There’s no sibling rivalry here. Sister companies in the specialty metals space needed better SEO visibility to drive leads without one outshining the other. The tools? Google Analytics and OuterBox’s proprietary lead tracking tool, LOOP Analytics.
When comparing organic traffic between the first half of 2024 and the second, American Stainless saw a 570% increase. Great Lakes Specialty saw a 1053% increase. Using the same time comparison, American Stainless saw a 465% increase in quality leads in LOOP, while Great Lakes saw a 3166% increase. The internal sales process is more streamlined between the companies thanks to LOOP data.
The dedicated service area content fed SERPs and includes both companies, but by design, priority is given to Great Lakes Specialty.
The sister companies worked internally to service customers between locations, which required extra time by the teams. By targeting service areas between companies via SEO, the company could funnel traffic to the preferred site and decrease the need for these internal exchanges.
To do this, the OuterBox team created dedicated service area landing pages with grids and content with specific regional information to fulfill users’ intent for location-based searches. Now, exchanges can focus on product and inventory needs, not location.
For example, St. Charles, IL, is a dedicated service area to Great Lakes Specialty. When searching for specialty metals in the area, both companies appear in the SERP, but the preferred location appears on top and more frequently. This targeted approach allows for increased traffic from these areas to the sites. St. Charles saw a 75% increase in traffic.
With service area content in place for both sites, OuterBox could track traffic by location in GA4, see where leads landed in LOOP, and aggregate this data. This data collaboration opened up new opportunities for more specific targeting (St. Charles vs. the more competitive Chicago) and exploring lead requests for potential keywords to track in GA4.
LOOP Analytics became essential to the companies’ internal order fulfillment process. With annotation features, qualified leads are noted, their order status is updated, and overall exchanges between sites are more streamlined.
American Stainless Corp and Great Lakes Specialty increased organic traffic in GA4.
While neither company offers gold, American Stainless and Great Lakes Specialty struck it with their 2024 SEO results. Between the first and second halves of 2024, organic traffic surged by 570% for American Stainless and 1053% for Great Lakes Specialty. More importantly, those traffic gains translated into quality leads—American Stainless saw a 465% increase in conversions, while Great Lakes Specialty jumped by 3166%.
By leveraging GA4 and LOOP together, both companies could connect traffic sources to actual leads, identify high-performing service areas, and streamline lead management.
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