Metarom USA

Overview

Metarom USA, a global leader in the flavor and food additive industry, needed to improve their outdated website and digital marketing to drive more qualified leads. The company was looking to enhance its online visibility, improve user experience, and generate more qualified leads through search engine optimization (SEO) and Pay Per Click (PPC) strategies. The goal was to increase brand awareness, attract larger leads, and achieve a positive ROI.

Read this case study to see how our digital marketing strategies helped grow Metarom’s leads, sessions, and form submissions.

Problem

The primary issue was the lack of optimization on Metarom’s existing website. The website had a low mobile and desktop Lab Data score, negatively affecting its search engine rankings and overall user experience. Additionally, the website’s navigation was unintuitive, and there were technical issues, such as soft 404 errors and slow-loading images, that hindered its performance. When shoppers visited the homepage, the pop-up was distracting and did not provide incentives or offers for signing up for a newsletter. 

Metarom USA Home Page Popup

There were gaps in their website’s SEO (e.g., missing schema markup and poorly structured content), and their Google Business Profile (GBP) was not fully optimized. Metarom had a Brevo account that was not working properly, leading to issues with lead automation. They also lacked an effective PPC strategy that would achieve their goals of improving visibility and conversions.

Solution

To enhance Metarom’s website usability and performance, we revamped the navigation menu, optimized core web vitals by compressing images to improve loading times, and expanded search functionality. We addressed soft 404 errors and updated the “About Us” page with engaging content. To further boost organic traffic, we optimized Metarom’s GBP and streamlined categories for improved visibility and user experience. PPC strategies targeted West Coast states with focused campaigns, responsive search ads, negative keywords, and remarketing efforts to maximize qualified leads and conversions while maintaining low CPA.

Search Engine Optimization (SEO)

To improve the website’s usability and performance, we revamped the main navigation and ensured that all links were clickable across devices, including mobile. We also addressed core web vitals and optimized the site’s speed by reducing image sizes, ensuring all images were properly compressed to enhance loading times. 

We integrated and customized the Ivory Search plugin to expand the website’s search functionality. Additionally, we resolved soft 404 errors and ensured that pages with incomplete content were marked as “noindex” to prevent search engine penalties. The “About Us” page was updated with facility images, company history, testimonials, and values to increase trust and engagement. A clickable call-to-action (CTA) was also added to the homepage banner to drive LinkedIn engagement.

Updated Hello Bar with Follow Us on LinkedIn CTA on Metarom USA’s Home page

Improving Metarom’s organic traffic and visibility were key campaign focuses. We conducted a comprehensive audit of the website and implemented critical improvements such as optimizing the Google Business Profile (GBP), adding missing schema markup for product ratings, business information, and products, and rewriting duplicate content. UTM tracking was added to URLs to better track performance. We saw to it that Metarom’s website had relevant microdata, including reviews and product information, to enhance its presence in search engine results. To improve user experience and engagement, we implemented logical product categorization and streamlined the content layout.

Additionally, we focused on optimizing the GBP Questions & Answers section and utilized GBP Products and Services to increase engagement and feed Google with valuable business details.

Metarom USA Google Business Profile

Pay Per Click (PPC)

For PPC, we implemented a focused strategy to maximize qualified leads while keeping the cost per acquisition (CPA) low. Initially, we targeted West Coast states (California, Arizona, Oregon, and Nevada) to increase visibility in key markets. Our team launched branded and non-branded campaigns with manual CPC bidding and focused on relevant keywords tied to Metarom’s products, such as vanilla extracts and functional flavors. Responsive search ads were used, along with all key ad extensions to improve click-through rates. We also integrated negative keywords to avoid irrelevant clicks and ensure high-quality traffic. Remarketing campaigns were set up to capture visitors who had previously engaged with the site, helping boost conversions. 

Results

Search Engine Optimization (SEO)

By implementing these SEO improvements, Metarom saw a significant increase in their organic traffic and user engagement. Year-over-year (YoY), sessions increased by 129%, with engaged sessions rising by 105.9%. Key events, such as form submissions, saw a growth of 91.4%, and contact form submissions increased by 76.6% YoY. The optimization of the GBP profile and schema markup played a crucial role in this growth, driving more local traffic and improving overall website credibility.

Graph showing YoY growth in Sessions and Form Submissions

77%

Growth

in Form Submissions

129%

Increase

in Overall Sessions

106%

Growth

in Engaged Sessions

Pay Per Click (PPC)

The PPC campaigns also proved highly effective. The targeted strategy of focusing on specific geographic locations and refining ad copy based on product offerings helped drive qualified leads at a competitive cost. Remarketing campaigns saw high engagement rates, contributing to a more efficient conversion process. The optimization of the PPC strategy ensured that the advertising budget was effectively allocated, with more focus on non-branded terms that directly correlated with Metarom’s core products. These efforts led to a noticeable increase in leads that were funneled into their customer relationship management (CRM) system, streamlining the lead conversion process.

In summary, our work with Metarom USA not only improved their website’s performance but also helped them establish a robust digital marketing foundation with a focus on SEO and PPC. These improvements have set the stage for sustained growth and increased brand awareness in the highly competitive food additives and flavor industry.