Case Study: SEO & Content Marketing for a US Building Products Manufacturer

unilock seo concrete paver manufacturer marketing

UNILOCK — a premier manufacturer of concrete pavers and retaining wall systems located in Brewster, NY—continues to lead the landscape industry in style and technology. Because of this commitment, more homeowners and business owners each year are choosing to work with architects, designers and landscape contractors who recommend UNILOCK products.

Building on an existing long-term professional relationship, Unilock NY chose to engage Halstead Media Group for an aggressive search engine optimization (SEO) and content marketing effort which kicked off March 2016. In addition to the SEO campaign for the NY region including NY, CT, PA, and NJ, UNILOCK was also looking to harness the power of professionally written content to engage website users, increase website traffic and lead generation, and build brand loyalty across the region. 

Working together closely with the UNILOCK NY team in Brewster, NY, as well as the corporate marketing team headquartered in Toronto, Canada, Halstead Media initiated the effort with an extensive SEO audit, including a local and regional keyword position and website ranking assessment and comprehensive website health audit. Included on the onboarding strategy report, this extensive data formed as the foundation for a game plan that involved content driven-SEO targeted to produce quick results in the NY region. 

At the close of fist 60 days of the campaign, UNILOCK's regional organic traffic has increased by over 30%; a result of greatly improved targeted keyword rankings across all the local market segments. 

Additionally, to harness the power of content marketing in today's digital landscape, Halstead Media facilitated the launch of the UNILOCK NY Blog on which the Halstead Media content team posts high-quality content designed to engage with UNILOCK's consumer market. A quickly growing resource HUB for homeowners researching a new outdoor living project for their home, the NY Blog is filled with regularly updated, useful articles focused on everything from choosing the right concrete paver to planning a comfortable and stylish pool area. 

Capabilities Used:

  • Customer Research

  • Buyer Persona Development

  • Content Marketing

  • Strategy

  • Analytics and Reporting