About the Client

Metal Ceiling Express (MCE) manufactures metal ceiling tiles and related products & accessories for the construction and interior decoration industries.

Metal tiles or panels are used for outdoor & indoor ceiling and backsplash installation, wall wainscoting and other crafts, decorations and hobbies.

Their products are suitable for use in both residential and commercial applications. From homes to hotels, restaurants to warehouses, libraries to bars, the applications are virtually limitless!

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Challenges

When we started working with MCE they were operating an self-managed website that relied heavily on the Google AdWords PPC program. Despite investing heavily in PPC, MCE was struggling to break even with their ad spend.

They wanted to leverage organic placement to increase the volume of visitor traffic to their website.

  • Did not rank in the top 50 search
  • Poor website performance & UX
  • Very low organic traffic volume
  • High dependence on PPC
  • Low ROAS due to poorly Optimized PPC

Objectives

We worked with VPS to establish the following objectives:

  • Optimize website & improve UX
  • Increase volume of inbound visitor traffic

  • Lower PPC costs and reduce CAC

  • Improve assisted organic conversions

  • Improve category and product detail page visibility

  • Lower PPC costs and reduce CAC

Action Plan

We created a comprehensive SEO action plan:

  • Targeted market research to refine ICPs
  • In-depth SEO audit to diagnose challenges
  • Thorough technical SEO to identify and repair structural issues
  • Optimize website & improve UZ
  • Specialized e-commerce SEO to improve organic rank
  • Optimize PPC campaigns to reduce costs

Achievements

Our C.O.R.E. SEO efforts resulted in some impressive achievements across the board:

  • Visitor Traffic Increased by 306% (from 130K to 398K)
  • 288% Increase in Revenues ($487K to $1.4M) in 48 months
  • 530+ Search Terms in Top 10 on Google
  • 120+ Search Terms #1 on Google
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