# Strengthening search visibility with expert technical content

### Strengthening search visibility with expert technical content

Content Creation, SEO, Copywriting

- +37% improvement in organic keyword ranking (2021-2022)
- +58% of organic keyword rankings come from The Knowledge Centre

### The challenge

With search engine optimisation (SEO) and Share of Search key drivers of new business, leading manufacturer and supplier of industrial components Essentra was keen to maintain its position as an industry expert. The Essentra Components Knowledge Centre was a key online destination for those wanting to understand engineering topics. Directing web traffic there was also core to Essentra’s brand awareness and engagement.

### The approach

Following detailed keyword analysis and the development of a defined technical and product content calendar, we created new, SEO-rich monthly articles and guides aimed primarily at design engineers and buyers across Essentra’s varied industry targets and associated applications.

From content structure and keyword placement to supporting images, animations, downloadable guides and web links, we created a series of compelling content. Each piece was optimised for the UK or US market, taking into account differences in language, regulations and product specifications, before the Essentra team translated it for additional country roll-outs.

Essentra also tasked us with optimising existing content so it performed better in web searches, and with identifying opportunities to increase readership and engagement.

> h2o have supported Essentra for many years now on a range of global, regional and local projects and campaigns from brand to product marketing, to major 1,000 page catalogues with 19 different language variations. The account management and attention to detail means that big campaigns feel straightforward and h2o remove a lot of the client stress. Their designs are creative and they have come up with a number of outside of the box solutions for us.
> 
> \--- Leisa Nugent, Essentra Components

## The Results

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#### SEO.

A remarkable +37% improvement in organic keyword ranking from 2021 to 2022, solidifying Essentra's digital presence.

#### Greater search visibility.

The Knowledge Centre now accounts for 58% of Essentra’s organic keyword rankings across its UK and US sites.

#### Industry experts.

Solidifying their position as industry experts as a result of increased brand engagement and awareness.

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Source: https://h2o-creative.com/case-studies/essentra-organic-keyword-rankings
Publisher: h2o creative (https://h2o-creative.com)
Description: How h2o creative's monthly SEO articles and guides for Essentra's Knowledge Centre improved organic keyword rankings 37% and now drive 58% of its UK and US keyword rankings.

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