Project Overview
Rowland Emergency is a leading provider of custom EMS solutions, specializing in emergency medical mounting solutions, vehicle storage systems, and custom emergency response vehicles.
Goal
The main goal was to improve the visibility and search rankings of Rowland Emergency’s stretcher mounting solutions. Initially, the website had only one page focused on ‘cot mount,’ covering the topic from a single perspective. We aimed to expand the strategy by covering various aspects of stretcher accessories. This approach would help capture a wider range of relevant keywords and attract more effective traffic to the site.
Solutions
To tackle this, we implemented a comprehensive SEO strategy aimed at improving the page’s visibility by targeting broader and more relevant search terms. We expanded the content to cover general stretcher accessories, different stretcher types, and various mounting solutions. Our approach included content creation, internal linking, technical adjustments, and link building. This strategy was designed to attract a wider audience and boost overall rankings.
Content Creation
As part of the content creation strategy, we’ve created 7 collection pages targeting specific stretcher accessories, with a focus on high-value keywords. We approached this from multiple angles to maximize search traffic:
By targeting these 3 angles, we were able to capture traffic from different search terms separately, driving more focused and relevant traffic to Rowland Emergency's offerings.
Internal Linking Structure
We implemented a virtual silo structure to improve SEO performance. This included adding a breadcrumb structure to clarify parent/child relationships in category pages, linking parent collection pages to child category pages, and ensuring that child pages and related articles were interlinked to strengthen the site's overall topical relevance and authority.
Technical Audit
Our thorough technical audit revealed several SEO issues that needed attention. We addressed key technical SEO problems, such as fixing external 404 errors, optimizing image ALT tags, and eliminating duplicate titles and headings.
Link Building
We secured 14 high-quality backlinks through targeted link insertion and guest posting strategies from relevant niche websites. Although the number of links isn't large because we've only been working on the project for three months, the strong relevance of these backlinks has already been crucial in building domain authority and significantly increasing the site's domain rating.
Results
In just 3 months, our targeted content creation and link-building efforts led to a 68% increase in organic traffic. Starting with 77 monthly visitors in April 2024, we successfully increased organic traffic to 129 visitors in July 2024.
In April 2024, Rowland Emergency had 30 keywords ranking in the top 10 positions. By July 2024, this number rose to 49, marking a 63% increase. This improvement in keyword rankings significantly enhanced the site’s visibility in search results.
All newly created collection pages now rank on the first page and continue to improve their positions. The main "cot mount" page, which was optimized, has moved from 4th place to 2nd in the rankings since we began working on the project in April 2024. Additionally, the "Stryker stretcher accessories" page, our parent page, was optimized and saw a significant improvement, moving from not ranking at all to the 6th position.
Rowland Emergency’s domain rating substantially increased from 3 in April 2024 to 6 in July 2024, a 100% improvement. This boost in domain authority was supported by the acquisition of 16 high-quality backlinks and the resolution of key technical SEO issues.
