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Southwest Solutions
Cracking the Content Quandary for a Top-Ranked Storage Solution
Based in Dallas, Southwest Solutions Group (SSG) provides innovative storage and technology solutions for both private and government entities.
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When Google changed their algorithm in August 2018, industries across many verticals were massively disrupted. A new premium was placed on relevance and quality, which were suddenly being valued higher in terms of SEO. As a result, Shawn Panosian, Southwest Solutions Group's Director of Marketing and Product Development, knew changes needed to be made in how his company was approaching content. “When the rules changed, SSG’s content just started killing itself,” reveals Panosian of the sudden plight. “Previously, the company had been good at throwing up 20-30 articles per week, but their methodologies weren’t working anymore. More thought had to be put into it.”
Act
In order to make the company blog more strategic, Panosian sought out a content partner to help with this task — and found ClearVoice. Until then, Panosian reveals that SSG had been “hiring writers, underpaying them and getting what they paid for.” His new goal was to find a company with an impressive resume and “valued global access.” Panosian was impressed out of the gate by ClearVoice in several facets — one being the writers’ ability to make what might be considered "boring" content seem interesting. The other was that they used all the right keywords. “We’re not really writing for the readers, we’re writing for Google," says Panosian. "The ClearVoice team did it right — and they did it well.”
Achieve
As it goes, the proof is in the proverbial pudding. In the first seven months of a relationship that began in August 2020, the ClearVoice team tackled 78 blog pieces up to 1,500 words each, using five writers and one producer. With topics provided by Panosian, the content push has given Panosian a huge sigh of relief not only because ClearVoice is “a professional company that presented me with professionals,” but because they’ve made SSG’s “content more intelligent from an SEO perspective.” The result has been not just leads — but quality leads. According to Panosian, Southwest Solutions Group now ranks number one with six product lines — for the first time in the company's history.
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SSG has seen their overall website traffic spike 60% since late 2020, thanks in part to ClearVoice.
A Collaborative Approach
In working with people like ClearVoice Senior Success Manager Annika Mills, Panosian has gained more confidence in the partnership by the day. “What bought me confidence early on was their transparency and organization,” admits Panosian. “I was confident in their ability to give me their best effort… and now I’m seeing the results in the data over time.” More specifically, an 82% uptick for non-branded traffic and 8% increase for branded traffic since December 2020. "Ultimately, I like that ClearVoice handles everything to do with talent — all I have to do is focus on content."
Blog Piece Title: The Benefits of Using Pistol Lock Box Storage Safes
Storage solutions come in many shapes and sizes. One of the mandates from Panosian to ClearVoice was to write in-depth pieces on sometimes obscure, specialized topics that represent product solutions from their product line. This piece is one such article that tackled not just storage, but safety, when it comes to hiding firearms from danger doers.
Blog Piece Title: How High-Density Mobile Shelving Compacts Your Space
One blog piece ClearVoice produced that impressed Panosian involved high-density shelving. "That was one of the first articles they did. Good article. It had all the right keywords," reveals Panosian. "Their formatting, the benefits. I couldn’t even think of three, they had seven! I’m like, man, ClearVoice has got some people that really like writing.”
Blog Piece Title: Blood Drying Cabinets — Biological Evidence Storage
In a similar vein (pun intended), another piece produced had to do with blood-drying cabinets, which provide "a secure and ventilated area to dry wet blood evidence" after crime-scene clean-up. Yet another SEO-driven piece that has helped drive quality leads to SSG's site courtesy of what Panosian calls "the content wheelhouse" that is ClearVoice.
ClearVoice has made our content more intelligent from an SEO perspective... and our web traffic has increased significantly because of it.
Ready to achieve with content like Southwest Solutions?
If you need to scale up your current content creation or outsource an entirely remote and flexible content marketing team, please let us know your needs. We’ll be happy to get you started with a custom ClearVoice content plan.
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