E-Commerce - Outdoor Faucets to Bathtub Drains - Customer Case Study

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WSI Completes On-Page SEO Optimization for E-Commerce Site

WSI Expert Internet Marketing has recently completed the on-page search engine optimization for Eagle Mountain Products Co., the authorized online retailer for Woodford and Watco Manufacturing Companies.  Together they represent the leading manufacturers of outdoor water faucets and bathtub drain assembly products with innovative and fresh designs for both residential and commercial use.

The first step in optimizing the site based on existing search volume was to conduct thorough key word research. Through a process known as “semantic mapping”, WSI was able to compile and cluster keywords with similar meaning into major and minor groups.

Because there were so many high volume keywords in this category, and many of them were searches looking for product information and advice on DYI projects, it was decided that many of the keywords would be used for consumer information on repair and replacement of Eagle Mountain’s product line.

See examples of these pages below:

How to Remove Bathtub Drain Outdoor Faucet Repair
How to Remove Tub Drain Outside Faucet Repair
How to Fix Bathtub Drain  
Bathtub Drain Diagram  
Bathtub Drain Repair  
Bathtub Drain Removal  
How to Replace Tub Drain  
Bathtub Drain Replacement  
Tub Drain Removal  


Next, we looked at the branded terms.  See examples below of the pages optimized for brand terms:

Watco Bath Tub Drains Woodford Outside Faucets
Watco Bathtub Drain Stopper Woodford Yard Hydrants
Watco Universal Nufit Woodford Frost Free Hose Bibs
Watco Drains Woodford Faucet Repair Instructions
Watco Bathtub Drains Woodford Faucet Parts
Watco Plumbing Parts Woodford Model 17 Repair Kit
  Woodford Hose Bibs
  Woodford Faucets
  Woodford Hydrants
  Woodford Wall Hydrants
  Woodford Hose Bibbs
  Woodford Model 17 Faucet


Lastly, we focused on the numerous words which are used for their products:

About Us Outdoor Water Faucet
Bathtub Drain Cover Frost Free Faucets
Bathtub Stoppers Frost Free Hydrants
Bathtub Drain Plug Hose Bibbs
Bathtub Drain Parts Frost Free Sillcock
Tub Waste and Overflow Outdoor Spigots
Bathtub Drain Assembly Outdoor Faucets
Bath Tub Stoppers Outdoor Water Spigots
Tub Overflow Plate Frost Free Hydrants
Tub Drain Repair Outside Water Faucet
Tub Overflow Cover Hose Bibb Vacuum Breaker
Pop Up Drain Assembly Outdoor Faucet Parts
Bathtub Overflow Plate  
Bathtub Plugs  
Bathtub Parts  
Bathtub Overflow Cover  


The expanded site went live in March 2013, and the engines are rapidly indexing all of the new content.  Preliminary analysis indicates that organic search volume is up as is conversion. During the next six months, off page optimization including blogs for Woodford Faucets and Watco Drains at Word Press and Woodford Outdoor Faucets and Watco Bath Tub Drains at Blogspot as well as organic link building should accelerate these trends.


Topics: SEO, Digital Marketing, E-Commerce, E-Commerce SEO, Internet Marketing

Luke Middendorf

I help our clients develop and implement effective digital marketing strategies. I spend a significant amount of time learning about their products, services, and target markets so that we can create a plan that delivers a real return on investment.

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