company revenue. They needed a new strategic approach moving into 2014 with the goal of reestablishing the search visibility they once had.

Elasticity was tasked with developing a strategy to not only increase organic search visibility but also increase revenue in 2014.

Strategy

Develop valuable, engaging content tangential to key product offerings, specifically for park managers, facilities managers and sustainability directors. Executions included:

  • A 36-page ebook titled “How-to Create a Bike Friendly Workplace” – a complete guide to creating a bike-friendly workplace, including the culture boom of biking to work, tips for encouragement and expert reviews
  • A highly-visual infographic ranking America’s Most Eco-Friendly Cities. Upbeat’s approach assessed five factors spanning over ten data sets, all communicated in a fun, engaging way

With big content being top-of-mind, we’re able to gain more quality links and get more attention in the media, which ultimately means more visibility and revenue.

Results

From 2013 to 2014:

  • Organic search engine traffic up 58 percent
  • Organic search engine revenue up 21 percent