Case Study
In-Gas Holdings
Helped In-Gas Holdings and it's subsidiaries achieve a dominant SEO market share among competitors and dominate commercial intent search rankings in the USA, translating into incremental lead volume and closed contracts.
The goal
Dominate organic search rankings for informational and commercial intent searches across three sub-brand websites.
How we did it
Leveraged brand authority to regain lost organic visibility and captured incremental search market share that drove quality leads.
We identified technical debt and content gaps, then built a roadmap to leverage existing authority for reconcilation of lost organic traffic, and beat historical performance.
Service
Ideal Customer Profile
Strategy
About In-Gas Holdings
In-Gas Holdings brings together decades of expertise in industrial gas equipment, engineered systems, and field services under one unified vision. The company's mission is to provide the world's most reliable, innovative, and environmentally responsible gas handling equipment, engineered systems, and field services—enabling industries to operate safely, efficiently, and in full regulatory compliance.
Reconciliate lost traffic due to a CMS migration and grow the organic market share signifficantly.
In-Gas holdings historically started with one company based in Germany and a second office in the USA. After losing a significant amount of their organic traffic in 2021 due to a website CMS migration they were looking for a partner that can guide and support them in getting back the lost traffic, but also capitalizing on the strong brand to grow the organic presence even more.
Audience-based content strategy for quick win traffic gains, while building a diversified, three-website SEO strategy for maximum organic SERP real estate.
Our solution centered on a three-tiered SEO architecture designed to dominate the technical gas handling market. By leveraging the established brand equity of the primary manufacturer site, we created a self-sustaining ecosystem that captures users at every stage of the funnel—from technical research to service procurement and direct product purchasing.
Phase 1: DILO.com (The Authority Hub) We prioritized aggressive content optimization on dilo.com to secure the #1 rankings for high-volume, "informational" industry terms. By establishing this site as the primary source of truth, we built a massive "authority reservoir" to be redistributed.
Phase 2: In-GasDirect.com (The Service Driver) Leveraging the momentum from DILO, we executed a strategic authority reroute to in-gasdirect.com. This site was positioned as the dedicated home for the DILO DIRECT service line, capturing high-intent leads specifically seeking on-site gas handling, testing, and maintenance services.
Phase 3: In-Gas.com (The Commercial Engine) To maximize "SERP Real Estate," we funneled specialized equipment traffic to in-gas.com. This allowed us to separate technical brand education from the e-commerce experience, creating a streamlined path for users to purchase specialized gas equipment without the friction of navigating a service-heavy site.
The Result
In-Gas Holdings dominates SF6 gas search market share while growing in specialized gas SERPs.
We managed to rank the website in both information and commercial intent searches in Google and Bing, from 74 top 3 rankings, to almost 140 top 3 ranking in the last two years – bringing significant amount of quality traffic without being affected by any Google update.
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